Generation Now: Diverse. Connected. On-the-go. (Keynote at Social Media Atlanta 2010)

Diverse.
Connected.
On-the-Go.
@MichaelMarlatt
SPONSORED BY:

Hi. This is me.
In the past, I have worked for…
I am a Recruiting
Consultant for…
o  Recruit. Source. Train. Speak.
o  Mobile Evangelist & Practitioner.
o  Design, build, and deploy mobile
recruiting solutions for work & play.
o  13 years in the field, including 8
years in the telecom/wireless industry.
o  Technology Agnostic & Digital-junkie.
What I do…
Mobile is my
passion !

You Can find me online…
My Blog : http://CloudRecruiting.net
Prefer the
mobile device?
Connect while on the go!
Visit my mobile site at:
http://m.cloudrecruiting.net
Send FAN or HATE mail to… Michael@CloudRecruiting.net

Mobile, mobile, mobile...
Source: heikescholz@mobile-zeitgeist.com

Question 1
Tomi Ahonen 
Mobile Consultant, 7thMassMedia

1.  Intro: The Paradigm Shift
2.  Our New Obsession
3.  Demographics of the mobile user
4.  Making sense of mobile recruiting
5.  Mobile Recruiting Examples
OUR FOCUS TODAY

to understand the present.
- Carl Sagan

Remember the
The first job board was a nonprofit organization launched in August
1992, by Bill Warren and was called the Online Career Center (OCC).

The first job board was a nonprofit organization launched in August
1992, by Bill Warren and was called the Online Career Center (OCC).
OCC was sold to TMP Worldwide (now Monster Worldwide)
in December 1995 when OCC was renamed Monster.com.
Remember the

In 1998, “internet recruiting” changed forever.

Within more users will connect to
the Internet over mobile devices than desktop PCs.
Mary Meeker
Managing director at Morgan Stanley
Head of the Global Technology Research Team

Keys Money Mobile
Source: Jan Chipchase, Nokia Research

The mobile channel is experiencing the same explosive
growth, and has become the de facto 3rd-Screen that many
believe will surpass TV and the Internet in term of its
impact on industry and communications.”
- iLoop Mobile

Tomi Ahonen, 7thMassMedia, 2010
mobile subscriptions on the planet fixed land-lines in use.

Landline Users
Computers
5B
4B
2B
1B
0B
3B
Mobile Subscriptions
MobileSubscribers-Billions
5B
1.2B
1.1B
Source: Tomi Ahonen - 2010
5 Billion in perspective...

T h e C TIA (The Wirel ess Association ) re p or te d. ..
Americans now use mobile phones.
Source: Steve Largent, President and CEO of CTIA, 2010

Video Link: h9p://www.youtube.com/watch?v=EHlN21ebeak

“African-Americans and
English-speaking Latinos
continue to be among
the most active users
of the mobile web.
Cell phone ownership is
higher among African-
Americans and Latinos
than among whites
(87% vs. 80%)…”
- PEW Internet, 2010
* PEW: Research conducted between April 29
and May 30, 2010, among a sample of 2,252

•  African‐Americans send and
receive around 780 messages
•  Hispanics send and receive
around 767 messages a month.
•  Asians/Paciﬁc Islanders receive
around 384 texts a month
•  Whites receive 566 texts a
month.
- Nielsen Mobile Research, 2009-2010
* Research over 12 months.

American women
are more communicative
in general on mobile
devices; they text more,
too, sending or receiving
an average of 601 SMS
messages a month.
American men,
send or receive 447 text
messages per month.
- The Nielsen Company, 2010
* Research over 12 month period.

MOBILE MARKETING.
We should first define

is a set of practices that enables organizations to
communicate and engage with their audience in an
interactive and relevant manner through any mobile
device or network.
Mobile Marketing
Association (MMA)

Benefits of Going Mobile?
  Almost 300 Million Americans are now mobile subscribers
  Mobile is Personalized & Private
  Mobile Flexible & Timely
  SMS has a 15-20% Response Rate vs. 1% for Traditional Media.
  Easily Integrates with online and offline marketing channels
  Mobile-web creation & optimization is fast and easy to set-up
  Mobile offers highly measurable & accurate reporting
  Cost-Savings vs. Traditional Marketing methods

1.  Personal:  Next to the wallet or purse, the mobile device is the next most carried
accessory.
2.  Intimate:  Mobile offers the reach of broadcast with the power of personal
touch.
3.  Target‐Marketing:  Strong candidate identity allows effective (target) marketing
of specific messages to individuals or groups.
4.  Confirmed Identity:  The personal nature of mobile offers employers the
assurance of knowing exactly who they are contacting.
5.  Convenient:  Candidates can easily read SMS messages, even during the busiest
times of the day.
6.  Actionable:  If a “call to action” message is compelling, the response can be
immediate.
7.  Persistence:  Unlike traditional mass media or job‐board marketing, the
consumer carries the targeted message away with them on their device.
8.  Opt‐in:  Mobile marketing to candidates is permissions based; candidates can
decide the level of interactions with the company.
9.  Viral:  Messages remain on the phone and can be easily passed from one
candidate to another.
10.  Ubiquitous Access:  The era of 24x7 is here. Consumers are tethered to their
mobile device; the device is always "on” and always within reach.

