It’s Time To Mobilise Your Recruitment Strategy

The New Zealand mobile landscape in 2012 and why mobile is important for both consumers and brands.

By the end of 2012 there will be more mobile devices in use globally than people.

Mobile is a medium we’re deeply engaged with – and this is why it’s so important for advertisers.

For a many of us it is the first thing we check in the morning, regularly during the day and the last thing we see at night.

The Mobile Landscape

What’s the mobile landscape in NZ look like?

That means there are more mobilesin NZ than there are people.

Handset penetration is

Source: “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX

5.4million mobiles2.5m Smartphones47% and growing

These figures are supported by nzherald.co.nz traffic which shows a similar split between devices

• iPhone 51%• iPad 24%• Mob site 19% & • Android 6%

Source: “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX

Content adaptation is required to provide information and functionality across multiple platforms, and most importantly a good customer experience.

As advertisers we not only have to deal with the fragmentation of audience across media but also within platforms like tablets and mobile as more devices flood to market.

Consumer Behaviour

How has mobile changed media consumption?

A device with a recognized operating system with the ability to install apps.

These features allow us to do much more with our phones and help drive increased consumption of information through the devices. The web used to be something you went to, with these devices, it is something you take with you…

What is a Smartphone?

Smartphones are not just changing the way we consume information online…

…they are replacing everyday items.

Consumers are using Smartphones to:

• help with shopping (79%)• make a purchase, online, in-store, or on their phones

(74%)• look for local information and take action (88%), and

82% of Smartphone users notice mobile ads.

The mobile is now wherethe purchase cycle starts and finishes.

Source: “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX

An International Audience

• 1 in 3 visitors to nzherald.co.nzare international

• Almost 80% of this audience plan on returning to New Zealand within the next 3 years.

You can leverage this.

Source: Omniture Site Catalyst, Jan 2012

nzherald.co.nz brand survey Dec 2011

Mobile for Recruitment

How should this influence your Recruitment Strategy?

Mobile for Recruitment

Our choice of Channels is increasingly fragmented:

– Newspapers– Niche print– Job Boards– Digital (Desktop)– Digital (Mobile)– Social (Paid and networked)– Out of Home (Ambient)– Radio

Source: Bureau of Labour Statistics, US

Mobile – Prepare yourself

1. Who are we targeting?

2. Where are they?

3. What is the message?

4. Active and/or Passive?

5. Which channels are they

exposed to?

(Consider the attributes of all channels)

Mobile recruitment inventory in action

Vodafone• 100 skilled vacancies

in Auckland• Multi-media campaign• The first iPad App

recruitment ad in NZ

Mobile inventory in action

Vodafone – Results• 10 day mobile

campaign• 120,000 targeted

impressions• 1812 Clicks• CTR 1.51%• 43 hires from the

campaign

Mobile inventory in action

EQC• 150 vacancies in

Hamilton• New call centre• Multi-media campaign• The first iPhone App

recruitment ad

Mobile inventory in action

EQC - Results• 7 day mobile campaign• 105,000 targeted

impressions• 248 Clicks• CTR 0.23%

Why mobile for these campaigns?

• Geo-Targeted• Multiple roles• Passive reach• Targeted

demographic• Targeted skillset• Cost effective• High profile and

multi-channel

Your Recruitment “Moments of Truth”

•Over 15% of Job Board traffic is mobile•However. few Careersites are optimised for mobile•Few ATS systems are mobile friendly•Only 15% of NZ companies planned to make their Careersite mobile in 2012 – how many achieved it?

Source:HainesAttract CSS Survey 2012

What are your candidates experiencing when they try to apply for your roles?

Consider the complete candidate experience.

jan

Compiled by HainesAttract and NZHerald.co.nzwww.hainesattract.co.nz