Mobile & Recruitment: Are we there yet?

Are we there yet?

@MichaelMarlatt Webinar
Sponsors:

About me...
Summary… My Employer… Former Employers…
o  13yrs in Recruiting
o  8yrs Telecom/Wireless
o  Sourcing Consultant
o  Trainer & Speaker
o  Mobile Evangelist
o  Tech-Junkie

Digital Hub: http://michaelmarlatt.com ! !
Mobile site: http://m.cloudrecruiting.net
My Blog: http://cloudrecruiting.net

Go Mobile

TEXT the keyword
CLOUD to 90206

There’s a lot of talk about mobile...

Source: heikescholz@mobile-zeitgeist.com

The FIRST Mobile Phone… In 2007, Apple announced the iPhone.
In 1984, Motorola released the -  Weight: 4.7 ounces (133 grams)
“DynaTAC 8000X”. -  Battery Talk time: Up to 5 hours on
3G; up to 10 hours on 2G;
“The brick” weighed 2lbs, offered
30 minutes of talk time for every iPhone named “Invention of the Year”
recharging. in 2007 by Time Magazine.
Original price tag: $3,995 Top-end price tag: $599

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

“ The confluence of these three factors (computing, connectivity and the
cloud) means your phone is your alter ego, an extension of everything
we do. Here, right now, we understand the new rule is 'mobile first'
in everything. Our job is to make mobile be the answer to everything.”

Eric Schmidt, CEO

“Apple is a mobile devices company. This is what we do.”

Steve Jobs, CEO

“Whether it's Google or Apple or free software, we've got
some fantastic competitors and it keeps us on our toes. ”

Bill Gates, Founder

It’s Mobile War! Google enters Apple’s turf.

“ 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

Former rivals forge new alliances.

Nokia and Microsoft Join Forces to Launch “Office Communicator Mobile”

“Nokia and Microsoft, at one time bitter
rivals in the wireless industry, announced
their alliance last August, with the goal
of integrating their products to reach a
larger audience and regain lost market
share from BlackBerry maker RIM, Apple's
iPhone and smartphones running Google's
Android mobile operating system.”

Source: Mobiledia.com

“Office Communicator Mobile”
Is available for the Nokia
E52 and E72 models.

Fact or Fiction: Bing to become the iPhone's Default Search Engine?

Question 1

What does all of this disruption mean to employers 
(recruiters) and is this truly the time to “go mobile”?

Mobile & Recruitment - are we there yet?

The Agenda

Part 1 – Mobile: Introduction

Part 2 - Mobile: The 7th Mass Media

Part 3 - SMS (Short Message Service)

Part 4 - Mobile Recruiting: Case Studies

Part 5 – SMS (Text-Message) Demo

Open Discussion

! because it's always at the fingertips of your target audience.

‐ Adam Kaufman 
President of PinPoint Interac4ve Media.

Is it really any surprise what we carry most?

Keys Money Mobile

Source: Jan Chipchase, Nokia Research

It’s our 2nd
shadow and an
extension of
who we are.

“91% of the planet keep the mobile phone
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

It’s mobile. It’s social...

Let’s take a
break and rewind.
(Q: How did we get here?)

to understand the present.

- Carl Sagan

Part 2

TheRise  
of Mobile.

The Rise of Mobile: Timeline

Print
(1500’s) 

1st


Print Recording
(1500’s)  (1890’s) 

1st  2nd


Print Recording Cinema
(1500’s)  (1890’s)  (1910’s) 

1st  2nd  3rd


Print Recording Cinema Radio
(1500’s)  (1890’s)  (1910’s)  (1920’s) 

1st  2nd  3rd  4th


Print Recording Cinema Radio Television
(1500’s)  (1890’s)  (1910’s)  (1920’s)  (1950’s) 

1st  2nd  3rd  4th  5th


Print Recording Cinema Radio Television Internet
(1500’s)  (1890’s)  (1910’s)  (1920’s)  (1950’s)  (1990’s) 

1st  2nd  3rd  4th  5th  6th


Print Recording Cinema Radio Television Internet Mobile
(1500’s)  (1890’s)  (1910’s)  (1920’s)  (1950’s)  (1990’s)  (2000) 

1st  2nd  3rd  4th  5th  6th  7th

Mobile subscribers in the U.S. reached...

Source: CTIA, 2010

digital phones outnumbered old analog devices.

Remember when...

The “phone” was
still in the booth?

Today, we can easily put
the booth in the phone.

In 2001, the first commercial camera phone (J-SH04) was launched in Japan by Sharp Corporation.
The first commercial deployment in North America of camera phones was in 2002.

that currently leverage the camera phone.

U.S. wireless subscribers finally top...

Source: CTIA, 2010

Finland offered the first “commercial access” to the mobile web in 1996 on the Nokia 9000

Source: CTIA, 2010

U.S. wireless subscribers reached...

Source: CTIA, 2010

million
U.S. subscribers connected to the Internet, including
the 41 million who carry “SmartPhones”.

Source: CTIA, 2010

The CTIA (The Wireless Association) reported...

...use mobile phones.

Source: Steve Largent, President and CEO of CTIA, 2010

The mobile industry now has...

active subscriptions.

Source: Tomi Ahonen - 2010

How does mobile compare to PC?

