New Mobile Strategies for Recruiters

Chuck Sacco, CEO

PhindMe Mobile

Jon Cooper, CMO

PhindMe Mobile

Today’s presenters

Christopher Hoyt

Associate Director

AT&T Talent Attraction

Karl Goldstein,

National Accounts

PhindMe Mobile

Housekeeping

• Phones will be on mute

• Please ask questions in the Questions input box

• Please give us feedback after the webinar

• Webinar recording and free white paper

information provided via email after the event

Mobile Strategies for Recruiters

Agenda

• Creating Mobile Experiences

• Design for Mobile Recruiting

• Channels Into Mobile

• Ways to Capture & Engage

New to the Mobile Web?

Web sites designed for

viewing on a mobile device

How many use the Mobile Web?

70 million and growing

So, what’s the big deal

about mobile web sites?

Have you seen your web site on a phone?

(You might want to sit down for this)

Most websites don’t work on mobile

• Desktop-style

interface

• Layout and navigation

not usable

• Flash doesn’t work

• Not designed for

mobile users

Why Design Specially For Mobile?

Fix all those problems, plus improve

user performance, so…

…they are successful,

satisfied, and likely to

come back.

Desktop Style

• Images, background images and custom navigation buttons

• Multi-media

• Maps

• Lead Forms

Audio

Mobile Style

• Images, background images and custom navigation buttons

• Multi-media

• Maps

• Lead Forms

Mobile Style

• Images, background images and custom navigation buttons

• Multi-media

• Maps

• Lead Forms

Mobile Style

• Images, background images and custom navigation buttons

• Multi-media

• Maps

• Lead Forms

Mobile Style

Statistics Speak for Themselves

Twice the “Pages per Visit”

Top Content:

• Career Possibilities

• Join Talent Network

• What’s New

AT&T Talent Network:

+105,000 opt-in members

(launch February 2009)

22% higher enrollment from

mobile pages.

Increasing opt-in preference

for SMS alerts.

A Mobile Talent Network

How Do Candidates Get There?

1. Mobile users are

automatically

redirected from the

PC web site to the

mobile site

2. Twitter posts and

re-tweeting

3. Text Message Alert

4. Link from email job

listings page

3.

2.

4.

Multiple ways,

here are a few:

• Email & Social Media are becoming mobile behaviors

• Job openings are distributed via email & social media.

User Experience

IAB: 179% YoY Increase in

mobile phone users

accessing social networking

web sites.

PCs: Only 10%

PC-Style job description page

This page is difficult

to read on iPhone and

it may be completely

inaccessible on other

devices.

Mobile-friendly job description page

Easily readable on all

devices

Mobile-friendly job description page

Easily readable on all

devices

Opt in by sending a

text message or a

mobile form.

Segment by job type

and location as they

opt-in.

sendme = Keyword

Text sendme to 77950 to

request your copy of the

presentation “Great Mobile

Landing Pages.”

Text Call-to-Action

Try it now

“77950” = Short Code77950 = Short Code

Text message

response, with a

link to a mobile

registration form

Text Call-to-Action

“77950” = Short Code

Mobile-Friendly Content

Mobile Recruiting Campaign

SMS Opt-in Campaigns• Txt “keyword” to 77950

• Example - ATT BSLD (business sales leadership)

Data Capture for Ongoing Engagement• Mobile alerts when on campus or hiring begins

• Program specific pages

• Call to Action destination for all traffic

Page 29

1 2 3

Mobile is easier than most think…

Mobile Recruiting Campaign Flow

Job seekers can

now text various

keywords to our

mobile campaigns.

In this example, a

job seeker sends

“ATT RSLP” to

77950 to find out

more about our

Retail Sales

Leadership

Programs

A custom response

is sent to the job

seeker that is

related to the

program of interest

and provides a link

to the Mobile page

for this TXT

campaign.

The custom SMS

landing page for that

program contains an

upbeat welcome

message and is only

visible to SMS opt-in

job seekers.

It provides a link to

the mobile

optimized and

publicly available

program page for

more information.

Job seekers that

visit att.jobs are

automatically

redirected to the

mobile optimized

version of the

career portal.

Every page contains

a link to the AT&T

Campus recruiting

page.

The mobile

optimized AT&T

Campus recruiting

page contains a

general welcome

message and a link

to the Development

and Internship

Program pages.

Each mobile

optimized program

page provides

detailed information

about a specific

program.

At the bottom of

each page,

directions to be

included in the SMS

campaign or join the

Talent Network are

shown.

ONE WAY ONE WAY

TWO WAY TWO WAY

ON

E W

AY

All traffic is driven to a single call to action

but in a way that is engaging – and new!

1 2 3

1 2 *

Retail SMS Campaign

33% Response Rate to SMS

82% Click-through to Listing(industry average 6% for email click-rate)

Savings of nearly 80%over major job board email campaign

REAL Marketing & Measurement

Mobile Effects

• Target audience engagement (leveraging

the mobile/social environment)

• Data capture

• Build a following via positive user

experience plus push messaging

Sample Mobile Recruiting Sites

Hewitt Associates Sales Recruiting

http://hewsales.everywhereigo.com

Hewitt Associates Diversity Recruiting

http://hewdiversity.com

AT&T Careers

http://att.jobs

Mobile Design Challenge

What could be hard?

Mobile Design Challenge

What could be hard?

Image created by Brian Fling www.pinchzoom.com

Common Solutions

1. Design for WAP• Lowest common denominator

• You can do much better

2. Design for iPhone• Full HTML Browsers

• Only about 8% of users

3. Don‟t change a thing

• The “technology will fix

it” strategy

• Modern mobile

browsers display your

PC-style site

• The world will

eventually upgrade

Common Solutions

PC-style

navigation

About 2% of the

screen real estate

of a standard PC

display

So what about

Pinch and Zoom?

Common Solutions

Marketers and

brand managers

should forget

about pinch and

zoom.

Common Solutions

Mobile Design: More Than SmallContent and media delivered across mobile phone capabilities

• Content layout• Image trans-coding, audio, video and more• Appropriate navigation style

Mobile Design: More Than SmallContent and media delivered across mobile phone capabilities

• Content layout• Image trans-coding, audio, video and more• Appropriate navigation style

This is Where Everywhereigo Comes In

Deliver your usual design standard to users on multiple mobile devices

This is Where Everywhereigo Comes In

Maintain your custom branding and design elements in a site designed for your mobile audience.

Mobile pages can be designed and updated in HTML or a simple doc editor

Use the device preview tool to see how changes will look on various devices

Campaign Management

Mobile/PC Redirection

http://att.jobs

http://m.att.jobs

User Goes To

http://att.jobs

Mobile/PC Redirection

http://att.jobs

http://m.att.jobs

User Goes To

http://m.att.jobs

Look and Feel Customization

Custom Buttons Background Header

body.mobile #iphonefooter #navlist {

display: block;

padding:0px;

margin:0;

background: url(„../DynamicImage.aspx?id=2622') repeat-x #FFFFFF;

border-bottom:1px solid #FFFFFF;

}

Thank you!

Call 1-888-343-3721