How to Build a Successful Mobile Talent Strategy” By Jeff Vogel, vice president of Marketing in MREC13. Mobile is so much more than the size of the user interface; it provides an opportunity to better engage with talent in a more personal and meaningful way. In this session, Jeff Vogel, vice president of Marketing for iMomentous, will share his insights with attendees on how mobile can be used to engage with job seekers more effectively and how they can plan a practical approach for the development of a comprehensive mobile talent strategy.

1. How
To
Build
A
Successful
Mobile
Talent
Strategy
Jeff
Vogel,
VP
Marke?ng
iMomentous

2. Agenda
• Mobile
Talent
Strategy
Framework
– Op?mize
– Connect
– Engage
– Integrate
• Self-­‐Assessment
Checklist

3. OPTIMIZE

4. Mobile
Channel
• A
totally
separate
channel
unto
itself
• Not
a
smaller
version
of
the
desktop
web

5. Always
Connected
150

6. Mobile
Behavior
• 40%
of
search
• 50%
of
social
• 50%
of
email

7. The
Future
of
the
Internet
is
Mobile
• 2010:
450
billion
minutes
online
• 2013:
900
billion
minutes
online
• Smartphone
internet
usage
has
increased
400%
Source:
ComScore

8. Mobile
Has
Changed
Everything

9. Tac?le
Experience
• Not
mouse
clicks
and
keyboard
• Tap
and
swipe

10. Less
Is
More
• Make
it
short
• Make
it
simple
• Make
it
fast

11. Responsive
Design

12. Benefits
of
Responsive
Design
• Easy
to
maintain
• Consistent
content
• Inexpensive

13. Drawbacks
of
Responsive
Design
• Content
length
• Sta?c
vs.
dynamic
func?onality
• Speed

14. Speed
61%
of
people
have
a
beer
impression
of
a
brand
based
on
their
mobile
experience
Source:
La?tude
Research

15. Speed
• What
takes
2
seconds
to
load
on
desktop
can
take
up
to
6
seconds
on
4G
• Only
30%
of
smartphones
in
US
are
on
4G
• Amazon
found
that
for
every
100
milliseconds
they
shaved
off
their
pageload
?me,
they
earned
an
addi?onal
1%
of
revenue

16. Adap?ve
Design

17. Interface designed
for mobile users
Content customized
for mobile users
Increased speed
Better brand
impressions
Higher cost
Multiple versions
Requires mobile SEO

18. Understand
the
Trade-­‐Offs

19. CONNECT

20. Mobile
Applica?on
User
Data
500
job
applica?ons
across
25
employers
– Healthcare
– Technology
– Transporta?on
– Business
Services
– Finance
– CPG
– Retail
– Staffing

21. Work
Experience
• Average
years
in
workforce:
9.1
• Average
number
of
jobs:
4.2

22. Educa?on
• 67%
bachelors
degree
• 35%
associates
degree
• 22%
graduate
degree
• 19%
professional
cer?fica?on
• 9%
currently
in
school

23. Applica?on
Submission
• Spikes
at
11:00am
• And
at
11:00pm

24. Diversity
• Hispanic
segment
highly
ac?ve
on
mobile

25. ENGAGE

26. Define
Engagement
• Par?cipa?on
• Ac?va?on
• Involvement

27. Modes
of
Engagement
• Click
• Consume
• Converse
• Create
• Community

28. Complementary
Experiences
• Mobile
Web:
public
career
site
• Na?ve
App:
invita?on-­‐only

29. Paths
of
Engagement
• Aract
new
top
of
funnel
candidates
• Strategy
to
nurture
and
convert
qualified
candidates
Mobile
Web
App
Interview
Hire

30. Content
Crea?on
• Na?ve
Apps
allow
users
to
use
the
phone
as
a
content
crea?on
tool
– Photos
– Videos
– Text

31. Community
• Recrui?ng
is
a
team
sport
• Higher
level
of
engagement
• Get
more
people
involved
in
the
process

32. INTEGRATION

33. Seamless
Data
Flow
Internal
Systems
External
Channels
ATS
Talent
Network
HCM
/
HRIS
Analy?cs
Job
Boards
Google
Social
Email
Aggregators

34. User
Stories
• Search
• LinkedIn
• Email

35. Search

36. LinkedIn

37. Email

38. NEXT
STEPS

39. Mobile
Self-­‐Assessment
• Document
the
Mobile
User
Experience
– Job
Boards
– LinkedIn
– Email
– Website
• Mobile
Site
Analy?cs
– Visitors
to
Mobile
Careers
Site
– Visitors
to
Mobile
Corporate
Site
– Bounce
Rate
– Abandoned
Applica?ons

40. Business
Case
For
Mobile
• Forfeited
Value
of
Sourcing
Expense
– 40%
of
job
board
views
are
mobile
– 50%
of
social
job
views
are
mobile
– 50%
of
emails
are
opened
on
mobile
– 10%
of
job
views
turn
into
applica?ons
• Opportunity
to
leverage
natural
search
results
– Capture
more
direct
traffic
through
google

41. Conclusion
• Mobile
is
a
channel,
not
Web
Jr.
• Mobile
aracts
mid-­‐career
professionals
• Create
complementary
experiences
on
mobile
web
and
na?ve
app
• Integrate
mobile
into
your
technology
stack
• Do
a
mobile
self-­‐assessment
• Build
a
business
case
for
mobile

42. THANK
YOU
Jeff
Vogel
VP
Marke?ng
iMomentous
215.205.0483
jeff.vogel@imomentous.com
Mobile Talent Solutions