recruitDC 2010: Generation Mobile: Diverse. Connected. On the go

Diverse. Connected. On-the-Go.

Presented by: Michael Marlatt

@MichaelMarlatt

Special Thanks: Grab my vCard: Txt MARLATT to 41411

Hi. This is me.

In the past, I have worked for… I am a Recruiting

Consultant for…

o  Recruit. Source. Train. Speak.�o  Mobile Evangelist & Practitioner.�o  Design, build, and deploy mobile recruiting solutions for work & play. �o  13 years in the field, including 8 years in the telecom/wireless industry.�o  Technology Agnostic & Digital-junkie.�

What I do…

You Can find me online… My Blog : http://CloudRecruiting.net �

Prefer the mobile device?

Connect while on the go! Visit my mobile site at: http://m.cloudrecruiting.net �

Send FAN or HATE mail to… [email protected] �

Mobi le , mob i l e , mob i l e . . .

Source: [email protected]

Mobile, is

Question 1�

Tomi AhonenMobile Consultant, 7thMassMedia

It’s Mobile War! Google enters Apple’s turf.

Source: http://www.redmondpie.com�

We did not enter the search business, they entered the phone business. Make no mistake they want to kill the iPhone. We won’t let them…�

Steve Jobs, CEO, Apple�

“�”�

1.  Intro: The Paradigm Shift

2.  Our New Obsession

3.  Demographics of the mobile user

4.  Making sense of mobile recruiting

5.  Mobile Recruiting Examples

OUR FOCUS TODAY…

to understand the present.

- Carl Sagan�

years ago...

We started with this...

= Good contacts.

= = Good contacts. Good leads

Remember the

The first job board was a nonprofit organization launched in August 1992, by Bill Warren and was called the Online Career Center (OCC). �

The first job board was a nonprofit organization launched in August 1992, by Bill Warren and was called the Online Career Center (OCC). �

OCC was sold to TMP Worldwide (now Monster Worldwide) in December 1995 when OCC was renamed Monster.com. �

Remember the

In 1998, “internet recruiting” changed forever.

In 2004, the term

Web 2.0

And... MEDIA.

Within the next five years more users will connect to the Internet over mobile devices than desktop PCs.”

MaryMeekerManagingdirectoratMorganStanley

HeadoftheGlobalTechnologyResearchTeam

Keys Money Mobile

Source: Jan Chipchase, Nokia Research�

The Future : Mobi le or PC?

The mobile channel is experiencing the same explosive growth, and has become the de facto 3rd-Screen that many believe will surpass TV and the Internet in term of its impact on industry and communications.”�

- iLoop Mobile

Tomi Ahonen, 7thMassMedia, 2010

mobile subscriptions on the planet fixed land-lines in use.

Landline Users�Computers �

5B�

4B�

2B�

1B�

0B�

3B�

Mobile Subscriptions �

Mob

ile S

ubsc

riber

s - Billio

ns�

5B

1.2B 1.1B

Source: Tomi Ahonen - 2010�

5 Billion in perspective...

“ within arm’s reach 24/7. It is literally the last thing we look at before we � go to sleep and again the first thing we see when we wake up.”�

' ' ' ' ' ' ' ' ' ' ' ' ' ' ' ' ' - Morgan Stanley, 2007 �

The CT IA (T h e W i r e l e s s Ass o c i a t i o n ) r e p o r t ed . . .

Americans now use mobile phones.

Source: Steve Largent, President and CEO of CTIA, 2010�

h9p://www.youtube.com/watch?v=EHlN21ebeakClick to view Video:

“African-Americans and English-speaking Latinos continue to be among the most active users of the mobile web.�

Cell phone ownership is higher among African-Americans and Latinos than among whites (87% vs. 80%)…”�

*PEWInternet:h9p://www.pewinternet.org/Media‐MenJons/2010/A‐Digital‐RevoluJon‐In‐The‐Palm‐Of‐Your‐Hand.aspx

*PEW:ResearchconductedbetweenApril29andMay30,2010,amongasampleof2,252

• African‐Americanssendandreceivearound780messages

• Hispanicssendandreceivearound767messagesamonth.

• Asians/PacificIslandersreceivearound384textsamonth

• Whitesreceive566textsamonth.

NielsenDatasource:h9p://blog.nielsen.com/nielsenwire/online_mobile/african‐americans‐women‐and‐southerners‐talk‐and‐text‐the‐most‐in‐the‐u‐s/

* Research over 12 months.

