Mobile & Recruitment: Are We There Yet?

Are we there yet?

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@MichaelMarlatt

Digital Hub: http://michaelmarlatt.com ! !�My Blog: http://cloudrecruiting.net �

TEXT the keyword�CLOUD to 90206�

Go Mobile�

About me...

Mobile site: http://m.cloudrecruiting.net �

My Employer…� Former Employers…�o  13yrs in Recruiting�o  8yrs Telecom/Wireless�o  Sourcing Consultant�o  Trainer & Speaker�o  Mobile Evangelist�o  Tech-Junkie�

Summary…�

There’s a lot of talk about mobile...

Source: [email protected]

Image design by: Paul Butt�

The FIRST Mobile Phone…�

In 1984, Motorola released the “DynaTAC 8000X”. �

“The brick” weighed 2lbs, offered 30 minutes of talk time for every recharging. �

Original price tag: $3,995�

In 2007, Apple announced the iPhone.�

-  Weight: 4.7 ounces (133 grams)�-  Battery Talk time: Up to 5 hours on 3G; up to 10 hours on 2G; �

iPhone named “Invention of the Year” in 2007 by Time Magazine.�

Top-end price tag: $599�

Within the next five years more users will connect to the Internet over mobile devices than desktop PCs. �

MaryMeekerManagingdirectoratMorganStanley

HeadoftheGlobalTechnologyResearchTeam

Alloftheabove

A few perspectives...

The confluence of these three factors (computing, connectivity and the cloud) means your phone is your alter ego, an extension of everything

we do. Here, right now, we understand the new rule is 'mobile first' in everything. Our job is to make mobile be the answer to everything.”�

Eric Schmidt, CEO�

“�

“Apple is a mobile devices company. This is what we do.”�

Steve Jobs, CEO�

Whether it's Google or Apple or free software, we've got some fantastic competitors and it keeps us on our toes. ”�

Bill Gates, Founder�

“�

Allies have become rivals...

It’s Mobile War! Google enters Apple’s turf.

Source: http://www.redmondpie.com�

We did not enter the search business, they entered the phone business. Make no mistake they want to kill the iPhone. We won’t let them…�

Steve Jobs, CEO, Apple�

“�”�

Former rivals forge new alliances.

“Nokia and Microsoft, at one time bitter rivals in the wireless industry, announced their alliance last August, with the goal of integrating their products to reach a larger audience and regain lost market share from BlackBerry maker RIM, Apple's iPhone and smartphones running Google's Android mobile operating system.” �

“Office Communicator Mobile” �Is available for the Nokia �E52 and E72 models.�

Source: Mobiledia.com�

Nokia and Microsoft Join Forces to Launch “Office Communicator Mobile”�

Fact or Fiction: Bing to become the iPhone's Default Search Engine?�

What does all of this disruption mean to employers(recruiters) and is this truly the time to “go mobile”? �

Question 1�

Mobile & Recruitment - are we there yet?

The Agenda

Part 1 – Mobile: Introduction�

Part 2 - Mobile: The 7th Mass Media�

Part 3 - SMS (Short Message Service)�

Part 4 - Mobile Recruiting: Case Studies�

Part 5 – SMS (Text-Message) Demo�

Open Discussion�

Mobile:

Part 1

‐AdamKaufmanPresidentofPinPointInterac4veMedia.

�! because it's always at the fingertips of your target audience.

Keys Money Mobile

Source: Jan Chipchase, Nokia Research�

Is it really any surprise what we carry most?

Mobile is ubiquitous...

It’s our 2nd shadow and an extension of who we are.

We take it wherever we go...

And, yes...

even here.

“91% of the planet keep the mobile phone within arm’s reach 24/7. It is literally the last thing we look at before � we go to sleep and again the first thing we see when we wake up.”�

! !! ! ! ! ! ! ! ! ! ! ! ! ! ! !- Morgan Stanley, 2007 �

Mobile is rarely shared...

It’s mobile.

It’s mobile. It’s social...

Let’s take a break and rewind. (Q: How did we get here?)

to understand the present.

