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
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
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.
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
27.
28. Keys Money Mobile
Source: Jan Chipchase, Nokia Research
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
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
33.
34.
35.
36.
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
38.
39.
40.
41.
42. The CTIA (The Wireless Association) reported...
Americans now use mobile phones.
Source: Steve Largent, President and CEO of CTIA, 2010
43.
44.
45.
46.
47. Click to view Video: h9p://www.youtube.com/watch?v=EHlN21ebeak
48.
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/
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)
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)
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
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.
77.
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
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.
84.
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
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
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.
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.
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.
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/