Mobile Recruiting Essentials for Staffing Firms [Webcast]
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Mobile is no longer the future of recruiting, it’s the present. 45% of active candidates have applied for a job via mobile device and 60% of passive candidates view career opportunities sent to their mobile device. It's a trend recruitment firms can't afford to ignore. In this presentation, we'll guide you through the evolution of mobile recruitment and what it means for you. You’ll learn: How content, mobile, and social work together Tips for building your mobile recruiting strategy What you can do right now to be better at mobile recruitment Replay the full webcast now: http://youtu.be/E1xh_Pv-BZY
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Mobile Recruiting Essentials for Staffing Firms [Webcast]
- 2. Mobile Recruiting Essesntials: 2
- 3. 3 Smartphones are on the rise 75% of mobile phones are smartphones in the U.S.
- 4. 4 Desktop visits are declining Both smartphone and tablet searches have increased
- 5. 5 There’s a mobile disconnect between job seekers and recruiters Job seekers using mobile Recruiters lacking mobile career sites Despite 43% of job seekers using mobile in their job search, 59% of recruiters currently invest nothing in mobile career sites. Jobvite Social Recruiting Survey, August 2014. Recruiters who are using mobile have seen improvement in quality of candidates (13%) and time-to-hire (14%).
- 6. What we’re going to cover today Introduction to mobile and mobile recruiting The 3 mobiles: social sites, apps and mobile websites 5 tips for a successful mobile strategy How you can use LinkedIn apps to keep up with mobile candidates 6
- 7. Introduction to mobile recruiting The top downloaded apps when you search for “jobs” on Android Some have had over 10,000,000+ downloads 7
- 8. 8 LinkedIn’s mobile traffic growth 44,000 job applications per day 1.45 million job views per day 15 million profile views per day 2011 8% 2012 19% 2013 30% 2014 49%
- 9. The 3 mobiles: social sites, apps and mobile websites 9
- 10. 10 The 3 mobiles: social sites, apps and mobile websites Audiences of all ages are on social networks
- 11. The 3 mobiles: social sites, apps & mobile websites Twitter has 302 million monthly active users – 80% of them are accessing the site via mobile. Over 50% of LinkedIn’s monthly unique visitors are logging in via mobile. Our Job Search app accounted for more than 40 percent of all job views in Q1 of 2015. Facebook has 798 million daily active users logging in through mobile as of March 2015, an increase of 31% year-over-year. 11 https://investor.twitterinc.com/releasedetail.cfm?releaseid=909177 http://investors.linkedin.com/index.cfm http://investor.fb.com/releasedetail.cfm?ReleaseID=908022
- 12. The 3 mobiles: social sites, apps & mobile websites Building an app is different than having a mobile optimized website. People have to download apps from a site or an app store. Apps enable you to push messages and notifications directly to those that have downloaded it. 12
- 13. The 3 mobiles: social sites, apps & mobile websites Mobile websites can be a different version of your website or can dynamically resize to a mobile screen – this is called a responsive site. Mobile websites don’t need to be downloaded. Mobile sites should be faster to load than your normal site and therefore help with your search engine rankings from a mobile. 13
- 14. 14 Firms of all sizes are embracing mobile Mark/Ryan Associates
- 15. The 3 mobiles: social sites, apps & mobile websites Having a mobile website substantially decreases your bounce rate. Mobile optimized sites have a bounce rate of 26% - lower than most standard desk top sites (46.6%). Site engagement increased by 56% in terms of time on site and page visits increased by 65% when presented with a mobile site. 15 2013 Mobile stats of 4MAT.com clients with a combined Visits of over 80,000 on 4MAT Mobile Platform
- 16. 16 Content makes mobile work Which ever platform you choose to use, content and usability will dictate your success.