American women are more communicative in general on mobile devices; they text more, too, sending or receiving an average of 601 SMS messages a month.�

American men,

send or receive 447 text messages per month.�

* Nielsen Research over 12 month period.

NielsenDatasource:h9p://blog.nielsen.com/nielsenwire/online_mobile/african‐americans‐women‐and‐southerners‐talk‐and‐text‐the‐most‐in‐the‐u‐s/

Mobile recruiting?

Mobile recruiting?

MOBILE MARKETING. We should first define

is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.�

Mobile Marketing �Association (MMA)

WHAT ABOUT RELEVANCE?

MOBILE MARKETING. EXAMPLES of

Txt to Win-Examples

QR Code & TXT Messaging Examples

Join Mobile Opt-in for the latest GAP Fashion.

Benef its of Go ing Mob i l e?   Almost 300 Million Americans are now mobile subscribers �  Mobile is Personalized & Private�  Mobile Flexible & Timely�  Mobile SMS has a 95% Read Rate�  SMS has a 15-20% Response Rate vs. 1% for Traditional Media.�  Easily Integrates with online and offline marketing channels�  Mobile-web creation & optimization is fast and easy to set-up�  Mobile offers highly measurable & accurate reporting�  Cost-Savings vs. Traditional Marketing methods�

1.   Personal:Nexttothewalletorpurse,themobiledeviceisthenextmostcarriedaccessory.

2.   Intimate:Mobileoffersthereachofbroadcastwiththepowerofpersonaltouch.

3.   Target‐Marketing:Strongcandidateidentityallowseffective(target)marketingofspecificmessagestoindividualsorgroups.

4.   ConfirmedIdentity:Thepersonalnatureofmobileoffersemployerstheassuranceofknowingexactlywhotheyarecontacting.

5.   Convenient:CandidatescaneasilyreadSMSmessages,evenduringthebusiesttimesoftheday.

6.   Actionable:Ifa“calltoaction”messageiscompelling,theresponsecanbeimmediate.

7.   Persistence:Unliketraditionalmassmediaorjob‐boardmarketing,theconsumercarriesthetargetedmessageawaywiththemontheirdevice.

8.   Opt‐in:Mobilemarketingtocandidatesispermissionsbased;candidatescandecidethelevelofinteractionswiththecompany.

9.   Viral:Messagesremainonthephoneandcanbeeasilypassedfromonecandidatetoanother.

10.   UbiquitousAccess:Theeraof24x7ishere.Consumersaretetheredtotheirmobiledevice;thedeviceisalways"on”andalwayswithinreach.

Developing a “mobile recruitment” solution can help employers achieve a variety of goals:�

* Candidate acquisition with database build� * Greater reach of your prospect talent pool� * Build greater brand awareness� * Candidate loyalty & trust with an employer’s brand� * Improve candidate experience with your brand.� * Strong viral marketing/word of mouth� * Promotional communications� * Lead generation and prospecting� * Highly measurable with precise analytics� * Increased interactivity with your mobile network� * Improves the use of traditional and other digital ' � recruitment channels � * Cost-savings as compared to traditional methods�

It’s time!�YES – now is the time to reach �

for your mobile device.�

…

To:90206Text:SHOWME

(Keyword) (Short-code)

TIP #1 The initial auto-response �message should both �confirm and remind the �mobile subscriber what �they have just opted into.

TIP #2 Reinforce your specific call-�to-action. In other words, �Remind your audience on �what action you would like �for them to do (i.e., click�thru to a mobile site, call, �email, etc.).

TIP #3 Tell your network how many �text-messages they can �expect or what the required �action might be.

TIP #4 Let your network know how �they can opt-out of your�Mobile network and that “data �rates may apply”. �

This is standard language with �virtually all SMS-text msg �Campaigns and something �your mobile solution provider �will insert into the campaign �for you.

Short code Keyword

Source: Mobile Marketing Association (MMA)

MOBILE MESSAGING? What are the basics of

a using Text-Messaging

(short message service)

“Text messaging, or texting is the common term for the sending of "short" (160 characters or fewer, including spaces) text messages from mobile phones using the Short Message Service (SMS).”

Source: StateMaster Encyclopedia�

Did you know?

