Day two of #trulondon benefited from a thinned out crowd. The discussion and participation was stronger. The learnings better framed. A great day. The final set of sessions included a track lead by myself on mobile recruiting. When @billBoorman asked me to do this track, making it the 5th Tru I had ran a mobile track, I decided it was time to name and shame.
For the last few years I have shared the potential of mobile including: - the big numbers of growth of mobile use, such as more smartphones sold last month that PCs - the importance of mobile and social media, including Facebook having 400m and growing active mobile users. - the opportunity created in retail by PayPal, EBay and Amazon who enjoyed a total of c$11bn revenue from mobile last year.
I have presented this message across 3 continents at over 30 events, written two white papers, published info-graphics and many articles. I helped Monster with their first mobile app and introduced the UK job board market to mobile. I have talked to hundreds of corporate and agency recruiters. But other than job boards, is anyone doing anything?
So yesterday it felt time to change the approach. Let's look at what people are doing, what works and what is terrible. To kick off auditing the top 30 companies in the UK and in the US showed that these business understand mobile is a marketing tool that can boost their revenue. Around 30% had mobile sites to market their services, even more had iPhone apps but less than 2% had mSite support to market their employer brand and vacancies. So recruitment is lagging behind.
The discussion at Tru concluded the adoption was still with early adopters, the value was still not apparent, mainly because CVs / Resumes did not arrive on a recruiters desk with "from mobile" stamped on the top. Some in the room felt this was fair, other felt it was simple dumb and short sighted.
Given that 2% had made an attempt, we took a deeper look at what they were doing. GM motors was interesting here's the candidate experience...
1. Search Google for Careers at GM Motors 2. Tap link with the title careers at GM Motors 3. Land at a mobile site, and select a country 4. New site, new branding which is confusing, tap on job search 5. New site, more new branding, but can now fill in job criteria, tap search 6. View jobs, branding has stayed the same 7. Tap on a job and view all the details 8. Apply for job, input an email address and tap apply. 9. Receive an email saying "you have registered for job alerts for jobs ..."
Before we take this experience to pieces, lets remember this is one of 2% of the sampled companies that have attempted to make use of mobile. So well done for getting out of the gates!
If the early part of the experience had not passed me from place to place like a spent old penny it would have been OKish. As it was, had I actually been looking for a job I guess I would have given up at stage 3. The final step left me uncertain, had I applied for a job? Or was I just on a mailing list?
The problem for mobile recruitment adoption is illustrated well above, there is no best practice. That's we adoption rates are low- best practice has not yet been defined.
This is mainly hampered by our obsession of taking process from one media channel and squeezing it into a new media channel. With desktop web the industry did exactly this from print to web. And again we are doing it now with mobile. The question is always, how do we get a CV and will or should people be applying from their mobile.
The answer is simple - yes. But just as following your twitter account, or chatting with a recruiter at an event it is not going to have the same polish as a letter written on a PC. The marketing value to attract candidates from mobile Google or Twitter and Facebook is real, the experience and process flow should not impact maximising the channel.
I will post next a heap of good examples from small companies and some shockers from big firms such as Marriott.