Mobile Recruitment Strategy: 5 Groups of Candidates You’re Ignoring
There was a time when a mobile recruitment strategy wasn’t important—not all that long ago. Now, job seekers are starting their search on mobile, and many expect to end it there. According to The Talent Board, though, 40% of companies don’t offer any option to apply on mobile. And some of the ones that do are still far away from actually optimizing their mobile experience.
In this post, we’re going to discuss five different types of candidates your unoptimized mobile recruitment strategy is technologically excluding from ever getting into your talent pool. This list is based on a recent research report we wrote called “Strategies for Recruiting Mobile-First Job Seekers.”
1. Mobile-only candidates (people without PCs)
Not only do most of today’s candidates have a mobile-first mentality, many are mobile-only internet users. This means they access the internet exclusively through their mobile devices, rather than having both a laptop and smartphone or tablet.
How people have gotten into the mobile-only category varies. Some have simply chosen to not replace their laptop when a new one’s needed. For others, it makes economic sense to only have a smartphone (rather than having a PC and corresponding internet bill). And then some younger and older people are coming online for the first time, and a mobile device is their only means.
eMarketer released some interesting data on this topic. According to the study, it’s estimated that 31.1 million people in the U.S. will access the internet only through a mobile device by the end of this year. That number is projected to rise more than 33% by 2020.
Another study by comScore showed that the Hispanic population in the U.S. is increasingly leaning toward mobile-only internet access. This is particularly the case among millennial Hispanics. Considering that nearly 25% of the leisure and hospitality industry is comprised of Hispanics, this poses a problem for companies lacking a modern mobile recruitment strategy and experience.
Without an option to apply on mobile, or with an outdated experience that’s hard to get through, you’re likely to miss out on this rapidly growing subset of candidates—not to mention the wrench thrown into the diversity figures you’ve been working to improve.
2. Tech-savvy candidates (who have high standards)
The largest proportion of the working population is now comprised of Millennials, and that generation still has room for growth. A majority of these people grew up with the internet, and have lived through both the online and mobile evolution. In other words, by now they know what is and isn’t a good user experience.
Not only are candidates more likely to abandon user experiences that don’t meet their standards, one study showed that just simply waiting for slow mobile applications or webpages to load causes people high levels of stress—levels of stress comparable to what’s experienced while watching a horror movie!
Just imagine the stress someone faces while trying to get through the gauntlet of your legacy ATS apply flow.
But it’s not just the broad category of Millennials you need to be optimizing your mobile recruitment strategy and experience for.
Consider particularly tech-savvy candidates—like engineers or user experience designers. This group of candidates is in high demand, which means they can afford to be more discerning than the rest. Converting them is requisite for the healthy longevity of your business, and doing so requires providing an exceptional mobile recruiting experience rather than the average one most of today’s companies are still delivering.
3. Literally mobile candidates (always on-the-go: i.e. truckers)
There’s a whole set of candidates who may—by default—not have regular access to a laptop. Think truckers or field marketers.
Imagine someone with fifteen years of driving experience sitting at a truck stop with both an interest in working with a better company and a PDF version of their resume saved to their iPhone (or maybe no resume, expecting to just type in their work experience). This person won’t be getting back to a laptop anytime soon, and if you’re in need of good truckers, then this could be your only chance to convert him.
Next, imagine this person clicking a link from a job board and then going to your ATS apply flow—or, more specifically, your legacy ATS apply flow experience that takes 40 minutes to get through, requires zooming in and out to fill out specific fields, and is prone to timing out on people applying without WiFi (better yet, imagine the first thing they see being an interface like the one shown).
This candidate lives on his phone. It’s his companion on the road. He’s used to the best UX possible. He uses the Netflix while he’s not driving, Waze to navigate, and Spotify to listen to music. If you’re offering an outdated mobile recruitment strategy and experience, abandonment of the recruiting process is near inevitable.
4. On-the-spot candidates (in your store or at recruiting events)
There are some circumstances where you may want to convert candidates on the spot. Two good examples come to mind.
First, recruiting events. Particularly for high volume jobs which may not require an extensive resume, talent acquisition professionals can capture many applications by handing interested candidates a tablet and then having them fill out their information right there.
Second, in store applicants. Some of the world’s biggest brands use a mobile recruitment strategy to convert candidates in their stores. We actually have some clients who instruct their employees to ask repeat customers if they’re interested in applying right there on the spot.
This is beneficial for both recruiters and applicants for many reasons. Of course, a seamless (perhaps even purposefully shorter) mobile recruiting experience is ideal in these scenarios. The alternative is an awkward and lengthy legacy ATS application process—at that point, you might as well just give them a paper application and fill in the information yourself later.
5. In-the-moment candidates (“That’s it. I need a new job!”)
We’ve seen stats like 70-80% of candidates are passive (not actively looking for a job)…that is, until they are. And when they are you’ve got to be ready to convert them. You may have just one shot.
We like to refer to this category of candidates as “in-the-moment candidates.” They may be happily employed, but then something happens. Their boss disrespects them. They have this realization that they need to make more money. They decide it’s time to start spending less time at work and more time at home. Regardless of the trigger, what happens next is they decide to do something about it.
This moment could come in the flash of a second. Your mobile recruitment strategy has to both wow them and be optimized to convert them when that time comes.
Okay, What Now?
Now, take out your phone and give your own mobile recruitment strategy and experience a shot—from searching for your jobs on Google all the way through submitting an application.
If you’re not impressed with the experience, how can you expect your applicants to be? For a limited time, we’ll be conducting complementary mobile recruiting assessments. Get yours here. And if you’re interested in learning more, check out our new report below: