This is part 5 of our Tru Recruitment ebook series.

1. e Tru Files
MOBILITY
5 3.5
TRU HEAT
INDEX
@BillBoorman and Natalia Shuman

2. 10 /02
EVENTS
8,000field of recruiting. 48
We scoured
presentations and
conversations from
the last twelve
months of TRU
events to bring you
the best forward-looking
ideas in the
ATTENDEES BIG IDEAS

3. MOBILITY /03
HOW DOES 24-HOUR ACCESS CHANGE
THE WAY WE ENGAGE JOB CANDIDATES?
WILL YOU CHANGE YOUR MESSAGE WHEN
YOU’RE REACHING JOB CANDIDATES AT HOME?
TIME TO RETHINK HOW
YOU REACH CANDIDATES.

4. In developed markets in the US, Europe and Asia, it’s become
commonplace to talk about mobile as a segregated (or lesser)
recruiting strategy. And in the years when smart phone adoption
was less than 30 percent, such an approach made (some) sense.
But visit markets like Poland or Russia—where the recruiting market is evolving and becoming
formalized—and you’ll find no one talking about their mobile strategy as a segregated strategy.
And that’s because web access and content consumption in those countries skipped the personal
computer and went straight to mobile tablets and phones. Counterintuitively, recruiters in those
markets are savvier about exploiting mobile channels than those in more established markets.
Here’s why thinking about mobile matters so much regardless of geography: 40 percent of all
emails are opened on mobile devices (i.e. phone and tablet). And 50 percent of average global
mobile web users use their mobile either as their primary or exclusive online portal.1
When a recruiter shares digital content, by email or through social channels, they must think
clearly about whether the message works well on both mobile and desktop devices. What’s
more, recruiters must consider the moment in which they’re interrupting prospects. Eighty
percent of smartphone users and 81 percent of tablet users are using their devices while
watching television. And 44 percent report sleeping with their devices by their side.2
/04
50% of mobile phone
users say mobile
is their primary
internet source.3
MOBILITY
1, 2, 3 http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

5. MOBILITY /05
Increasingly there are few boundaries between work and personal lives, which means your
message may be opened during the work day, but it also may be opened while your candidate
is watching television or cooking dinner. In fact, we’ve found the best time to reach job
candidates is between 4:45 to 9:45 p.m.—those hours when they’re transitioning between work
and home life, and when they’re most likely to be watching a screen for entertainment.
This means two important things: (a) you’re battling for attention not against your competitors,
but against every other source of information and entertainment; (b) you need
to package your message in a way that’s as relevant and frictionless as possible for
mobile users.
Too often conversations about mobile are focused on the technology, but recruiters would be
wise to think more about the moment. To offer a real-life example: When you reach out to your
audience via email, the content within should more closely resemble an instant message than
a letter. And yet, we bet 98 percent of companies send email newsletters and updates that
resemble letters. Long, linear and just a tad too dry. Wrong.

6. MOBILITY /06
Your content (and by content we’re talking about all the ways in which you keep in touch with
both prospective candidates and active candidates) should be easy to read, easy to share
and highly relevant. Headlines should be optimized and smart, content should be informative
or entertaining, and, above all, your content should be highly targeted (even personalized).
Remember, you’re competing against Buzzfeed, not the recruiter down the street. By opting-in
to email newsletters or following your social feed, people are inviting you into their personal
space. Be relevant and respectful.
Job candidates really
don’t want to apply by
mobile. Think about
how difficult it would
be to fill in dozens
of fields through a
mobile device. What
they really want is to
connect via mobile.

7. /07
MOBILITY
MOBILE-OPTIMIZED
OR APP?
One decision companies face is whether to build an app to
improve candidate experience or to simply ensure web
content is mobile-optimized.
Many companies believe mobile strategy is synonymous with app design—after all, 80 percent
of time spent on mobile is spent inside apps according to DigitalBuzz. But the challenge of
apps for recruiting is to design a solution that’s not a one-shot, short-term utility.4 If you design
an app to help candidates navigate the application process, for example, then by default it’s
likely to be useful for a matter of months. A great tool to be sure, but it shouldn’t be the only
tactic in your mobile strategy.
Beyond apps, employer brands must ensure their websites are mobile optimized—or easily
navigable via a mobile device. There should be no pinching-to-zoom or anything else that
forces your audience to overcome design limitations on their mobile devices. What’s more,
both apps and mobile-optimized sites should leverage your visitors’ GPS data. If a potential
candidate is viewing your content from Seattle, then immediately serve up openings in that
metro area.
4 http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

8. /08
MOBILITY
And one more thing: Job candidates really don’t want to apply via mobile. Think about how
difficult it would be to fill in dozens of fields using a mobile device. What they really want is to
connect via mobile. No need to make the application process mobile-optimized.
CANDIDATE
EXPERIENCE APPS
The most interesting recruiting apps build in rich functionality and are part of an overall talent
attraction effort. Yes, it should offer the basics, including a graphic that shows the status of an
application … but apps can do so much more.
You can ask candidates to pre-record an introductory interview on their smartphone to warm
up the relationship. Help candidates prepare for the second-round interview with a custom
interview guide, as well as a profile of each person they’ll meet. Offer directions to the company
and check-in instructions. And finally, use the app as an integral part of onboarding to ensure a
continuous, positive candidate experience. By thinking beyond the basics in app development,
recruiters thrill (rather than just satisfy) their recruits, whether they become employees or not.

