Panel debate at The Mobile Recruitment Conference 2012

Live blog posts from the Mobile Recruitment Conference 2012.

The day ended with a panel debate. The panel included . . .

Darren Harris, head of digital strategy, aia Worldwide
Jodie Craig, HR Manager, Krispy Kreme UK
Gordon Lokenberg, Recruiter
Eric Offner, MD, CareerBuilder

Time to hire indicators – how can they be improved by mobile?
EO: One company working for a for college 39 days to hire from 45 days in three months using mobile. Saw a huge amount of visitors to desktop via mobile site. Opportunity to decrease time to hire

How could mobile tools help the recruiter?
DH: Mobile allows recruiting managers to see applications at any stage at any time. Could lead to speedier turnaround of candidates
GL: More ATS’s moving to mobile. Also apps that connect to ATS and check applicants on your iPad.

Where do you see mobile going next?
JC: Engaging candidates in different ways,. Videos – using glossy and informal videos to engage. Also, I’d be keen to use a mobile to check applications.

How much are your clients using video?
DH: Our clients no longer use high quality video. Eg Microsoft intern sites – lower quality but authentic. Need to think about how long you would play a video for.

Are QR codes and augmented reality too far head for some?
GL: Creating something for mobile should not take too much effort. The big issue is making the step to go mobile.
DH: Augmented reality is being used in the graduate space. Be interesting to see how this will develop over the next year.
EO: Have an existing an offline strategy so that you can add in a QR code seamlessly to enhance the experience. Make sure the QR code send the user to a mobile site.

Does the panel have examples of an initiative that has impacted low mobile traffic?
GL: Mobile will show different times for mobile activity – will close a gap in traffic ie it will be coming through outside office hours.
DH: Look at bounce rates and length of time on site – can be enlightening to see how these factors could be improved.

And what are your tips for the next 12 months?
GL: Start doing mobile now.
JC: Give it a go and do it across all devices.
DH: Greater adoption of mobile technologies. Wise up to the opportunity of mobile
EO: Be a student of mobile. It is moving fast so don’t stop paying attention. Understand what the job seeker goes through on your mobile site.

 

Insights From The UK’s Largest Mobile Recruitment Surveys

Live blog posts from the Mobile Recruitment Conference 2012.

Dan Beynon, Commercial Director at Educate shared data on two surveys into mobile recruitment carried out earlier this year.

Educate conducted two surveys, one using push messaging and free text answers. The second was carried out with SMRS – took users from a push message to mobile site so had richer data.

Survey one (of a general audience) invited 700,000 Orange and T Mobile users to answer and  250,00 answered 4 questions:

  1. Would you be interested in receiving career ops on your phone – yes 72%
  2. Have you searched for a job on your mobile – yes 63%
  3. Have you applied for a job using web on your mobile – yes 48%
  4. Do you think employers should have a mobile website  – 84% (90% of orgs don’t)

The second survey was of graduates and was sent to 32,000 Orange and Tmobile users – 4,000 completed the survey.

Beynon shared a lot of stats, including:

  • 65% use mobile to apply for jobs
  • App and mobile site are most popular ways to apply for a job.
  • 84% would rather have info about job vs 16% on employer
  • 60% want job facts
  • 40% want information on employer culture

Why else use mobile?

  • Anytime anywhere
  • Direct communication with employer
  • Find out more about a job and apply

What features would candidates use in the mobile recruitment process?

Updates

  • 58% have used
  • 31% would use
  • 11% not use

Social network integration (more concerns here)

  • 31% have used
  • 35% would use
  • 35% would not

Video

  • 22% have used
  • 42% would use
  • 36% would not

Games

  • 41% have used
  • 34% would use
  • 25% would not

Augmented reality

  • 8% have used
  • 48%  would use
  • 43% would not

QR codes

  • 12% have used
  • 47%  would use
  • 41% would not use

Conclusion

  • 2/3 would apply using mobile
  • Mobile sites more pop than apps
  • The role itself is key for candidates
  • Candidates are cautious around social network integration
  • Augmented reality and QR codes divide opinion

How to Target Job Seekers through QR Codes, SMS and Location Based Services

Live blog posts from the Mobile Recruitment Conference 2012.

