Case Study: How McKesson Transformed Its Mobile Recruiting Strategy
There’s no denying that more job seekers are on mobile devices than ever before. And, as is the case with so many other aspects of life, the process of searching and applying for a job is rapidly migrating away from the PC to the palms of our hands. Whether or not companies are equipped to handle this shift, though, is an issue on the minds of many talent acquisition experts today.
In fact, in 2013 it didn’t take long for McKesson, the largest pharmaceutical distributor in North America, to realize just how important mobile was becoming to the modern recruiting strategy. The San Francisco-based life sci giant saw an increasing amount of careers site traffic coming from mobile, but job seekers were faced with an outdated candidate experience once they got there.
As job seekers continued flocking to mobile for their search and apply process, McKesson’s talent acquisition team knew the opportunity cost of continuing on their existing path was rising by the day. The following case study dives into their journey to identify and deploy a dedicated mobile solution. If you’d rather watch the case study, you can find a webinar version of it here, originally published by ERE.
Starting The Journey to a Next-Gen Mobile Apply Solution
Back in 2013, the extent of McKesson’s mobile career site was similar to the way many sites still are today—you could search for positions, but applying required emailing a link of the requisition to yourself and then finishing it later on a desktop. According to Cindy McGregor, Talent Acquisitions Solutions Manager at McKesson, this was a mounting challenge through early 2015.
“We had over 2.9 million visitors last year. We had a very robust SEO strategy. However, since we did not have an apply solution for mobile we would always see a large dropout of completed applications,” said McGregor.
Of those 2.9 million visitors, 21% were from mobile and 79% from desktop computers. To further her case, McGregor provided a few key stats, like this one from LinkedIn’s Mobile Recruiting Playbook: “72% of active job seekers and 62% of passive candidates say they have visited a company site from a mobile device to learn about careers.”
It was these numbers that originally prompted a much deeper investigation into the effectiveness of the mobile apply experience on McKesson’s careers site—an investigation that ultimately led to an investment in a next-generation mobile apply solution.
Assessing Current Mobile Apply Capabilities and Selecting the Right Vendor
Before making any technology investments, it is often a beneficial exercise to dive deep into an assessment of your current capabilities. McKesson exemplified this process, developing a cross-functional team that included a variety of users and managers from throughout the organization. Each team member was tasked with going through McKesson’s search and apply experience on multiple devices.
McGregor explained that they were supposed to answer questions such as:
- What is the navigation like on the career site?
- Could you easily find what you were looking for?
- How many clicks did it take you to get to the application?
- How long did the apply process take?
After completing the mobile experience on McKesson’s site, the team looked at the mobile experiences of nine other companies. As McGregor explained, “We could not have addressed half the topics without collaborating with other teams internally.” They even asked candidates how they could improve careers.mckesson.com.
With all of this information they were able to highlight the best aspects of mobile experiences and develop a gap analysis—which was ultimately the foundation of their requirements for a next-generation mobile apply solution. The team developed a list of desired and ideal functionalities ranging from UI and advanced search to branding and marketing, reporting, candidate experience, responsive design, and more.
They reviewed four different vendors and ultimately deployed Jibe’s Apply solution.
So, Where Is McKesson Today?
Since making the move away from its outdated mobile apply experience, McKesson has transformed the way job seekers find and interact with its careers site. As explained by McGregor, “Having a mobile career site is not just nice anymore, it’s a necessity to attract talent and what’s happening in the market today.” And the numbers she shared are telling of this story.
Having gone live with the new mobile apply experience on April 1, in the 30 days that followed McKesson had almost 338,000 sessions with 242,000 unique visitors. They’re experiencing a 56% application completion rate.
Last year, McKesson hired more than 8,500 employees in the U.S. and over 1,200 in Canada. With plans to go global in the next few years, getting the mobile apply process and candidate experience right is vital to their long-term recruiting strategy.
McGregor concluded by reiterating the goals of their investment. She said, “We want be able to show our new platform has actually given job seekers a seamless process to apply and to research our company,” and that her team is “actually attracting and acquiring and converting the right talent that we need to hire.”
If you’re interested in learning more about mobile recruiting experiences and the differences between good and bad ones, read our new eBook, “10 Ways Your Mobile Experience Is Driving Talent Away.” A copy can be found by following the button below.