Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
21.888.GOLIVE8 • [email protected] • @BULLHORN
Table of Contents3 Executive Summary
4 Introduction
5 The Mobile Megatrend
7 Recruitment Industry Rings in Mobile
10 Account Managers, Connected Any Time, Anywhere
11 Mobile Access, Fuels Staffing Sales Success
12 Mobile Hang-Ups Holding Firms Back
13 Unlocking Mobile Success
16 The Mobile-Powered Client Meeting
18 Conclusion
19 About Bullhorn
31.888.GOLIVE8 • [email protected] • @BULLHORN
EXECUTIVE SUMMARY • Mobile technology is changing the way recruiting firms operate and the way recruiting
professionals work. While it’s obvious that staffing and recruiting firms must evolve their online presence to support candidates applying through mobile devices, it is far less clear how mobile will impact their full-time employees, the recruiting and account management professionals who work with clients and candidates.
• Mobile access to the ATS gives users the flexibility to perform recruiting tasks from anywhere at any time, which is a huge advantage for recruiting firms. Bullhorn’s 2013 Staffing and Recruiting Trends Survey reported that 84% of staffing professionals consider mobile access to their ATS/CRM to be important to their success.
• Bullhorn’s survey research suggests firms see the primary opportunity to leverage mobile being within their sales function. One-hundred percent (100%) of the staffing salespeople polled who spent more than half their time outside in meetings considered mobile access important, with 86% considering it “extremely important.”
• Empowering sales and account managers with fully mobile-ready ATS and CRM capabilities produces clear business benefits. Account managers and sales personnel can spend more time face-to-face with clients and prospects, as well as showcase the firm’s capabilities by having more timely and accurate data available during meetings.
41.888.GOLIVE8 • [email protected] • @BULLHORN
INTRODUCTION Mobile usage is soaring worldwide. Smartphone and tablet usage is on a trajectory to surpass the usage of desktop computers. Like leaders in other industries, recruitment executives see potential in taking their businesses mobile. While the need to support candidates — whether searching and applying for jobs or logging time — via mobile is clear, how recruiting professionals can harness the mobile revolution to improve performance of internal staff is not. Bullhorn analyzed the actual usage data of the thousands of recruiting professionals using its fourth generation mobile product to gain insight into how firms are successfully leveraging mobile technology.
51.888.GOLIVE8 • [email protected] • @BULLHORN
Mobile is exploding. By the end of 2013, the number of mobile-connected devices is expected to exceed the world’s population.1 What’s more, mobile devices aren’t just telephones anymore; today’s smartphones are powerful computers in their own right, enabling constant Internet connectivity. Global mobile data traffic grew by 70% in 2012, amounting to nearly 12 times the size of the entire global Internet in 2000.2 Mobile Internet usage will surpass desktop Internet use in the next few years.
THE MOBILE Megatrend
1,2 Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012-2017
2,000
1,600
1,200
800
4002007 2009 2011 2013 2015
Mobile vs. Desktop Internet Usage
INT
ER
NE
T U
SE
RS
DESKTOPUSERS
MOBILEUSERS
61.888.GOLIVE8 • [email protected] • @BULLHORN
3,4 Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012-2017
The rapid adoption of
Internet-connected
smartphones and tablets
represents a fundamental
shift in the way people
access the Web.
This mobile megatrend opens up a whole
new dimension for businesses, just like the
Internet did in the ‘90s, shifting the way
many industries operate. Uber, Hailo, and
other startups, for example, are transforming
the taxi and car hire industry by enabling
riders to connect directly with drivers via
mobile without the cost and hassle of using
dispatchers. Mobile banking has changed the
traditional banking landscape; consumers can
check their balances, view transaction history,
and transfer money right from their mobile
devices. Also, companies like Starbucks
have rolled out mobile payment software
through prepaid cards, enabling consumers
to pay their bills at the register using their
smartphones.
