The annual hub of practitioners, experts and vendors discussing the mobile recruiting channel, mRec 2013, took place last week in Atlanta. It was a great two day event with some insightful talks and thought provoking debates.
The topic of 'how to apply on a mobile' was showcased by multiple vendors and various employers shared their statistics and experience with 'mApply'. The outcome is clear:
- If you have a long multi question application process that takes 20+ minutes to complete, eg UPS, you can buy a SaaS apply solution to achieve mApply and in the case of UPS watch mobile convert visitors to applications 30% more effectively than desktop.
- mApply can go directly to the ATS, despite many ATS vendors.
- If you have a short and sweet "give me your core details" apply process it can be easy for candidates on mobile, especially when you maximize existing data profiles such as LinkedIn, Monster or SimplyHired.
- The volume of job seeking via mobile is growing year on year - fast - so the value of a solid call to action on mobile is delivering a real ROI.
- Hourly paid staff, managers, executives, technical, healthcare, drivers, etc - all walks of life are using mobile to assist their job seeking.
- According to LinkedIn data, the UK job seeker is slightly ahead of the curve.
Basically - mApply solutions are readily available - the world of start ups has innovated and delivered. mApply is working for those early adopters. It is now up to employers to decide on their priorities, get budget and go achieve an ROI converting talent to candidates via mobile.
As employer adoption increases, coupled with a currently never ending growth in mobile web adoption, those that wait until 2015 (when mobile web will be larger than desktop web in UK and USA) may find they are on the back foot compared to competitors who budget for mobile in 2014.
There was a common message that was constant throughout the event, the phrase coined early on by Chris Hoyt of PepsiCo - "Lets not talk mApply, lets talk Easy apply".
Every talk I attended said the word "Easy apply", I think I even said it in my talk!
Mobile places constraints on candidate interaction. It has a restricted input mechanism, it has a smaller screen, it has less bandwidth to the web. Constraints drive better design. Forcing the practitioners and vendors to make apply work on mobile has resulted in a superior candidate application experience than we commonly see on desktop today. This phenomena is known as 'Mobile First' design.
Many of the early adopters of mobile apply, now want to extend the enhanced experience to their desktop solution. This reverse approach is gaining practice in the digital world. Already mobile recruiting vendors are being driven by the market to migrate their solutions to desktop.
This highlights how very important events like mRec are. Smartphone and tablet are new channels, they are not the same as traditional web. The innovation and practitioner acceptance focusing on mobile drives improvements across the entire omni channels of digital recruiting.
So mApply is dead. It is rebranded - 'Easy Apply' and is set to take over the desktop.