mobile recruiting
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An introduction to the Next Generation of Recruiting Innovation Presentation by Chris Hoyt at SMA Greater Chicago Original Presentation by Chris Hoyt & Michael Marlatt at National SHRM EMA 2010 ~~ Web 3.0 advances the notion of the ‘ubiquitous, portable web’ and in some channels shows mobile as the future web experience of choice. Mobile media & technology forces us to rethink how we communicate. With over 4 billion subscribers, mobile is the most widely used mass media communication channel on the planet. Next to our keys, and money, we never leave home without our mobile device. With mobile text-messaging, relevant content gets to candidates faster than ever. As companies invest in mobile for consumer marketing and tout sales increases of over 30% during targeted campaigns, marketing for employment isn’t far behind – and smart employers are measuring its impact in the applications, hires and response times. It's not just speed alone—SMS/text-messaging is growing because: ¤ It’s intimate and requires “opt-in” participation. Nothing comes unsolicited. ¤ It's timely and convenient. There's no need to be near a desktop in order to receive the content that is important. ¤ It puts users in charge of the information flow (pull) while making content consumption more efficient. ¤ It’s measurable and offers immediate ROI. ~~~~~ Chris Hoyt - www.RecruiterGuy.net Michael Marlatt - www.CloudRecruiting.netTRANSCRIPT
Mobile Recruiting:
An Introduction to the Next Generation of Recruiting
InnovationChris HoytRecruiterGuy.netTwitter.com/TheRecruiterGuyV-Card: Txt RecruiterGuy to 41411
Chris Hoyt, at a glance…
Employer…
Blog site: www.RecruiterGuy.net Mobile site: http://m.recruiterguy.net
Text the keywordRecruiterGuy to 41411
The Agenda
Mobile: The 7th Mass Media Channelo Mobile: It’s not just a phoneo The Rise of Mobileo A Decade of Mobile (2000-2010)
SMS (Short Message Service)o SMS: Did you know?o Who uses SMS?o What is Mobile Marketing?o Benefits of Mobile
Mobile Recruiting: Case Studieso Case Study 1: “HEWSales” - SMS Campaigno Case Study 2: “ATT JOBS” - SMS Campaigno Case Study 3: “HEWDiversity” - SMS Campaigno Case Study 4: “ATT SXSW” - SMS Campaign o Case Study 5: AT&T - SMS to Mobile Social
Open Discussion
Mobile: It’s not just a phone...
“91% of the planet keep the mobile phone 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
Source: Jan Chipchase, Nokia Research
The 7th Mass Media Channel(The rise of mobile)
Print (1500’s)
Recording (1890’s)
Cinema (1910’s)
Radio (1920’s)
Television (1950’s)
Mobile (2000)
Internet (1990’s)
1st 2nd 3rd 4th 5th 7th6th
The Rise of Mobile: Timeline
A Decade of Mobile (2000 to 2010)
In 2000, U.S. wireless subscribers reached...
100 millionIn 2000, digital phones finally outnumbered
old analog devices.In 2000, the first year camera phones arrived
(in Japan).
Source: CTIA, 2010
In 2009, U.S. wireless subscribers reached...
285 million
Source: CTIA, 2010
vs. 270 million subscribers from 2008.
In 2009,...
70 millionU.S. subscribers connected to the Internet, including the 41 million
who carry “SmartPhones”.
Source: CTIA, 2010
In 2010, worldwide mobile subscribers exceeded...
4.6 billionvs. 1.2 billion PCs or 1.3 billion
Landline Users.
Source: Tomi Ahonen - 2010
According to the CTIA...
91% of Americanshave a mobile wireless subscription.
Source: Steve Largent, President and CEO of CTIA, 2010
By the year 2020, Pew estimates that the...Mobile Devicewill be the primary device for accessing
the internet.
Source: Pew Research, The Future of the Internet III - 2009
www.ruderfinn.com/rfrelate/intent/
What a difference a decade can make!
