@mobile_dave, www.mobiledave.me © David Mar4n 2012
Maximizing Mobile Dave Mar4n
@mobile_dave www.mobiledave.me
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Today
• Mobile web consump4on trends • mSite best prac4ce • Social recrui4ng & mobile • The good, the bad and the ugly • What are early adopters up to? • Checklist to get started in mobile recrui4ng • Industry report
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Mobile Quiz 1. What propor4on of North Americans accessed social networks via their mobile?
2. What market share does Android have of US smartphones?
3. How frequently does eBay sell an item via mobile? 4. What % of YouTube video views are on mobile? 5. What % of users won’t put up with a bad mobile experience? Source Google, ComScore
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Mobile Quiz 1. What propor4on of North Americans accessed social networks via their mobile?
1 in 3 North Americans access social networks on their phone 2. What market share does Android have of US smartphones?
Android captures nearly half of US smartphones 3. How frequently does eBay sell an item via mobile?
eBay sells something every 2 seconds via mobile 4. What % of YouTube video views are on mobile?
20% of YouTube video views are via mobile 5. What % of users won’t put up with a bad mobile experience?
40% of users have turned to a compe4tors site aZer a bad mobile experience Source Google, ComScore
@mobile_dave, www.mobiledave.me © David Mar4n 2012
What devices to target?
• Android represent around half the smartphone devices. • The Android landscape is very fragmented, tes4ng requires
effort across different screens sizes and capabili4es. Source for data: ComScore
@mobile_dave, www.mobiledave.me © David Mar4n 2012
What devices are your candidate buying?
• In Europe, BlackBerry is not near the top 5. Source ComScore
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Are smartphones just owned by kids?
• 25-‐30 year olds are the biggest smartphone age group.
• Closely followed by 35-‐44 year olds.
• Mobile is not just for graduate recrui4ng!
Source ComScore
@mobile_dave, www.mobiledave.me © David Mar4n 2012
What is an mSite? An mSite is a website designed to be easy to access from a mobile device. Typically an mSite supports various screen sizes, OS (iOS, Android, etc) and has minimal graphics for fast download over cellular networks.
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Mobile best prac4ce • Keep it quick
– If deep or rich media is available ensure the user taps to drill down – Set expecta4ons for content which may take longer to load such as video – Provide a visual ‘loading’ queue
• Simple Naviga4on • Thumb Friendly • Make it visible
– Avoid pinch and zooming
• Accessible to wide market of devices – Avoid Flash – Use HTML 5, but remember Blackberry does not support HTML 5 / CSS3 very well – Support landscape
• Avoid asking the user to type a lot • Make it local and remember you can use GPS that is in the phone • Auto redirect to mobile, but let users have the choice to use desktop versions • Analyze stats, learn and improve
@mobile_dave, www.mobiledave.me © David Mar4n 2012
UK mobile jobseekers
• In UK mobile internet ajracts about the same traffic as a market leading job board.
• The mobile site used most to search for jobs is the classified lis4ng site Gumtree.
• The second and third most visited sites are aggregators.
• The candidate is job seeking on mobile, the industry is not recrui4ng via mobile.
Source ComScore
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Channels to mobile
• 55% of ac4ve Twijer users access via Mobile.
• 425m ac4ve Facebook users connect via mobile.
• 1 in 3 North Americans access social networks via their mobile device.
• Half of mobile social network users log on daily.
• SoLoMo is now and the future.
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Social recrui4ng needs mobile
What happens when your users click the links you post in social media? Do they see a mobile friendly page? Or do you invest your 4me and money promo4ng a page your candidates can not use on mobile? AT&T #LessFAIL the link redirected to the wrong content
Starbucks #FAIL no mobile support from Twijer link
@mobile_dave, www.mobiledave.me © David Mar4n 2012
The good, the bad and the ugly
• A great candidate journey is – Search Google / click link in Twijer or Facebook. – Consume career mSite – Ac4on interest in job (various CTA)
• Lets take a look at a few major companies who represent Good, Bad and Ugly.
