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Michael Marlatt's recruitDC Generation Mobile-12.2.10

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Diverse. Connected. On-the-Go.




Presented by: Michael Marlatt
                                              Special Thanks:
Grab my vCard: Txt MARLATT to 41411

     @MichaelMarlatt
ecruiting
    I am a R
                 for…
     C onsultant
                          In the past, I have worked for…




              e.
Hi. This is m




                                 What I do…
                          o  Recruit. Source. Train. Speak.
                          o  Mobile Evangelist & Practitioner.
                          o  Design, build, and deploy mobile
                          recruiting solutions for work & play.
                          o  13 years in the field, including 8
                          years in the telecom/wireless industry.
                          o  Technology Agnostic & Digital-junkie.
Connect while on the go!
  You Can find me online…
                                                               Visit my mobile site at:
   My Blog : http://CloudRecruiting.net                        http://m.cloudrecruiting.net




                                          Prefer the
                                          mobile device?




Send   FAN or HATE mail to…                         Michael@CloudRecruiting.net
Mobile, mobile, mobile...




                            Source: heikescholz@mobile-zeitgeist.com
Mobile, is
Question 1




                 Tomi Ahonen

Mobile Consultant, 7thMassMedia


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Michael Marlatt's recruitDC Generation Mobile-12.2.10

  • 1. Diverse. Connected. On-the-Go. Presented by: Michael Marlatt Special Thanks: Grab my vCard: Txt MARLATT to 41411 @MichaelMarlatt
  • 2. ecruiting I am a R for… C onsultant In the past, I have worked for… e. Hi. This is m What I do… o  Recruit. Source. Train. Speak. o  Mobile Evangelist & Practitioner. o  Design, build, and deploy mobile recruiting solutions for work & play. o  13 years in the field, including 8 years in the telecom/wireless industry. o  Technology Agnostic & Digital-junkie.
  • 3. Connect while on the go! You Can find me online… Visit my mobile site at: My Blog : http://CloudRecruiting.net http://m.cloudrecruiting.net Prefer the mobile device? Send FAN or HATE mail to… Michael@CloudRecruiting.net
  • 4. Mobile, mobile, mobile... Source: heikescholz@mobile-zeitgeist.com
  • 6. Question 1 Tomi Ahonen
 Mobile Consultant, 7thMassMedia

  • 7. It’s Mobile War! Google enters Apple’s turf.
  • 8. We did not enter the search business, they entered the phone business. Make no mistake they want to kill the iPhone. We won’t let them… ” Steve Jobs, CEO, Apple Source: http://www.redmondpie.com
  • 9. OUR FOCUS TODAY 1.  Intro: The Paradigm Shift 2.  Our New Obsession 3.  Demographics of the mobile user 4.  Making sense of mobile recruiting 5.  Mobile Recruiting Examples
  • 11. to understand the present. - Carl Sagan
  • 13. We started with this...
  • 16. Good contacts. = Good leads =
  • 18. Remember the The first job board was a nonprofit organization launched in August 1992, by Bill Warren and was called the Online Career Center (OCC).
  • 19. Remember the The first job board was a nonprofit organization launched in August 1992, by Bill Warren and was called the Online Career Center (OCC). OCC was sold to TMP Worldwide (now Monster Worldwide) in December 1995 when OCC was renamed Monster.com.
  • 21. In 1998, “internet recruiting” changed forever.
  • 22. In 2004, the term
  • 24. And... MEDIA.
  • 26. Within the next five years more users will connect to the Internet over mobile devices than desktop PCs.” Mary
Meeker
 Managing
director
at
Morgan
Stanley