The mobile megatrend is impacting not only
the U.S. but the entire world. In 2012, mobile
data traffic grew by 44% in Western Europe
and 95% in the Asia Pacific region.3 Overall
global mobile data traffic is expected to grow
at a CAGR (compound annual growth rate) of
66% by 2017.4
71.888.GOLIVE8 • [email protected] • @BULLHORN
How is the mobile
megatrend
impacting the
multibillion dollar
global recruitment
industry? Will mobile be
transformative or produce
smaller, more incremental
changes? While it’s still early
in the game, it appears that
mobile will primarily impact
two aspects of the recruiting
industry: the candidate
experience and sales/
account management.
The most obvious and
immediate impact of mobile
on the recruitment industry
is in the way recruiting
and staffing firms interact
with millions of candidates
every day. Much of this
communication has already
migrated to the Internet.
Email now represents the
bulk of pre-placement
communication, and
post-placement time and
expense management is
increasingly handled via
online time cards. Much of
this activity will naturally
shift to the mobile Internet
as part of this broad
trend. In fact, recruiting
communication may
migrate more quickly due
to the inherent sensitivity
of new employment-
related communication for
candidates already gainfully
employed. It’s only natural
that candidates might
hesitate to use their work
desktop when seeking new
opportunities. Millennials,
who are heavy mobile
users, will further
accelerate the shift
as they become 50%
of the employed
workforce5.
RECRUITMENT INDUSTRY Rings in Mobile
5 What Millennials Want, Examiner.com, June, 2010
81.888.GOLIVE8 • [email protected] • @BULLHORN
There seems
to be a lack of
acknowledgement by
recruiting firms that
job seekers want to
interact with recruiters
and apply for jobs
from their mobile
phones. A 2013 Simply
Hired report found that
86% of job seekers said
they would use mobile
technology if it simplified
the process of applying for
a job.6 Despite the fact that
mobile technology provides
a fast and convenient way
to connect with candidates,
many firms are unprepared
to support job seekers
applying via mobile.
An iMomentous Fortune
500 Mobile Readiness
Report recently showed that
only 33% of companies have
a mobile-optimized careers
section and just 3% have a
mobile apply function.7 The
majority of recruiting and
staffing firms seem similarly
unprepared. While mobile
apps are convenient for
pre-placement activities,
they can also be useful for
post-placement functions
such as time and expense
management, which allow
employees to submit their
hours from the jobsite directly
from their mobile phones.
While it’s obvious that
recruiting firms must
optimize their online
presence for mobile, it is far
less clear how mobile will
impact their employees and
the way they do their jobs.
These employees already
rely heavily on software
that helps them automate
the large number of tasks
they perform each day. The
average recruiter executes
more than 300 clicks per
day in his or her applicant
tracking system/customer
relationship management
system (ATS/CRM)
according to Bullhorn’s
usage data, which is about
six times the number that
86% OF JOB SEEKERS
said they would use mobile technology if it simplified the process of applying for a job.
6,7 Recruiters – Why You Need a Mobile Friendly Recruitment Website, Web-based Recruitment, May 2013
91.888.GOLIVE8 • [email protected] • @BULLHORN
the average non-recruiter executes. The ATS is
used by recruiters to manage job orders and
the large volume of resumes and applicants
they receive for each position, which produces
an average of 188 applicants per opening.8
Ninety-three percent (93%) of
recruiting firms reported using
an applicant tracking system
(ATS) in 2012.9
Mobile access to the ATS gives users the
flexibility to perform recruiting tasks from
anywhere at any time, which is a huge
advantage for recruiting firms.
Indeed, according to Bullhorn’s 2013 recruiting
trends survey, 84% of staffing professionals
said they consider mobile access to their ATS/
CRM to be important to their success, with
53% of respondents saying it was “extremely
important.”10
While mobile is considered to be important,
salespeople appear to be the only employees
fully leveraging mobile and the freedom
this technology has given them. Recruiters,
who are not on the road as often as account
managers, should still harness the power
of mobile to improve efficiency and stay
connected with candidates after business hours.
