If you’re not utilizing mobile marketing, you’re missing out. Did you know four times more people around the world access the web via cell phones than on computers?
No? Neither did I. That was just one of the factoids put forth by Steven Rothberg, president and founder of CollegeRecruiter.com, and the first featured speaker at Tuesday’s Minnesota’s Recruiter’s Conference hosted by General Mills.
“Cell phones will be the primary connection device all across the globe by the year 2014,” states Rothberg. “So if you are depending on newspaper ads, email, or even social media sites such as LinkedIn to reach candidates you’re in trouble. 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.”
Rothberg detailed how companies, including certain forward-looking staffing companies, are using mobile marketing.
- Increase brand awareness
- Invitation 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
Rothberg asked the recruiting conference audience of a few hundred people how many had watched television the night before, and most raised their hands. When asked how many remember seeing a specific commercial, few hands stayed up. And when asked how many responded in any way to a particular spot, not a single hand was up.
“With typical ads we might have to see it over and over and over before we act. Not so with mobile. The brand recall rate is 20 times higher.”
To illustrate the point further, Rothberg mentioned their work on behalf of the Internal Revenue Service. Yes, that IRS.
Anyway, it seems they are big into social media. Who knew, right?
And when the IRS went looking for some new hires, Rothberg and company targeted a bunch of recent accounting grads with texts.
“We sent out over 16,000 texts on behalf of the IRS and 91% of them got opened!”
What do your email and newsletter and job board open/conversion rates look like?
Despite the fact that mobile phones and tablets have significantly grown in popularity recently, 70% of companies are still not yet designing their websites specifically for either, according to a recent report from Econsultancy in association with RedEye.
Data from the “Conversion Rate Optimization Report 2011″ indicates that only about a quarter of companies have designed their websites specifically for mobile phones, while just 13% have done so for tablets.
So now that you are sensing some opportunity for mobile marketing at your place, Rothberg wants you to think about this when it comes to designing your mobile information fields and extracting data from candidates.
“Resumes are going away. Don’t know if it’s two years or five. But we are getting to the place where resumes will be used only after pre-screening. There are lots of ways to find out about a candidate’s experience, education, skill set and geographical location without a resume.”
We’ll leave you now with some other mobile marketing/text message best practices from Rothberg and CollegeRecruiter.com.
- Make sure you have been approved by the cell phone carrier
- Send out info. at a day and time that’s best for candidates
- Manage your lists, make sure they’re current
- Message infrequently
- No spamming words
- The first words of your text should be the name of your brand
And if you have experience using mobile marketing in a staffing, recruiting or HR setting, we would love to hear about it.