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How to Build a Successful Mobile Talent Strategy” By Jeff Vogel, vice president of Marketing in MREC13. Mobile is so much more than the size of the user interface; it provides an opportunity to better engage with talent in a more personal and meaningful way. In this session, Jeff Vogel, vice president of Marketing for iMomentous, will share his insights with attendees on how mobile can be used to engage with job seekers more effectively and how they can plan a practical approach for the development of a comprehensive mobile talent strategy.
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How To Build A Successful Mobile Talent Strategy Jeff Vogel, VP Marke?ng iMomentous
Agenda
• Mobile Talent Strategy Framework – Op?mize – Connect – Engage – Integrate
• Self-‐Assessment Checklist
OPTIMIZE
Mobile Channel
• A totally separate channel unto itself • Not a smaller version of the desktop web
Always Connected
150
Mobile Behavior
• 40% of search • 50% of social • 50% of email
The Future of the Internet is Mobile
• 2010: 450 billion minutes online
• 2013: 900 billion minutes online
• Smartphone internet usage has increased 400%
Source: ComScore
Mobile Has Changed Everything
Tac?le Experience
• Not mouse clicks and keyboard
• Tap and swipe
Less Is More
• Make it short • Make it simple • Make it fast
Responsive Design
Benefits of Responsive Design
• Easy to maintain • Consistent content • Inexpensive
Drawbacks of Responsive Design
• Content length • Sta?c vs. dynamic func?onality
• Speed
Speed
61% of people have a be\er impression of a brand based on their mobile experience
Source: La?tude Research
Speed • What takes 2 seconds to load on desktop can take up to 6 seconds on 4G
• Only 30% of smartphones in US are on 4G
• Amazon found that for every 100 milliseconds they shaved off their pageload ?me, they earned an addi?onal 1% of revenue
Adap?ve Design
Interface designed for mobile users Content customized for mobile users Increased speed Better brand impressions
Higher cost Multiple versions Requires mobile SEO
Understand the Trade-‐Offs
CONNECT
Mobile Applica?on User Data
500 job applica?ons across 25 employers – Healthcare – Technology – Transporta?on – Business Services – Finance – CPG – Retail – Staffing
Work Experience
• Average years in workforce: 9.1 • Average number of jobs: 4.2
Educa?on
• 67% bachelors degree • 35% associates degree • 22% graduate degree • 19% professional cer?fica?on
• 9% currently in school
Applica?on Submission
• Spikes at 11:00am
• And at 11:00pm
Diversity
• Hispanic segment highly ac?ve on mobile
ENGAGE
Define Engagement
• Par?cipa?on • Ac?va?on • Involvement
Modes of Engagement
• Click • Consume • Converse • Create • Community
Complementary Experiences
• Mobile Web: public career site • Na?ve App: invita?on-‐only
Paths of Engagement
• A\ract new top of funnel candidates
• Strategy to nurture and convert qualified candidates
Mobile Web
App
Interview Hire
Content Crea?on
• Na?ve Apps allow users to use the phone as a content crea?on tool – Photos – Videos – Text
Community
• Recrui?ng is a team sport
• Higher level of engagement
• Get more people involved in the process
INTEGRATION
Seamless Data Flow
Internal Systems External Channels
ATS
Talent Network
HCM / HRIS
Analy?cs
Job Boards
Social
Aggregators
User Stories
• Search • LinkedIn • Email
Search
NEXT STEPS
Mobile Self-‐Assessment
• Document the Mobile User Experience – Job Boards – LinkedIn – Email – Website
• Mobile Site Analy?cs – Visitors to Mobile Careers Site – Visitors to Mobile Corporate Site – Bounce Rate – Abandoned Applica?ons
Business Case For Mobile
• Forfeited Value of Sourcing Expense – 40% of job board views are mobile – 50% of social job views are mobile – 50% of emails are opened on mobile – 10% of job views turn into applica?ons
• Opportunity to leverage natural search results – Capture more direct traffic through google
Conclusion
• Mobile is a channel, not Web Jr. • Mobile a\racts mid-‐career professionals • Create complementary experiences on mobile web and na?ve app
• Integrate mobile into your technology stack • Do a mobile self-‐assessment • Build a business case for mobile
THANK YOU
Jeff Vogel VP Marke?ng iMomentous 215.205.0483 jeff.vogel@imomentous.com
Mobile Talent Solutions
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