Recruiter Gordon Lokenberg is first up after lunch. He took delegates through a range of technologies to show the potential of what could be achieved through mobile.

Lokenberg’s message is that recruitment is marketing. It is all about branding. So, what do we want to do now? Well we could use QR codes but we could go further he says. You could use image recognition and augmented reality apps.

Distimo measure apps activity

But Google apps provides powerful metrics for mobile

Check how mobile your site is at: www.validator.w3.org/mobile

For mobile, exactly what is an application? Is it a CV, a name and email address? On mobile, do not worry about CVs says Lokenberg. And 60% of social media is being consumed on mobile, so where do you need to be?

Talked about Sonos which was using its mobile site to sell product. Added a jobs button on the site, which took five minutes, says Lokenberg and then added a simple form for user details, which took a day to turn around. His point: it is simple to add a jobs tab to a mobile site.

He then talked about Skyhook which measures mobile signals. It measures when people are in certain locations. This data enables you to provide a virtual sandwich board to promote jobs.

Use Foursquare tips to tell people you have jobs nearby. It works, people apply says Lokenberg.

And don’t forget to use the technology to enable face to face meetings. Lokenberg said he turned up to a developer conference and just before lunch put a QR code above the ashtray outside. When developers came out he was scanning the QR and then stepped back. Curiosity got the better of the developers and they scanned the QR code, which told them there were jobs for them

 

How to Create Videos for Recruitment Using Your Mobile Phone

Live blog post from the Mobile Recruitment Conference 2012.

Jules Watkins, videopreneur from iPhoneVideo Hero, shares his tips on creating video on your mobile. Watkins has had an extensive career making TV programmes. He now helps people make video at low cost and has created the iPhone Video Hero Course.

Starts with a top tip: when shooting video keep phone on airplane mode. Why? You get a call and it will stop the video.

He says we need to become video literate and start optimising for video – grab keywords now as it is going to carry on growing hugely.

Stat: People are 85% more likely to buy your product with a vidoe next to it (Internet Retailer), and he follows that stat with this quote . . . “Nobody wants to go for a coffee with a logo”

Shows this anti-recruitment video to make the point that there is lots of video talent out there, so tap into them.

Styles to consider

  • Do interviews
  • Showcase your talent
  • Video testimonials – they are hot, says Watkins
  • Slice of life – open curtains on your business
  • Comedy
  • Use it as a basic communication tool
  • Use it to stand out.
  • But what about cost?

Glossy videos are fine but they cut into budgets and they can be unauthentic and they end up being a standalone video not a series of videos. There is a place for the glossy video, Watkins says – C4for gloss, for example and E4 for behind the scenes video. Have a two-pronged approach.

Watkins says your smartphone is good enough for shooting video. He played a high-quality video to make the point about the quality of video produced by iphones. The issue is developing your skills.

Phones are good for videos because:

  • You own one
  • You can get started with video easily
  • Your clients own one
  • It is connected
  • Apps for easy video making

Utilise the fact you have it with you all the time. Capture moments as they happen, when people are most passionate about your organisation. Phones are less intimidating and are small for crafty filming. They have less controls – it really is point and shoot – lock focus and exposure by keeping finger on screen until it

Tips

  • Use a tripod if you can – Glif attachment for tripod or a Makayama Moviemount (for ipad)
  • For editing use iMovie phone app or Pinnacle Studio for iPad
  • Use your iphone hero grip
  • Use clip on lenses – Olloclip

Audio – bad audio will kill your video so make sure you can hear the subject of your video. Try and show where the sound is coming from but do not have the sound source too close to you.

Audio adapters – yes, you can get external :

  • Adaptor at KVC connection.com
  • Audio Technica ART 3350
  • Sony ECM-AW3

Lighting

  • Softbox kit
  • Manfrotto Klyp

Apps

  • Videolicious – app that edits for you automatically
  • Android – Magisto
  • Also try out imovie templates – not a lot of people use them and they can be used to make fun videos.
  • Social Cam – 15 million users in 15 months – the Instagram for video. Great way to capture and share video through your phone. Watkins says by putting video out on the web you can start to pull people back yp
  • Action Movie FX
  • Pattern Interrupt

Editing

Make sure you shoot not to edit, so keep it simple.

