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Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

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In the simplest of terms, mobile recruiting is the ability to market to prospective talent with or on a mobile device. On a deeper level, mobile recruiting is also about opportunity – the opportunity to connect with job seekers anywhere, and at any time; provide a better candidate experience; streamline your own process; and engage job seekers in entirely new and unique ways. Learn more at: http://cbmobiletalent.com
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THE OPPORTUNITIES AND ADVANTAGES OF MOBILE RECRUITMENT UPWARD MOBILITY
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Page 1: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

The OppOrTuniTies and advanTages Of MObile recruiTMenT

UPWARD Mobility

Page 2: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

Upward Mobility

TAble of ConTenTs

inTrO: Why all The nOise abOuT MObile recruiTMenT?

secTiOn 1: TerMs TO KnOW: a MObile cheaT sheeT

secTiOn 2: MObile WarMing: The fasT and furiOus rise Of MObile usage

secTiOn 3: are yOu MObile-OpTiMized? QuesTiOns yOu need TO asK nOW

secTiOn 4: MObile-Minded: besT pracTices fOr creaTing yOur MObile siTe

secTiOn 5: Why gO MObile? The benefiTs Of gOing MObile

secTiOn 6: yOu have a MObile experience, nOW WhaT? nexT sTeps

secTiOn 7: enhancing yOur MObile sTraTegy: recOMMendaTiOns frOM careerbuilder

sOurces

2 Upward Mobility

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Page 3: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

3Upward Mobility

Just two decades ago, the idea of having a website dedicated to recruitment was unheard of; however, that all changed once employers began to understand that not only was the internet not going away, it quickly became the most eff ective way to reach job candidates. Today, the same is being said about mobile technology. people across all demographics are utilizing mobile technology to do what they normally would do from a desktop or laptop device – from checking email to engaging in social media, catching up on news and entertainment, shopping and even job searching.

in fact, more than a third of digital media consumption (37 percent) is done from a mobile device1 and as of June 2013, 24 percent of all website traffi c came from mobile devices2.

despite the adoption of mobile usage among people far and wide, employers are still slow to adapt their own career sites to keep up with consumer behavior. a recent careerbuilder study found that only 20 percent of Fortune 500 companies have mobile-optimized websites. This trend was evident from analysis of top hospitals and staffi ng fi rms as well, as only 11.6 percent and 33.3 percent respectively had mobile-optimized career sites. These fi ndings underscore the opportunity employers have to engage more mobile candidates at a faster rate than their competitors – if they work now to create a recruitment strategy that aligns with consumer behavior.

WhAT exACTly is ‘Mobile ReCRUiTMenT’? in the simplest of terms, mobile recruiting is the ability to market to prospective talent with or on a mobile device. On a deeper level, mobile recruiting is also about opportunity – the opportunity to connect with job seekers anywhere, and at any time; provide a bett er candidate experience; streamline your own process; and engage job seekers in entirely new and unique ways.

introdUction

Why All The noise AboUT Mobile ReCRUiTMenT?

MOre Than a Third Of digiTal Media cOnsuMpTiOn is dOne frOM a MObile device.

Only 20% Of fOrTune 500 cOMpanies have MObile-OpTiMized WebsiTes.

24% Of all WebsiTe Traffic caMe frOM MObile devices.

Page 4: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

Mobile CAnDiDATes /ˈmōbəl ˈkan-də-ˌdāts/ noun Job candidates who conduct job search activities (including searching for jobs, creating or updating their professional profiles, researching companies or applying for jobs) from a mobile device, such as a smartphone or tablet.

Mobile seARCh /ˈmōbəl ˈsərch/ verb

Online internet search activities that take place from a mobile device, such as a smartphone or tablet.

Mobile-fRienDly /ˈmōbəl-ˈfren(d)-lē/ adjective

Mobile-friendly refers to a site that displays accurately between a desktop or laptop computer and a mobile device. While it will appear smaller on a phone and may not work perfectly on a touchscreen tablet, a mobile-friendly website will be perfectly functional.

Mobile-oPTiMizeD /ˈmōbəl-ˈäp-tə-ˌmīzed/ adjective

a mobile-optimized site is a far more advanced website. Mobile-optimized means that the site will reformat itself for a list of handheld or tablet devices. a mobile-optimized site will generally include larger navigation buttons, reformatted content and resized images appear when the user is on an iphone, android or other mobile device.