 Head
of
the
Global
Technology
Research
Team

  • 28. Keys Money Mobile Source: Jan Chipchase, Nokia Research
  • 29. The Fut u re : M ob il e o r PC?
  • 30. The mobile channel is experiencing the same explosive growth, and has become the de facto 3rd-Screen that many believe will surpass TV and the Internet in term of its impact on industry and communications.” - iLoop Mobile
  • 31. mobile subscriptions on the planet fixed land-lines in use. Tomi Ahonen, 7thMassMedia, 2010
  • 32. 5 Billion in perspective... 5B 5B 4B Mobile Subscribers - Billions 3B 2B 1.2B 1.1B 1B Landline Users Computers 0B Mobile Subscriptions Source: Tomi Ahonen - 2010
  • 37. “ within arm’s reach 24/7. It is literally the last thing we look at before we go to sleep and again the first thing we see when we wake up.” ' '' ' ' ' ' ' ' ' ' ' ' ' ' ' ' - Morgan Stanley, 2007
  • 42. The CTIA (The Wireless Association) reported... Americans now use mobile phones. Source: Steve Largent, President and CEO of CTIA, 2010
  • 47. Click to view Video: h9p://www.youtube.com/watch?v=EHlN21ebeak


  • 49. “African-Americans and English-speaking Latinos continue to be among the most active users of the mobile web. Cell phone ownership is higher among African- Americans and Latinos than among whites (87% vs. 80%)…” *

PEW:
Research
conducted
between
April
29
 and
May
30,
2010,
among
a
sample
of
2,252
 *
PEW
Internet:
h9p://www.pewinternet.org/Media‐MenJons/2010/A‐Digital‐RevoluJon‐In‐The‐Palm‐Of‐Your‐Hand.aspx


  • 50. • 

African‐Americans
send
and
 receive
around
780
messages
 • 
Hispanics
send
and
receive
 around
767
messages
a
month.
 • 
Asians/Pacific
Islanders
receive
 around
384
texts
a
month
 • 
Whites
receive
566
texts
a
 month.

 * Research over 12 months. Nielsen
Data
source:
h9p://blog.nielsen.com/nielsenwire/online_mobile/african‐americans‐women‐and‐southerners‐talk‐and‐text‐the‐most‐in‐the‐u‐s/


  • 51. American women are more communicative in general on mobile devices; they text more, too, sending or receiving an average of 601 SMS messages a month. American men, send or receive 447 text messages per month. * Nielsen Research over 12 month period. Nielsen
Data
source:
h9p://blog.nielsen.com/nielsenwire/online_mobile/african‐americans‐women‐and‐southerners‐talk‐and‐text‐the‐most‐in‐the‐u‐s/


  • 55. We should first define MOBILE MARKETING.
  • 56. is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. Mobile Marketing Association (MMA)
  • 60. QR Code & TXT Messaging Examples
  • 61. Join Mobile Opt-in for the latest GAP Fashion.
  • 62. Benefits of Going Mobile?   Almost 300 Million Americans are now mobile subscribers   Mobile is Personalized & Private   Mobile Flexible & Timely   Mobile SMS has a 95% Read Rate   SMS has a 15-20% Response Rate vs. 1% for Traditional Media.   Easily Integrates with online and offline marketing channels   Mobile-web creation & optimization is fast and easy to set-up   Mobile offers highly measurable & accurate reporting   Cost-Savings vs. Traditional Marketing methods
  • 63. 1.  Personal:

Next
to
the
wallet
or
purse,
the
mobile
device
is
the
next
most
carried
 accessory.
 2.  Intimate:

Mobile
offers
the
reach
of
broadcast
with
the
power
of
personal
 touch.
 3.  Target‐Marketing:

Strong
candidate
identity
allows
effective
(target)
marketing
 of
specific
messages
to
individuals
or
groups.
 4.  Confirmed
Identity:

The
personal
nature
of
mobile
offers
employers
the
 assurance
of
knowing
exactly
who
they
are
contacting.
 5.  Convenient:

Candidates
can
easily
read
SMS
messages,
even
during
the
busiest
 times
of
the
day.
 6.  Actionable:

If
a
“call
to
action”
message
is
compelling,
the
response
can
be
 immediate.
 7.  Persistence:

Unlike
traditional
mass
media
or
job‐board
marketing,
the
 consumer
carries
the
targeted
message
away
with
them
on
their
device.
 8.  Opt‐in:

Mobile
marketing
to
candidates
is
permissions
based;
candidates
can
 decide
the
level
of
interactions
with
the
company.
 9.  Viral:

Messages
remain
on
the
phone
and
can
be
easily
passed
from
one
 candidate
to
another.
 10.  Ubiquitous
Access:

The
era
of
24x7
is
here.
Consumers
are
tethered
to
their
 mobile
device;
the
device
is
always
"on”
and
always
within
reach.

