Mobile Recruiting Trends: A Better Candidate Experience
By: John Rossheim
Although many Fortune 500 companies have only begun to exploit the potential of mobile recruiting, innovators are plowing ahead with the next generation of mobile recruiting.
With power in the labor market continuing to shift toward talent, pushing forward with mobile recruiting trends will be a key recruiting strategy for 2015.
Mobile job search is the mainstream. Americans are doing one billion job searches from their mobile devices each month, according to a Talent HQ summary of MREC 13, a mobile recruiting conference.
More than three in five job seekers look at company career pages from their smartphone or other mobile. With numbers like these, mobile is the recruiting medium of the mid-2010s.
Mobile users will reject an ugly career-site experience. "If you’ve got a career site that's onerous to look at on a phone, a lot of people will say, 'OK what’s the next job?'" says Barry Wu, a product manager at Monster.
"You can ask 15 pages of questions, but don’t expect people on a mobile to apply. If they apply someplace else and get traction, they may never come back."
Reap more applicants by asking less of them. The longer the job application, the greater the dropoff – especially on any mobile platform. "A mobile apply may just grab the candidate's contact info, the types of jobs they're interested in, what they're doing at their current employer, and a link to a professional profile," says Sarah White-Brennan, a principal at consulting firm Accelir who covers recruiting with mobile.
An easy apply yields highly qualified, passive candidates. Top talent is often too busy to spend time on job search. “Companies that have deployed mobile recruiting are getting more qualified candidates who are employed and have experience directly related to the job posting.” says White-Brennan. “If they aren’t actively looking, they’re more likely to do an impulse apply."
Enter the one-button apply. "Monster is trying to be wherever seekers go," says Wu. "Because of our reach, when seekers go to companies' own career sites, often 50 percent to 70 percent of them also have posted their resumes on Monster. To support recruiting with mobile, we now have solutions that enable employers to put one button — Apply with Monster — on their career site that lets job seekers submit an application with just a few clicks."
Prepare for the nothing-but-small-screen apply. "Some companies are transitioning to a system where, through the whole application process, there's no need for a candidate to go to a desktop computer," says White-Brennan.
Some HR system vendors lag on mobile. Vendors of enterprise talent-management suites may believe they have bigger fish to fry than designing a superior user experience for small screens. "If you’re using a solid CRM or ATS, it should handle mobile applies well," says White-Brennan.
Adds Barry Wu, "Employers have got to lean on their HR system vendors to make their products work with data from mobile recruiting solutions."
White-collar workers seek a deeper mobile experience. People who use all kinds of mobile apps will bring high expectations to your mobile recruiting presence. "The tech-savvy professional is going to expect a somewhat different experience," says Allan Wood, senior solution architect at Monster. "They want to investigate more about the company and its company culture and the details of the career opportunity."
Social and mobile are natural partners in recruiting. In 2015, mobile recruiting without social media is like a recruiter without a phone.
"Social media sharing is really important, especially to Millennials," says Wood. "The thought is, 'Here’s a job that some of my friends might be interested in,' or 'Who do I know that might fill this job at my company?' "
Beyond the corporate world, mobile apply is huge. "Employers with workers who aren't business professionals are doing a lot with mobile apply," says Wood. From healthcare to hospitality, construction laborers and skilled tradespeople, many of these workers do nearly everything on their smartphones. "For trade workers, mobile is about the application experience: how quickly can I find a job and how easily can I apply for it?"
Metrics can support an investment in mobile recruiting. Measure how many seekers visit your career site on their smartphones versus on a laptop. Count the completed applies and dropoffs on mobile versus computer. These metrics will likely support strategic spending on mobile recruiting in 2015 and beyond.