Date post: | 15-Jan-2015 |
Category: |
Marketing |
Upload: | work-group |
View: | 311 times |
Download: | 2 times |
Smart Phones – the ultimate recruitment toolM o b i l e R e c Ru i t M e n t S e M i na R • M a n c H e S t e R • 1 3 t H n ov e M b e R 2 0 1 3
Welcomeagenda / intRoductionS / RecRuitMent MaRket oveRview / SeSSion 1 – tHe Mobile attRaction:
uSing Mobile aS a RecRuitMent Media cHannel / RefReSHMent bReak
SeSSion 2 – Making tHe MoSt of Mobile / Q&a
The Mobile Attraction:u S i n g M o b i l e a S a R e c Ru i t M e n t M e d i a c H a n n e l
S e S S i o n 1
anna SteeleMedia SolutionS & inSigHtS diRectoR
woRk coMMunicationS
JaMeS daltondiRectoR
foneMedia ltd
Recruitment Market Overview
Ownership
91%
22-45
94% 15% 64% 100%
91% of tHe global population Have a Mobile pHone
94% of tHe uk population own/uSe a Mobile pHone
15% of Mobile owneRS live in a Mobile-only HoMe
SMaRtpHone SaleS aRe 100% gReateR tHan pc SaleS.
64% of all MobileS uSed aRe SMaRtpHoneS – and tHiS figuRe
iS Steadily RiSing.
new geneRation – aveRage age foR getting youR fiRSt Mobile iS now 13
MoSt pRolific uSeR gRoup of SMaRtpHoneS iS
13
Usage
150
18% 18%32%
2 200 70%tHe nuMbeR of tiMeS people
cHeck tHeiR pHoneS
of all tiMe Spent on connected deviceS iS Spent
on bRowSing tHe web
youR pHone iS neveR MoRe tHan tHiS faR away fRoM you
at any tiMe
of tiMe iS Spent on gaMeS
aRe Sent on aveRage peR uSeR peR MontH
of tiMe iS Spend on facebook
incReaSe in data uSage in tHe paSt yeaR tHRougH MobileS
MetReS
MetReS
textS
textS
tiMeS peR day
tiMeS peR day
25% of all web SeaRcHeS iS now done on MobileS
50% of aveRage global Mobile web uSeRS now uSe
Mobile aS eitHeR tHeiR pRiMaRy oR excluSive
MeanS of going online
77% of Mobile SeaRcHeS occuR at HoMe
• PhysicalLocation• Gender• Likes/Interests• Demographics• Lifestyle• PhysicalBehaviours
Example: nigHt owl
girls getting ready! fRiday 7.00pM / flixton
Example: nigHt owl
fRiday 8.30pM / piccolino, Hale
Example: nigHt owl
SatuRday 3.00aM / oxfoRd Road, MancHeSteR
Example: nigHt owl
Home after a great night out!
SatuRday 4.00aM / flixton
Example: MuM
downloaded gaMeS - doRa tHe exploRa, peppa pig, MoSHi MonSteRS
text entRy to win a Holiday to diSney woRld floRida
little oR no activity afteR 10pM
SeaRcHeS ‘Half teRM activitieS’ ‘kidS paRty ideaS’
bRowSeS MuMSnet, netMuMS
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Vestibulum id justo consequat, eleifend massa eu, auctor risus. Cras odio enim, luctus ut ligula consequat, ornare mollis mi.
MobileWebsiteBanners
1,148,277 iMpReSSionS / 9,427 clickS / 0.8% ctR / 32 StaRted applicationS / 5 coMpleted applicationS
93%readrateoftextmessages
80%readatextmessagewithin 4 minutes
OutboundTextMessages
Geo-fencedTextMessages
taRgetted MeSSage to Selected audience
clickS on code foR good webSite
The University of Manchester School
of Computer Science
Results24,692messagesdelivered
10,474messagesopened(42%openrate)
636clickstotheCodeforGoodmobilepage(6%CTR)
Wi-Fi targettingBrandedWi-filog-inpages:55 Universities10 major shopping centresStreetWi-fiinLondonandManchester
Text Responsec a n d i dat e data ba S e g e n e R at i o n
Nearfield communication
Questions?
Makingthemostofmobile
S e S S i o n 2
Scott Mcgougandigital diRectoR
woRk coMMunicationS
agenda / tHe cHanging digital landScape / How youR webSite can ReSpond tHe atS QueStion / alteRnative appRoacHeS / any QueStionS?
Formostofourclientsthecorporatecareerssiteisstillthecentreoftheirdigitalstrategy.
Devicesbecomeevermorepowerful
software becomes ever more capable;
MeMorybecomesevermoreabundant;
Networksbecomeeverfasterandmore
iNtelligeNt;andthepricebecomesmore
afforDable.
The changing
digital landscape
ReMeMbeR tHiS?
