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