Last week at the Executive Summit put on by the Staffing Industry Analysts I had the opportunity to present at the expert round table discussions. At our table we had several good discussions with staffing companies eager to learn how to implement a mobile recruiting strategy, starting with making their website mobile.
If you didn’t get a chance to attend, here’s what you missed.
- 55+% of mobile phones are smart phones
- Web traffic from mobile will surpass desktop by 2015
- 70% of job seekers use mobile devices in their job search
- Job seekers prefer mobile to social in terms of engaging with prospective employers
- Our client sites show traffic anywhere from 6-30% of coming from mobile devices
Next, consider your strategy. Do you need a native app or simply a mobile optimized website?
- Full featured.
- Expensive & time consuming as you have to build for multiple platforms (iPhone, Android, Windows mobile, tablets, etc.).
- You still need a mobile website, as website traffic will still come from mobile devises.
- Less expensive.
- Better long term strategy. The web is a universal platform and mobile web latency is decreasing.
- Additional marketing and SEO opportunities.
- Not full featured. Meaning you can do something with native apps you can’t yet do on the web. However, very few, if any of these features are relevant to staffing companies.
- Requires internet connection (but really, when are you ever without an internet connection these days?).
We then discussed three keys to a successful mobile website. These keys are:
1. Keep it simple. Simple isn’t boring. Simple is beautiful and simple is useful. Avoid adding things to your mobile website simply because you think they should be there or because you like them. The most important thing to do is be sure you are truly designing for mobile devices, keeping both the device and context of the devices use in mind. This will ensure everything is simple, clear and drives results.
2. It has to be useful. Everything you add to your mobile website should be useful or else it doesn’t belong. Keep written content to a minimum and instead think of driving action through big buttons and prominent calls to action. At a minimum, be sure your candidates can search jobs, apply, contact you and interact with you socially.
3. Make it creative. Start with simple and useful. However, if you really want to differentiate your staffing firm from your competition and really WOW your customers and candidates, then you have to get creative. What’s it mean to be creative? Well, that’s a bit more of a subjective answer. Creativity takes time and iteration to develop. But the upfront effort and investment will pay you dividends in the long run.
Finally, we discussed some tips on promoting your new mobile website that included:
- Mobile SEO is different than desktop SEO. This is a great opportunity for you!
- When marketing for mobile, consider both device and environmental context.
- Adopt mobile marketing strategies – QR Codes, Mobile Landing pages, Text messaging.
- A good Content Management System lets you push content to and manage content on all your sites in one location.
If you couldn’t make it to our discussion last week just follow this link to get the handout and learn more about mobile websites, the must have recruiting strategy for staffing companies.