Developing a mobile recruitment strategy is a hot topic in today’s recruiting world. With an estimated 70% of job seekers use mobile devices as they consider their next career move and 23% of all keyword searches from mobile devices containing the word “job” today’s employers need to develop a mobile recruitment strategy to stay on top of the competition and achieve recruiting and hiring goals, says Skywater Search founding partner Paul Beard.
Why is mobile so popular? The answers are many. In a Skywater Search blog post by Beard, titled On The Move, Why Going Mobile is Essential In Your Recruiting Process stated, Beard said “Candidates can respond quickly to job advertisements and recruiter inquiries at any time of day. This will reduce the time in the hiring process and as we’ve often said before, an overlong recruitment cycle will result in the loss of talent from your pipeline.”
To improve the communication process, it’s essential that your career site is mobile friendly from the moment your candidate arrives on your career site to the moment they leave, says Beard.
“First impressions count, make your site easy to navigate and ensure it reflects your brand image,” says Beard. “Don’t lose your potential talent before the hiring process has begun. Check that the candidate experience is streamlined, smooth and straightforward.”
Bill Peppler, Managing Partner of Kavaliro, an award-winning national professional services and staffing company that was named to Inc. 500 Fastest Growing Private Companies in America list, says understanding mobile recruitment is key to developing a mobile recruitment strategy.
“It’s important to understand where traffic is coming from for mobile recruitment,” says Peppler.
The most useful tool for this is Google Analytics where you can see where the website is getting traffic. For Kavaliro, 70 percent of users are coming from a mobile device. That being said, companies need to make sure that websites can handle the amount of mobile traffic and remain responsive. A mobile interface should be seamless and easy for candidates to use, says Peppler.
What is a mobile recruitment strategy?
A mobile recruitment strategy is when a candidate can go on his or her phone or tablet (such as an iPad for example) to search for the perfect job on your company’s platform.
Recruiters have to realize that more and more people are reaching for their mobile devices and iPads/tablets to look for a job rather than a personal computer, says Peppler. This is important because the millennial generation coming into the workforce is always on their mobile devices. What are some key tips and questions that must be considered or answered when developing a mobile recruitment strategy?
Peppler provides this advice:
- Understand that there is a need for a mobile recruitment strategy.
- A company needs to have the technology to meet a user’s needs.
- An action plan is important for when the user comes to the website.
- Reengage these users to keep them coming back to the website.
- Capture their information quickly and concisely – is it easy to submit a resume?
- A clear understanding of what technologies should be in place and what will the people launching the program need to be skilled at or understand before launching?
- Be sure to consult with the people who are designing your website so that they understand exactly what you need out of it.
- It is also important to implement a strategy when it comes to social media so that people are easily able to interact with the company.
But it’s not easy. o put together a mobile recruitment strategy, businesses must recruit the right people. Easier said than done.
“Mobile technology is inherent in everything we do today, and nearly every business that exists touches mobile in some way,” says Ali Farnsworth, founder and CEO of Technology Solutions Group, a field sales representation company for a network of technology vendors. “Therefore, the ability for companies to attract hard-to-find mobile technologists is definitely a focus in nearly every vertical and industry. Because the most skilled resources are somewhat scarce in today’s marketplace, ingenuity is needed to target, attract and keep these individuals.
But even though the focus should shift to mobile, don’t forget the old resources that came in place before mobile.
“The hiring process as a whole can generally be a more positive experience for the candidate but a company’s website must be fully optimized for candidates applying via mobile devices,” says Beard.
The most advanced GPS technology enables companies to target the potential talent in their local area, adds Beard. This again expedites the hiring process as employers can quickly text information on upcoming vacancies directly to targeted candidates. Investing in mobile technology is key to a successful mobile career platform and user experience.
The Future of Mobile Recruiting
In an April 2015 blog post by Dave Zielinski, titled Mobile Recruiting’s Next Wave – The process of finding talent through mobile devices evolves—again – Zielinski wrote: “To be sure, not every recruiting function has a mobile apply process or a mobile-responsive careers site (one that displays effectively on all screen sizes.) Yet, momentum is in that direction. According to the 2014 Corporate Mobile Readiness Report from research firm and recruiting platform provider iMomentous, more than half (261) of Fortune 500 companies now have a mobile-optimized careers site. That number is up from 180 companies boasting such a site in the third quarter of 2013. Organizations in the study with a mobile apply process grew from only 26 in 2013 to 87 last year.
“We are at a point where looking at mobile recruiting as a separate category no longer makes sense,” said Ed Newman, vice president of strategy for iMomentous, in that SHRM article by Zielinski. “Treating mobile as an individual channel leads to fragmented recruiting strategies that fail to acknowledge most candidates use multiple devices in job searches, Newman said. It is better to view mobile as one part of a whole and focus on the totality of the candidate experience, he said.
“You can soup up your mobile experience, but if your desktop experience is still horrible and not integrated, what kind of consistent brand experience are you creating for candidates?” Newman asked.
The talent acquisition group at Lockheed Martin in Bethesda, Md., has created a mobile-optimized careers site and will soon launch a mobile apply process, Zielinski pointed out in the SHRM article. Recruiters also want to make it easy for mobile users to apply without resumes, said Jackie Robinson II, a senior program manager in recruiting at the company.
“When candidates join our talent network, they’ll be able to do so with their LinkedIn credentials and can be moved directly into our applicant tracking system with the same LinkedIn profile,” Robinson said. “We’re focused on creating a user-friendly and seamless process for our mobile candidates.”
Despite the need for a mobile recruitment strategy, that strategy is nothing without a personal touch.
“While going mobile is a useful tool when it comes to boosting your talent pipeline, recruitment is about people and it isn’t a substitute for personal contact,” says Beard. “Having said that, there’s no doubt that a mobile friendly candidate experience will highlight your brand as a forward thinking company – which can only be a positive step in your talent acquisition strategy.”