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SINGAPORE • MALAYSIA • PHILIPPINES • INDONESIA • THAILAND • VIETNAM • JAPAN • INDIA
Market Research in the Mobile World Asia 2014
Presented by Elena Tan, JobStreet.com
6 March 2014
Improve Candidate Engagement in Mobile Apps:
Turning Acquisition into Conversion and Retention with
Analytics, Big Data and Marketing Strategies

Copyright © by JobStreet.com
The History of Modern Recruiting
Source: www.imomentous.com

Mobile Recruiting: What Do Candidates Want?
Source: Potentialpark Comm., Trend Studies 2011
Source: LinkedIn Survey of 787 Professionals, 2013
Source: The Mobile Jobseeker, Prospective Blog, 2012
2011: 2012:
2013:

Mobile Recruiting: What Candidates Do Not Want?
Source: 4 reasons job seekers get frustrated, Webscribble, 2013
Source: Mobile App Survey Report, Compuware, 2013
Most Frustrating about Job Boards: Problems with Mobile Apps:

Analytics Frameworks
Candidates Want Counter Actions KPIs
Search for jobs Matching career interests & geo preferences # Job Ads Viewed
Check Salary Salary Info in job ads # Qualified Candidates
Source: Web Analytics 101, Kaushik.net, 2010
Mobile Application Flow:
Download
App
Launch App
Sign Up
Validate
Email
Login
Candidates Do Not Want Counter Actions KPIs
App Crashes Development Test # Crashes
Slow App Speed App Optimization # Avg. User Timings
Search Jobs
Apply
Mobile
App:
Mobile
Web:

1. Setting up mobile tracking, metrics and
reporting

Mobile Web vs. App Metrics
Dimensions Mobile Web Metrics Mobile App Metrics
Visitor • Visits
• Unique Visitors
• Days Since Last Visit
• Sessions
• Active Users
• Days Since Last Session
Session • Visit Duration
• Bounce Rate
• Time on Site
• Frequency
• Session Duration
• Single‐page Visits
• Time on Screen
• Loyalty
Traffic Sources • Direct Traffic
• Search Traffic
• Referring Sites
• Social Traffic
• Google Play Sources
• Google Play Referral Flow
Goals • Goal Conversions
• Mobile App Download
• Goal Screens
• App Marketplace
• New Users
Exceptions • Invalid Parameter
• Bad Request
• Crashes
• Exceptions
Time • Hour
• Day
• Date
• Hour
• Day
• Date

Setting Up Goal Conversions & Goal Screens
Mobile Web:
How to track Sign Up as Goal Conversion
Mobile App:
How to track Application as Goal Screen
Identify Areas of Improvement & Maximize Success

Traffic, Online Engagement, Conversions
Traffic
Online
Engagement
Conversions
Candidate Journey Report by Devices
Dimensions

Setting Up Event Tracking for Mobile Web
_gaq.push(['_trackEvent', ’JSMY', ’Login', ’Mobile Web']);
_gaq.push(['_trackEvent', ’JSMY', ’Sign Up', ’Mobile Web']);
_gaq.push(['_trackEvent', ’JSMY', ’Login to View Salary',
’Mobile Web']);
Event Tracking Value: Total Events
Event Tracking Value: User Timings
Mobile Engagement is higher with Web or App?

Setting Up Event Tracking for Mobile App
Event Tracking Value: Total Events & Unique Events
New Features to drive Mobile App Engagement
[tracker sendEventWithCategory:@”MobileApp"
withAction:@”SideTabbuttonPress"
withLabel:SideTab
withValue:[NSNumber numberWithInt:100]];
Next Pages:

Cross Device Tracking
Measurement with
Client ID:
Measurement with
User ID:
Cross Device
Measurement:
Cross Device
Path:
Source: Econsultancy, 2013

2. Using big data to understand the
experience of candidates using mobile apps

Tracking Mobile Webs & Apps
Metrics Google
Analytics
Google Mobile
App Analytics
App Stores Internal
Tracking
Enterprise
Analytics
Mobile Web
Traffic
• Visits
• Unique
Visitors
• Visits
• Unique
Visitors
• Path Analysis
Mobile Web
Conversions
• Mobile Sign
Up
• Mobile Login
• Mobile Sign
Up
• Mobile Login
• Mobile
Sign Up
• Mobile Login
Mobile App
Usage
• Active Users
• Screen Views
• Custom
Reports
• Path Analysis
Mobile App
Acquisitions
• App
Download
• App
Download
Mobile
Recruiting
• Mobile
Applications
• Mobile
Applications
• Candidate
Cross‐Device
Journey

JobStreet.com Mobile Stats
Mobile Mobile
Visits
Mobile
Downloads
Mobile
Applications
JSMY 23% >70k 34%
JSSG 15% >100k 35%
JSPH 9% >40k 23%
JSID 25% >100k 42%
JSTH 6% >20k 28%
JSVN 9% >10k 13%

Mobile Web & App Reports
Example #1: Find Out How Fast Is Your Website On All Devices
Example #2: Using Secondary Dimension to
identify Exit Page
Example #3: New Users
Performance on Mobile App

Mobile Candidate Behavior Reports
Actions Recommendations
• No. of interactions taken to complete each goal
• Pages contribute the high drop-off rates
• Pages with high goal abandon rates
• Conduct Content Experiment
• Likelihood to recommend website
• Candidate Retention over time
Path Analysis Report: Behavior Flow Report:

3. Turning acquisitions into conversions and
retention by launching specific mobile app
features with effective marketing strategies

Mobile App Enhancements
Refine Job Search: Save Job Ad: Location Map:
Don’t let your Mobile App gets uninstalled!
Make Your Pitch:

Mobile App Email Campaigns
Anytime, Anywhere: Salary Matching: Find Jobs Near You:
Don’t let your Mobile strategy start and stop with the download!

No. of Downloads for iOS & Android due to
Email Campaigns
Campaign Period:
Nov & Dec 2013

Search and Display Campaigns
Job Type: Testimonial +
Top Company:
Competitor:
Job Fair: Market Share:
Overseas Jobs:
Stats:
Hiring Season: Top Company:

I Found Mine Facebook Contest
Facebook via Desktop: Facebook via Mobile:
Email campaign: Press Release:

The Future of Mobile Recruitment
“I want to know the career paths of those who worked at my company before me,
and of current colleagues. I want to do this easily with the device in my pocket.’
Stephen O’Donnell, Founder & MD, PC Evaluate Ltd
“The growth of video based screening applications
which can be completed over the mobile device adds another wrinkle.”
Alan Whitford, Managing Partner, Abtech Partnership
“The future definitely includes a fast and
simple way for candidates to upload their CV
directly from their mobile’
Lee Biggins, MD, CV Library
“Employers will need to re‐engineer some of their application processes
so that high‐performing individuals don’t get bogged down
in a long application via mobile phones.”
Jonny Torrance‐Nesbitt, Former Director, Branding Monsanto
“The recruiter should view mobile in many ways,
a communication tool, a method of share media,
a channel to engage and critically a transactional tool.”
Dave Martin, Co‐Founder, Pocket Recruit
“Over 70% of Forbes Global 2000 organisations will have at least one gamified application by 2014,
with a belief that 25% of day‐to‐day business processes will be using aspects of gamification.”
Gartner, Information Technology Research Firm

THANK YOU.
Q & A.

Improving lives through better careers jobstreet

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