If you’re not utilizing mobile marketing, you’re missing out. True. But do you know when I first wrote that line? In November of 2011 in this Staffing Talk post about why recruiters and staffing agencies need mobile marketing. While job seekers have grown increasingly comfortable looking for - and applying to - jobs on their smartphones since then, employers aren’t being very smart about keeping up with the trend.
In July of 2012, iMomentous Research published the Corporate Mobile Readiness Report; an analysis of the Fortune 500′s presence on the Mobile Web. In January of this year, they revisited the websites of the Fortune 500 with an iPhone to update their findings.
They wanted to know such things as do you have a mobile-optimized corporate site? Is there a link to careers? Do you have a mobile optimized career section? Can you apply via mobile? Is there more content than a simple job list?
Here are some of the highlights of their findings:
Mobile job search is on the rise
2009 - 1%
2010 - 4%
2011 - 14%
2012 - 25%
Mobile optimized corporate sites not so much
July 2012 - 141
January 2013 - 167
Careers link on mobile site
July 2012 - 23
January 2013 - 39
Mobile optimized career section
July 2012 - 65
January 2013 - 167
Mobile apply capability
July 2012 - 11
January 2013 - 17
Content other than simple job listings
37% of the career sites
"Mobile job-searching is possible now in ways that were unthinkable a few years ago thanks to the twin trends of cloud-based computing and social networks," said Ed Newman, vice president of strategy for iMomentous. "On a mobile device, there’s really no storage space, and the cloud allows you to grab content from the ether. So job-seekers can store their resumes and other data in the cloud, and access them even when sitting on a train or waiting in line at a coffee shop."
"Mobile job-searching is possible now in ways that were unthinkable a few years ago thanks to the twin trends of cloud-based computing and social networks."
Proven, a San Francisco-based start-up, found that many of their users don't have a resume though, or at least not a very good one. So the Andreessen Horowitz-backed mobile app that allows users to apply to jobs from their smartphones, has now rolled out an update to its Android version (iOS to follow) that introduces a way for users to build resumes from scratch directly within the app.
According to this TechCrunch post, the company first targeted its service at connecting day laborers with contractors in need. But after failing to gain traction there, the company shifted to service workers such as restaurant workers, baristas, house cleaners, retail clerks, and others.
So why should companies care about being mobile optimized for job candidates? Look at a few of the statistics below:
- In 2011 mobile device sales surpassed desktop and laptop sales for the first time, and the gap is growing wider all the time.
- In November of 2012, 13% of all web traffic originated from a mobile device.
- In May of 2012, more than 50% of web traffic was from mobile devices in India and China.
- It is expected that by 2014, 50% of all web traffic in the U.S. will be from mobile devices.
Four times more people around the world access the web via cell phones than on computers, and cell phones will be the primary connection device all across the globe by the year 2014.
[caption id="attachment_20875" align="alignright" width="250" caption="Steve Rothberg"][/caption]
“So if you are depending on newspaper ads, email, or even social media sites such as LinkedIn to reach candidates you’re in trouble," says Steven Rothberg, president and founder of CollegeRecruiter.com. "If you want to reach your candidates anytime, anywhere, and have them be able to get back to you at their convenience, there is only one way to do that.”
We are on our phones. A lot. In fact, a research report by IDC just released tapped 7,446 iPhone and Android users in the U.S. between 18 and 44 — representative of the 50% of the population that uses smartphones — and asked them questions about their phone usage across one week in March. They found smartphone users checked Facebook at least 14 times a day, with 62% reaching for their devices before they even get out of bed.
Rothberg says certain companies, including some forward-looking staffing companies, are using mobile marketing to:
- Increase brand awareness
- Invite a candidate to visit
- Promote and publicize new job opportunities
- Increase opt-in for database purposes
- Generate website traffic
- Create a talent pipeline
- Engage potential candidates in the brand
How are you using mobile? Or are you? We'd love to get you reaction to these surveys and quotes, and hear about whether you feel like you are ahead of - or behind - the curve.