These strategic yet practical case studies from Talent Connect Vegas 2013 will show you how to build a successful, impactful mobile recruiting program.
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3. INTENTIONS
ARE
GOOD,
BUT
PROGRESS
AND
STRATEGY
LACKING
100%
90%
100%
23
80%
70%
90%
80%
18
19
13
70%
60%
60%
50%
35
50%
29
40%
40%
30%
30%
20%
23
10%
0%
3
20%
10%
8
Mobile recruiting is absolutely part of our plans
but we haven't really started yet
20
0%
13
We don't know where to start with mobile
recruiting
#intalent
5. MY
JOURNEY
UK
and
France
EXECUTIVE
SEARCH,
SHORT
TERM
ASSIGNMENTS
Chicago
Germany
MARKETING,
1
YEAR
BRAND
MANAGEMENT
AND
COMMUNICATION,
2
YEARS
GLOBAL
TALENT
ACQUISITION,
2
YEARS
EXECUTIVE
SEARCH
FROM
RESEARCH
TO
CONSULTANT
TO
PARTNER,
10
YEARS
Chicago
5
Singapore
Turkey
TALENT
ACQUISITION
FROM
CORPORATE
TO
PHARMACEUTICAL
DIVISION,
4
YEARS
INTERNATIONAL
TALENT
ACQUISITION,
2
YEARS
Turkey
#intalent
6. MY
JOB
Run the engine
execuPve
recruitment
university
relaPons
social
media
development
programs
global
operaPons
talent
management
system
6
diversity
employment
branding
global
job
boards
conPngent
labor
sourcing
digital
plaSorms
#intalent
7. MY
JOB
Run the engine
execuPve
recruitment
university
relaPons
social
media
development
programs
global
operaPons
talent
management
system
7
diversity
employment
branding
global
job
boards
conPngent
labor
sourcing
digital
plaSorms
#intalent
8. MY
COMPANY
INSERT
VIDEO
8
Human Resources | Mobile Recruitment Strategies That Actually Work
#intalent
9. WE
NEED
TO
DELIVER...
Recruit more than
10,000 people in 150
countries, while…
9
#intalent
10. HOW
DO
WE
DO
IT?
GOMOBILE
Relevant
Simple
Sustainable
10
#intalent
12. HOW
DID
WE
START?
BE
RELEVANT
Win in Emerging markets (FASTER)
Build Leadership Pipeline (DEEPER)
Deliver Extraordinary Customer Experience (EASIER)
12
#intalent
13. SO
WHAT?
KEEP
SIMPLE
&
GO
MOBILE
GoMobile Strategy for Emerging Markets (FASTER)
70% Connect+ 20% Engage +10% Experience
• WHAT WORKS: Mobile -Enabled Sites, SMS, Video
Interviewing, QR Codes, Social Ambassador
Program
• WHAT WOWS: Recruiter Mobile and CRM/SMS
Combination
13
#intalent
14. CRM
+
SMS
Utilizing power of CRM tool
to trigger SMS check-in
points with new hires
Reducing reliance on
recruiters to manage this
manually and increasing the
likelihood of keeping
candidates engaged
14
+
Engage Hiring
Managers in the
process via
automated SMS
reminders to touch
base with their new
hires on key dates:
1 month, 2 weeks
and 2 days mark
=
Within first 3 months
of the launch of the
program we were able
to reduce no-show rate
by 80%
#intalent
15. CRM
+
SMS
Recruiter
to
Candidate
Jia,
We
are
looking
forward
to
having
you
on
board.
Just
checking
in
to
see
how
your
off-‐
boarding
process
is
going
with
your
current
organizaPon
and
see
if
you
have
any
quesPons
on
onboarding
at
Abbo_?
15
Reminder
SMS
to
Hiring
Manager
Kara, Jia’s start
date is in two
weeks. This may
be a good time to
share what she
can expect during
the first week.
#intalent
16. WOW:
RECRUITER
MOBILE
• CONNECT
real
Pme:
– via
Phone,
Text,
InMail
– Share
profile
with
Hiring
Manager
16
#intalent
17. How would you like
to connect?
Your story – one
text at a time!
ENGAGE
and
manage
the
EXPERIENCE
proacQvely
17
#intalent
18. SO
WHAT?
KEEP
SIMPLE
&
GO
MOBILE
GoMobile Strategy for Talent Pipeline (DEEPER)
25% Connect+ 50% Engage +25% Experience
• WHAT WORKS: Targeted Social Media and CRM
• WHAT WOWS: Work with Us Mobile App with
Business Leader Presence
18
#intalent
19. WOW:
WORK
WITH
US
• Work
with
Us
Mobile
App
– Picture
yourself
at
Abbo_
– Business
leader
presence
19
#intalent
20. SO
WHAT?
