Mobile recruitment: are we making too many assumptions?
Summary: For recruiters to improve access to the skills they are looking for, they must first understand that not all strategies applied in desktop marketing appeal to mobile users.
More people are using mobile phones than computers to access the internet since 2014. Having known that smartphones and tablets would eventually rule the internet, many websites prepared early enough to accommodate the growing small gadget browser visits.
It however seems that there are misplaced priorities, especially when it comes to designing job application tracking systems. The path that many firms have taken is that of making websites mobile friendly, but without keeping the user in mind.
Simply making a recruitment website accessible to mobile browsers is not enough. People looking for jobs or products have a special mindset that you must synchronize with if you are to achieve meaningful goals.
Take a look at a recent research on behavior of mobile internet users. The study showed that, unlike those who access the internet via desktops, laptops and tablets, the mobile phone user responds differently to advertising. In summary, the report pointed out the following about cellphone owners:
- While they still prefer mobile friendly websites, users feel that most of them are not informative enough.
- Emails from popular brands result in purchases 84 percent of the time.
- Less than half of the correspondents signed up for SMS alerts. 93% of users that opted out of SMS alerts cited either disruptive or lack of meaningful content in them 92% read push notifications.
- The percentage of smartphone usage is highest during the day but falls at night and on weekends as tablets and computers take over the internet 83 percent of mobile users consider services that are seamless across devices as either important or very important.
Based on the above findings, here are a few suggestions that could improve your mobile recruiting:
Strike at daytime
It appears that most mobile owners prefer to use their devices while busy. This might explain why mobile usage peaks during the day, and falls in the evening and weekends when more people are relaxed.
If you want to make any recruitment campaigns via mobile technology, the best time to strike is during the day.
Go slow on SMS
SMS readership is poor. But there is a way to improve it by making content relevant, precise, and sending it during the daytime.
However, too frequent SMS-ing may put off users; perhaps a good way to avoid annoying your audience is to ask them the maximum number of messages they wish to receive per week.
One is not enough
If you are only using one channel to spread the word, consider incorporating other methods. Push notifications can assist you to pull people to sign up for SMS and email, download apps, and visit your website.
In addition to advertisements, you must simplify the application process. For instance, avoid too much paperwork- especially at the early stages of application. The modern corporate environment has redefined employment. To reach the best of skills, look at recruitment as a marketing venture of its own.