  • 64. Developing a “mobile recruitment” solution can help employers achieve a variety of goals: * Candidate acquisition with database build * Greater reach of your prospect talent pool * Build greater brand awareness * Candidate loyalty & trust with an employer’s brand * Improve candidate experience with your brand. * Strong viral marketing/word of mouth * Promotional communications * Lead generation and prospecting * Highly measurable with precise analytics * Increased interactivity with your mobile network * Improves the use of traditional and other digital ' recruitment channels * Cost-savings as compared to traditional methods
  • 65. It’s time! YES – now is the time to reach for your mobile device.
  • 66. … (Keyword) (Short-code) 
 To:



90206 Text:
 SHOWME

  • 67. Short code Keyword TIP #3 TIP #1 Tell your network how many The initial auto-response text-messages they can message should both expect or what the required confirm and remind the action might be. mobile subscriber what they have just opted into. TIP #4 TIP #2 Let your network know how Reinforce your specific call- they can opt-out of your to-action. In other words, Mobile network and that “data Remind your audience on rates may apply”. what action you would like for them to do (i.e., click This is standard language with thru to a mobile site, call, virtually all SMS-text msg email, etc.). Campaigns and something your mobile solution provider will insert into the campaign for you. Source: Mobile Marketing Association (MMA)
  • 68. What are the basics of MOBILE MESSAGING?
  • 69. a using Text-Messaging
  • 70. (short message service )
  • 71. “Text messaging, or texting is the common term for the sending of "short" (160 characters or fewer, including spaces) text messages from mobile phones using the Short Message Service (SMS).” Source: StateMaster Encyclopedia
  • 74. SMS (Text-Messaging) versus Other Communication channels
  • 75. No. of Worldwide Users by Communication Channel 4B 4B! 3B 3.1B! 2.5B Billions 2B 1.7B! 1.7B! 1.5B 1.4B! 1B 0B Source: Tomi Ahonen - 2010
  • 76. According to the CTIA, 4.5 trillion text-messages were sent globally in 2009.
  • 78. “SMS usage is expected to grow by 22% in 2010, to - 5.5 Trillion total SMS text messages sent globally. The big driver in the SMS traffic now is North America…” ' ' ' ' ' ' ' ' '
 
 ' ' ' ' ' ' ' ' ' ' Tomi Ahonen, Mobile Industry Expert
  • 80. 'Tomi Ahonen, Mobile Industry Expert

  • 83. U.S. Statistics
 Quarter Phone Text Did you know... Calls Messages All Subscribers 204 357 12 & Under 137 428 SMS/Text-messaging is no Ages 13 - 17 231 1742 longer just for “teens” or Ages 18 - 24 265 790 the 20-somethings. Ages 25 - 34 239 331 Ages 35 - 44 223 236 Source: Nielsen Mobile, 2009 Ages 45 - 54 193 128 The survey measured the billing activity through an “opt- in” panel of more than 50,000 U.S. mobile lines across Ages 55 - 64 145 38 the top four mobile carriers. Ages 65+ 99 14 Average Number of Monthly Calls vs. Text Messages Among U.S. Wireless Subscribers by age.
  • 85. In 2009, the mobile web grew 110% in the U.S. and 148% worldwide. ‐
Quantcast
Mobile
Trends
Report,
2010

