This document discusses how mobile technology can be leveraged for recruitment purposes. It outlines how mobile usage has increased dramatically, with people checking their phones over 100 times per day on average. It then provides examples of how companies have used targeted mobile advertising campaigns on platforms like Facebook and LinkedIn to recruit candidates for specific roles. Metrics are shared on the success of sample mobile recruitment campaigns for Aldi and a hospital, demonstrating high engagement rates. The document concludes by advising readers to define goals, audiences, and investments when developing a mobile recruitment strategy.

1. THE POWER OF MOBILE FOR RECRUITMENT

2. International offices in
Canada
United Kingdom
Ireland
Czech Republic
Headquartered in
King of Prussia, Pa.

4. Our customers remain the same.
Media, Brands, Advertisers, Advertising Agencies

5. Turning traditional awareness
into mobile engagement.

6. We help clients develop
a complete mobile strategy.
> Innovative Text Message Marketing Platforms
> Customized mobile consumer engagement solutions
> Mobile Microsite production - responsive design + development
> Turn-key mobile promotion execution & management.
> Mobile app development
> Mobile Ad targeting consulting, placement, and activation

7. MOBILE
HAS
CHANGED
EVERYTHING

8. FOR MOST PEOPLE,
THEIR PHONE IS WITHIN ARM’S
REACH
24 / 7 / 365
THE AVERAGE PERSON
CHECKS THEIR SMARTPHONE
110 times per day
THE AVERAGE NUMBER OF
MINUTES SPENT ON
FACEBOOK MOBILE
228 minutes/wk (32/day)
Sources: Locket, Inc.; AllThingsD.com

9. Some of us will have the
mobile number we have today
for the rest of our life!
YOUR PHONE # IS YOUR
MOBILE-DIGITAL DNA

10. “Old” social
networks like
Facebook have
been forced to
refocus their efforts
on the mobile world.
New platforms like
Vine and Snapchat
were built in the
mobile space from
the ground up.

11. MOBILE TARGETED ADVERTISING
The Big Gap: Mobile Ad Spend vs. Consumption
MOBILE USE SHARE IS
EXPLODING
NEARLY DOUBLING IN
THE LAST 12 MONTHS
… yet only 4% of ad budgets
are spent on mobile advertising.

12. Take
MONEYBALL STRATEGY
And mix it with
MAD MEN
ARTISTRY

13. MOBILE TARGETED ADVERTISING
The Power of Targeting
Mobile advertising on websites and inside apps allows for precision targeting like you’ve never
seen before. The building blocks of campaign design include:
GEO-FENCING
No more wasted spend – only advertise to users within an area
defined by zipcode, radius, or unique polygon.
DEMO-TARGETING
Only reach the users who meet a target profile of interest,
behavior, level of education, group association…
DAYPARTING & GEO-TARGETING/CONQUESTING
Spend ad dollars whenever and wherever makes the most sense –
i.e., target nurses working night shift at local critical care facilities.

14. MOBILE TARGETED ADVERTISING
Optimizing Standard Banners
The most common and usually lowest-CPM ad inventory
is found with standard still image banners. Lower prices
allow a larger number of impressions, but care must be
taken to design creative that rises above the noise.
^ Clear call to action &
simulated interactivity.
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Use bulk impressions to reinforce brand messaging.
^
^ High contrast & clean text.

15. 15
MOBILE TARGETED ADVERTISING
In-Banner Video
In-banner video allows the user to play a streaming
video clip within the ad itself.

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MOBILE TARGETED ADVERTISING
Fullscreen Interstitial Video
The Fullscreen Interstitial Video unit is
displayed during a pause in the user cycle
(i.e., app loading; data updates) and can be
either user-initiated or set to autoplay.
Supported on almost all mobile platforms
and devices.

17. In the app or web space, expandable rich media ad
components allow a tremendous variety of features
within the ad unit itself.
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MOBILE TARGETED ADVERTISING
Expandable Rich Media

18. 18
MOBILE TARGETED ADVERTISING
Mobilized Landing Pages
& Lead Tracking
The most important part of
successfully executing a mobile ad
campaign is sending interested users
to a mobile-optimized destination.

19. MOBILE TARGETED ADVERTISING
Instant Backend Access & Follow-Up
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20. SOCIAL-MOBILE ADVERTISING
Targeting PEOPLE not PLACES
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Traditional mobile ad buying is based on
geography, basic demographics and device – i.e.,
“serve this ad to tablet users 21+ within a 1-mile
radius of Abington Hospital.”
Ad targeting on social networks is entirely different
and extremely powerful. Instead of just casting a
net over a strategic geographic area, these
platforms allow you to pinpoint precisely the users
who are most likely to be interested in what you’re
promoting. Where do these networks get their
data? We all volunteer it, every day!

21. SOCIAL-MOBILE ADVERTISING
Facebook “Lookalike” Modeling
21
Facebook’s powerful ad platform is designed to
target native ads to the users most likely to
respond. This is done with a combination of
geographic definition and user traits –
demographics, interests, and behaviors.

22. SOCIAL-MOBILE ADVERTISING
LinkedIn Targeting: Industries, Titles
& Groups
Beyond the traditional LinkedIn Job postings, recruiters can
design a brand-building recruitment campaign using native ads
on users’ homepage feeds.
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23. A recent highlight from our
MOBILE recruitment with ALDI …
We've served 300,000 sessions to 225,000 UNIQUE users.
The best-performing ad generated 13,624 clicks, more than
1,300 likes and comments and also 1,300 shares.
Mobile devices account for 81.33% of click throughs;
followed by Tablets (9.7%) and Desktop (9%). 37.5% of
users use Samsung devices; 34% use Apple.
Biggest single day so far was Sept. 8th - 10,056 users or
about 7 unique users visiting landing pages per minute.
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24. A recent highlight from our
MOBILE recruitment with UNION HOSPITAL …
On Facebook, we are targeting custom audiences of nurses
within a 25mi radius of Union Hospital, as well as nurses working
for competitive health centers in surrounding counties. This is
combined with geotargeted ads across the same footprint,
generating broad awareness.
With over 140,000 total impressions and a reach of 3,550
unique Facebook users, we’ve activated 34 leads in the first 2
weeks of flight. Additionally, we’ve logged more than a dozen new
likes on the Union page and 200 points of engagement (post likes,
comments and shares).
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26. Define your
Define your
Define your
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GOALS.
How many applicants do you expect?
How can you maximize each brand impression?
How will you define success?
AUDIENCE.
What is the area you want to focus on?
What are some aspects of an ideal target?
What are your strongest non-digital channels?
Who exactly are you trying to reach?
INVESTMENT.
How long is the recruitment window?
How many positions are open?
What % of your budget can shift into mobile?
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Budget?
New budget $$$
Re-allocation of
existing budget $$$

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