SAP White Paper SAP SuccessFactors Recruiting

Exceed Candidate ExpectationsGlobal Recruiting Experience on Any Device

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Table of Contents

4 Driving Superior Candidate Experiences

5 Recruiting Isn’t Meeting the Mobile Challenge

6 It Isn’t Just About Mobile — There Is So Much More

8 Conclusion

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Exceed Candidate Expectations

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Mobile technology usage has explodedin the last decade. Since the emergenceof the smartphone and the Internet ofThings (IoT), connected devices are nowa part of everyday life.

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Exceed Candidate Expectations

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As organizations continually look for more meaningful ways to connect with candidates, recruiting technology that includes functionality on mobile devices has been at the forefront of conversation for the better part of the last decade. Unfortunately, the industry as a whole is struggling to meet the mobile needs of candidates.

This inability to meet expectations is evident. With only 18.4%1 of candidates applying on a mobile device, there is a disconnect. However, there is hope. The best companies have nearly double the mobile apply rates of the average company.1

The key to this dilemma is simple. Organizations must create an experience that’s adaptable to the way people connect — regardless of the device they’re using. This means we can no longer only address the simple question of “Do we have a mobile site?”. Rather, our approach should be focused on a mobile-first strategy. Are all of our experiences positive ones on a mobile device? We must understand that mobile is not a silo. Mobile is not even “a thing.” Mobile is everything to a candidate.

Driving Superior Candidate Experiences

1. 2018 Talent Board Candidate Experience Research Report

Organizations must create an experience that’s adaptable to the way people connect — regardless of the device they’re using.

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Exceed Candidate Expectations

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Recruiting departments and technology providers have seen the writing on the wall. They knew mobile was going to be an issue, but it hasn’t received the attention it deserves. Most organizations have fallen short as: • They struggle with consistent, mobile-friendly marketing communications. Adoption of responsive-design e-mail is still low, and even when it’s used, there is inevitably a link to a page that isn’t mobile-friendly or responsive.

• Sites and media are not optimized for mobile devices, causing odd and poor experiences, slow downloads, or content that is just too long to be effective on a mobile device.

• Candidates cope with unpredictable and inconsistent experiences when looking and applying for jobs. Though the experience is ptimized for some devices, the look, feel, and processes can vary greatly among devices.

• While 93.6%1 of companies have a mobile apply process, they are rarely adapting the application to meet candidate expectations. Long applications that take 30–45 minutes to fill out are not feasible in today’s world.

Recruiting Isn’t Meeting the Mobile Challenge

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IT’S ABOUT THE USER’S ENVIRONMENTThe new paradigm for the candidate experience isn’t just about whether something looks like a smartphone or has cellular capabilities; it’s really about the environment and usage.

You have to consider the various environments in which people may be using their devices while on the go as they use devices on the go: • Will they be able to focus on the task at hand or will they be dealing with interruptions, such as people asking them questions or having to wait for crosswalk signals to change?

• Will they be moving or otherwise limiting their ability to type or enter information?

• Could they lose the signal and have their ses-sion interrupted (for example, when traveling on trains going through tunnels or when pass-ing between tall buildings)?

• Might they want to continue their task on an-other device when their time is cut short on the original device?

• If they happen to use the wrong hand gesture, will it cause them to change pages and lose their work?

In addition to addressing the challenge of mobile access, organizations have another challenge ahead of them: Job content is increasingly being accessed beyond just mobile and tablet devices.

IT’S ABOUT DEVICESRecruitment organizations must be prepared to offer information about their companies, careers, and even how to apply over a multitude of connected devices, such as: • Feature phones: These are still popular devices in many areas of the world and with younger populations.

• Kiosk and touchscreen displays: Users have limited time and privacy, and they may not have access to cloud services to access their resume.

• Cars: By 2020, there will be nearly 70 million Internet-connected cars produced, a nearly tenfold increase over today’s numbers.2

• Headrest Web browsers on airplanes: Embedded Web browsers have limited func-tionality and no peripherals, but they do serve a captive audience who can digest job content.

It is forecast there will be 6.58 mobile devices per person across the globe (more than 50 billion) by 2020.2

It Isn’t Just About Mobile — There Is So Much More

2. Statista

It is forecast there will be 6.58 mobile devices per person across the globe (more than 50 billion) by 2020.2

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IT’S ABOUT DESIGN AND USABILITYThinking beyond mobile fundamentally changes how you think about the Web experience for your end users. It’s game-changing and transforms design decisions on a holistic level because it takes the following questions into consideration: • Is the tasl simple enough to complete on a mobile device? Filling out long application forms on a mobile device can be challenging. Think about breaking a job application into multiple stages to facilitate the task.

• What security and usability concerns should be addressed — especially for public devices? Ensure that you’re using enterprise-level cloud security with global data centers to meet re-gional data privacy and security requirements.

• How much attention to the task can you ex-pect? Try walking around with your device to see how well it works; ask friends, family, and colleagues to do the same and consolidate the feedback.

• What does a typical user expect from each of these devices? Walk through your application process on multiple devices to ensure that it’s timely and makes sense, then adjust where needed.

These questions can also keep your organization focused on the future as technology and its usage progresses and changes.

DELIVERING A HOLISTIC CANDIDATE EXPERIENCEAs recruiting organizations look to the future, it’s important for them to focus on achieving a candidate experience that extends to: • Any device: Avenues for reaching candidates go beyond smartphones to gaming systems, touchscreen displays, and even feature phones. Messaging and campaigns need to meet candidates where they are and across messaging apps (for example, e-mail, SMS, and social).

• Any candidate: Digital natives — those who have used technology for as long as they can remember — have different expectations than other users, but even older generations are resetting their expectations to fall in line.

• Employer brand: The entire experience should be in harmony your employer brand, so it is a familiar, welcoming brand experience.

• The user’s environment and usage: Depending on the device or usage, consideration should be given to limiting functionality as appropriate or to at least uncovering where the pitfalls may lie.

of companies use text messaging campaigns to engage with candidates148%

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SAP already builds career sites that are device-agnostic, and we have a responsive application process that is future-ready, so you can go beyond mobile-only right away.

BEING MOBILE-CAPABLE IS NO LONGER ENOUGH — EVEN IF YOU’RE ALREADY ON THE RIGHT TRACKThere’s now a need to move recruiting beyond a limited mobile experience to a ubiquitous, pervasive experience for candidates that works on nearly any capable device around the globe. For the next generation of workers — and even generations X and Y — the base expectation is consistency. It drives not just a better candidate experience but a better perception of your organization.

Conclusion

It drives not just a better candidate experience but a better perception of your organization.

vQ219 © 2019 SAP SE or an SAP affiliate company. All rights reserved.

© 2019 SAP SE or an SAP affiliate company. All rights reserved.

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