Increasingamountoftraffictoasiteisbeingdrivenbythemobileweb
MoRe and faSteR
inteRnet uSe
21Million
HouSeHoldS (83%) Had inteRnet acceSS in 2013.
inteRnet acceSS uSing a Mobile
pHone MoRe tHan doubled between 2010 and 2013, fRoM
24% to 53%
bRoadband inteRnet
connectionS uSing fibRe optic oR cable weRe uSed by 42%
of HouSeHoldS, up fRoM 30%
in 2012.
(ONS stats - Q2 2013)
Theriseofthetablet
2013between 7 to 8 Million tabletS
in tHe uk
likely to ReacH
10 Million in tHe new yeaR.
tHat’S
1/5tH of tHe uk adult
population owning a tablet SoMetiMe Soon.
(You Gov Tablet Tracker statistics Q2 2013)
(You Gov Tablet Tracker statistics Q2 2013)
feMaleS own 52% of
tHe tabletS in tHe uk -
up fRoM 43% in Q2 2012
Reduction in SHaRed
tabletS (fRoM 57%
to 48%)
tHe SMaRtpHone
48.4%
30.9million
64% 38%
of uk ReSidentS
SMaRtpHone uSeRS uk in 2013
of uk Mobile pHoneS
of ouR daily Media inteRactionS aRe on SMaRtpHoneS
SMaRtpHone owneRSHip
pRoJectionS
2014 2015
20172016
34.6 Million (66.7%) of all Mobile
uSeRS / 53.7% of tHe population)
37.8 Million (71.7% / 58.2%)
43.4 Million (80.9% / 65.8%)
40.7 Million (76.6% / 62.2%)
weaRable tecH
Whyisbeingmobileoptimised so important?
66% 61% 52%
of SMaRtpHone uSeRS now expect SiteS to woRk aS well on tHeiR Mobile aS
on tHeiR deSktop
of cuStoMeRS wHo viSit a Mobile un-fRiendly Site
aRe likely to go to a coMpetitoRS Site
Said tHat a bad uSeR expeRience Made tHeM
leSS likely to engage witH tHat coMpany.
google Seo penaltieS foR non-Mobile
fRiendly SiteS
dynaMic SITE BASED ON
DEVICE
SepaRate Mobile SITE
ReSponSive deSign
3coreapproaches–thebigdebate
1. SepaRate Mobile Site
RESPONSIVE WEB DESIGN - Same URL, Same HTML
THREE WAYS TO BUILD
Optimises website experiences across different screen sizes without creating multiple websites.
Responds to screen size and orientation to adjust images, template layout and content visibility.
Harnesses touch screen capabilities such as dragging and swiping.
Makes it easier for people to share and link to your content.
DYNAMICALLY SERVING - Same URL, Different HTML
Webserver detects what kind of device people are on and presents a custom page on the same URL.
Pages can be designed for any kind of device, e.g. smartphones, tablets, desktop computers and Smart TVs.
Requires some customisation of code that needs to be maintained on a per device basis.
SEPARATE WEBSITES - Different URL, Different HTML
Mobile website independent of desktop website.
Browser detects if visitor is on a mobile device and redirects them to the mobile website. Mobile websites tailored to needs of mobile user.
Learn more about how to make your website work across all deviceswww.google.co.uk/think
SOURCES
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
Adobe Mobile Experience Survey & eMarketer 2011, US
The People's Web Report. Netbiscuits, UK (June 2013).
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
1.
2.
3.
4.
5.
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
Accenture Seamless Retail Study. Accenture, US (April 2013).
2013 Mobile Consumer Insights. JUMIO/Harris Interactive, US (May 2013).
Our Mobile Planet. Google/Ipsos OTX, UK (July 2013).
6.
7.
8.
9.
THE WORLD HAS GONE MULTI-SCREEN
Mobile website independentof desktop website.
Browser detects if visitor is on a mobile device and redirects them to the mobile website. Mobile websites tailored to needs of mobile user.
advantageS
Specificallydesignedandwrittentoreflectthemobileexperience
Easier to navigate
Fasterloading
Canincorporatemobilefeaturesmoreeasily
conSideRationS
Investmentinsitedevelopmentandmaintenance
SEO
Separate‘m’domain
2. dynaMically SeRving diffeRentHtMl on tHe SaMe uRl
RESPONSIVE WEB DESIGN - Same URL, Same HTML
THREE WAYS TO BUILD
Optimises website experiences across different screen sizes without creating multiple websites.
Responds to screen size and orientation to adjust images, template layout and content visibility.
Harnesses touch screen capabilities such as dragging and swiping.
Makes it easier for people to share and link to your content.
DYNAMICALLY SERVING - Same URL, Different HTML
Webserver detects what kind of device people are on and presents a custom page on the same URL.
Pages can be designed for any kind of device, e.g. smartphones, tablets, desktop computers and Smart TVs.
Requires some customisation of code that needs to be maintained on a per device basis.
SEPARATE WEBSITES - Different URL, Different HTML
Mobile website independent of desktop website.
Browser detects if visitor is on a mobile device and redirects them to the mobile website. Mobile websites tailored to needs of mobile user.
