Over the last 4 to 5 years I have witnessed the adoption of social recruiting. The social platform transforms individuals into mini broadcasters and fosters one to one conversation without leaving your desk. Some of the most advanced social recruiters have adopted multiple targeted campaigns delivering content to engage highly targeted groups. The sophistication levels have developed a long way from the early tactic of blasting out job ads on a generic twitter account.
During this period we have seen a monumental shift in the general populations consumption of Internet and digital content. The smartphone, quickly followed by the tablet has changed behaviour for ever. 37% of all time spent online is via a smartphone or tablet. Todays workforce is connected to each other and the world by the tiny computer in the pocket. The mobile web is now affordable and mainstream, in the US there are now more smartphone owners that older "feature" phone users. Currently the tally is at around 130 million US smartphone owners.
The addiction to the smartphone / tablet has gone further than most could imagine. Many people will check the smartphone instead of a laptop or desktop while at home. The device is ever present, being used in bed, on the sofa, at the dinner table and in the bath! (recently we saw the release of a waterproof mobile to use safely in the tub from Sony)
Social media has been the biggest recipient of the mobile internet consumption. The demand for social networks on smartphones has driven the manufactures / operating systems to integrate with social platforms for the users convenience.
Today more than 50% of all Twitter consumption is via mobile and Facebook is trying to refocus their entire strategy towards mobile. As a recruiter, engaging with social media you have an end goal of a candidate landing on a website of yours and then applying for a job.
Among many other metrics, such as overal brand engagement and reputation, there are a number of candidates who follow a call to action from social to a website you run. Whilst this should not be the only measure of success for social recruiting campaigns it the numbers deserve your attention.
I urge you to review the volume of visitors to your websites from social media and investigate how many of them are on a mobile device. This is easy to do in Google Analytics, which will even tell you what devices your candidates are using. The volume is bigger than you think - typically 20% to 30% and its getting higher every month.
Next look at the site usage / engagement from mobile - how many pages are visited, how many minutes do people hang around, do these user repeat visit? Because most career websites do not support mobile, this figure is frequently very, very low. Do not fool yourself that the reason is because the candidate is 'out and about' on the move! I have seen career sites that support mobile really well out perform the engagement of desktop couter parts.
Your low mobile engagement figures are measuring stick of lost talent and employer brand damage. It is time to turn that loss into an opportunity and increase your ROI from social recruiting.