4.6 Billion Mobile Subscriptions in Perspective
5B

4B

3B

Billions
1.2B! 2B

1B

PC Users
0B


5B

4B

3B

Billions
1.3B!
1.2B! 2B

1B

PC Users
Landline Users 0B


5B

4.6B!
4B

3B

Billions
1.3B!
1.2B! 2B

1B

PC Users
Landline Users 0B
Mobile Subscriptions

By the year 2020, Pew estimates that the...

will be the primary device for accessing the internet.

Source: Pew Research, The Future of the Internet III - 2009

Part 3

(short message service)

“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

How does SMS compare to other
channels of communication?

No. of Worldwide Users by Communication Channel 3.5B
3.6B!

3B
3.1B!

2.5B

Billions
2B

1.7B!
1.7B!
1.5B
1.4B!

1B

0B

According to the CTIA,
4.5 trillion text-messages
were sent globally in 2009.

of SMS messages are
read within 4-15 minutes.

Source: Jared Reitzin, MobileStorm, 2009

“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

!Tomi Ahonen, Mobile Industry Expert

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.

Mobile Marketing
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)

Now, let’s talk about...

mobile marketing.
recruiting.

Benefits of Going Mobile?
  91% of Americans are now wireless subscribers
  Mobile is Personalized & Private
  Mobile Flexible & Timely
  Mobile SMS has a 94% Read Rate
  SMS has a 15-20% Response Rate vs. 1% for Traditional Media.
  Easy to Group Broadcast (i.e., push job-alerts notifications, special
events announcements re: career fair, open-house, and campus
recruiting, etc.)
  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

Part 4

Mobile Recruiting
{Case Studies}

Hewitt Associates Goes Mobile
Case Study 1: “HEWSales” – SMS Campaign

Case Study 1:  “HEWSales” ‐ SMS Campaign  Text  “HEWSALES” to 77950 

Step 2:  HEWSALES “opt‐in”  Step 3:  Link to HEWSALES mobile‐site. 
conﬁrmaFon auto‐response. 
Step 1:  Sales “prospect” candidates are 
encouraged to Txt HEWSALES to 77950 

Call‐to‐Ac?on:  Users are  
prompted to email resume 
or click link to be redirected  
to the HEWSALES site.

Hewitt Associates Goes Mobile
Case Study 2: “HEWDiversity” – SMS Campaign

Case Study 3:  HewiP Associates  Text  “HEWDIVERSITY” to 77950 
Case Study 2:  “HEWDiversity” ‐ SMS Campaign 
“HEWDiversity” – SMS Campaign 

Objec?ve:  Engage the 2009 NBMBAA conference  AQer the “opt‐in”:  Subscribers were  Mobile URL:  
aOendees via a raﬄe‐give‐away.  Conference  provided a link to view the raﬄe‐give‐
aOendees were encouraged to parFcipate by  away details, as well as learn more  www.Hewdiversity.com  
sending an SMS (text‐message) with the keyword  about HewiO’s Diversity Program, and 
HEWDIVERSITY to 77950.   career opportuniFes.  

Call‐to‐Ac?on:  ParFcipants are  
prompted to click the HEWDiversity  
link for contest details.

Case Study 5 

{Case Study 3: “ATT JOBS” ‐ SMS Campaign} 

Presented by: Chris Hoyt

Chris Hoyt, at a glance…

Blog site:  www.RecruiterGuy.net                                  Mobile site:  hOp://m.recruiterguy.net 
TwiOer:  www.twiOer.com/therecruiterguy 

Text RecruiterGuy 
to 41411

Case Study 3: “ATT JOBS” ‐ SMS Campaign 

Text  “ATT JOBS” to 77950 

Passive solicita?on for opt‐ins 

Communica?on that is… 
•  Immediate 
•  Customized 
•  Viral 
•  Streamlined

Measuring Return
Instant Measurement of Interest…

Retail Jobs in Chicago 

30% Increase in Response vs. email/Job Board 

Over 80% Clickthrough to Job LisFngs/Apply

Case Study 5 

{Case Study 4: SMS to Mobile‐Social}

Case Study 4:  AT&T ‐ SMS to Mobile Social 
Case Study 5: SMS to Mobile Social 

aO.jobs gets mobile

Measuring Return
Growing Returns on a Growing Network… 

January 2010 the Talent Network reached 
over 200k Members. 
Averaging ~1,400 new registraFons via 
mobile per month. (~17,000 EOY) 

$  1 13 $13 $8$    3 
$
   
8   11
 

Page 102

SMS-Demo

Text SHOWME to
(The Keyword = SHOWME) (Short Code = 90206)

“Insanity: doing the same thing over and over
again and expecting different results. “
‐ Albert Einstein

Open Discussion...
Credits/Acknowledgements: Webinar Sponsors:
Presenter: Michael Marlatt
www.MichaelMarlatt.com
www.CloudRecruiting.net
Twitter.com/MichaelMarlatt
michael@cloudrecruiting.net

AT&T Presenter: Chris Hoyt
www.RecruiterGuy.net
Twitter.com/TheRecruiterGuy
chris@recruiterguy.net

Mobile Stats/Resource credits:
Tomi Ahonen, MobileStorm, Nielsen Mobile,
CTIA, WorldBank.org, Morgan Stanley, Mobile
Marketing Association (MMA), Microsoft, Google,
and Apple.

Mobile Recruiting Case Studies:
•  Hewitt Associates
•  AT&T

Image Source:
Flickr (All credits to their respecFve owners.) 

SMS-Demo (Platform) provided by:

Site:  hOp://mresourceglobal.com

Mobile & Recruitment: Are we there yet?

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