With eight out of ten young people using SmartPhones, if employers don't get on board quickly with this technology, their recruitment for talent will be significantly compromised. By Steven Z. Ehrlich, Global VP of Client Development, AIA Worldwide.
Social media and mobiles have transformed the recruitment industry and in particular, the younger generations are accessing employer information and career opportunities almost exclusively via these devices. But some businesses are still failing to capitalise on this new phenomenon.
Technology is of course advancing rapidly, and immense functionality is available but employers still lack awareness about how people are using their handheld devices to search and apply for jobs and are failing to capitalise on the possibilities that creates. With the undergraduate community the heaviest users of mobile to search for jobs, job seekers are increasingly likely to use their mobile devices to find out about career opportunities, preferring to look for work on the move, rather than sat using a PC. That trend will continue with the total number of mobiles, tablets and other portable devices owned by individuals in the UK predicted to be higher than the population figure itself, within the next few years.
“Despite some understanding of the importance of mobile today, very few employers have implemented robust mobile recruiting strategies that fully leverage the spectrum of mobile engagement opportunities”
If businesses are serious about reaching top talent, much more is required than simply waiting for candidates to access an employer’s careers site from their mobiles. Instead, to connect with potential candidates, it is essential that recruiters establish a presence on the mobile web and start engaging with job seekers by using innovative mobile solutions such as; responsive web design, mobile search, mobile job distribution, and social media. Despite some understanding of the importance of mobile today, very few employers have implemented robust mobile recruiting strategies that fully leverage the spectrum of mobile engagement opportunities.
According to research we conducted in association with Milkround, 78 percent of students own a Smartphone and 28 percent a tablet or mini tablet. Meanwhile, the use of Smartphones by students for job searching increased from 20 percent in 2012 up to 33 percent in 2013. Almost every respondent to the AIA/Milkround survey reported that they still used a PC or laptop to look for jobs online, but there was also a rise in the number using their phone or tablet to supplement their job hunting efforts. The proportion using a Smartphone has risen from a fifth in 2012 to a third in 2013, while the number using tablets has jumped from three percent in 2012 to 17 percent in 2013. The latest figures show the rapid spread of students using Smartphone to apply for jobs, almost doubling from 11 percent in 2012 to 21 percent in 2013.
Employers must devote more time and resources to ensuring they understand candidate behaviours to create timely, topical and engaging content, while adopting the techniques that allow search engines to find it. It is no longer a question of whether organisations need to execute a joined up mobile and social recruiting strategy, rather it is about how and where they should be active. For some employers, there might be the fear of doing something for the first time or a perception that it takes too much time and effort to launch such a strategy effectively. However, graduates want to work for great companies that have an appreciation of the new technological age so it crucial that these views are put to one side.
Thales is a great example of an employer that has recognised the importance of mobile for the graduate audience on campus. Thales developed a new mobile site http://m.ukgrads.thalesgroup.com/ for their campaign in 2012, in response to the AIA/Milkround research that found demand for mobile friendly sites was growing rapidly and accessing recruitment tools from a mobile was popular among students. Features of the Thales mobile site include: Data capture from potential candidates; registration of interest in roles with the option to complete an application from a desktop; a hints and tips section to help with interviews and assessment centres. Plus improved user experience on mobile with easier navigation; easy reference guide to events and auto detection software that recognises users accessing the site from a mobile device.
Companies need to update their hiring processes to fully incorporate the mobile web and social media, as these are already the most effective channels for reaching in-demand graduate candidates. This means creating content and experiences that are not only available on mobile devices, but which are designed for mobile viewing and interaction to help build an employer’s brand and provide the best possible candidate experience.
It's important to consider these tips when developing a mobile strategy: Elevate Your Game: According to Google, in the US, 59 percent of users used a mobile search engine for a product search while just 25 percent used mobile for a job search. In the UK a similar proportion, 60 percent, looked for products on a mobile and 16 percent searched for a job. The disparity stems from the fact that employers have not yet elevated their mobile destinations or content to the same level that users experience when searching for consumer goods, restaurants, and films. When you are on the bus and want to go and see a new film, you Google the title using your smartphone. You get search results that show the theatres playing the film, when the film is playing, trailers, user reviews and a link to purchase tickets. When someone is on the bus searching for a job at your company, do they get a good mobile experience or not? It’s time to focus on creating outstanding mobile user experiences.
As your company establishes its mobile presence, think about how your site will look on a mobile device. There is a world of difference between content that is mobile friendly, easily manipulated with pinch and zoom, and that which is mobile optimised and designed to be thumb-friendly and consumed on the mobile device. Many organisations are beginning to look toward the use of new technologies such as Responsive Web Design (RWD) as they craft their next career site strategy. RWD allows for a single site to be built that will automatically reconfigure the content being displayed based on the size of the screen of the device being used to view it.
Waiting for content to load is frustrating for users and may cause them to abandon your site before it renders. When creating mobile content, particularly video or graphic-rich text, keep the user experience in mind. Barriers between the user and your content are already abound, from weak signals to bandwidth limitations and more. Design for lower-performing mobile devices and make sure content is delivered in a way that’s consumable on a wide range of phones. Keep job descriptions to fewer than 400 words and minimise the amount of swiping between screens. Short videos, succinct copy and fast message delivery give candidates the best experience. Even better – give consumers an opportunity to flag something they are interested in and the capability to return to it later.
In mobile, the best experience is one that works. As mobile moves up the priority list, organisations need to focus on optimising mobile job listings and content delivery. As with all other digital platforms, your mobile product is ultimately about delivering the best branded experience to your users and potential candidates. Today, make sure you at least have a mobile-friendly destination for your users if not a fully mobile-optimised site. With so much innovation in the marketplace, it is time for businesses to get into the game, showing that the agility to explore new innovations and engaging more effectively with graduates. Those who adopt early may just get an edge on the competition.
