Mobile is quickly becoming a prerequisite to bake into your recruiting strategy. It’s integral to how organizations educate, engage, attract and ultimately capture candidates. And our candidate facing processes and recruiting investments need to work on any device a candidate uses whether computer or mobile device. With the experience on each being seamless to one another.
However, the second and just as important step is measuring mobile’s impact on your strategy as a whole. By leveraging data, you can get a better understanding of the performance of your mobile efforts towards your total recruitment marketing strategy.
So what should you be measuring? Here are three questions that you should have answers to as a start:
How many candidates visit your Career Site via mobile devices vs. computers?
To succeed in today’s world, you need a mobile responsive Career Site. When candidates come to your site via a mobile device they should be greeted with information and messaging that is streamlined to be viewed via mobile. And the same goes for when they visit the site via a PC.
And you should know when this happens via the recruiting analytics you capture. What % of candidates visit your Career Site via smartphone vs. tablet vs. PC? How many come from search engines? Does the way they consume information change? Do they visit different pages, engage with different messaging?
A lot can be garnered from understanding how and with what devices candidates interact with your Career Site.
How many candidates complete the apply process via a mobile device? How many drop-off during the process?
The first step to getting any candidate to apply is getting them to your Career Site and a specific job opportunity that fits their skills and interest. Once they click apply they are taken into their ATS application process where they provide necessary information to apply for the job before (hopefully) clicking the final “Submit” button to become an official applicant.
First, we should be measuring where our applicants are coming from and what devices they are using today to apply. This will give you a great indication of where to focus your efforts in terms of improving the apply process (i.e. should we focus on improving main online apply process or mobile apply process?)
Second, the fact of the matter is that a lot of candidates start the apply process but drop off before they complete it (we’ve seen on average around 60% of candidates) but the real question is if the rate of drop-off is the same across devices. By understanding the drop-off rates you can understand how your mobile apply process is doing compared to your normal process. If drop-off rates are similar across devices, you can ensure that your focus be spent on the overall application process vs. any particular device. If it’s much higher, then you need to focus on making the mobile application process better consumable by mobile users and target it as an area that you need to improve.
How many contacts do you get via this mobile traffic?
With the high drop-off rates often associated with the application process, it’s also important to have a mechanism in place within your apply flow to capture candidate information before they are taken to into the application process. This enables you to quickly build targeted talent pipelines that you can engage with in the future. And enables you a quick way to automatically boost apply flow by communicating to candidates to finish the apply process via another device.
Mobile also presents a tremendous opportunity to capture candidate contacts on the go whether it’s at events, in-store or connecting in real life, it provides a channel to easily capture candidate information quickly and easily for future communication.
With the multitude of ways to capture contacts via mobile, you’ll want to be able to understand the success of all your candidate capture activities and be able to link back the source of any candidate that is hired to a specific activity. So in your analytics, you’ll want to understand the number and quality of the candidates coming from your various candidate outreach activities while being able to compare that to all other devices.
Mobile Focus across a Total Recruitment Marketing strategy
As you look to bring mobile into your recruiting, it’s important to understand that it’s a necessary part of a comprehensive strategy that is multi-device focused. You most definitely need to focus on mobile to be successful but a sole focus on mobile recruiting while neglecting other areas is not a way to build a lasting high performing strategy.
It’s an essential focus across the strategy not just not the siloed part of one.