ResPonsive Design WebsiTe /ri-ˈspän(t)-siv di-ˈzīn ˈweb-ˌsīt/ noun

responsive design is a method of developing a site that is completely flexible regardless of device. rather than detecting a specific browser type or device type, the website automatically orientates itself based on the screen size of the device.

Section i

TeRMs To KnoW: A Mobile CheAT sheeT

4 Upward Mobility

Page 5: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

5Upward Mobility

Myth versus fact: understanding the Mobile Job candidateTaking on any new business venture can feel burdensome or even downright scary; therefore, it’s no wonder you might be hesitant to create a mobile recruiting strategy. but the reality is, with the vast majority (70 percent) of job seekers using mobile technology to apply for jobs3, recruitment is going mobile. are you going with it? don’t let what you don’t know hinder your ability to move forward and stay competitive. get the facts about mobile behavior.

MyTh: “Mobile Users Are Only a Small Percentage of the Online Population.”fACT: Mobile Is Not a Trend: in fact, mobile devices are well on their way to

becoming the primary means for accessing the internet. Today, nearly a quarter of all online activity takes place from mobile devices, a 78 percent increase from 20124. by these rates, analysts predict that by 2015, mobile devices will surpass desktop and laptop computers in online usage5.

MyTh: “Only a Fraction of Job Seekers Search for Jobs Using Mobile Devices.”fACT: Mobile Job Search is Growing at an Accelerated Rate: google analytics shows that the number of people who have conducted job searches on smartphones more than tripled from 2010 to 2012. Today, 31 percent of people searching for “jobs” on Google are doing so from a mobile device6. and according to comscore, 9.3 million

workers searched for jobs via their mobile devices in March 2013, up from 2.3 million in March 2012.7

MyTh: “Candidates Will Apply Regardless of Whether or Not My Site is ‘Mobile-Friendly’.”fACT: Candidates Are More Likely to Abandon Mobile-Unfriendly Sites: four in ten mobile candidates abandon the application process when they are notified they are about to encounter a non-mobile friendly apply process, according to careerbuilder research. The findings are consistent with mobile behavior in general: according to a recent google study, 72 percent of smartphone owners want mobile friendly sites, and 79 percent indicated that if they land on a website that is not mobile friendly, they will find another mobile

Section i i

Mobile WARMing: The fAsT AnD fURioUs Rise of Mobile UsAge

Page 6: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

friendly site to do the job8. These fi ndings indicate the intolerance people have for non-mobile friendly sites, and underscore the need for employers to provide a mobile-friendly experience for candidates they want to engage.

MyTh: “No One Will Apply to Jobs from a Mobile Device.” fACT: Mobile Applications are Becoming Increasingly Commonplace. The truth is, candidates will apply through their mobile devices if employers build an application process that makes it fast and easy for them to apply (see page 9). research has shown that candidate drop-off increases as the application process grows longer; this is true of mobile sites, as well. careerbuilder research shows that 40 percent of mobile candidates abandon the application process when they are notifi ed that they are about to encounter a non-mobile friendly apply process. On the contrary, a mobile-friendly application process can increase application rates. according to a 2012 careerbuilder study on mobile job search behavior, one in fi ve employers who have mobile career sites reported that at least 20 percent of their applications came through mobile devices. furthermore, since careerbuilder enhanced the mobile apply process for u.s. clients last year, mobile applications have increased 50 percent.

70%of job seekers use mobile technology to apply for jobs

by 2015, MObile devices Will surpass desKTOp and lapTOp cOMpuTers in Online usage

of people searching for “jobs” on google are doing so from a mobile device

9.3 million workers searched for jobs via their mobile devices in Mar. 2013, up

from 2.3 million in Mar. 2012

since careerbuilder enhanced the mobile apply process for u.s. clients last year, Mobile APPliCATions hAve inCReAseD 50%

one in fi ve employers who have mobile career sites reported that at least 20 percent of their applications come through mobile devices

T DAy, neARly A qUARTeR of All online ACTiviTy TAKes PlACe fRoM Mobile DeviCes

T DAy, neARly A qUARTeR of

31%2.3million

9.3million

2012 2013

indicated that if they land on a website that is nOT mobile friendly, they will fi nd another mobile friendly site to do the job

