One of the difficulties with mobile is its complexity, cost and the fact you often need a professional in the field to implement a proper mobile strategy. Recruitment in this area is no different and following on from a recent post of ours about mobile, we’ve dug a bit deeper into how to “do” mobile recruitment and maximize its strategy.
Just as with traditional online recruitment where applications, views of job roles and analytics matter – mobile is no different. And it’s actual more intense. With so many variables around geography, device, accessibility and behaviour, testing in mobile is crucial. Mobile marketing leader Swrve suggests tracking the following for your mobile website, job application portal or app:
• Content: Headlines, copy and push notifications
• Timing: When push notifications and other in-app messages are opened and responded to the most
• Audience: Which demographics respond to which types of messages
• Creative: Which visuals garner the best responses on mobile – visuals can be easily distorted given the size limitations of different mobile devices
Timing is Everything
If you’ve got an app or mobile job application portal, analytics packages such as Flurry, App Annie, Localytics and Geckoboard can help you track the timings of actions – for example if job applications surge on a weekend. The beauty of mobile is as a population we’re never without our phones – so the ability to target candidates when they’re engaged with your job ad are phenomenal. And timing to this end is everything.
Get Device Savvy
We should all have mobile-ready websites by now. And even if you don’t offer a dedicated mobile job application portal, SMS messaging, or an app (as these all tend to be very pricey to set up) the metrics available simply from your mobile-ready website are an invaluable place to gather data and make the best use of mobile recruitment.
One common recommendation is to see what devices candidates are using to land on your website and the activity differences per device. You can also use Google Analytics to focus on user journey and behavior – if candidates drop out at a specific page, it might be too tricky to navigate and need some UX modifications. Additionally, the “mobile first” mentality isn’t going away – it’s gathering speed. So focusing on understanding your mobile site analytics in terms of candidate behavior can pay dividends in knowing where to target them throughout the mobile landscape.
A typical user checks their mobile device 152 times a day. Mobile is complicated and often requires professional input, but is it worth the investment when considering mobile as an extension and betterment of online recruitment? In our opinion, absolutely!