  • Screenflow for Mac users – this is a simple tool for mixing screencast and video.
  • iMovie
  • Camtasia (PC)
  • Sony Vegas Movie Studio (PC)
  • Outsource your editing – $10-20 an hour – good ediyors in Eastern Europe and Phillipines (odesk.com, elance.com, fiverr.com). You can hire a video assistant to produce your videos.

YouTube tips

Share your videos from your device

Title and keywords are everything – use Google’s keyword search tool to see what is popular but go for long-tail terms that are less competitive. See what others are doing. Get a link in with an http://www. address and put in a three paragraph description.

Tags are important and put tags in to quotes to make them phrases.

Annotations will enable you to link through to your website.

Make sure you create clear calls to action – have a plan for the end of the video. Give the viewer a reason to do something – create something compelling and ‘cool and amazing’.

Length of video is important – YouTube takes into account how long people watch your videos for.  So, make them surprising and well edited

YouTube Partner Programme has been opened up – anyone can be a partner. You can now upload your own thumbnail image and inset promo video.

 

How Krispy Kreme UK developed a mobile strategy in nine months

Live blog posts from the Mobile Recruitment Conference 2012.

So, post morning coffee break we move on to someone who has implemented a mobile recruitment strategy: Jodie Craig, HR Manager at Krispy Kreme.

‘I’m a tech novice and an HR generalist,’ says Craig. But she is going to explain how the company has moved from a paper-based to mobile recruitment strategy in 9 months.

Krispy Kreme UK makes 65m doughnuts each year and hires around 600 people. The company is growing rapidly.

In February this year the company had a paper-based recruitment process – ads in local paper and on Gumtree and paper or email job applications. So, needed an ATS and chose Amris which enabled the managers to own the process, which was important as it is a small HR team of four.

Krispy Kreme added in culture based screening through the ATS and created an HTML-based careers website with HirePad, mobile career site, Facebook job app and set up Google Analytics to measure activity.

The career site is optimised for tablets and mobiles and has simple content – only five pages. It has one content management system. And out of those five pages on the mobile career site, on average users visit 3.9 pages. So, focus on what the user want to do – search for jobs and apply.

The job basket on the mobile site has big buttons – for thumbs – and then you can continue process on desktop. The company also uses QR codes in shops so candidates can pick up on a job in the shop and apply on desktop at home.

They are tracking results. So far:

  • 150,000 have visited mobile careers site since March
  • Peak times are when open new stores
  • March to June 14% traffic came from mobile
  • July saw mobile traffic increase  to 19%
  • Sept – Oct 25% of traffic comes from mobile with minimal advertising
  • Most traffic comes direct and from careers site. Actively track mobule traffic and where it comes from so the company knows where to invest.
  • Also track devices – 40% come from iPhones- Apple is huge for Krispy Kreme

And here is the mobile activity:

  • 9.4% of all available jobs are viewed on mobile.
  • 10% of registrations come from mobile
  • 7.4% of applications dfrom mobile
  • 7.9% job aletrs through mobile
  • 8,2% jobs viewed on Facebook

Examples

Pre digital:

April 2012 – opened Cardiff store. 1,000 queued to get in new store versus 500 who queued for new ipad at Apple Cardiff store!

Telephone screened 400 people, had assessment centre and hired 25. Six-week process.

Post-digital:

Gateshead store – now mobile. Put in cultural screening in ATS – look at values and behaviours. Looking to hire 90 people and received 850 applications. Lower number of applications but higher conversion rate of 10% – 17% of applicants looked at jobs on mobile. Whole process took four weeks.

Lessons learned so far – it has been only nine months

  • Choose substance over style on the website – do you need lots of content?
  • Bring internal and external stakeholders together to understand the common aim
  • Be realistic about the timescales – wanted to do this in three months but it took nine

Top tips

  1. Start with the end in mind – be clear what you want to measure
  2. Keep it simple and aligned
  3. Mobile is just a vehicle – you need to get people there. Be good at pointing people to mobile

What Recruiters Need To Do To Go Mobile in Recruitment

Live blog posts from the Mobile Recruitment Conference 2012.

Head of digital strategy at aia worldwide, Darren Harris,  asks whether recruiters need a mobile site. Yes he says, as one in five users search for jobs on mobile.