But how exactly are recruiting and staffing
professionals’ jobs changing as recruiting
tools become accessible via smartphones and
tablets? What new ways of working might
emerge that better serve clients and improve
effectiveness and efficiency?
84%
53%
Mobile Access
EXTREMELYIMPORTANT
IMPORTANT
8 News and Trends in Management, The Wall Street Journal, February 2012
9 2012 Recruiting/Talent Acquisition Survey: Technology, Staffing Industry Analysts, July 2012
10“Two Steps Forward, One Step Back: North American Staffing and Recruiting Trends Report,” Bullhorn, Inc., 2013
101.888.GOLIVE8 • [email protected] • @BULLHORN
Bullhorn’s survey research suggests that
firms see the primary opportunity to
leverage mobile being within their sales
function. Indeed, “mobile recruiting” looks
to be a misnomer; “mobile selling” might
be more apt. One-hundred percent of the
staffing salespeople polled who spent more
than half their time outside in meetings
considered mobile access important, with
86% considering it “extremely important.”
The survey results overall suggest
that salespeople are 24% more likely
to consider mobile access to the
ATS/CRM “extremely important”
than recruiters. Perhaps this is because
salespeople travel to meet clients whereas
recruiters work almost entirely from the
office. Salespeople have always been early
adopters of technology. For example, they
were the first to embrace smartphones and
customer relationship management (CRM)
tools,11 and therefore may be harbingers of
how the general business public will be using
mobile in the future.
While mobile currently provides a
strong advantage for sales and account
management professionals, it may have
a limited upside for recruiters who don’t
spend as much time out in the field. With
the exception of executive search recruiters,
most recruiters spend the majority of their
time working from their desks and don’t
often travel out of the office to meet with
candidates. Although mobile may not seem
compelling to recruiters now, it does provide
them with the ability to perform interviews
after hours (when candidates are more
available) and review activity notes at home
or on the road via tablets. The flexibility
mobile provides will bring more
speed and collaboration to recruiting
teams that take advantage of this
powerful business tool.
ACCOUNT MANAGERS Connected Any Time, Anywhere
11 The Future of Sales Technology, Inc.com, December 2012
111.888.GOLIVE8 • [email protected] • @BULLHORN
MOBILE ACCESSFuels Staffing Sales Success
1. Better Client Service — Account managers and sales personnel can spend more time
face-to-face with clients and prospects, providing a more personalized experience. A mobile
application also enables account managers to have the latest up-to-date information before and
during each meeting so that they can get more things done.
2. More Timely and Accurate Data — Sales personnel can enter in jobs immediately
after meeting with a client, getting recruiters on the hunt before they even return to the office and
subsequently giving their firms a better chance to fill new job orders. A mobile app allows them to
enter in notes right after a meeting when thoughts are still fresh in their minds.
3. Better-Showcased Capabilities — The ability to look up candidate inventory
on the fly gives clients a more concrete sense of a recruiting firm’s abilities. According to
Bullhorn Mobile usage data, “viewing candidate information” is the most commonly used mobile
functionality. Finding and reviewing actual candidate information side-by-side with the client
leaves a strong impression.
4. Reporting Access — For executives, mobile access provides the ability to stay on top of
the business at all times. Mobile recruiting apps allow executives to view key reports that monitor
activities such as recruiter performance and provide insight into the sales pipeline.
Empowering sales and account managers with fully mobile-ready ATS and CRM capabilities produces clear business benefits. Most notably:
“Mobile allows us access to the most current information available about our clients, candidates, open job orders, and placements. This allows our staff to stay informed and enter more relevant information in the system in a quicker timeframe.”
— JON THEOPHILUS
Director of Information Technology
Brooksource
121.888.GOLIVE8 • [email protected] • @BULLHORN
MOBILE HANG-UPSHolding Firms Back
1 FunctionalityVery few ATS/CRM vendors have provided mobile solutions that are capable of robustly
performing key recruiting functions. Many vendors offer mobile websites that are used for
information gathering; however, this doesn’t do much for salespeople. A credible mobile
experience should focus on only the key functions (e.g. entering notes or jobs) that a team
needs while on the road.
