#mobileinaction - irecruitexpo june 2013, amsterdam
DESCRIPTION
Dave has interviewed numerous recruitment leaders from around the world, mobile strategic experts, authors, founders and market analysts which are made available online through his 'Mobile in Action' videocast. In this fast pace session Dave will share a summary of learnings from the people he has talked to giving you example case studies, strategic advice and gotcha's to watch out for. The objective is to deliver information you need to take your next steps in a world filling up of handheld web devices (smartphones & tablets). If you are on the mobile journey already, there will an opportunity for a few to share their stories with the audience and Dave.TRANSCRIPT
Connect with me
Dave Martin Co-founder, Pocket Recruit
Blog: www.mobiledave.me Twitter: @mobile_dave
Contributors include:
What is #MobileInAction?
"Video interviews and articles sharing on what recruiters are doing with mobile." www.mobiledave.me
What do I mean by mobile?
Mobile = Tablet & Smartphone
Mobile is ever present! 68% of consumer mobile use takes place at home.
67% of people do not leave home without their device.
Many people look at their phone first thing while still in bed.
And last thing before going to sleep.
Mobile web is on track to be primary
Internet access
Mobile web usage will be #1 More than 422m active mobile web subscriptions in Europe. (q4 2012)
Young brits have a higher recall of mobile advertising
57% of EU5 population own a smartphone (q4 2013)
38% of UK tablet owners spend more time on their device than watching TV
Mobile web is bigger than desktop web in India and China
Candidates are ahead of the curve
EU & USA Recruitment sites typically experience 20% to 30% mobile traffic
Do candidates use mobile?
"About one third of all traffic is mobile", Simply Hired
"27% of traffic is mobile", LinkedIn
"28% of Jobsite traffic is from a mobile device", Jobsite
What devices do candidates use?
"60% is smartphone vs 40% tablet Nearly all tablet is iPad Smartphone is 50/50 Android vs iPhone", Simply Hired
"40% of traffic is from Apple, 29% of traffic is from Android", Jobsite
Candidates are ready but are recruiters?
Jobseeker expectation 80% of jobseekers would like to start their application from mobile.
Two thirds of jobseekers have tried to job search via mobile.
Around 10% of recruitment websites are actively supporting mobile
Mobile is already integrated throughout
companies
How are employers using mobile? • Talent attraction, referral program, Application
tracking, onboarding • Internal communications • Contractor timekeeping • Staff surveys • Email on the move • IT system access • BYOD • Collaboration • Employee socializing • Customer Relationship Management • Sales tools • Events
Why do people use their mobile
Why do people use their mobile
To accomplish To socialize To prepare
'For me' time To discover
Source: InsightsNow
Why do candidates use mobile?
Accomplish Apply for a new role Receive email invite to interview Receive job offer
Socialize Get career advice Share job (dis)satisfaction See what other people are doing Boast about interview or job offer
Prepare Research company in prep for interview
Me time Search for dream jobs or dream locations to work
Discover Search for next job Research companies
Supporting mobile improves talent
engagement
The question is not “why support mobile”
It is now “How to support mobile”
Online talent attraction
Social Media
SEO
Advertising
At least 60% on mobile
Google desktop search declining
More personal email read on mobile / tablet
20% to 30% of recruitment web traffic on mobile
Research Company
Apply for job
Online talent attraction
Social Media
SEO
Advertising
At least 60% on mobile
Google desktop search declining
More personal email read on mobile / tablet
20% to 30% of recruitment web traffic on mobile
How much talent is being leaked? Which area is biggest opportunity for you?
Context coupled with wide audience reach
generates better conversion
Contextual campaigns
Landing page should provide one tap to key related information.
Not the same for every vacancy / promotion.
Twitter.... "@AcmeJobs on campus in Bristol tonight bit.ly/aazs..." "@AcmeJobs senior technical project manager opportunity with worldwide travel bit.ly/aazz..."
Responsive web design is a “buzz word” that
means different things to different people
Responsive design is not free The development cost is typically increased to deliver responsive design. Responsive web design needs careful testing it will does always work on all devices. Fixing the issues and retesting (across all target devices again) costs more money and more time. Where quality matters, responsive web design can dramatically slow down future development eg adding new features etc. Responsive can limit what you offer to desktop users Sites built on platforms such as Wordpress benefit from the investment Responsive / Adaptive design investment made to the platform.
Test on multiple devices
Nokia WinPhone – missing video, looks broken
Not matter what your technology test on multiple devices. Screenshots taken from leading silicon valley responsive design product strikingly.com
New releases of device OS often causes problems – brand is invisible.
