Humans, take note: believe it or not, we’re actually becoming outnumbered by cell phones and tablets. By 2016, researchers at Cisco predict that the world’s population will be surpassed by the number of mobile devices. Whether or not robots end up taking over the world, one thing is for sure — almost everyone owns a mobile device. In fact, Nielsen research shows that 91 percent of adults have a smartphone within reach at all times.
As the world rapidly becomes more mobile-centric, job seekers have certainly adapted, with over 43 percent of them using devices to search for openings. But if almost half of job seekers are leveraging mobile, wouldn’t you think recruiters would be too? After all, the talent market is competitive, and recruiters are constantly on the lookout for their next quality hire. Despite the demand, recruiters haven’t learned how to take advantage of mobile recruiting the right way just yet. Here are five common mobile recruiting faux pas — and how to avoid them.
Mistake #1: Failure to get a grip.
Most recruiters don’t realize it, but we’re in the midst of some serious changes — and if you want to succeed, understanding the lay of the land is first priority. So what exactly does mobile recruiting look like?
First things first: it’s convenient, and fast. For job seekers on the job hunt, mobile makes shopping for new positions possible at every point of a busy day — in line at Starbucks, on the commute home or even in the restroom (ahem, 7% of you). Plus, mobile has essentially all of the capabilities that desktop does, which allows job seekers to browse search engines and social media sites like Facebook, Twitter and LinkedIn. With so many job seekers using mobile technology, companies are expected to meet them halfway. Millennials, in particular, are hoping for some extra convenience: 37 percent of them expect mobile-optimized career sites.
Make sure you understand the mobile landscape before you map out your strategy. Without a proper grasp on what’s going on in the space, you could be missing out on your next best candidate.
Mistake #2: No mobile career site.
The beauty of mobile is the tailored experience. But if companies aren’t offering a mobile-centric career site, chances are they’ll get far less applications through mobile. If you’ve ever suffered the inconvenience of having to turn your phone every which way to display a non-converted site, you’ll know — it’s a pain. With 30 percent of mobile users abandoning sites after 6-10 seconds if they haven’t loaded, you might have to say goodbye to some potentially great applicants. And that’s assuming your site actually works. If you don’t have the correct tools, file types and software components to assist your mobile visitors, the whole experience is a wash.
A staggering 80 percent of businesses today don’t have either a mobile app or a mobile site, which risks alienating, irritating and scaring prospects away. Make sure your mobile application process is compatible with both Android- and iOS-friendly devices, and don’t forget about your employment brand. A seamless experience — that looks and feels like your company brand — helps foster confidence and loyalty among candidates.
Mistake #3: Difficult mobile application process.
Once you’ve decided on your mobile strategy, how do you know how far to take it? Between listing job openings and company culture updates, there are dozens of different routes you could take with mobile recruiting. But think about it: if you were heading up an e-commerce business and your mobile site offered a comprehensive catalog but no purchasing option, how successful do you think you’d be? Exactly — if you don’t take it all the way, what’s the point? The same goes for mobile recruiting. Candidates now expect the entire end-to-end application process to be available on mobile. They don’t just want to search for jobs on mobile anymore; they want to apply to them too — whenever and wherever they are, so make sure you meet them halfway.
To really give people what they’re looking for, keep application content simple and tailored to match the convenience of mobile. Beat excessive scrolling by minimizing required clicks and form length, and leverage cameras and social networking apps to bring in mobile-first resources. But don’t forget: it’s not all or nothing. Some candidates might be ready to submit a full application from their mobile devices, and others might not be — just be aware of different needs and implement features to help users at every step of the process.
Mistake #4: Neglect for the hiring manager.
Let’s face it: every recruiter is looking to make the hiring process more efficient. While some organizations forget that recruiting is a two-way street, a successful mobile strategy necessitates a compatible ATS on the backend. If your system isn’t accessible via smartphone or tablet, it will undoubtedly decrease productivity for everyone.
When deciding how to approach mobile, make sure your strategy works for job seekers, recruiters and hiring managers. Enable your HR team to respond to requests and move candidates through via mobile, so they can send offer letters and increase productivity no matter where they are. As they say, technology is only as effective as its users allow it to be, so train your managers to take advantage of new mobile features as they come.
Mistake #5: Being blinded by technology.
The idea of innovating on mobile is all well and good, but it’s tough to know where to start — and if a start is even possible. When recruiters are used to dealing with outdated technology or an out-of-sync system, chances are that it’s hard to imagine the potential of a seamless transition to mobile. But anyone can be successful on the mobile channel if they’re realistic. Oftentimes, even if you don’t have the budget for a full-scale mobile career site, there’s a quick-fix solution available. Try building a more basic mobile page, so you can still pay attention to your mobile presence without breaking the bank. Some companies even start with an e-Newsletter opt-in, so recruiters can start building talent pools before diving in headfirst.
Whether you like it or not, mobile is becoming more ubiquitous than ever before, and your company can’t afford to ignore the opportunity that lies in mobile job seekers. With the many potential candidates waiting on mobile — no matter their generation — mastering mobile recruiting starts with reaching the right people, at the right time, on the right channel.
Author: Kimberley Kasper, CMO of Jobvite