  • 86. Mobile site development Mobile websites can be viewed across 
 a broad range of 
 mobile devices.
  • 87. 5 Tips for constructing a mobile site 1.  Define the specific purpose for the experience 2.  Make the most important information instantly findable 3.  Ensure there is relevance to the user 4.  Don’t try to recreate the desktop experience in mobile 5.  Build navigation that is intuitive on every page
  • 88. Mobile Optimized Careers Site Examples...
  • 89. Mobile Optimized Careers Site Examples... Mobile Messaging Campaign & Optimized Mobile site Examples...
  • 91. Employer Sites with Mobile-Optimized Career Sites http://jobs.hyatt.mobi http://microsoft-careers.com/mobile http://m.sodexo.jobs http://hyatt.jobs
  • 92. Employer Sites with Mobile-Optimized Career Sites http://jobs.hyatt.mobi http://microsoft-careers.com/mobile http://m.sodexo.jobs
  • 93. Microsoft Mobile Career Site URL: http://microsoft-careers.com/mobile
  • 95. Microsoft Careers: Mobile Site non-optimized   Lacks proper sizing for current browser/screen.   Difficult to read content.   Lacks user friendly navigation.   Difficult to locate relevant content fast.   Poor overall user experience.   Does not automatically redirect to mobile optimized view.
  • 96. Microsoft Careers: Mobile Site Non-Mobile Optimized Mobile Optimized Mobile Career Site URL: http://microsoft-careers.com/mobile
  • 99. Q: How do candidates engage via the mobile? http://jobs.hyatt.mobi http://microsoft-careers.com/mobile http://m.sodexo.jobs http://hyatt.jobs
  • 101. Case
Study
1:

“HEWSales”
‐
SMS
Campaign
 Text

“HEWSALES”
to
77950
 Summary of HEWSales Campaign:
 PURPOSE: Develop a mobile network for connecting and engaging future sales “talent” for Hewitt Associates. METHOD: Sales professionals are often “on-the-go”. Utilized SMS campaign via keyword “HEWSALES” (HEW = Hewitt’s stock symbol), along with the short-code 77950. Opt-in subscribers received a simple call-to-action: Email resume or click to view Hewitt’s Sales mobile site. Via the site, subscribers gained immediate access to the latest sales opportunities, as well as received occasional SMS-job alerts as new positions became available. MARKETING CHANNEL: Integrated SMS campaign across Hewitt’s social media channels (e.g., Linkedin Group, FB, and Twitter, etc.) Step
2:

HEWSALES
“opt‐in”
 Step
3:

Link
to
HEWSALES
mobile‐site.
 confirmaJon
auto‐response.
 Step
1:

Sales
“prospect”
candidates
are
 encouraged
to
Txt
HEWSALES
to
77950
 Call‐to‐AcMon:

Users
are

 prompted
to
email
resume
 or
click
link
to
be
redirected

 to
the
HEWSALES
site.

  • 102. non-optimized • Current view difficult to read. Poor user experience. • Difficult to navigate and find relevant information. Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
  • 103. mobile landing page non-optimized • Current view difficult to read. Poor user experience. • Optimized for mobile. Preferred user experience. • Difficult to navigate and find relevant information. • Easy-to-use navigational buttons at the bottom. Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
  • 104. mobile landing page non-optimized Hewitt’s Mobile Site Link: http://hewsales.everywhereigo.com/ •  Original landing page of Sales Recruiting site which was optimized for mobile. •  Very clean interface. •  Unnecessary content removed for the mobile site. •  Preferred user experience. •  Easy-to-use navigational buttons at the bottom. • Current view difficult to read. Poor user experience. • Difficult to navigate and find relevant information. Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
  • 106. Case
Study
3:

HewiS
Associates
 Text

“HEWDIVERSITY”
to
77950
 Case
Study
2:

“HEWDiversity”
‐
SMS
Campaign
 “HEWDiversity”
–
SMS
Campaign
 ObjecMve:

Engage
the
2009
NBMBAA
conference
 a9endees
via
a
raffle‐give‐away.

Conference
 a9endees
were
encouraged
to
parJcipate
by
 sending
an
SMS
(text‐message)
with
the
keyword
 HEWDIVERSITY
to
77950.


  • 107. Case
Study
3:

HewiS
Associates
 Text

“HEWDIVERSITY”
to
77950
 Case
Study
2:

“HEWDiversity”
‐
SMS
Campaign
 “HEWDiversity”
–
SMS
Campaign
 ObjecMve:

Engage
the
2009
NBMBAA
conference
 a9endees
via
a
raffle‐give‐away.

Conference
 a9endees
were
encouraged
to
parJcipate
by
 sending
an
SMS
(text‐message)
with
the
keyword
 HEWDIVERSITY
to
77950.


  • 108. Case
Study
3:

HewiS
Associates
 Text

“HEWDIVERSITY”
to
77950
 Case
Study
2:

“HEWDiversity”
‐
SMS
Campaign
 “HEWDiversity”
–
SMS
Campaign
 ObjecMve:

Engage
the
2009
NBMBAA
conference
 AVer
the
“opt‐in”:

Subscribers
were
 a9endees
via
a
raffle‐give‐away.

Conference
 provided
a
link
to
view
the
raffle‐give‐ a9endees
were
encouraged
to
parJcipate
by
 away
details,
as
well
as
learn
more
 sending
an
SMS
(text‐message)
with
the
keyword
 about
Hewi9’s
Diversity
Program,
and
 HEWDIVERSITY
to
77950.

 career
opportuniJes.

 ParJcipants
were
immediately


 prompted
to
click
the
HEWDiversity

 link
for
contest
details.

  • 109. Case
Study
3:

HewiS
Associates
 Text

“HEWDIVERSITY”
to
77950
 Case
Study
2:

“HEWDiversity”
‐
SMS
Campaign
 “HEWDiversity”
–
SMS
Campaign
 ObjecMve:

Engage
the
2009
NBMBAA
conference
 AVer
the
“opt‐in”:

Subscribers
were
 Mobile
URL:

 a9endees
via
a
raffle‐give‐away.

Conference
 provided
a
link
to
view
the
raffle‐give‐ a9endees
were
encouraged
to
parJcipate
by
 away
details,
as
well
as
learn
more
 www.Hewdiversity.com

 sending
an
SMS
(text‐message)
with
the
keyword
 about
Hewi9’s
Diversity
Program,
and
 HEWDIVERSITY
to
77950.

 career
opportuniJes.

 ParJcipants
were
immediately


 prompted
to
click
the
HEWDiversity

 link
for
contest
details.

  • 110. Mobile site optimization non-optimized • Current view difficult to read. Poor user experience. • Difficult to navigate and find relevant information. Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
  • 111. Today: Hewitt’s Diversity Recruiting Mobile Site non-optimized optimized www.HEWDiversity.com • Current view difficult to read. Poor user experience. • Optimized for mobile. Preferred user experience. • Difficult to navigate and find relevant information. • Easy-to-use navigational buttons at the bottom.
  • 112. Mobile site optimization non-optimized optimized •  www.HewDiversity.com •  Optimized for mobile. •  Clean interface. •  Unnecessary content removed for the mobile site. •  Preferred user experience. •  Easy-to-use navigational buttons at the bottom. • Current view difficult to read. Poor user experience. • Difficult to navigate and find relevant information. Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
  • 113. SALES RECRUITING” DIVERSITY” HEWDIVERSITY Site: www.HewDiversity.com Demo (Live) Campaign: Txt HEWDIVERSITY to 77950 •  Diversity Recruiting site optimized for mobile. •  Clean & simple interface. •  Unnecessary content removed for the mobile site. •  Preferred user experience. •  Easy-to-use (simple) navigational Txt HEWSALES to 77950. * Live campaign: menu buttons. * Live campaign: Txt HEWDIVERSITY to 77950. Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
  • 114. Mobile social integration is important for expanding your digital footprint. * Live campaign: Txt HEWDIVERSITY to 77950. Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
  • 115. Push your job feed directly into your mobile-site. HEWSALES Mobile Site: Option 1: •  Create a dedicated Twitter page for your company. •  Push job or news-related updates to Twitter. •  Grab the RSS feed from your Twitter-page. Option 2: •  Grab the RSS feed from your company’s careers page. •  Insert that into the Movitas platform to render a running stream of open jobs. Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
  • 117. 6 Questions to ask before getting started 1.  What are the campaign goals? 2.  Who are you trying to target? 3.  Is this part of a broader media campaign? 4.  How much money is allocated to the mobile portion of the buy? 5.  What are your competitors doing? 6.  What does success look like for you and your client?
  • 118. Sample “Mobile Recruiting” solution service providers. Mobile Messaging & Mobile Careers Micro-site Development Site Optimization Do-IT-Yourself... »
Click to view Mobile/SMS Providers: http://cloudrecruiting.net/mobilerecruiting/sms-directory/
  • 122. »