72 PeRCenT Of sMarTphOne OWners WanT MObile friendly siTes

79%

6 Upward Mobility

Page 7: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

7Upward Mobility

Think organic search results don’t matter? Think again. if you do not check your career site traffic regularly, you may be surprised to learn just how much traffic generates from a mobile device. (never tried it? check out google’s free analytics tool to see the portion of mobile traffic to your site.) given that nearly a quarter of all internet traffic comes from mobile devices, chances are a significant portion of your visitors are mobile.

due to recent changes to google’s algorithm, however, you might start seeing a lot less traffic.

in June 2013, google announced a change to its mobile search algorithm that will demote web pages in the organic search results that are not built with a responsive mobile web design. in other words, if your website isn’t built to render a mobile-optimized version of each page, your career site and job posting pages are going to start ranking lower and may even be removed from google’s mobile search results altogether.

finD oUT if yoU’Re AT RisK by AnsWeRing The folloWing qUesTions: When yoU go To yoUR CoMPAny WebsiTe fRoM yoUR oWn sMARTPhone oR TAbleT…

do you see a regular hTMl desktop version of the page?

does clicking on a search result for an internal page (for example, a specific job posting or job category landing page) redirect you to the home page of your mobile site?

does there appear to be any flash video or other content that takes more than a few seconds to load or doesn’t display correctly?

if the answer to any of the above questions is “yes”, your site could be subject to demotion in google’s search results and your pages could be removed from search results altogether. The time to go mobile is now. With these changes, having a mobilized website isn’t just ‘ideal’ – it’s necessary.

Section i i i

ARe yoU Mobile- oPTiMizeD? qUesTions yoU neeD To AsK noW

Page 8: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

again, if you want to truly ‘do mobile right’, you need to stop thinking of mobile as a separate business venture, and make room for it in your budget so you can allocate the proper resources toward it. it will be well worth the investment. as you prepare to create a mobile career site, keep the following best practices in mind:

Choose The RighT Mobile venDoR. The right vendor can help you create a streamlined, user-friendly and engaging mobile experience for candidates, while operating as a consultant to ensure a better rOi for you. ask your vendor the following questions:

What other companies have you worked with? a good vendor should be able to

point you to clients who can refer them. pick a vendor with experience working in the recruitment industry specifically.

What experience do you have in engaging mobile candidates? remember that your mobile site is less about you and more about the candidates. put yourself in the candidates’ shoes when looking at client referrals. visit their mobile sites to see what the job search and application experience is like.

once the site is live, what flexibility will i have to upgrade, change or enhance the site? creating a quality mobile experience could be a work in progress. do not assume that you will be ‘one and done’ once your mobile site has gone live. unlike your desktop site, your mobile site requires more maintenance and upkeep. candidates expect the mobile experience to

evolve with technology, stay up to date and integrate the social experience. Keep in mind that some vendors may charge an annual fee to cover regular site maintenance and application upgrades. if you’re only paying a one-time fee, there will be limits to the number of changes you can make.

shoRTen yoUR APPliCATion PRoCess. Oftentimes, employers neglect to adapt their application process to the wants and needs of mobile candidates. all too often, the application process on a mobile site can be long and arduous – which accounts for why 40 percent of mobile candidates abandon the process. ideally, candidates should be able to apply via their mobile devices in five to 10 clicks

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Section iV

Mobile-MinDeD: besT PRACTiCes foR CReATing yoUR Mobile siTe

8 Upward Mobility

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(or roughly five minutes). This may mean cutting back significantly on your application process and leaving only the most basic information: contact information, highest level of education achieved, most recent job experience and eeOc questions (if they are required).

inCoRPoRATe gPs CAPAbiliTies. With gps, you can take advantage of features that candidates expect from mobile devices and cannot get from their desktop or laptop computers. gps capabilities enable candidates to narrow their search results based on distance from where they are located, see estimated commute times, learn about the nearest public transportation access and find points of interest around a location (like nearby workout facilities, dry cleaning services or lunch places).

bUilD foR ToUCh. Mobile candidates are used to being able to swipe through functionality and easily navigate the site with “fat fingers”, so keep these things in mind when you build your mobile site. The mobile experience should be more about “viewing” than “reading”. your career site should be simple and clean with less emphasis on text and more focus on images or videos. visitors should be able to swipe between jobs or easily navigate through the site pages and functionality.

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4

ideally, candidaTes shOuld be able TO APPly viA TheiR Mobile DeviCes in five To 10 CliCKs (Or rOughly five MinuTes).

When a MObile candidaTe is nOTified They are abOuT TO encOunTer a nOn-MObile friendly apply prOcess, 40 PeRCenT Will DRoP off.