Developing a “mobile recruitment” solution can help
employers achieve a variety of goals:
* Candidate acquisition with database build
* Greater reach of your prospect talent pool
* Build greater brand awareness
* Candidate loyalty & trust with an employer’s brand
* Improve candidate experience with your brand.
* Strong viral marketing/word of mouth
* Promotional communications
* Lead generation and prospecting
* Highly measurable with precise analytics
* Increased interactivity with your mobile network
* Improves the use of traditional and other digital '
recruitment channels
* Cost-savings as compared to traditional methods

It’s time!
YES – now is the time to reach
for your mobile device.

…
To: 90206
Text:
SHOWME
(Keyword) (Short-code)

MOBILE MESSAGING?
What are the basics of

  SMS = Short Message Service, also commonly referred to as “text-messaging”.
  MMS = Multimedia Messaging Service (Involves the sending of video, audio, etc)
  160 character limit for SMS messages
  What is a Common Short Code (CSC)?
•  CSC’s (commonly refered to as “Short codes”) are 5 or 6 digits within the U.S.
•  The Common Short Code Administration (CSCA) handles the registration of the actual number.
You can visit the CSCA to reserve a short code.
•  Costs: This fee is either $500 per month for a random code, or $1,000 per month for a
vanity code.
•  Contract Terms: 3, 6, or 12 month
•  Process time: 6-8 week approval process.
•  To reserve a dedicated Short Code, please visit http://usshortcodes.com/
  What is a Shared Short Code & Who offers it?
•  A shared short code offers users an inexpensive way to take advantage of mobile-marketing
by using a short code, without the expense of reserving a short code.
•  Providers of shared short codes: 41411 by TextMarks, 90206 by mResource, and 77950 by
Movitas are providers who deliver SMS services via a shared short code.

“Text messaging, or texting is the common term
for the sending of "short" (160 characters or fewer,
including spaces) text messages from mobile phones
using the Short Message Service (SMS).”
Source: StateMaster Encyclopedia

SMS (Text-Messaging)
versus
Other Communication channels

Billions
No. of Worldwide Users by Communication Channel 4B
2.5B
1.5B
3B
2B
1B
0B
4B!
3.1B!
1.4B!
1.7B!1.9B!
Source: Tomi Ahonen - 2010

According to the CTIA,
4.5 trillion text-messages
were sent globally in 2009.

Source: Jared Reitzin, MobileStorm, 2009
of SMS messages are
read within 4-15 minutes.

“SMS usage is expected to grow by 22% in 2010, to - 5.5 Trillion
total SMS text messages sent globally. The big driver in the
SMS traffic now is North America…” 
' ' ' ' ' ' ' ' ' 
' ' ' ' ' ' ' ' ' ' Tomi Ahonen, Mobile Industry Expert

'Tomi Ahonen, Mobile Industry Expert

Did you know...
SMS/Text-messaging is no
longer just for “teens” or
the 20-somethings.
Source: Nielsen Mobile, 2009
The survey measured the billing activity through an “opt-
in” panel of more than 50,000 U.S. mobile lines across
the top four mobile carriers.
Average Number of Monthly Calls vs. Text Messages
Among U.S. Wireless Subscribers by age.
Quarter Phone
Calls
Text
Messages
All Subscribers 204 357
12 & Under 137 428
Ages 13 - 17 231 1742
Ages 18 - 24 265 790
Ages 25 - 34 239 331
Ages 35 - 44 223 236
Ages 45 - 54 193 128
Ages 55 - 64 145 38
Ages 65+ 99 14
U.S. Statistics

In 2009, the mobile web grew 110%
in the U.S. and 148% worldwide.
Quantcast Mobile Trends report, 2010

Mobile websites can
be viewed across  
a broad range of  
mobile devices.
Mobile site development

Mobile Optimized Careers Site Examples...

Mobile Optimized Careers Site Examples...
Mobile Messaging Campaign & Optimized Mobile site Examples...