@mobile_dave, www.mobiledave.me © David Mar4n 2012
A good mobile journey
• Google Search “AT&T Careers”
• Top result in Google • Clearly sets expecta4on of what the site will share
@mobile_dave, www.mobiledave.me © David Mar4n 2012
A good mobile journey
• Mobile friendly website • Clear careers content • Follows mSite best prac4ces
• Employer brand clear
@mobile_dave, www.mobiledave.me © David Mar4n 2012
A good mobile journey
• Well thought out search • Suitable search op4ons for volume of vacancies
@mobile_dave, www.mobiledave.me © David Mar4n 2012
A bad mobile journey
• Google Search “Marriot Careers”
• Top organic result in Google
• So far so good…
@mobile_dave, www.mobiledave.me © David Mar4n 2012
A bad mobile journey
• Auto redirect to mSite • Shown mSite to book hotels rooms
• No link to careers • #FAIL
@mobile_dave, www.mobiledave.me © David Mar4n 2012
An ugly mobile journey
• Search for “General Motors”
@mobile_dave, www.mobiledave.me © David Mar4n 2012
An ugly mobile journey
• Auto redirect to main corporate site
• Fully mobile op4mized • With a career link (off the screenshot)
@mobile_dave, www.mobiledave.me © David Mar4n 2012
An ugly mobile journey
• Site design and branding changed
@mobile_dave, www.mobiledave.me © David Mar4n 2012
An ugly mobile journey
• Job search a different brand and design
• Job search works but is very basic
• But what happens if we search in Google for “General Motors Careers”?
@mobile_dave, www.mobiledave.me © David Mar4n 2012
An ugly mobile journey
• Search for “General Motors Careers”
@mobile_dave, www.mobiledave.me © David Mar4n 2012
An ugly mobile journey
• No mobile redirec4on • Very mobile unfriendly • Very graphic heavy • Slow • Un-‐usable • Not redirected to their career mSite
• #FAIL
@mobile_dave, www.mobiledave.me © David Mar4n 2012
“m” What?
• Search in Google for “Walmart Careers”
@mobile_dave, www.mobiledave.me © David Mar4n 2012
“m” What?
• No support or op4miza4on for mobile
• #FAIL
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Fortune 100 should do bejer
Source: @mobile_dave & Dr John Sullivan Associates
@mobile_dave, www.mobiledave.me © David Mar4n 2012
What are early adopters doing?
• mSites, op4mized for different devices (hi res etc) • QR code promo4on • SMS promo4on and alerts • Quick apply – electronic business card and skills ra4ng, pre ATS selec4on
• Video • Social integra4on • Na4ve (iPhone / Android) apps, but second to their mSite
• Suppor4ng tablets – eg iPad
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Don’t forget 40m tablets
Source: ComScore
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Check your mobile op4miza4on • Can you see all the images and content, or is something broken? • Can you read the text without zooming? • Can links and bujons be clicked with a thumb? • Is the job search easily accessible? • Is there an apply process that can be completed on a mobile? • Are the graphics and colors consistent with other marke4ng materials? • Is the naviga4on obvious and simple? • Can you see everything without having to scroll horizontally? • Is the user automa4cally redirected to the right page on your mSite when they
click a desktop link? • Does it load via 3G in 3 seconds or under?
If you answer ‘NO’ to anything you have op4miza4on to do.
@mobile_dave, www.mobiledave.me © David Mar4n 2012
Industry Report I am currently working on an industry report which will:
– Review biggest companies mobile recrui4ng support
– Review best employers mobile recrui4ng support
– Highlight great candidate experience – Highlight most disappoin4ng experience
The report will include access to self audit ques4ons with industry benchmarks to compare your mobile recrui4ng innova4on. I will be presen4ng highlights from the report at mRecrui4ngCamp, September 14 2012 in Atlanta hjp://www.mrecrui4ngcamp.com/