2 Usability ATS/CRM vendors that do offer some mobile capabilities often just try to shrink their
existing Web software down to a mobile format instead of tailoring it to the specific
screen parameters and interaction properties of mobile devices. This doesn’t work, so it
doesn’t get adopted.
3 WorkflowFirms with highly specific workflow or terminology may need to configure aspects of
their mobile ATS/CRM interface in order to match well enough to generate successful
field adoption.
4 Old HabitsExperienced recruiters who have had success over the years using old techniques may be
hesitant to adopt new tools.
Despite the benefits of a mobile platform, many
recruiting firms have yet to adopt these tools
because they are being held back by a few challenges.
131.888.GOLIVE8 • [email protected] • @BULLHORN
UNLOCKINGMobile Success
Despite the challenges, some staffing and
recruiting firms already empower their sales
and account management teams with easy
mobile access to the critical software tools
they need for better client support and
more successful sales calls. To understand
exactly how, Bullhorn analyzed anonymous
second-by-second usage data from
thousands of Bullhorn Mobile users over an
eight-month period. The results paint a vivid
picture of how recruitment professionals
successfully leverage mobile recruiting
technology to improve the way they work.
Mobile recruitment software usage is
surprisingly consistent across time of day
as shown in the graph below.
The busiest periods are morning and
afternoon business hours, with another peak
in the evening.
1PM-5PM
AFTERNOON
11AM-1PM
LUNCH
6AM-11AM
MORNING
11PM-6AM
LATE NIGHT
7PM-11PM
EVENING
5PM-7PM
EVENING COMMUTE
20%
14%
23%
13%
19%
11%
The hard-charging nature — or perhaps also the insomnia-inducing stress — of the recruiting industry fuels mobile usage deep into the night!
141.888.GOLIVE8 • [email protected] • @BULLHORN
Analyzing the specific
actions users perform
with Bullhorn Mobile
yields further insight into
how staffing professionals
are leveraging mobile
recruiting technology.
Aggregated into broad
categories in the graph
above, client research
and candidate review
represent by far the
largest amount of activity.
Finding the right client,
contact, or candidate
relies heavily on
the mobile “search”
function; about a tenth
of research activity is
searching, comprising
8% of all actions users
take. Productively sifting
through a firm’s entire
database using small
smartphone screens
and keypads requires a
careful UI design. Simply
repurposing desktop
search and list viewing is a
recipe for user frustration
and low adoption.
About half of client
research (20% of total
usage) entails viewing
individual client contacts,
with the rest of usage
focused on reviewing
client company records
(11%) and open jobs and
placements (8%).
At first glance, the
relatively small proportion
of activity devoted to
adding and updating
records via mobile — once
for every 17 times a user
views records — might
suggest low importance.
But in fact, viewing
records is far more
common than adding
or updating records via
desktop applications as
well. And the immediate
capture and sharing of
new job orders and other
account information from
account managers in
the field provides their
recruiting teams with
an enormously valuable
43%
41%
1%
8%
2%
5%
Tasks Performed in Bullhorn Mobile
Client Research
Candidate Search and Review
Viewing Notes
Adding/Updating Notes, Jobs and Other Records
Reports
Client Site Driving Directions
151.888.GOLIVE8 • [email protected] • @BULLHORN
head start. Entering data
immediately after meetings
instead of hours later back
at the office helps users
capture details that would
otherwise be forgotten
and reduces errors
introduced by less than
perfect human memory.
Only 2% of mobile activity
spent viewing reports can
be attributed to managers
staying on top of their
team’s key metrics, such
as placements, open jobs,
and activity levels, while
on the road. The smaller
number of supervisors
compared to recruiters and
account managers means
relatively smaller report
activity, though obviously
supervisors highly value
both the peace of mind
of knowing that group
performance is on target as
well as finding out early that
an issue needs correcting.
Only 2% of mobile activity spent
viewing reports can be attributed to managers
staying on top of their team’s key metrics...