Page 10: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

going Mobile: it’s not about What you stand to lose, but What you stand to gain

as the number of job candidates searching for job opportunities via mobile devices increases at an exponential rate, it becomes imperative that employers – at least, employers who want to stay competitive – create a user-friendly job search and application process; otherwise, you not only miss out on the opportunity to connect with candidates at all hours of the day, you risk actually turning off 40 percent of mobile job seekers (see page 6). but if fear of getting left behind isn’t compelling enough of a reason to create a mobile strategy, consider all the ways in which it can move your recruitment strategy forward.

Today’s mobile career sites include features that can engage candidates in a way that desktop never did, such as gps and touch-screen capabilities (see page 9). careerbuilder’s mobile site, for example, utilizes gps for its map search results feature, which enables users to see the location of a job they’re interested in, and even calculate their estimated commute time. The site also features social widgets that integrate social sites such as glassdoor, facebook and Twitter; and another app that enables candidates to leave their e-business card or resume via mobile, and opt in to a company’s talent community.

added benefits of mobile recruitment include – but aren’t limited to – the following perks:

beTTeR bRAnDing

a mobile-friendly site increases the likelihood candidates will engage with your company and stay interested in your opportunities. a 2012 google study shows that 67 percent of mobile users are more likely to buy a company’s product or service if the company has a mobile-friendly site, and 74 percent of mobile users are more likely to return to a mobile-friendly site in the future8. When it comes to job seekers specifically, careerbuilder research shows that when mobile candidates are notified they are about to encounter a non-mobile friendly apply process, 40 percent will drop off.

1

Section V

Why go Mobile? The benefiTs of going Mobile

10 Upward Mobility

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11Upward Mobility

beTTeR TARgeTing

Thanks to geolocation technology, employers and recruiters can target job seekers according to their exact location. no matt er where job seekers are, employers and recruiters can locate job seekers anytime and anywhere, automatically connecting with them about new job opportunities and career events in their area.

ConsTAnT engAgeMenT WiTh Job seeKeRs

gone are the days when people had to wait until they were at their home or offi ce computer in order to check email, search for information or log in to their social media accounts. Today, the fi rst thing people do when they wake up is grab their phone and check their messages. With a phone always at their side, they’ll use it throughout the day, staying connected until the time they put the phone down to go to sleep. Mobile users are constantly connected.

MoRe bAng foR yoUR soCiAl MeDiA bUCK

an estimated 63 percent of americans use their mobile phones to interact on social media, according to a 2013 nielsen report9. if your company has a presence on such

sites as facebook, Twitt er and youTube, candidates are likely linking from there to your site. creating a mobile-friendly site will optimize their experience when going from your company’s social media pages to its career site.

iMMeDiATe Roi

employers with mobile-optimized sites see higher traffi c and fewer bounce rates from mobile candidates. and unlike other recruiting eff orts – such as social media – you can quickly and automatically measure the results and track the return on your investment utilizing the same tracking methods you would for a traditional website.

creating a successful, compelling mobile recruitment strategy requires a diff erent mindset. consider mobile not merely an extension of your current recruiting strategy, but an enhancement to it. Mobile accessibility allows people to job search at any time, from anywhere – eff ectively, opening up opportunities for employers to enhance their current recruiting eff orts, to reach more candidates, create a bett er candidate experience and drive top talent to their organizations.

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3

4

5

of Mobile UseRs are MOre liKely TO buy a cOMpany’s prOducT Or service if The cOMpany has a MObile-friendly siTe.

of americans use their mobile phones to interacton social media

Of MObile users are MOre liKely TO reTurn TO a MObile-

friendly siTe in The fuTure

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12 Upward Mobility

Section Vi

yoU hAve A Mobile exPeRienCe, noW WhAT? nexT sTePs

DRive TRAffiC consider how you are going to promote your mobile site to your audience through mobile search engine optimization, email marketing and social media.

AnAlyze next you need to analyze your mobile site to determine how users are interacting with it and reach out to them to understand how you can improve their experience.

Revise Take the feedback you gain from users and use that to inform any changes or modifications you need to make to provide the best possible user experience.

inTegRATe iT not only do mobile-friendly sites enable you to draw in more candidates – who can enter their information and apply for jobs at any time, from anywhere – but paired with a streamlined Talent network, you can capture candidates you would otherwise lose in your aTs.