(short message service)
Did you know?
Source: Rob Smith Photography 2010
“SMS is the most widely used
data application on the planet.”
Tomi Ahonen, 2010
Source: Rob Smith Photography 2010
SMS has a
95% read rate.
Tomi Ahonen, 2010
Source: Rob Smith Photography 2010
…and a 15-20% response rate vs.
1% for traditional
media.Tomi Ahonen, 2010
In 2009, text message Traffic (World-wide) totaled...
4.5 trillion...1.5 trillion from U.S. Mobile
Subscribers.
Source: CTIA, 2010
Who uses SMS?
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
What is mobile
marketing?
“Mobile Marketing 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)
Benefits of Going Mobile? 91% of Americans are now wireless subscribers Mobile is Personalized & Private Mobile Flexible & Timely Mobile SMS has a 94% Read Rate SMS has a 15-20% Response Rate vs. 1% for Traditional
Media. Easy to Group Broadcast (i.e., push job-alerts notifications,
special events announcements re: career fair, open-house, and campus recruiting, etc.)
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
Mobile Recruiting{Five Case Studies}
Hewitt Associates Goes Mobile Case Study 1: “HEWSales” – SMS Campaign
Step 1: Sales “prospect” candidates are encouraged to Txt HEWSALES to 77950
Step 2: HEWSALES “opt-in” confirmation auto-response.
Step 3: Link to HEWSALES mobile-site.
Call-to-Action: Users are prompted to email resumeor click link to be redirected
to the HEWSALES site.
Case Study 1: “HEWSales” - SMS Campaign
{Case Study 2: “ATT JOBS” - SMS Campaign}
Case Study 5
Passive solicitation for opt-ins
Communication that is…
• Immediate
• Customized
• Viral
• Streamlined
Text “ATT JOBS” to 77950
Case Study 2: “ATT JOBS” - SMS Campaign
Measuring ReturnInstant Measurement of Interest…
Retail Jobs in Chicago
30% Increase in Response vs. email/Job Board
Over 80% Clickthrough to Job Listings/Apply
48hrs!
Hewitt Associates Goes Mobile Case Study 3: “HEWDiversity” – SMS Campaign
Objective: Engage the 2009 NBMBAA conference attendees via a raffle-give-away. Conference attendees were encouraged to participate by sending an SMS (text-message) with the keyword HEWDIVERSITY to 77950.
Mobile URL:
www.Hewdiversity.com
Call-to-Action: Participants are prompted to click the HEWDiversity link for contest details.
Case Study 3: Hewitt Associates“HEWDiversity” – SMS Campaign
After the “opt-in”: Subscribers were provided a link to view the raffle-give-away details, as well as learn more about Hewitt’s Diversity Program, and career opportunities.
Text “HEWDIVERSITY” to 77950Case Study 3: “HEWDiversity” - SMS Campaign
{Case Study 4: SXSW - SMS Campaign}
Case Study 5
• Text “keyword” to 77950 (data capture!)
• Response sent with ‘mobilized’ opt-in for each recruiting need. (data capture!)
• Ability to surf live jobs and forward them to a mailbox to apply later. (tracked marketing!)
• Text messages throughout the event:“Excited about Job Opportunities – we have an eCommerce manager at our booth for the next hour!”
• Segmented talent pools for future marketing.
Case Study 4: SXSW – SMS Campaign
{Case Study 5: SMS to Mobile-Social}
Case Study 5
att.jobs gets mobile
Case Study 5: SMS to Mobile SocialCase Study 5: AT&T - SMS to Mobile Social
Measuring Return
Page 41
January 2010 the Talent Network reached over 200k Members.
Averaging ~1,400 new registrations via mobile per month. (~17,000 EOY)
Growing Returns on a Growing Network…
0.5% Member to Application Conversion
81$ 13$ 81$13$ 13$