161.888.GOLIVE8 • [email protected] • @BULLHORN
THE MOBILE-POWERED Client Meeting
A powerful view into how mobile technology improves
account managers’ ability to prepare for, manage, and
follow up on sales calls emerges from detailed insight into
mobile recruiting activity and timing. This “playbook” can
serve as a starting point for almost any type of recruiting
firm seeking to better serve clients and win a larger share
of business.
First, mobile recruiting can help a salesperson find out
how to physically get to a client’s office. Integration
with smartphones’ GPS and mapping capabilities means
mobile recruiting software can automatically provide
precise directions to the client site. This process is less
time consuming than tracking down and printing driving
directions from a client website.
As usage data makes abundantly clear, one of the most
valuable benefits that mobile ATS/CRM access provides
is complete, up-to-date knowledge of account status. In
the minutes before the meeting starts, mobile-powered
sales reps can quickly look up the company as well as
individual client contacts to review recent notes, open jobs,
placements, and more. Reps can kick off meetings with
timely, accurate updates on current business and reduce
the chances of being blindsided by new client issues. As
successful staffing and recruiting firms know well, superior
client service sets the stage for business success.
Reduce the chances of being blindsided by new client issues.
171.888.GOLIVE8 • [email protected] • @BULLHORN
With luck, having a good track record with
previous job orders can help salespeople
facilitate a discussion of a client’s additional
needs. Salespeople with mobile access to
their ATS/CRM system can demonstrate their
firm’s capabilities during a client meeting
by instantly sharing insight into the strength
of their candidate database with clients on
the spot. This can further differentiate an
agency from competitors whose salespeople
respond to questions only with bluster or
promises to “get back to you soon.”
After the meeting, effective mobile recruiting
software gives firms further advantages.
Submitting new job orders immediately
gives recruiting teams a jump on rivals who
must wait hours for sales reps to get back
to the office or connect their laptop before
they can start working on reqs. Furthermore,
sales representatives can capture and share
important meeting outcomes, issues raised,
and other pertinent information as notes
before leaving the parking lot. Follow-up
actions can commence immediately. The
entire team benefits from an instantaneous,
accurate, and complete understanding of
the client which enables them to deliver a
superior level of service. And in a business
where every minute counts, the extra speed
delivered through mobile recruiting means
better bottom line results.
181.888.GOLIVE8 • [email protected] • @BULLHORN
Conclusion Mobile technology is changing the way recruiting firms operate and the way recruiting
professionals work. Mobile access to client and candidate data enables recruiting firms to work
faster and more efficiently. For any firms looking to incorporate mobile into their recruiting
strategy, start by rolling it out to employees who often work remotely like sales and account
management teams. However, before investing in a mobile solution, make sure it’s going to
deliver all of the functionality you need. For example, very few applications today offer the
ability to browse lists, search for candidates, add notes or job orders, view reports, and get
directions using a built-in GPS. These are all key capabilities that a team needs while on the
road. Managers may also want the ability to customize the workflow on their mobile apps
in order to mirror their team’s recruiting process. With the right features and functionality,
recruiting firms will quickly find success using mobile technology.
To learn more about Bullhorn Mobile, visit: http://www.bullhorn.com/products/mobile-recruiting
191.888.GOLIVE8 • [email protected] • @BULLHORN
AboutBullhornBullhorn creates software and
services that help recruiters put the
world to work. For thirteen years our
innovations have powered the recruiting and
staffing operations of fast-growing start-ups up
through the world’s largest employment brands.
Headquartered in Boston, with offices in St.
Louis, Richmond, Vancouver, London and Sydney,
Bullhorn’s applicant tracking system, recruiting
CRM, and social recruiting products serve more
than 10,000 clients representing nearly 200,000
users across 150 countries.
Please visit our website at www.bullhorn.com to
learn more about Bullhorn’s full suite of recruiting
software tools.
Have an immediate question?
Speak with an expert: call 1-888-GoLive8.