Live blog posts from the Mobile Recruitment Conference 2012.
Kicking off the conference is Emma Frazer, senior industry head for recruitment at Google UK. , is providing insights into mobile job seeking and future mobile trends.
She kicks off with stats:
- Smartphone penetration in UK – 59%
- What % of people get scared if they are without their phone – 66% (nomophobia is what it is called apparently)
- What % Olympic queries done on a mobile – 46%
- No of app downloads in 2012 – 35bn Apple, 25bn Android
- And 25% of video viewed on mobile.
Mobile is mass market she says.
So what for recruitment?
- From Jan 2012 to Sept 2012 – a 16 times growth of mobile recruitment search
- One in 5 job searches on mobile
- One in four in retail, one in six B2B markets. Recruitment is not far behind retail and catching up quickly.
- Search queries for jobs shoot up after Christmas with new devices and people keen to move. Add in 4G networks
- 4 out of 5 job seekers would search for a job, most would apply for a job on their phone.
- Jobseekers are platform agnostic. They have four screens and will move between devices and expect a seamless experience.
- Times of day are more significant now people are accessing via different devices. Mobiles in morning, desktop in day, tablets in the evening.
- A reminder people use them all the time and switch between them.
What does it mean?
- This is a new marketplace
- Don’t restrict your thinking on how to find job seekers
- More opportunity on mobiles as ads are less congested
- Cost per click on smartphones are 60% less for recruitment on mobile versus desktop
What are the barriers?
It is not why mobile, it is now about how to do mobile. Big challenge is how to reach users, making utility useful. Pingit by Barclays shown as a good example of utility – seamless way of paying.
Some 98% of people move between devices to accomplish a task in the same day – so, users do not need to be able to do the task on one device if it is easy to do on other devices. Uswitch.com shown as a good example of this. They send an email to prompt you to finish the process of switching if you stopped mid-process e.g. you had to get off the bus.
Recruiters need to understand what the value is of each step in the process (aka micro-conversions). So, make the most of the little steps on the way to get the result you need at the end of the process.
People spend 23% time on mobile but advertisers spend 1% of marketing budget on mobile – this helps make the case for the budget for a mobile strategy.
Steps to take
- Build a mobile site that is optimised for mobile – two-thirds of users find a mobile site through search so need to give them a good experience
- www.howtogomo.com – a great site and resource for how to go mobile.
- In the short term – create mobile landing pages, or direct mobile traffic to social sites which will automatically render in mobile format
What matters – three thoughts
- Be useful – provide something useful for your audience
- Know your data – the value of micro conversions
- Think mobile first on any web development