- 17. 5 tips for a successful mobile strategy 1. Do your research 2. Build your foundations 3. Outbound reach and inbound attraction 4. Think conversions and workflows 5. Analyze, review, improve 17
- 18. 1. Do your research Do actual research – poll your database Don’t waste your time Look at your Google analytics – Go to audience, mobile, overview Internal audit on time, resources and competence Speak to your LinkedIn contact about mobile usage in your market 18
- 19. 2. Build the foundations Build a mobile optimized website If you are a recognized brand with a high volume of jobs or need to manage a workforce, then consider an app Post jobs and use employee branding on LinkedIn Share content that is easy to consume on mobile devices 19
- 20. 3. Outbound reach and inbound attraction Redesign your job alerts for mobile inboxes Think about sending SMS job alerts Be creative with messaging apps like WhatsApp Share content that is image-heavy Share your job postings with your LinkedIn followers 20
- 21. 21
- 22. 4. Think conversions and workflows Review your job application process Make applying as easy as possible Make social sharing as easy as possible 22
- 23. 4. Think conversions and workflows Member looks at member. Clicks a link to find out about the company 23 1 2 3 From researching the company they see a job They apply to the job. Member also follows the company and this is shared with their network Layla Waterson Sean Johnson
- 24. 5. Analyze, review, improve Keep track of your Google Analytics Read reviews of your app downloads Ask for feedback Look to continually improve what you are doing and refine 24
- 25. LinkedIn apps What’s out there for you LinkedIn has seven members in our app family – Flagship app, LinkedIn – Connected – Job Search – Pulse – Recruiter Mobile – Sales Navigator – SlideShare
- 26. LinkedIn Recruiter app for mobile Engage the best talent anywhere, anytime Layla Waterson
- 27. View profiles within LinkedIn Recruiter on mobile
- 28. The candidate perspective How your messages appear on the app Candidate’s inbox XYZ Co Mountain View, CA xyzCo Full Message XYZ Co Mountain View, CA xyzCo
- 29. The candidate perspective Applying to jobs via LinkedIn XYZ Co Mountain View, CA xyzCo XYZ Co Mountain View, CA xyzCo Start the application Apply with profile Confirm contact information Send application
- 30. 30 Thanks for viewing! Follow us on social media: talent.linkedin.com/blog #hiretowin
Notes de l'éditeur
- Mobile has affected the way people spend their time and where they focus their attention. As we all know, we check our mobile devices throughout the day - and pay less attention to the world around us. Half of you are probably looking at Facebook now! Whether it be on our way to work or while we are grabbing coffee we spend a lot of time browsing online in our free time. We check our email and the weather first thing when we wake up in the morning. In fact, 56% consider their phone as a primary alarm clock. We read the news on the way to work, see what is going in our social network, the list goes on… Have you ever left your phone at home? It is the weirdest sensation! You feel like something is missing. Your phone has almost become part of us and without it, we feel completely disconnected from the world. I think we’ve all been there and know it’s one of the worst feelings. In a moment we’ll look at some of the numbers that result from us being glued to our phones.
- Click once and say: AS you can see in the most recent data from comScore -- For the past few years, U.S. smartphone penetration has been growing at approximately 10 percentage points and has reached 75 percent penetration of the mobile user base at the end of 2014. That means that 75% of people walking around with mobile phones can use the internet to search for things, download apps, and more. Which makes it even more important to have a mobile strategy – as more and more people are logging into the internet via their phones.
- We’re also seeing desktop visits declining. So with smartphone penetration at an all time high, and desktop visits down – you can see people are shifting their digital activity to mobile. Growth in the search market is being driven by both smartphones up 17 percent from the prior year and tablets up 28 percent. Desktop search, meanwhile, has declined marginally during the same period.
- SAY: So you may asking right now what do these numbers mean for you as recruiters or those within the recruitment industry? According to jobvite’s social recruiting survey, there is a mobile disconnect between job seekers and recruiters. CLICK ONCE AND SAY: 43% of job seekers are using mobile in their job search. That is close to half of the job seekers out there. On the other hand, 59% of recruiters currently invest nothing in mobile career sites. There is a huge missed opportunity there if you are not getting in front of those on mobile. CLICK AGAIN AND SAY: Mobile is a burgeoning channel for candidate engagement — recruiters that don’t leverage mobile will risk losing talent to the competition. Recruiters who are using mobile have seen advantages of improved quality of candidates (13%) and improve time-to-hire (14%). With one in 5 companies using a mobile optimized site and less still making their jobs mobile friendly we are going to see businesses struggle to keep generating candidates through traditional means as people start to turn away from their dusty old PC. With that said – we are here to help you today to build your mobile strategy. So let’s begin!