He provides some stats from his clients’ careers sites – at GAP, increase from 5.3% to 12.3% in mobile traffic in last year. At BP, mobile growth of 3% in last month. Linklaters, traffic up 300% on mobile in last year – now 12% of all job traffic.

So, it is growing fast and rapidly, says Harris.

Mobile defined

Harris defines mobile-friendly, mobile optimised and apps.

  • Mobile-friendly – a great example is apple.com. No needs for Flash, pinch and zoom, same experience through the browser.
  • Mobile optimised – thumb carries out all functions, download is faster. Amazon.com is a great example. tailored for mobile users.

Harris showed the example of the L’Oreal career site which is not optimised for mobile so you get a blank screen as they use Flash, which is not compatible on an ios device.

  • App – clients want it for the new, shiny factor. Apps are feature rich, utilises phone functions such as camera. But app store can slow down the development process (6 to 8 weeks). Apps can also be costly.

PWC careers will recognise your device and will ask you to download the app. In the app, however, there is no careers content says Harris. Disappointing experience for the user so always think about what the user gets.

Does size matter?

Yes, different resolutions for different devices. This causes problems for organisations in terms of what devices to optimise for, however. Adapting to all these channels is a big challenge.

This is where responsive and adaptive web design comes in. Responsive web design adapts to the device you are using – it automatically adapts to the device you are using. Starbucks is a good example, says Harris.

Responsive design is now being offered to all aia clients – a recent build is Capital One Careers. A responsive site will use only one content management system, which is a time-saving and cost benefit.

A challenge with responsive design is to remember the desktop. Tailor the copy too much to mobile and you start to get a bit of a ‘blank’ experience for users. Overcome this by using drop down menus in mobile so you can still use a similar amount of content.

Also, use a mobile detection agent so that your site can identify how users are coming to the site and so that you can provide a better mobile experience.

Beware the dead end

Don’t drive your users to an ATS that is not mobile optimised. Users can get a poor experience and will leave.

Ten tips

  1. Be concise and self-explanatory with content
  2. Be fast
  3. Be orderly – order of content (Westminster Abbey site a good example)
  4. Be brief – use drop down menus too
  5. Be legible (think pinch and zoom effect)
  6. Be thumb friendly
  7. Be local- geo-location and local jobs targeting
  8. Be form simple – keep forms simple
  9. Be link smart – don’t take users to a non-mobile friendy site
  10. And a plug – use aia worlwide!

Google’s Insights into Job Seekers’ Mobile Recruitment Activities and Future Mobile Trends

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

  1. Be useful – provide something useful for your audience
  2. Know your data – the value of micro conversions
  3. Think mobile first on any web development

1 in 5 Recruitment Searches Are Now Mobile

Last Friday I went to Google’s offices in London to interview Emma Frazer, Head of Industry for Recruitment at Google UK. Emma will be speaking at the Mobile Recruitment Conference on the 23rd October in London.

Anyone who knows me will appreciate that since 2010 I have been saying that companies need to seriously look at having a mobile presence or risk losing candidates and damaging their brand and reputation. Well after speaking with Emma it is clear that mobile is still growing at a very fast rate!

Emma told me that mobile search (and that includes searching for a job) has increased 5 times in the last couple of years and that now 1 in 5 of all recruitment related searches are carried out on a mobile device.

If you already have a mobile-enabled website then the 1 in 5 figure is good news for you.  It shows that you took the right decision to invest in a mobile-enabled website to help visitors search and apply for jobs on their mobile.

However, if you don’t yet have a mobile-enabled website it means that you potentially turning away 20% of your website visitors, and that figure will only get bigger in the future!

In the video interview Emma also said:

  • 40% of mobile visitors who arrived on a non mobile-enabled website (and had a bad experience) said they would go to a competitor
  • There is a genuine “opportunity cost” for not being mobile-enabled
  • Companies need to measure and track their mobile visitors more accurately
  • You can target mobile users using mobile advertising 50% cheaper than desktop search advertising
  • Companies need to go mobile quickly,  even if it is a temporary solution

If you want to keep up to date with what is happening in the world of mobile recruitment then don’t miss the opportunity to hear Emma speak on the 23rd October. For ticket details click here.

Mike Taylor

Web Based Recruitment