Mobile-optimized job-related sites.
http://indeed.comhttp://dice.comhttp://careerbuilder.com

Employer Sites with Mobile-Optimized Career Sites
http://m.sodexo.jobshttp://microsoft-careers.com/mobilehttp://jobs.hyatt.mobi

http://microsoft-careers.com/mobile
Microsoft Mobile Career Site URL:

non-optimized
  Lacks proper sizing for current
browser/screen.
  Difficult to read content.
  Lacks user friendly navigation.
  Difficult to locate relevant content
fast.
  Poor overall user experience.
  Does not automatically redirect to
mobile optimized view.
Microsoft Careers: Mobile Site

Mobile Optimized
Microsoft Careers: Mobile Site
http://microsoft-careers.com/mobile
Non-Mobile Optimized

”HEWSALES” Messaging Campaign

Step 1:  Sales “prospect” candidates are
encouraged to Txt HEWSALES to 77950
Step 2:  HEWSALES “opt‐in”
conﬁrmaon auto‐response.
Step 3:  Link to HEWSALES mobile‐site.
Users are prompted to email
resume or click link to be
redirected to the HEWSALES
site.
Text  “HEWSALES” to 77950 Case Study 1:  “HEWSales” ‐ SMS Campaign
Summary of HEWSales Campaign: 
PURPOSE: Develop a mobile network for connecting and engaging future sales “talent” for Hewitt Associates.
METHOD: Sales professionals are often “on-the-go”. Utilized SMS campaign via keyword “HEWSALES” (HEW = Hewitt’s stock symbol), along with the
short-code 77950. Opt-in subscribers received a simple call-to-action: Email resume or click to view Hewitt’s Sales mobile site. Via the site, subscribers
gained immediate access to the latest sales opportunities, as well as received occasional SMS-job alerts as new positions became available.
MARKETING CHANNEL: Integrated SMS campaign across Hewitt’s social media channels (e.g., Linkedin Group, FB, and Twitter, etc.)

Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
non-optimized
• Current view difficult to read. Poor user experience.
• Difficult to navigate and find relevant information.

non-optimized
mobile landing page
• Current view difficult to read. Poor user experience.
• Difficult to navigate and find relevant information.
• Optimized for mobile. Preferred user experience.
• Easy-to-use navigational buttons at the bottom.

”HEWDIVERSITY” Messaging Campaign

ObjecFve:  Engage the 2009 NBMBAA conference
a9endees via a raﬄe‐give‐away.  Conference
a9endees were encouraged to parcipate by
sending an SMS (text‐message) with the keyword
HEWDIVERSITY to 77950.
Case Study 3:  HewiL Associates
“HEWDiversity” – SMS Campaign
Text  “HEWDIVERSITY” to 77950 Case Study 2:  “HEWDiversity” ‐ SMS Campaign

Parcipants were immediately
prompted to click the HEWDiversity
link for contest details.
AQer the “opt‐in”:  Subscribers were
provided a link to view the raﬄe‐give‐
away details, as well as learn more
about Hewi9’s Diversity Program, and
career opportunies.

Mobile URL:
www.Hewdiversity.com
Parcipants were immediately
prompted to click the HEWDiversity
link for contest details.
AQer the “opt‐in”:  Subscribers were
provided a link to view the raﬄe‐give‐
away details, as well as learn more
about Hewi9’s Diversity Program, and
career opportunies.

Mobile social integration is important for expanding your digital footprint.
* Live campaign: Txt HEWDIVERSITY to 77950.

HEWSALES Mobile Site:
Option 1:
•  Create a dedicated Twitter page for your
company.
•  Push job or news-related updates to Twitter.
•  Grab the RSS feed from your Twitter-page.
Option 2:
•  Grab the RSS feed from your company’s
careers page.
•  Insert that into the Movitas platform to render
a running stream of open jobs.
Push your job feed directly into your mobile-site.

6 Questions to ask before getting started
1.  What are the campaign goals?
2.  Who are you trying to target?
3.  Is this part of a broader media campaign?
4.  How much money is allocated to the mobile
portion of the buy?
5.  What are your competitors doing?
6.  What does success look like for you and your
client?

M obi l e Me ss aging &
Mo bile We b Servic es
Mobil e C ar ee r s
Site Op t imiz at ion
Select your solution provider.

1.  Define the specific purpose for the experience
2.  Make the most important information instantly
findable
3.  Ensure there is relevance to the user
4.  Don’t try to recreate the desktop experience in
mobile
5.  Build navigation that is intuitive on every page
5 tips for constructing a mobile site

Generation Now: Diverse. Connected. On-the-go. (Keynote at Social Media Atlanta 2010)

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