- The first part will be more data driven, then we’ll look at some context and real life examples followed by some key takeaways for mobile recruiting.
- Looking at the App store we see that when searching for “jobs” a vast number of apps come up. Some of these have had over 10,000,000 downloads in the Android store alone. I’m not saying that you need to get yourself app today – but it just goes to show that people are actively seeking ways to find jobs on their mobile and they expect an easy and simple process to apply. When you read some of the feedback for these apps the majority of the points of contention sit around the user experience and either how easy or hard it is to use. By the way – later in this presentation I will talk more about recruitment apps. Having a mobile friendly platform isn’t just about getting more applications. It is as much about your customer service, and an indication of how easy it is to work with you as a recruiter as anything else.
- Here at LinkedIn we have seen some huge leaps in mobile usage. Over the past few years we’ve gone from 8% traffic in 2011 coming from mobile to today where we see over 49% of our traffic coming from mobile devices. We are now seeing over 1.45 million job views per day on mobile. But people are doing more than just looking at jobs on their mobile device – they are using it apply and to find and connect with their peers. There are over 44,000 job applications and 15 million profiles views per day coming through mobile devices on LinkedIn. At LinkedIn I am sure we haven’t seen the end of mobile growth. Now lets look at how Recruiters Are Using Mobile http://files.shareholder.com/downloads/ABEA-69T44N/4009238500x0x807447/8F9767F9-1B85-4860-AEB4-05308E7CAD18/4Q_14_Selected_Company_Metrics_and_Financials.pdf
- There are three main types of mobile that we need to consider and I’ll explain each of them in a little more detail now. The first is social sites – CLICK ONCE and how they are changing the way that we engage with client and candidates on our mobile devices. The second is mobile apps – CLICK AGAIN how they work and when you need one Finally (CLICK FOR LAST BUILD) I’ll look at mobile websites and discuss why they’re essential.
- The average internet user spends almost 2 hours on social networks per day. That’s over 10 hours per week – and usually that time is spent on the following sites, so it’s important to have a presence on at least the top four – facebook, google, LinkedIn and twitter. If you’re wondering how you can have a presence on google – we’ll get into that a little bit later on when we go over tips for building your mobile strategy. As you can see, the social networks with the highest overall penetration owe much of our success to their ability to expand beyond Millennials to older demographic segments, as well. As you can see here – facebook, google and LinkedIn all have around the same percentages falling within each age category – and LinkedIn actually has the largest demographic of 55-64 year old, and is second behind facebook with those 65+.
- The stats speak for themselves! Social sites are all about the mobile revolution. If you have a social strategy – you essentially need to have a mobile strategy. The average internet user spends almost two hour on social networks per day. What do they do next if they click on your tweet? They will likely then visit your website – so you have to think about the experience you are giving them. Today, over 80% of all users on Twitter are using it via mobile devices. That’s a shocking number. If you’re a business, and you’re trying to use Twitter, and you somehow don’t have a site that works for mobile users, you’re limiting yourself to just two out of every ten users. That means out of Twitter’s 284 million monthly users, you’re only able to entice, and maximum, 57 million of them. Today a little over 50% of LinkedIn’s monthly visitors are logging viewing the site via mobile devices. Our new Job Search app accounted for more than 40 percent of all job views in Q1 of 2015, versus approximately 25 percent a year ago. Are you using job slots to get your opportunities out to the right people? But it isn’t just jobs. What about content? Build a follower base so that you engage with people regardless of where they are and what they are doing. Mobile daily active users, or DAUs as Facebook calls them, now total at 798 million. That is 798 million people every day accessing Facebook on their mobile. Incredible. Here you can see a post from Adecco which is generating some engagement. Images and content are key. I’ll talk a little more about techniques for using these sites well in a moment.