Source: Tomi Ahonen, 2010

SMS (Text-Messaging) versus

Other Communication channels

Billio

ns�

No. of Worldwide Users by Communication Channel� 4B�

2.5B�

1.5B�

3B�

2B�

1B�

0B�

4B!

3.1B!

1.4B!

1.7B!1.7B!

Source: Tomi Ahonen - 2010�

According to the CTIA, 4.5 trillion text-messages were sent globally in 2009. �

“SMS usage is expected to grow by 22% in 2010, to - 5.5 Trillion total SMS text messages sent globally. The big driver in the SMS traffic now is North America…”

' ' ' ' ' ' ' ' '

' ' ' ' ' ' ' ' ' ' Tomi Ahonen, Mobile Industry Expert�

'Tomi Ahonen, Mobile Industry Expert

Did you know...

SMS/Text-messaging is no longer just for “teens” or the 20-somethings.

Source: Nielsen Mobile, 2009

The survey measured the billing activity through an “opt-in” panel of more than 50,000 U.S. mobile lines across the top four mobile carriers.

Average Number of Monthly Calls vs. Text Messages Among U.S. Wireless Subscribers by age.

Quarter Phone Calls

Text Messages

All Subscribers 204 357

12 & Under 137 428

Ages 13 - 17 231 1742

Ages 18 - 24 265 790

Ages 25 - 34 239 331

Ages 35 - 44 223 236

Ages 45 - 54 193 128

Ages 55 - 64 145 38

Ages 65+ 99 14

U.S. Statistics

In 2009, the mobi le web grew 1 10% in the U.S. and 148% worldwide.

‐QuantcastMobileTrendsReport,2010

Mobile websites can be viewed across a broad range of mobile devices.�

Mobile site development

1.  Define the specific purpose for the experience�

2.  Make the most important information instantly findable�

3.  Ensure there is relevance to the user�

4.  Don’t try to recreate the desktop experience in mobile�

5.  Build navigation that is intuitive on every page�

5 Tips for constructing a mobile site

Mobile Optimized Careers Site Examples...

Mobile Optimized Careers Site Examples...

Mobile Messaging Campaign & Optimized Mobile site Examples...

Mobile-optimized job-related sites.

http://indeed.com �http://dice.com �http://careerbuilder.com �

Employer Sites with Mobile-Optimized Career Sites

http://m.sodexo.jobs �http://microsoft-careers.com/mobile �http://jobs.hyatt.mobi �http://hyatt.jobs �

Employer Sites with Mobile-Optimized Career Sites

http://m.sodexo.jobs �http://microsoft-careers.com/mobile �http://jobs.hyatt.mobi �

http://microsoft-careers.com/mobile �

Microsoft Mobile Career Site URL:

Web view...

non-optimized

  Lacks proper sizing for current browser/screen.�

  Difficult to read content. �  Lacks user friendly navigation.�  Difficult to locate relevant content

fast.�  Poor overall user experience.�  Does not automatically redirect to

mobile optimized view.�

Microsoft Careers: Mobile Site

Mobile Optimized

Microsoft Careers: Mobile Site

http://microsoft-careers.com/mobile

Non-Mobile Optimized

Mobile Career Site URL:

Microsoft’s mobile career site...

DEMO

Microsoft’s mobile career site...

DEMO

Q: How do candidates engage via the mobile?

http://jobs.hyatt.mobi �http://hyatt.jobs �

http://m.sodexo.jobs �http://microsoft-careers.com/mobile �

”HEWSALES” Messaging Campaign

Step1:Sales“prospect”candidatesareencouragedtoTxtHEWSALESto77950

Step2:HEWSALES“opt‐in”confirmaJonauto‐response.

Step3:LinktoHEWSALESmobile‐site.

Call‐to‐AcMon:Usersarepromptedtoemailresume

orclicklinktoberedirected

totheHEWSALESsite.

