Case Study: Improving the Mobile Recruiting Experience with Analytics
By now, you’re probably already somewhat aware of the growing importance of big data and analytics for talent acquisition. While this trending topic has become more or less omnipresent, even these most ubiquitous of buzzwords still can’t live up to the hype around mobile recruiting.
Too often, pundits and practitioners look at mobile and big data as disparate topics or diverging trends, but the truth is, these two disciplines are really just two sides of the same recruiting coin.
That’s why if you’re already starting to think about mobile but still haven’t wrapped your arms around analytics, it’s time to rethink what you think you know about both. Without analytics, you have no way of knowing if any of your mobile initiatives are actually working—or if your recruiting investment is really paying off.
In this post, we take a look at technology and media giant, Comcast, and how the company was able to improve key recruiting metrics with the use of technology.
Comcast: Making the Move to Mobile Apply
When Comcast went looking for a mobile recruiting solution early in 2013, the company quickly discovered the true impact of analytics on informing and optimizing its strategy.
While Comcast has nearly 140,000 employees all over the world, its data-driven recruiting story provides interesting insights and important lessons learned for any employer looking to leverage analytics to maximize its recruitment efforts.
As Comcast prepared to launch its mobile recruiting initiative, one of the most contentious conversations within the talent acquisition team was whether or not to optimize its application process prior to going live with mobile recruiting, or to wait until after its release to retroactively retrofit recruiting processes.
Looking at the analytics, Comcast’s talent team was able to see a significant portion of their career site traffic coming from mobile devices, a percentage that continued to increase exponentially every month.
With this information, Comcast was able to make the decision that it could no longer afford to wait on launching its mobile recruiting initiatives, and ported its existing application process over immediately, so that it could supply the solutions required to meet the market demand its data suggested. Comcast knew it could leverage analytics to make the necessary tweaks and tune-ups as an iterative part of the mobile application experience going forward.
Maintaining a Continuous Improvement Mindset
Once Comcast had officially gone live with its mobile recruiting initiative, it used analytics to gain a better understanding of how candidates were interacting with applications from their mobile devices, gaining unprecedented insight into candidate behaviors during the application process.
By crunching these numbers, the talent team was able to determine precisely where candidates were dropping out in the process or where gaps in the mobile apply flow were occurring, allowing for immediately response and improvement in the mobile recruiting experience.
By improving its mobile experience, Comcast saw a dramatic impact on its overall recruiting results, with mobile applicants increasing by over 20% overall, with those mobile candidates completing their applications at a rate of over 50%.
In the months since moving to mobile, Comcast continued to increase that rate of completed applications by approximately 10% every month, utilizing actionable analytics and data-driven decision making to constantly improve and evolve user experience while maximizing its mobile recruiting investment.
Quantifying the Improvements
Consider that in just six months, Comcast put analytics to work to realize the following recruiting results:
11% reduction in average days-to-fill
9% drop in overall cost per hire
36% decrease in total vacancies throughout the enterprise
You don’t have to be a mathematician or data junkie to find meaning in these metrics – or understand the real value companies like Comcast are able to get through analytics. By taking a smarter approach to data, Comcast, and other data-driven recruiting organizations, are able to continually improve and refine their application process, and make sure that no candidate opts out due to a subpar mobile experience.
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