driving the behavior of mobile job seekers (ebook)

www.imomentous.com | 888-985-7755 | © 2014 iMomentous. All rights reserved2

Influencing the behavior of a visitor to your website begins with understanding who they are and what they want, and

what you can do for them to drive a particular outcome. For talent acquisition leaders, attracting a qualified candidate and

driving them towards becoming a completed applicant will drive down the time and costs of hiring.

Job seeJob seekers are turning to mobile devices to research companies and understand what positions are available. From

college campuses to senior managers, mobile has become the go-to first touch for people to research brands, people and

opportunities. Some candidates will want to apply for a position on their lunch break; others will track companies over

time, and browse the site on multiple occasions to consume the latest information and search for jobs. Brands that do a

better job giving candidates the content and functionality they expect will be the ones that can attract the best people.

So to drive a candidSo to drive a candidate to take the action that you want, you must first understand what action they really want to take.

And to do that, we start by understanding who they are and what will be a great experience for that person holding the

device in their hand.

CREATING SUCCESSFUL INTERACTIONS

3www.imomentous.com | 888-985-7755 | © 2014 iMomentous. All rights reserved

Part I: Who Are Mobile Job Seekers?Mining the data for trends and insights

Part II: The Numbers In Context Putting a face behind the clicks

Part III: RecommendationsWhat companies can do about it

Part IV: Get-Started GuidePutting a plan in motion

TABLE OF CONTENTS

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10

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Who Are Mobile Job Seekers?Mining the data for trends and insights


PART I

This report looks at anonymous user data collected from over500 completed job applications on the iMomentous platform in 2013.

Applications were randomly selected from 25employers spanning 8 vertical industries:

Healthcare Energy Retail Technology

Transportation Business Services Staffing CPG


WHO ARE MOBILE JOB SEEKERS?

9.1Average YearsIn Workforce

67% of applicants reporteda bachelor’s degree

19%of applicants reported agraduate degree or

professional certification

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9%of applicants reportedto be currently in school

4.2Average Number

of Jobs

WORK EXPERIENCE EDUCATION


WHO ARE MOBILE JOB SEEKERS?

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12am 1a

m2am3am4am5am6am7am8am9am10am11am12pm 1p

m2pm3pm4pm5pm6pm7pm8pm9pm10pm11pm

17%Monday

17%Tuesday

17%Wednesday

16%Thursday

14%Friday

9%Satuday

10%Sunday

DAY OF WEEK

TIME OF DAY


CANDIDATE ACTIVITY

12am 1a

m2am3am4am5am6am7am8am9am10am11am12pm 1p

m2pm3pm4pm5pm6pm7pm8pm9pm10pm11pm


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COMPANY COMPARISONS

Individual company results will vary but tendto follow the overall engagement trends

Healthcare

Retail

Energy

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Bounce Rate

Windows: 1%

New Visitors Return Visitors

iOS: 59% Android: 36% Blackberry: 4%


PLATFORM TRAFFIC DATA

32%Pageviews Per Visit

5.14Time on Site00:03:12

Mobile Operating System Visitors

63%

37%

The Numbers in ContextPutting a face behind the clicks


PART II

Willing to relocate

Only interested in working for an innovative company

Early morning, lunch and Early morning, lunch and evenings are key times to push social and email campaigns

Primary Motivation: Working on the next big thing

Tim (Software Engineer) Natalie (Nurse)


PUTTING A FACE BEHIND THE CLICKS

Actively looking for a new position

Checks her phone for available jobs anytime she can during the day

Can’t use her work PC for job hunting

WWants to apply directly from her phone

Primary Motivation: Unhappy with her boss

Always open to opportunities

Rarely uses her desktop computer

Checks email and social media in early AM hours

PrimaPrimary Motivation: Interesting work opportunity, next step in career

Leah (Financial Analyst)


MOBILE HAS GROWN UP

With over 9 years of work experience

and 4 jobs under their belt, mobile

job seekers are not the lazy young

slacker often caricatured as

“mobile.” The mobile user is actually

more like an upwardly mobile

professional. The fact that 67% had a

collegecollege degree, and another 19% had

a graduate degree or professional

certification shows just how skilled a

mobile job seeker can be.

Don’t think of mobile as just a campus recruiting program – it should be a core component of your talent acquisition infrastructure.


WHEN TO ENGAGE

Time of day and day of week

analytics serve as a blueprint for

when your teams should be active

with the job seeker community. On

average, mobile site activity surges

at 11AM and 7PM (local times)

because that’s when job seekers are

heavilyheavily engaged on their mobile

device. Industry and company-level

results will vary, but the key is for

talent acquisition to synchronize the

timing of communications with job

seeker engagement.

Communicating at the right time of day, with the right type of messaging,is a highly influential tactic to influence behavior.

Creating action on mobile is about tapping into the motivation of the user and providing a lightning fast way to accomplish a task.

What are your candidates trying to do?

What do you need to give them to keep them moving forward?

The challenge in user experience design is anticipating and predicting the needs of different segments of users and giving them each an interaction that leads to a successful result.

Job seeJob seekers are not all the same. Individuals want different levels of engagement and interaction at different times of their day.


FINDING THE MOTIVATION

RecommendationsWhat companies can do about it


PART III

Most brands are set up to execute email

campaigns and social media campaigns to

engage with the talent audience. When

your applicants are active in their process,

you should be too.

Exactly in the moment thExactly in the moment that candidates are

beginning to browse on site and apply for

jobs, talent acquisition teams should be

present and engaging with job postings,

company information and brand content

through a variety of channels.

ConcentrConcentrate messaging outputs and job

board spending in the times that will get

the best bang for the buck. Chances are

pretty good that a social blast around

lunchtime will have a high mobile-open

rate, and that opens a great opportunity

to create a successful marketing

interaction on mobile.interaction on mobile.


EXTERNAL CAMPAIGNING

Content and advertising can be targeted to a

segment of users, driving them to a more

personally relevant mobile experience. The more

meaningful the content is to the user, the better

chance there is to get a candidate to visit the site.

With advanced CRM tools, content and images can

be matched with candidate profiles and

prpreferences to make the marketing touch as

personal and relatable as possible.

Personalization is a candidate-centric approach to

engagement that has widely penetrated the retail

sector. Talent acquisition teams can implement a

similar personalization strategy and create

interactions based on what is known about a

candidate based on their search history, browsing

behavior, previous interactions and frequency of

visits. Cvisits. Creating a more dynamic conversation with

job seekers helps to develop a relationship

throughout the full candidate experience.


SITE PERSONALIZATION


PERSONALIZATION WORKS

According to industry research,

75% of consumers prefer when

retailers use personal

information to improve the

shopping experience, and 86%

believe that personalization

influences what they purchase.

Sources: Monetate, Infosys

Getting Started GuidePutting a plan in motion


PART IV

What % of your site traffic is coming through a mobile device today? What was it at this time last year?

At what times of day does your site traffic rise and fall? Why do you think that is?

Compare the bounce rate from the home page with bounces off job postings.

How much time is spent on the website How much time is spent on the website today? How many pages are users visiting? What are the most popular pages?

What are the search keywords that people enter most frequently?


RECRUITING ANALYTICS

Think about a time-based email, social media and advertising campaign to engage job seekers at the times they are likely to be engaged.

Customize the experience and the Customize the experience and the content for job seekers based on the most popular or hard-to-fill roles.

Candidates often spend more time on the site learning about the company and positions than they do on the application, so make the pre-application experience more meaningful by presenting different paths for them to explore.


PERSONALIZATION TIPS