Understanding mobile.
Almost half the population now access the internet via a mobile device and 2.8 million people use one in their job search. A mobile career website is no longer a luxury for ‘big brands’, but is an essential part of your recruitment marketing.
The secret of a successful mobile career lies in understanding that mobile is a different medium to desktop internet, in the same way that Radio is different to TV.
Lessons can be leant from the m-commerce and retail sector where a focus on the mobile user experience has resulted in billions of mobile generated revenue for companies such as Amazon and eBay. Making the user interface as simple as possible for the mobile user is key.
4MAT focussed on usability when looking at the design of mobile and researched what activity mobile users saw as the most important. No surprises that the the most important aspect was job search.
The sticking point with most career websites is the interface between ATS, with most corporate career websites requiring the applicant to complete length forms which are generated by the ATS. Filling in a length form is not mobile friendly, so allowing visitors the ability to register their interest, quick apply with key ‘business card’ information with the option to complete a full application at a later date.
Keeping in touch on the move.
Whether you use email, instant messaging, social media or text, the mobile is at the centre of your communication. Results from current recruitment mobile sites such as Job Site, Totaljobs and 4MAT’s recruitment clients show that jobs by email and referrals from vacancies on social networking sites have increased through mobile sites.
Its not just about jobs
Information doesn’t have to be just jobs though with the addition of blogs and other relevant content the mobile site, becomes an extension of your career website, engaging active and passive visitors equally. Over half of mobile users will access social media on teh mobile phone. If you're embracing social media without at least a mobile friendly career site you run the risk of a visitor moving from a mobile rich environment to a website experience, which may have more in common with the nineteen nineties than 2012.
Mixing offline line and online with QR codes.
Mobile career websites provide an excellent opportunity to mix traditional media campaigns, using site advertising or display advertising in newspapers and magazines. A simple QR code can transfer the user from printed content to mobile web and provide a great opportunity to continue to engage with the visitor.
Getting the basics right in Mobile and Career Websites
Mobile is rapidly growing, it currently accounts for 20% of online job seekers, it should be a key part of your overall strategy, but should not be viewed in isolation as a silver bullet, in the same way as social media is a key recruitment communication channel.
A mobile career website should be an extension of your career site and not a substitute, which is why companies such as RWE npower have focussed on a scalable career website platform, which includes mobile; understanding that it is important to attract both traditional online job seekers as well as mobile.
RWE npower launched their new career website in October 2011 and within the first 4 weeks delivered £68,000 in recruitment cost savings as a result of a dramatic improvement in their Google rankings. Currently 12% of career website visitors use a mobile device, which is why mobile is a key part of the project.
The imminent launch of the mobile career website moves the project to the next phase with npower continuing to reduce their reliance on agencies and increase their levels of direct hire.
Mobile Career Sites in Summary
Mobile is no longer the future it is here and now, but to maximise the benefits employers should make sure that they have the foundations in place to provide a truly seamless user experience, with mobile, social and career website working in harmony not in isolation.
To discuss how your company could benefit in the same way as RWE npower, please read the RWE npower case study here and contact David Johnston on 020 7247 9494 or email: david.johnston@4MAT.com
