Does your recruiting function send emails to candidates updating them with new job opportunities? Are links to job adverts posted on social media? Do you think carefully about SEO to attract job seekers to opportunities? Do you attend recruitment fairs or visit college campus? Do you run Google Adword or Facebook ad campaigns? Did you answer yes to any of the above? So last question, do you have a mobile website?
Did I hear "no" to that last question? Why not? The mobile channel can increase your return around all the activities mentioned above. You are failing to double your social recruiting return, empower your SEO and attract more candidates while offering a better candidate experience. Today you are failing in good company - most of the recruitment industry.
The silver lining is you have vast potential to increase your pipeline of talent from your existing marketing activity simply by supporting mobile devices with an optimised mobile website. By demanding mobile support from your advertising channels (such as job boards and recruitment agencies) you can improve your situation. But to do things properly you need to ensure your career site and web campaigns are fully mobile optimised. In case you had not noticed, or have been in a cave for the last 5 years - web activity, either via apps or the browser is increasing rapidly. Next year it will overtake desktop activity.
So it is clear that the mobile channel is here to stay. However it is feels a technical project and recruitment functions are putting their heads in the sand to avoid it. There are very few companies engaging with mobile for recruitment, in the UK companies making the most of mobile is barely out of single digits.
In a typical month in the UK the mobile channel attracts over 2m job seekers (according to ComScore) and the number is increasing every day. So which companies are winning and capturing the traffic?
Currently the recruitment industry is failing the Job seeker who uses their mobile. The number one site in the UK where job ads are viewed on a mobile is GumTree. While GumTree is I am sure wonderful for classified adverts to buy sofas and cars, the candidate experience is not ideal.
After GumTree the major job aggregators are attracting the next level of traffic, lead by Indeed. If you pause for a moment, this is possibly a worse experience than that of GumTree for the job seeker.
The candidate experience is typically: 1. Search in Google Mobile 2. Land on a mobile optimised aggregator site such as Indeed or SimplyHired 3. See an interesting job advert and click it. 4. Be taken to a desktop website to read the full advert, #fail 6. Struggle through the non mobile friendly job advert, click the apply button and immediately be faced with an impossibly large application form or more frequently a browse button to upload a CV.
Incase you don't know, uploading a CV from your phone is near to impossible and very few people will have their CV on their phone.
The process is disappointing for the candidate and makes the company look rubbish.
A few UK job boards support mobile web very well, Jobsite and Total Jobs perform very well. However the niche job boards, company career sites and recruitment agency sites typically fail completely.
Why is so much of the recruitment market failing on mobile?
Is it cost and budgets? Is it the lack of mobile application solution? Is it disbelief that mobile matters? Is it failure to recognise the benifts? Is everyone getting such great returns from social recruiting that no one wants to double the return by engaging on mobile?
I would very much like to hear your thoughts on why you have done something on mobile, or why you are not bothering. Or is it as I fear, you are waiting for everyone else to do it first?