- There is a distinct difference between having an App and having a mobile website. An app needs to be downloaded, where as a mobile website is just something that you can access using a web browser on a mobile. I would highly recommend going down the route of getting a mobile app if you are a stand-out defacto player in your market, if you have a large contractor workforce, you need to build a workforce management tool, or if you have a very large volume of jobs and or original content. If you aren’t one of the above it is unlikely that you will see that many downloads and unlikely that you will get that much from your mobile app. The Adecco app makes it extremely easy for candidates to search and apply for jobs right through their app. Candidates can browse their jobs, mark their favorites, and apply for the job with their profile information they entered right in their account.
- In this day and age – a mobile website is a must-have. In April of this year, Google rolled out it’s latest tweak to its search algorithm. This impacts how company’s websites are ranked in search results on smartphones. The adjustment now favors sites in search that are more mobile friendly, which means that companies that have sites that meet Google’s mobile standards will rank higher in search results on phones. Do you have a mobile friendly website? If not, I highly suggest you look into it. There are two types of mobile websites – a stand alone site that, and a site that is responsive. That means that it resizes to the device you are using. To cut a long story short, they are both great, but a mobile site is probably easier to build, especially if you have an existing website. You can access a mobile website without having to download anything, so its available for all to see and access. A mobile site should be faster than a desk top site too which is essential if you are planning on generating traffic from search engines. Google will start to penalize sites that are too slow and not rank them as highly. That means that slow sites will get less traffic. Make sure yours is fast! Let’s take a look at the flow of the Mark Ryan Associates Optimized Website…
- ONLY CLICK ONCE: And it isn’t the large international recruiters like Kelly’s that do this. Here we find a fantastic example of a smaller firm using exactly the same principles. Mark Ryan Associates did an excellent job of optimizing their website for mobile traffic. To give a little bit of background on Mark Ryan Associates, they are an 11 person shop based in the Chicago. They specializing in placing accounting and finance professionals. Regardless of your size, shape or age you should be thinking about mobile. Guess what – your candidates and your clients already are! [Andy to chip in here too…]
- Andrew Soane from 4MAT has kindly shared some statistics from his client base who have seen that people accessing mobile websites tend to be more engaged users and less likely to bounce (that means that they are less likely to visit the site and leave immediately). In addition to that they spend over 50% longer on the site and look at 65% more pages. Feel free to reach out to him for any queries on that.
- Click only once: Now in the second half of this session -- I am going to go through a few leave behinds that you can start to work on today – and cover how a few of the LinkedIn apps available can help you. There are 5 key steps.
- Leave Andy – to do the “Speak to your LinkedIn contact”
- LinkedIn currently has seven members in its family of apps. They are the Flagship app (which encompasses both the LinkedIn for Phone and LinkedIn for iPad apps), Connected, Job Search, Pulse, Recruiter Mobile, Sales Navigator, and SlideShare. The two I think most relevant to quickly cover are Recruiter mobile and the job search app.
- Whether you’re at a conference, career fair, or running to your next on-site, recruiter mobile offers you the key recruiter features from your iphone.
- Search and review profiles, read out and respond to candidates – there’s never been an easier way to find talent on the go. Note: Recruiter mobile does require a LinkedIn Recruiter account.
- LinkedIn job serach offers candidates the tools they need to easily find their next career move – and also helps make the process much easier on them. Our job search app allows location based search – and offer recommendations and notifcations based on past job searches. You can also apply to jobs via the app with your linkedIn profile in just a few taps of a finder – allowing candidates to do this in total privacy – knowing the LinkedIn network will not be notified.
- Text/Links to put in chat box: Thanks for joining! We will start shortly. In the meantime, follow us on social media: Twitter: @HireOnLinkedIn LinkedIn: https://www.linkedin.com/company/linkedin-talent-solutions SlideShare: http://www.slideshare.net/linkedin-talent-solutions YouTube: https://www.youtube.com/user/LITalentSolutions Blog: http://talent.linkedin.com/blog/