Text“HEWSALES”to77950CaseStudy1:“HEWSales”‐SMSCampaign

Summary of HEWSales Campaign:

PURPOSE: Develop a mobile network for connecting and engaging future sales “talent” for Hewitt Associates. �METHOD: Sales professionals are often “on-the-go”. Utilized SMS campaign via keyword “HEWSALES” (HEW = Hewitt’s stock symbol), along with the short-code 77950. Opt-in subscribers received a simple call-to-action: Email resume or click to view Hewitt’s Sales mobile site. Via the site, subscribers gained immediate access to the latest sales opportunities, as well as received occasional SMS-job alerts as new positions became available.�MARKETING CHANNEL: Integrated SMS campaign across Hewitt’s social media channels (e.g., Linkedin Group, FB, and Twitter, etc.)�

Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.

non-optimized

• Current view difficult to read. Poor user experience.�• Difficult to navigate and find relevant information.�


non-optimized mobile landing page


• Optimized for mobile. Preferred user experience.�• Easy-to-use navigational buttons at the bottom.�

non-optimized mobile landing page



Hewitt’s Mobile Site Link: http://hewsales.everywhereigo.com/�

•  Original landing page of Sales Recruiting site which was optimized for mobile.�•  Very clean interface.�•  Unnecessary content removed for the mobile site.�•  Preferred user experience.�•  Easy-to-use navigational buttons at the bottom.�

”HEWDIVERSITY” Messaging Campaign�

ObjecMve:Engagethe2009NBMBAAconferencea9endeesviaaraffle‐give‐away.Conferencea9endeeswereencouragedtoparJcipatebysendinganSMS(text‐message)withthekeywordHEWDIVERSITYto77950.

CaseStudy3:HewiSAssociates“HEWDiversity”–SMSCampaign

Text“HEWDIVERSITY”to77950CaseStudy2:“HEWDiversity”‐SMSCampaign





ParJcipantswereimmediately

promptedtoclicktheHEWDiversitylinkforcontestdetails.


AVerthe“opt‐in”:Subscriberswereprovidedalinktoviewtheraffle‐give‐awaydetails,aswellaslearnmoreaboutHewi9’sDiversityProgram,andcareeropportuniJes.



MobileURL:

www.Hewdiversity.com

ParJcipantswereimmediately

promptedtoclicktheHEWDiversitylinkforcontestdetails.


AVerthe“opt‐in”:Subscriberswereprovidedalinktoviewtheraffle‐give‐awaydetails,aswellaslearnmoreaboutHewi9’sDiversityProgram,andcareeropportuniJes.



non-optimized

Mobile site optimization


non-optimized optimized


• Optimized for mobile. Preferred user experience.�• Easy-to-use navigational buttons at the bottom.�

Today: Hewitt’s Diversity Recruiting Mobile Site

www.HEWDiversity.com

non-optimized optimized


Mobile site optimization


•  www.HewDiversity.com �•  Optimized for mobile.�•  Clean interface.�•  Unnecessary content removed for the mobile site.�•  Preferred user experience.�•  Easy-to-use navigational buttons at the bottom.�

SALES RECRUITING”

DIVERSITY”

* Live campaign: Txt HEWSALES to 77950.� * Live campaign: Txt HEWDIVERSITY to 77950.�


HEWDIVERSITY Site:�www.HewDiversity.com �

Demo (Live) Campaign: Txt HEWDIVERSITY to 77950 �

•  Diversity Recruiting site optimized for mobile.�•  Clean & simple interface.�•  Unnecessary content removed for the mobile site.�•  Preferred user experience.�•  Easy-to-use (simple) navigational menu buttons.�


Mobile social integration is important for expanding your digital footprint.

* Live campaign: Txt HEWDIVERSITY to 77950.�


HEWSALES Mobile Site:�

Option 1:�

•  Create a dedicated Twitter page for your company.�

•  Push job or news-related updates to Twitter. �

•  Grab the RSS feed from your Twitter-page.�

Option 2:�

•  Grab the RSS feed from your company’s careers page. �

•  Insert that into the Movitas platform to render a running stream of open jobs.�

Push your job feed directly into your mobile-site.

6 Quest i ons to ask before gett ing started

1.  What are the campaign goals? �

2.  Who are you trying to target? �

3.  Is this part of a broader media campaign? �

4.  How much money is allocated to the mobile portion of the buy? �

5.  What are your competitors doing? �

6.  What does success look like for you and your client? �

Mob i l e Messag i n g & M i c r o - s i t e D e v e l o p m e n t

Mob i l e Caree r s S i t e O p t im i za t i o n

Sample “Mobile Recruiting” solution service providers.

Do- I T-Yo u r s e l f . . .

»Click to view Mobile/SMS Providers: http://cloudrecruiting.net/mobilerecruiting/sms-directory/

»

Entertainment & Humor

recruitDC 2010: Generation Mobile: Diverse. Connected. On the go