Learn more about how to make your website work across all deviceswww.google.co.uk/think
SOURCES
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
Adobe Mobile Experience Survey & eMarketer 2011, US
The People's Web Report. Netbiscuits, UK (June 2013).
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
1.
2.
3.
4.
5.
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
Accenture Seamless Retail Study. Accenture, US (April 2013).
2013 Mobile Consumer Insights. JUMIO/Harris Interactive, US (May 2013).
Our Mobile Planet. Google/Ipsos OTX, UK (July 2013).
6.
7.
8.
9.
THE WORLD HAS GONE MULTI-SCREEN
Webserver detects what kind of devicepeople are on and presents a custompage on the same URL.
Pages can be designed for any kindof device, e.g. smartphones, tablets,desktop computers and Smart TVs.
Requires some customisation of codethat needs to be maintained on a perdevice basis.
advantageS
Simpler navigation
Quickertodownload
Enhanceduserexperience
conSideRationS
Eachnewdevicepotentiallyneedsanewdesign
Morecomplexcoding=investment
Usermaynotalwayswantthemobileversion
Sharingcontentmoredifficult
www.techcareers.jpmorgan.com
3. ReSponSive web deSign RESPONSIVE WEB DESIGN - Same URL, Same HTML
THREE WAYS TO BUILD
Optimises website experiences across different screen sizes without creating multiple websites.
Responds to screen size and orientation to adjust images, template layout and content visibility.
Harnesses touch screen capabilities such as dragging and swiping.
Makes it easier for people to share and link to your content.
DYNAMICALLY SERVING - Same URL, Different HTML
Webserver detects what kind of device people are on and presents a custom page on the same URL.
Pages can be designed for any kind of device, e.g. smartphones, tablets, desktop computers and Smart TVs.
Requires some customisation of code that needs to be maintained on a per device basis.
SEPARATE WEBSITES - Different URL, Different HTML
Mobile website independent of desktop website.
Browser detects if visitor is on a mobile device and redirects them to the mobile website. Mobile websites tailored to needs of mobile user.
Learn more about how to make your website work across all deviceswww.google.co.uk/think
SOURCES
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
Adobe Mobile Experience Survey & eMarketer 2011, US
The People's Web Report. Netbiscuits, UK (June 2013).
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
1.
2.
3.
4.
5.
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
Accenture Seamless Retail Study. Accenture, US (April 2013).
2013 Mobile Consumer Insights. JUMIO/Harris Interactive, US (May 2013).
Our Mobile Planet. Google/Ipsos OTX, UK (July 2013).
6.
7.
8.
9.
THE WORLD HAS GONE MULTI-SCREEN
Optimises website experiencesacross different screen sizes without creating multiple websites.
Responds to screen sizeand orientation to adjustimages, template layoutand content visibility.
Harnesses touch screencapabilities such as draggingand swiping.
Makes it easier for people toshare and link to your content.
RESPONSIVE WEB DESIGN - Same URL, Same HTML
THREE WAYS TO BUILD
Optimises website experiences across different screen sizes without creating multiple websites.
Responds to screen size and orientation to adjust images, template layout and content visibility.
Harnesses touch screen capabilities such as dragging and swiping.
Makes it easier for people to share and link to your content.
DYNAMICALLY SERVING - Same URL, Different HTML
Webserver detects what kind of device people are on and presents a custom page on the same URL.
Pages can be designed for any kind of device, e.g. smartphones, tablets, desktop computers and Smart TVs.
Requires some customisation of code that needs to be maintained on a per device basis.
SEPARATE WEBSITES - Different URL, Different HTML
Mobile website independent of desktop website.
Browser detects if visitor is on a mobile device and redirects them to the mobile website. Mobile websites tailored to needs of mobile user.
Learn more about how to make your website work across all deviceswww.google.co.uk/think
SOURCES
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
Adobe Mobile Experience Survey & eMarketer 2011, US
The People's Web Report. Netbiscuits, UK (June 2013).
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
1.
2.
3.
4.
5.
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
Accenture Seamless Retail Study. Accenture, US (April 2013).
2013 Mobile Consumer Insights. JUMIO/Harris Interactive, US (May 2013).
Our Mobile Planet. Google/Ipsos OTX, UK (July 2013).
6.
7.
8.
9.
THE WORLD HAS GONE MULTI-SCREEN
advantageS
Betteruserexperience
Single site management
Makessharingeasy
SEO
conSideRationS
Itmeansaredesignofyourwebsite
Time=investment
Designmaybelimitedtoensuresiteworksacrossalldevices
Canbeslowertoload(mustbeoptimised)
www.chaloubgroupcareers.com
www.vwggraduates.co.uk
The atS question?
Thegoodnews
90%of uSeRS uSe
Multiple ScReenS SeQuentially
73%of Mobile SeaRcHeS
tRiggeR additional activity and conveRSionS
The solution is to manage user expectations andfacilitatetheuserjourneyacross
multipledevices–speedandconveniencearekeytomakinguseofmobile.
To summarise…
Questions?