9. /09
MOBILITY
INVEST IN SOCIAL
LISTENING
The potential upside for companies that understand their audience,
and how they use mobile, is truly profound.
Consider this example: What if recruiters kept active lists of high-value candidates, and
adopted a “listening” strategy to uncover job-searching signals (i.e. predictive online behavior).
Updating a LinkedIn profile, for example, or aggressively increasing activity on professional
social groups could signal to a recruiter that it’s time to reach out.
And what if that communication was hyper-personalized? Just as ad networks serve up ads from
retail sites you’ve recently visited online, so too recruiters could target potential candidates with
positions related to the candidates’ recent searches online.
Rather than thinking about mobile, it’s time to think about mobility—and all the implications
of interconnectivity. How does 24-hour access change the way we message job candidates?
And how will we design content to educate, entertain and enchant potential candidates in the
moment we reach them through mobile devices?

10. /10
When thinking about
mobile, don’t get caught
up in conversations
about technology. Move
the discussion to the
fundamentals: (a) you’re
battling for attention not
against your competitors,
but against every other
source of information and
entertainment; (b) your
mobile content needs to be
as relevant and frictionless
as possible for people
reading on smartphones
and tablets.
Conduct a mobile audit of your
current portfolio of content.
Is your website easy to read
from a mobile device?
(No pinch-to-zoom.)
Is it easy to share content
with friends? Email jobs to
yourself or others?
Are emails easy to read
via mobile?
Is your website and content
attractive via mobile? Does
it draw people in with strong
headlines and rich visuals?
Does your brand have a
presence on the social
channels your audience visits
often from mobile devices?
Is your content easy to read,
engage with and share?
MOBILITY:
ACTIONABLE INSIGHTS
Do you need an app?
Should you build an app
to improve candidate
experience, or simply ensure
web content is mobile-optimized?
Many companies
believe mobile strategy
is synonymous with app
design—but for recruiting
it’s pretty tough (though
not impossible) to justify
an app because they’re
often one-shot, short-term
utilities. Make sure your site’s
web experience is mobile-optimized
first (by using a
dedicated mobile site, or
through responsive design),
then consider app design.
FOCUS ON THE
FUNDAMENTALS

11. MOBILITY /11
THE #TRU STORY
I first discovered the Unconference concept when I led a track at #RecruitFest in Toronto in
1999. I was taken aback by the way discussion flowed and how different the format was to a
traditional conference. I led a track all day under a tree and learnt far more than I gave.
Two months later and back in the UK, we ran the first #truLondon at Canary Wharf in November
2009. Today, we’re running dozens of #tru events a year across Europe, North America, Africa
and the Asia-Pacific. Thousands of recruiters, HR leaders and providers come together in an
informal spirit of information sharing and networking.
#tru is based on the BarCamp principle, which means that everybody can be an active
participant instead of listening to speakers and watching presentations all day. The emphasis is
on communication and the free exchange of ideas and experiences where the participants fuel
the conversations.
BILL BOORMAN

12. MOBILITY /12
THINK ABOUT HOW OFTEN YOUR REACH FOR SMART PHONE
OR TABLET BEFORE YOU EVEN LEFT THE HOUSE THIS MORNING.
Technological change means people are connected 24-hours a day, and this has already created
a revolution in the way we reach job candidates and created a new sense of urgency in the way
we communicate – with everyone.
Mobile should be top-of-mind when thinking of strategies to attract top-talent and here’s why:
40 per cent of all emails are opened on mobile devices like a smart phone or tablet, while
50 per cent of average global mobile web users use their mobile as their primary or exclusive
online portal. This also means that having a mobile-optimized career site or ATS is vital, as
it allows for the most efficient exchange of information. Candidates can receive immediate
information from a company, while recruiters are more able to keep information up-to-date and
keep in touch with talent, which could result in a faster hiring cycles.
When a recruiter shares digital content, by email or through social media channels, they must
think clearly whether the message works well on both mobile and desktop devices, and if the
message is compelling enough to make someone read it – now.
You’re battling not only for attention not against your competitors but against every other
source of information and entertainment. So it’s important to make sure your message and
methods of recruiting are always mobile-ready.
To learn more about the future of recruiting download the TRU File e-book
MOBILITY @BillBoorman
NATALIA SHUMAN
NATALIA SHUMAN
Senior Vice President and
General Manager, EMEA and
Asia Pacific Regions
Board Director,
TS Kelly Workforce Solutions,
North Asia Joint-Venture
Natalia is a global executive with
broad general management and
operational experience and 20
years in the staffing industry.
Her career with Kelly spans all
three regions of the globe and a
variety of leadership positions.
Natalia thoroughly understands
and appreciates cultural
differences, talent trends,
business practices and
traditions in both emerging
and developed markets. She is
well positioned to consult with
senior management of large and
small companies on their talent
acquisition and management
issues and to positively impact
their outlook, helping them to
grow and stay competitive.

13. For more thought leadership go to talentproject.com
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ABOUT KELLY SERVICES®
Kelly Services, Inc. (NASDAQ: KELYA, KELYB) is a leader in providing workforce solutions. Kelly® offers a
comprehensive array of outsourcing and consulting services as well as world-class staffing on a temporary,
temporary-to-hire, and direct-hire basis. Serving clients around the globe, Kelly provided employment to
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TRU HEAT
INDEX e Tru Files
HIRE WORK, NOT WORKERS
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TRU HEAT
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e Tru Files
ASSESSMENTS
3
4.0
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SOURCING TECHNOLOGY
6 4.0
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e Tru Files
GAMIFICATION
9 3.5
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NEW ROLE OF THE RECRUITER
7 TRU HEAT
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4.0
TRU HEAT
INDEX