- Carl Sagan�

Part 2

The Rise of Mobile.�

Print (1500’s)

1st

The Rise of Mobile: Timeline

Print (1500’s)

Recording (1890’s)

1st 2nd


Print (1500’s)


Cinema (1910’s)

1st 2nd 3rd


Print (1500’s)


Cinema (1910’s)

Radio (1920’s)

1st 2nd 3rd 4th



Print (1500’s)


Cinema (1910’s)

Radio (1920’s)

Television (1950’s)

1st 2nd 3rd 4th 5th

Print (1500’s)


Cinema (1910’s)

Radio (1920’s)


Internet (1990’s)

1st 2nd 3rd 4th 5th 6th


Print (1500’s)


Cinema (1910’s)

Radio (1920’s)


Mobile (2000)

Internet (1990’s)

1st 2nd 3rd 4th 5th 7th6th


Part 2

Mobile:

Mobile subscribers in the U.S. reached...

Source: CTIA, 2010�

digital phones outnumbered old analog devices.

years ago...

The “phone” was still in the booth?

Remember when...

Today, we can easily put the booth in the phone.

In 2001, the first commercial camera phone (J-SH04) was launched in Japan by Sharp Corporation.�The first commercial deployment in North America of camera phones was in 2002.�

that currently leverage the camera phone.

1. Barcodes (QR-Code)

2. Image Recognition

3. Augmented Reality (AR)

U.S. wireless subscribers finally top...


In 2006...


Finland offered the first “commercial access” to the mobile web in 1996 on the Nokia 9000�

In 2009...

U.S. wireless subscribers reached...


million�U.S. subscribers connected to the Internet, including

the 41 million who carry “SmartPhones”.


As of 2010...

The CTIA (The Wireless Association) reported...

...use mobile phones.

Source: Steve Largent, President and CEO of CTIA, 2010�

The mobile industry now has...

Source: Tomi Ahonen - 2010�

active subscriptions.

How does mobile compare to PC?

4.6 Billion Mobile Subscriptions in Perspective�

PC Users �

5B�

4B�

2B�

1B�

0B�

3B�

Billio

ns�

1.2B!


PC Users �Landline Users�

5B�

4B�

2B�

1B�

0B�

3B�

Billio

ns�

1.3B!1.2B!



PC Users �Landline Users�

5B�

4B�

2B�

1B�

0B�

3B�

Mobile Subscriptions �

Billio

ns�

4.6B!

1.3B!1.2B!



By the year 2020, Pew estimates that the...

will be the primary device for accessing the internet.�

Source: Pew Research, The Future of the Internet III - 2009�

(short message service)

Part 3

“Text messaging, or texting is the common term for the sending of "short" (160 characters or fewer, including spaces) text messages from mobile phones using the Short Message Service (SMS).”

Source: StateMaster Encyclopedia�

Source: Tomi Ahonen, 2010

How does SMS compare to other channels of communication?

Billio

ns�

No. of Worldwide Users by Communication Channel� 3.5B�

2.5B�

1.5B�

3B�

2B�

1B�

0B�

3.6B!

3.1B!

1.4B!

1.7B!1.7B!


According to the CTIA, 4.5 trillion text-messages were sent globally in 2009. �

Source: Jared Reitzin, MobileStorm, 2009

of SMS messages are read within 4-15 minutes. �

Did you also know...

“SMS usage is expected to grow by 22% in 2010, to - 5.5 Trillion total SMS text messages sent globally. The big driver in the SMS traffic now is North America…”

! ! ! ! ! ! ! ! !

! ! ! ! ! ! ! ! ! ! Tomi Ahonen, Mobile Industry Expert�

WHY use SMS?

!Tomi Ahonen, Mobile Industry Expert

Did you know...

SMS/Text-messaging is no longer just for “teens” or the 20-somethings.

Source: Nielsen Mobile, 2009

The survey measured the billing activity through an “opt-in” panel of more than 50,000 U.S. mobile lines across the top four mobile carriers.

Average Number of Monthly Calls vs. Text Messages Among U.S. Wireless Subscribers by age.

Quarter Phone Calls

Text Messages

All Subscribers 204 357

12 & Under 137 428

Ages 13 - 17 231 1742

Ages 18 - 24 265 790

Ages 25 - 34 239 331

Ages 35 - 44 223 236

Ages 45 - 54 193 128

Ages 55 - 64 145 38

Ages 65+ 99 14

U.S. Statistics

Mobile Marketing �is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”�

- Mobile Marketing Association (MMA)�

Now, let’s talk about...

mobile marketing.recruiting.

