The on Mobile Recruitmentand BrandingTHEHRA Winter Conference 2012

Shervin Kalinia, Founder and CEOHHPage, Inc. (Hand Held Page)

Craig Vollmers, Director of Human ResourcesUTHealth

UTHealth• Profile

– Six Schools / three health care and research organizations– 6,500 faculty and staff / 4,500 students

• Employment– 1,700 classified hires a year– Texas Medic al Center– Old school academic HR (but transforming)

• Pilot– Cost effective– Drive quality applicants not volume– Results oriented

About HHPage • Founded in 2009• Founder has strong healthcare/recruitment marketing

background• Served on website redesign team of the Bill & Melinda

Gates Foundation• Notable clients including UTHealth, MD Anderson

Cancer Center, Kelsey-Seybold Clinic, YMCA Houston

What We Do• We develop mobile strategies that maximize customer

engagement and connectivity in the following areas…• Healthcare services• Retail• Not-for-profit• Professional services• Recruitment

• We consistently refine our methods to continue delivering high ROI to our clients.

Why Mobile?

People Love their Phones

Mobile in Numbers

Mobile in Numbers

Making the case for mobile recruitment

Mobile is Discreet

Few Sites are Mobile Friendly

“21 percent of the Fortune 1000 have a website that is optimized for mobile. “-New York Times, Nov 2011

Mobile Advertising Works!

• Competition among advertisers is generally low

• Mobile pay-per-click is less costly than PC-based pay-per-click advertising

• Mobile ads can contain one touch “Click-to-call”

Mobile Advertising Spending on the Rise

Mobile vs. PC Advertising

Mobile Ads PC Ads

Bridging traditional with mobile

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Contact Us

Why hasn’t mobile recruitment taken off?

Toolkits for success: Derive value from mobile recruiting…Today!

Think differently for mobile

Yes for mobile Not for mobile

Simplify things for greater results

Build a mobile-friendly website

© 2010 The University of Texas MD Anderson Cancer Center1515 Holcombe Blvd, Houston, TX 770301-877-MDA-6789 | 1-713-792-6161 International

Make your first appointment

Why MD Anderson?

Patient Stories

How you can help

P

Integrate mobile with existing advertising promotions

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Advertise your mobile site

Mobile Ads

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Case Study: UT Health Mobile Recruiting Website

• Solid UT branding• One click to job

categories• Link to UT schools• Social media links

Site Anatomy - Homepage

• Connect with a recruiter• Submit contact and

career data using simple forms and check boxes

• Automated trigger email notifies recruiter

• Submitter receives future communications and job alerts

Site Anatomy – Short interest forms

Traffic to Mobile Website

Adverti

sing

October 2011 November 2011 December 2011 January 20110

500

1000

1500

2000

2500

678538 588

1935

199 159 202

1098

Total hits Unique visitors

Job interest forms completed

Adverti

sing

October 2011 November 2011 December 2011 January 2012

Allied Health 2 1 1 2

Research 0 1 1 1

Admin/Clerical 4 1 3 2

Nursing 1 0 3 9

Information Tech 1 0 1 0

Professional 1 0 0 1

0.5

1.5

2.5

3.5

4.5

5.5

6.5

7.5

8.5

9.5

2

1 1

2

4

1

3

2

1

0

3

9

1

0

1

0

1

0 0

1

Enhanced User ExperienceUT Health• Mobile-friendly landing page• Relevant content: “Jobs for

Nurses”• Easy to use form fields• Strong organizational branding

Competition• Non-mobile friendly• Non-relevant content: “Legal

Nurse Consultants”• Hard to complete form fields• No organizational branding

present

Enhanced Branding & Exposure

489,000Impressions

835 Clicks

24 Applicants(13 Nurses)

Cost Effectiveness • Program Advertising Costs (October – January)

– Set up: $2000 (1x)– Maintenance: $2,396 ($599 month)– Ads: $914 to date (January only) / $1500

Total costs $5,310

• Metrics– Impressions (489,000) $0.01 ea.– Clicks (835): $6.36 ea.– Interest form (33): $160.90 ea.– UTHealth application (24): $221.25 ea.– Interviews (10): $531 ea.– Offer (4): $1,327.50 ea.– Hire (1): $5,310*

• * To be continued . . .

OFCCP Considerations• Internet applicant rule

– An “Internet Applicant” is defined as an individual who satisfies the following four criteria:• The individual submits an expression of interest in employment through the

Internet or related electronic data technologies; • The contractor considers the individual for employment in a particular

position; • The individual's expression of interest indicates the individual possesses the

basic qualifications for the position; and, • The individual at no point in the contractor's selection process prior to

receiving an offer of employment from the contractor, removes himself or herself from further consideration or otherwise indicates that he or she is no longer interested in the position.

OFCCP Considerations• Internet or related electronic data technologies

• Electronic mail/email • Resume databases • Job banks • Electronic scanning technology • Applicant tracking systems/Applicant service providers • Applicant screeners

OFCCP Considerations• Is a contractor required to consider every job seeker who expresses

an interest through the Internet and possesses the basic qualifications for a particular position? – No. OFCCP does not provide a blanket requirement that contractors must

consider any and all expressions of interest they receive, regardless of the manner or nature of the expression of interest - even if the job seeker possesses the basic qualifications.

– If the contractor has established standard procedures that job seekers must follow in order to express an interest in employment, the contractor does not have to consider those individuals who do not follow those procedures.

– Similarly, the contractor does not have to consider for employment individuals who do not specify a particular position, so long as that is the contractor's consistent practice.

Summary • Mobile is not a trend, it’s the present and the

future.• Competition is fairly light in the mobile

recruitment arena.• Mobile recruitment websites need to be simple.

(Think of them as lead generation tools)• Integrate mobile into all your recruitment efforts.• Start small, find the formula that works, then

increase resources.

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