I’m going to go out on a limb and guess if you’re reading this, the following is true:
- You want to generate the right applicants, not just more.
- You want to build relationships with candidates earlier in the process to learn more about them and screen for quality.
- You want to build a pipeline of interested candidates for future reqs.
- You want to be present and effective on mobile.
- You’re thinking through how to be present and effective on mobile.
Awesome. I like you already. Did you know that 74% of candidates drop off your general application process before they complete it? I know – whoa. Just think about how many interested leads you’re losing during a mobile application process! You’re paying to attract them, you get their attention while they’re browsing their phones, then lose them at the point of apply without ever knowing who they are. Lots of dollars – and potential hires – lost.
So how do you redefine your mobile strategy for capturing interest, generating leads and driving more quality applicants?
You need a strategic mobile approach that is bigger and bolder than just a mobile application. That means focusing on three key components: a mobile-optimized career site (visitors), a mobile-optimized capture form (interested leads), and a mobile-optimized application process (applicants).
Mobile-optimized Career Site: Sustaining Interest
Mobile searches now surpass desktop searches. If your career site isn’t mobile-optimized, you’re missing out on a huge subset of potential candidates, plus you’ll be knocked down in search due to Google’s latest algorithm update. Even further, you’re lagging behind the status quo.
This makes your career site the foundation to your mobile recruiting strategy – it’s the gateway for interest and action. Candidates expect to receive a unique, streamlined experience on their mobile device that will sustain their interest, like:
- Simple user experience and thoughtful navigation
- Abbreviated headlines and content
- Quick-loading images
- Links to social accounts and Glassdoor
- Link to full career site
- Call to action (CTA) to sign up for a talent network
- CTA to apply now
Mobile Lead Generation: Capturing Information
The biggest shift in thinking about your mobile strategy is focusing on capturing interest and leads as well as generating applicants. Companies must stop sending every interested lead from mobile into the black hole of the ATS, where you can’t nurture or learn more about them.
Your number one goal should be to ensure you can quickly capture any interested lead browsing your site. Not everyone is prepared to apply today, especially on a mobile device, but if the only CTA is “apply now” those leads are lost.
By using a mobile-optimized talent network form, you can:
- Capture quick information from leads like name and email from leads.
- A CTA like “Interested to learn about our culture, brand and jobs?” will engage mobile visitors to opt in to more information from you: easier for them and better for you because you can learn more about their skills and preferences as you send them email communication.
- Use automation features (in technology like a Recruitment Marketing Platform) to nurture these leads to convert them into applicants over time.
- This can result in 42% more applicants for every job compared to using an ATS alone.
- Create a pipeline of quality candidates you can segment based on data and build relationships with (versus the quantity of applicants sitting in your ATS untouched!).
Mobile Apply: Driving Applicants
Take a step back and think about your target candidates. Do you know how many candidates are actually starting or submitting an application via mobile? If it’s a high percentage, then a mobile-optimized and abbreviated application is essential. This might be the case for hourly workers or those in a specific industry, like trucking.
Otherwise, you need to consider key factors like your current technology, the average time to complete an application and the need for a resume. If your application takes a half hour to complete or requires a résumé upload, it’s safe to say that most candidates are not going to finish it on their mobile device. Why lose those leads to an application process when they could express interest with name and email in a talent network? Your mobile application process needs to reflect the needs and actions of your current target candidates.
A mobile strategy needs to be strategic and thoughtful – both deeper and broader than the “mobile apply” buzzword. And to be effective and holistic, it needs to focus on three key areas: career site, capture and apply.
It needs generate quality leads, not just quantity of applicants. It needs to help you build relationships for current and future hires, not drive potential hires into a stagnant ATS. It needs to be a holistic brand strategy, not a funnel for application.
I’m going to stay out on that limb and say you’re ready to take mobile to a strategic level now.