Benefits of Going Mobile?�  91% of Americans are now wireless subscribers �  Mobile is Personalized & Private�  Mobile Flexible & Timely�  Mobile SMS has a 94% Read Rate�  SMS has a 15-20% Response Rate vs. 1% for Traditional Media.�  Easy to Group Broadcast (i.e., push job-alerts notifications, special

events announcements re: career fair, open-house, and campus recruiting, etc.)�

  Easily Integrates with online and offline marketing channels�  Mobile-web creation & optimization is fast and easy to set-up�  Mobile offers highly measurable & accurate reporting�  Cost-Savings vs. Traditional Marketing methods�

Mobile Recruiting {CaseStudies}

Part 4

Hewitt Associates Goes Mobile � Case Study 1: “HEWSales” – SMS Campaign�

Step1:Sales“prospect”candidatesareencouragedtoTxtHEWSALESto77950

Step2:HEWSALES“opt‐in”confirmaFonauto‐response.

Step3:LinktoHEWSALESmobile‐site.

Call‐to‐Ac?on:Usersarepromptedtoemailresume

orclicklinktoberedirected

totheHEWSALESsite.

Text“HEWSALES”to77950CaseStudy1:“HEWSales”‐SMSCampaign

Hewitt Associates Goes Mobile �Case Study 2: “HEWDiversity” – SMS Campaign�

Objec?ve:Engagethe2009NBMBAAconferenceaOendeesviaaraffle‐give‐away.ConferenceaOendeeswereencouragedtoparFcipatebysendinganSMS(text‐message)withthekeywordHEWDIVERSITYto77950.

MobileURL:

www.Hewdiversity.com

Call‐to‐Ac?on:ParFcipantsare

promptedtoclicktheHEWDiversitylinkforcontestdetails.

CaseStudy3:HewiPAssociates“HEWDiversity”–SMSCampaign

AQerthe“opt‐in”:Subscriberswereprovidedalinktoviewtheraffle‐give‐awaydetails,aswellaslearnmoreaboutHewiO’sDiversityProgram,andcareeropportuniFes.

Text“HEWDIVERSITY”to77950CaseStudy2:“HEWDiversity”‐SMSCampaign

{CaseStudy3:“ATTJOBS”‐SMSCampaign}

CaseStudy5

Presented by: Chris Hoyt�

Chris Hoyt, at a glance…�

Blogsite:www.RecruiterGuy.net Mobilesite:hOp://m.recruiterguy.netTwiOer:www.twiOer.com/therecruiterguy

TextRecruiterGuyto41411

Passivesolicita?onforopt‐ins

Communica?onthatis…

•  Immediate

•  Customized

•  Viral

•  Streamlined

Text“ATTJOBS”to77950

CaseStudy3:“ATTJOBS”‐SMSCampaign

Measuring Return Instant Measurement of Interest…�

RetailJobsinChicago

30%IncreaseinResponsevs.email/JobBoard

Over80%ClickthroughtoJobLisFngs/Apply

{CaseStudy4:SMStoMobile‐Social}

CaseStudy5

aO.jobsgetsmobile

CaseStudy5:SMStoMobileSocialCaseStudy4:AT&T‐SMStoMobileSocial

Measuring Return

Page102

January2010theTalentNetworkreachedover200kMembers.

Averaging~1,400newregistraFonsviamobilepermonth.(~17,000EOY)

GrowingReturnsonaGrowingNetwork…

81$ 13$ 81$13$ 13$

SMS

Part 5

Text SHOWME to �(The Keyword = SHOWME)� (Short Code = 90206)�

SMS-Demo�

“Insanity: doing the same thing over and over again and expecting different results. “

‐AlbertEinstein

Open Discussion... Credits/Acknowledgements:

Presenter: Michael Marlatt www.MichaelMarlatt.com www.CloudRecruiting.net Twitter.com/MichaelMarlatt [email protected]

AT&T Presenter: Chris Hoyt www.RecruiterGuy.net Twitter.com/TheRecruiterGuy [email protected]

Mobile Stats/Resource credits: Tomi Ahonen, MobileStorm, Nielsen Mobile, CTIA, WorldBank.org, Morgan Stanley, Mobile Marketing Association (MMA), Microsoft, Google, and Apple.

Mobile Recruiting Case Studies: •  Hewitt Associates •  AT&T

Image Source: Flickr (AllcreditstotheirrespecFveowners.)

SMS-Demo (Platform) provided by:

Site:hOp://mresourceglobal.com

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