Blackberry Torch: white boxes should be skyscrapers, “powered by” should be at bottom of screen
Test on multiple devices
Nokia WinPhone – missing video, looks broken
Not matter what your technology test on multiple devices. Screenshots taken from leading silicon valley responsive design product strikingly.com
New releases of device OS often causes problems – brand is invisible.
Blackberry Torch: white boxes should be skyscrapers, “powered by” should be at bottom of screen
Broken pages look sh*t.
Broken pages will reduce candidate trust and impact
conversion
Responsive Screen size and UX
Speaking Page
Tapped Speaking
Many responsive sites fall into the trap of forgetting the experience on a device. Frequently the navigation will stack – and take over! Imagine if...
Home Page
Responsive Screen size and UX
Speaking Page
Tapped Speaking
Many responsive sites fall into the trap of forgetting the experience on a device. Frequently the navigation will stack – and take over! Imagine if...
Home Page
The user waits & waits & thinks its
broken
Responsive rocks but it is not a silver bullet!
None of these companies use the same responsive design for mobile and desktop
Responsive Web Design`
Responsive & speed
*simplified for slide, addition network hits include DNS look up etc.
Responsive & speed
After the device has downloaded big images or content that wont be shown then the browser runs the CSS and resizes the image, or hides content etc. RWD can impact slower web page load times!
Adaptive design = Responsive 2.0
Touch Responsive
Design (Smartphone
& tablet)
Click Responsive
Design (Desktop)
Device aware images
(HD images where
needed)
Text Only version for old phones
Device aware
features
Adaptive Design Device aware fixes
Adaptive design
Design for touch not just screen size!
Consider an adaptive design for devices with different capabilities.
Adaptive focuses on wide reach, experience and conversion.
Adaptive uses responsive web design and takes it to the next next level.
Responsive is not free if quality matters
Pure responsive matures into adaptive You build a pure responsive solution
Your CFO uses a Blackberry and you have to device detect to fix the issue. (Now adaptive)
Marketing complain the brand image is fuzzy on their latest iphone or Samsung phone, so you device detect and swap the image for retina.
The new iPhone and iOS gets released and your site looks broken – you device detect to fix it.
Mobile traffic grows and you want to increase download speed to increase conversion
Scope of testing on mobile
No matter what your technology is… Identify your target mobile OS, versions and most used devices. (available from Google Analytics)
Test on real hardware!
Typically test the latest on iOS, latest Android, most popular Android, Chrome on Android, Chrome on iOS, latest Blackberry OS, older Blackberry and iPad.
Consider testing on Nokia winphone, a small screen smartphone, a large screen smartphone, 7” Android tablet, bigger Android tablet, HD / retina devices
Scope of testing on mobile
No matter what your technology is… Identify your target mobile OS, versions and most used devices. (available from Google Analytics)
Test on real hardware!
Typically test the latest on iOS, latest Android, most popular Android, Chrome on Android, Chrome on iOS, latest Blackberry OS, older Blackberry and iPad.
Consider testing on Nokia winphone, a small screen smartphone, a large screen smartphone, 7” Android tablet, bigger Android tablet, HD / retina devices
With pure Responsive every change also
needs testing on all Windows, Mac – IE,
Firefox, Chrome, Safari
What to test?
Suggested test case… 1. Go to Google, search for your site, click it 2. Browse key content areas 3. Browse pages with video 4. Browse any interactive pages or animation 5. Browse any social sharing features 6. Search for a job 7. Apply for a job Do this on EVERY target test device / OS / browser
Learn what works best by trialing
in different talent segments
Mobile Apply Over Six Months:
Case Study: Fortune 500 retailer
Need: Simple online
application process with ability to save application.
Seamless ATS integration.
Solution: Used ATS integration
and knockout question
Powered by JIBE
6,939 Completed Applications
12,386 Viewed questions
19,965 Submitted resumes
40,223 Started applications
646,725 Unique visitors
Mobile Apply Over Sixty Days
- smartphone only:
Case Study: Global Apparel Retailer
Need: Could see a lost
opportunity, mobile was leaking talent. Problem area was apply.
Solution: Taleo integration, mobile application. Powered by MoBolt
8092 Application
Started
5002 Applications Completed
Talent experience: 75% rated the apply process by mobile - Very easy. 21% rated the apply process by mobile - easy.
Both ATS integrated case studies had
hundreds of mobile applications
a week.
Free "Mobile insights pack"
New mobile insights pack, download for free.
- 10 mobile recruiting facts - Mobile and social media article - Mobile Web FAQ - Native App FAQ
www.mobiledave.me/irecruit