KEEP
SIMPLE
&
GO
MOBILE
GoMobile Strategy for Extraordinary Customer experience (EASIER)
20% Connect+ 20% Engage +60% Experience
• WHAT WORKS: Balancing Mobile Pipeline Access
with High-Touch Service
• WHAT WOWS: Executive Recruitment Apps
20
Human Resources | Mobile Recruitment Strategies That Actually Work
#intalent
24. NOW
WHAT?
MAKE
IT
SUSTAINABLE
Tell a story in business terms.
Make it part of your CULTURE
and brand identity.
CULTURE,
Build the organization in a way that
there is clear focus on INNOVATION
INNOVATION.
Assess and adapt your formula
24
#intalent
25. LETS
SUMMARIZE:
WHAT
YOU
SHOULD
REMEMBER
1. Strategies work when they are SIMPLE, RELEVANT and SUSTAINABLE
2. Going Mobile is in fact easy: Find your success formula with CONNECT+
ENGAGE + EXPERIENCE
3. Never travel alone. Make business leaders part of your journey
4. One size never fits all. Balance your global strategy with local talent behavior
5. Tell a relevant story back to business
6. When in doubt, go back to #2, and refocus and prioritize your mobile
solution
25
#intalent
37. Mobile Adoption Expected to Increase by 16% in 2013
Mobile Site
90,000
Est.
80,000
Site Visits
Mobile 70,000
adoption expected to increase to 16%
60,000
50,000
40,000
30,000
20,000
10,000
2011
2012
2013*
Mobile site visits represented 11.7%, 9.7% & 10.5% of
career site traffic in 2011, 2012 & 2013
* 2011 data is from November-December. 2013 data is from January-August
#intalent 37
38. iOS Platform Penetration Reaches a New Level
Adoption by OS
Type of Device
0
2012
66%
Apple
2013
28%
Android
2013
66% 69%
Android
28% 27%
27%
6%
Other
2013
iOS
69%
2012
2012
2012 2013*
10,000 20,000 30,000 40,000 50,000
4%
Other
6%
4%
* Note: 2013 data is from January - August 38
#intalent
42. Lessons Learned
Gain buy-in and support from multiple stakeholders
1. Create a comprehensive business case based on your company and
talent acquisition goals
2. Gain executive sponsorship and get a seat at the table. Include
influential Communications, Legal, IT, and Marketing leaders
3. Focus on pilots and options (or phases) to vent concerns
4. Build bridges now to share budgets and resources later
#intalent 42
44. Lessons Learned
Decide which platforms support your
recruitment goals
1. Research where/how your ideal candidates spend their time online
and your competition’s level of engagement
2. Determine options: app vs. optimized, recruiting resources, time,
budget, key performing indicators, and metrics
3. Discover how platforms could complement each other or used for
branding vs. recruiting/sourcing
4. Get permission to be innovative and try platforms that may be
inactivated in the future
5. Understand limitations of mobile, including QR codes
#intalent 44
49. Lessons Learned
What I would have done differently
1. Prioritize mobile options for career site over anything else
2. Integrate engagement or text options for candidates and recruiters
3. Recognize impact of mobile search and job aggregators
4. Be more thoughtful about QR code placement
5. More focus on “how to” value add videos
6. Shorter, more concise and compelling job descriptions
#intalent 49
A picture is worth a thousand wordsPre web: all advertising& branding executed via printWeb 1.0: Desktop and online job boards dominate (117 job boards)Web 2.0: Now we’re down to 6 job boards and we primarily source via search engines, social media, our employee referral program and mobile.To that, Most access technology on the go (experts predict that mobile will overtake desktop. That by 2016, the # of mobile devices is expected to surpass the world’s population which was calculated at 7.3 billion in mid 2013 (World watch Institute, Vital Signs, Oct 2013). Multiple studies show that job seekers want to use mobile devices to search for jobs and engage with recruiters. Finally, Expand “instant access” to passive candidates more quickly and to diverse demographics. Specifically, studies show underrepresented minorities tend to have smart devices over access to personal pcsWeb X.0: Represents never ending & rapid pace of technology that we try to keep our eye on.compelling back up findings:86 % jobs seekers want to use mobile device to search for jobs (Julie and Keith examples)-72% said they want to hear about career opportunities via phone-84% think companies should have mobile friendly sites.-88% begin job search on search engines (Google) Eg, 2 director employees found role by searching during commute via search engines)-Overall, 40-50% searches done on mobile device. Use mobile more for research, not transactions