Seizing the mobile opportunity

With 50% of job searches on global job search engine Indeed coming from mobile devices, the onus would seem to be on recruiters, both agency and in-house, to up their game in optimising the potential of this applicant source.

Tue, 9 Dec 2014 | By Sue Weeks

FROM DECEMBER 2014'S RECRUITER MAGAZINE

With 50% of job searches on global job search engine Indeed coming from mobile devices, the onus would seem to be on recruiters, both agency and in-house, to up their game in optimising the potential of this applicant source.

At a recent webinar hosted by Recruiter and sponsored by Indeed, two UK-based recruiters presented their separate and very different journeys towards capturing recruitment’s “mobile moment” and how they devised their mobile strategies. 

Here’s what they had to say: Simon Dear, chief executive, full services global technical recruitment company, Tangent International, which specialises in the telecoms, technology and engineering sectors 

Objective: To put in place a mobile and media strategy which it believes go hand-in-hand. Among the agency’s aims were to engage with a wider candidate base for harder-to-fill jobs, believing this talent would predominantly come from social/business media channels and via the mobile space. 

Solution: Tangent’s strategy included developing a mobile app to drive traffic and a responsive website that would adapt its size and format to the device on which it is being viewed. “We wanted it to look as good on mobile devices as it did on the laptop,” said Dear. 

The app is dedicated to candidate search while clients and candidates would move between social media channels and the website to get the full Tangent experience. 

“We wanted to create as many channels as possible for candidates and widen our search for the passive candidate as well as develop an engaged candidate community,” he said. 

The focus on mobile also sent out important internal and external messages: “It was something that got our staff excited and showed we were investing in them while it showed clients that we are moving with the times and understand the technology.” 

Its impact and what next? More than 3,000 people have downloaded the app, and Dear said mobile would remain an ongoing focus. It wants to offer true 24/7/365-day engagement and is currently making the app available in Chinese and Spanish. It also plans to develop mobile access to intra-web portals for candidates and clients. “We don’t see mobile as something that is now done,” said Dear. “We will constantly look at it in weekly and monthly management meetings and you must also keep an eye on what your competitors are doing.” 

Matt Green, chief executive, professional services recruitment firm IDEX Consulting which serves UK and international clients and candidates

Objective: To provide a seamless professional journey for the user and, in the wider business perspective, generate as many leads as possible for consultants. Of IDEX’s web traffic over the past 12 months, 30% was from mobile but the bounce rate of these visitors (those clicking on and straight off) was 82%. “And the other 18% left after two to two-and-a-half minutes so we knew we needed to fix this problem,” said Green.

Solution: Developed a bespoke site with a desktop version and a version fully optimised for mobile. “We wanted that speed of process of a traditional site rather than just relying on a mobile app,” said Green, who said it had to meet with a number of suppliers before it found one that understood its needs. 

It also found that it had involved too many internal stakeholders in the project. “Everyone wanted a part of it so we quickly reduced it to five stakeholders,” he said, adding that another “massive learn” was the timeframe because of the length of time it sometimes took to get feedback from those involved. It initially did a soft launch which kept the site off social media to ensure “teething problems” didn’t escalate and the site went properly live in September this year. 

Its impact and what next? The bounce rate of mobile visitors has reduced to 31% already and average time spent on site increased to over five minutes. Job applications have gone up by 20% against last year. 

“We want to nurture the people who use the site and turn them into leads,” said Green. “We see mobile as an ongoing project. When I see a website that isn’t optimised for mobile, it makes me question whether the business is geared for the future.”

 

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