Just like you can’t have a child and expect it to raise itself, you can’t launch a mobile career site and expect it to be successful without necessary maintenance. how are you tracking engagement?

Page 13: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

13Upward Mobility

as the world’s leader in talent acquisition services, careerbuilder was at the forefront of mobile recruitment, providing mobile solutions for our customers as early as 2008. Today, we continue to stay ahead of the curve. careerbuilder’s comprehensive mobile solutions represent some of the most innovative tools the industry has to offer, designed to attract the best talent to your organization. Together they create an attractive and engaging mobile experience for the candidates you want to recruit.

Mobile careers optimizes your current recruitment site for mobile viewing and browsing. Mobile careers targets potential candidates with the interface they use the most – their mobile device - and makes it easier for them to learn about your company and view job listings. candidates can also search for jobs using geo-location, see their estimated commute time, leave a

business card, integrate with social media accounts and share jobs with contacts.

Mobile careers offers the following features:

With Map search results, users can see the location of a job they’re interested in and even calculate their estimated commute time.

Mobile careers social Widget integration is comprehensive and includes glassdoor, facebook and Twitter, among other prominent social networks.

candidates have the option of multiple paths to leave their e-business card or resume, including linkedin.

Section Vii

enhAnCing yoUR Mobile sTRATegy: ReCoMMenDATions fRoM CAReeRbUilDeR Mobile

CAReeRs

MAP seARCh ResUlTs

soCiAl WiDgeTs

leAve A bUsiness CARD

Page 14: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

Mobile apply creates a cloud-based, frictionless mobile application experience for candidates on the go. With a few taps on their mobile device they can send their resumes from google drive, dropbox or directly from their careerbuilder profile to your recruiter.

Mobile apply integrates seamlessly with your current applicant tracking system (aTs), making it faster and easier than ever to connect the best job with the best talent.

Mobile apply offers the following features:

Mobile apply enables candidates send their resume to a recruiter directly from their careerbuilder profile or from popular cloud storage services like google drive and dropbox.

Mobile apply is designed to empower candidates to apply for a job, without changing your recruiting team’s workflow.

for employers like you, this solution works beyond the career site. Mobile apply works for any job posted anywhere.

A Note About Mobile Apps: You may be wondering where mobile apps fall in your mobile recruiting strategy. While mobile recruiting apps serve a purpose for large companies with constant recruiting needs, most organizations would be better off simply investing time, money and effort into their mobile sites first. For one thing, no company should invest in a mobile app if it does not first have a mobile-optimized site. Second, mobile apps require a significant amount of upkeep and work with carriers, handset manufacturers, operating system developers and others. Mobile sites avoid all of these things and allow for a much faster path to execution. In other words, for the average company, a mobile app is oftentimes more trouble than it’s worth.

14 Upward Mobility

CV Mobile APPly

CloUD APPlyCV

WoRKfloW

flexible

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15 Upward Mobility

1 comscore ‘Mobile future in focus report 2013’

2 http://www.walkersands.com/quarterlymobiletraffic

3 http://blog.simplyhired.com/2012/11/job-seekers-use-mobile-technology-for-job-search.html

4 http://www.walkersands.com/quarterlymobiletraffic

5 http://online.wsj.com/article/sb10001424127887323551004578441130657837720.html

6 http://img.icbdr.com/images/jp/infographics/venturebeat_charts_jobs.jpg

7 comscore Mobile Metrix 2.0, career services and development – Job search, March 2013

8 http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html

9 The Mobile consumer: a global snapshot, february 2013, nielsen, http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2013%20reports/Mobile-consumer-report-2013.pdf

SoUrceS

Page 16: Upward Mobility: The Opportunities and Advantages of Mobile Recruitment

aboUt careerbUilder

a recruitment industry pioneer, careerbuilder® has been empowering both individuals and businesses to maximize their potential, increase employment and create a stronger economy for nearly two decades. by using our nearly two decades of research on job market trends and applying market-leading analysis and innovation, we give businesses the intelligence they need to attract and retain the best talent to move their business forward. for the american worker, we provide access to the most u.s. jobs and the resources necessary to master critical skills for today’s working world. We also seek out and foster strategic partnerships and other collaborative ways to decrease the skills gap and fuel economic growth. as the job market shifts, so do the needs of our businesses and workers—and careerbuilder will be there every step of the way, empowering employment.

/cbforemployers @cbforemployers youTube.com/cbforemployers blog: www.Thehiringsite.com


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