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Employer Advice: How and Why to Create a Mobile Recruitment Strategy

Deanna Hartley, CareerBuilder

Sometimes the hardest part of running a race is getting started. Similarly, taking the first step across the starting line on a big project — like kick-starting your mobile recruitment strategy — can be intimidating. Luckily, you’re not alone in this journey.

 Why You Need to Say, “Ready, Set, Go!”

If you’re saying, “Mobile recruitment is cool and more power to those who do it, but why should I care about it?” Here’s why: 65 per cent of workers who search for jobs via mobile devices are likely to leave a website if it is not mobile-optimised.

Once you understand and commit to mobile recruitment, just follow these four steps to get your program off the ground in no time.

1. Optimise Your Career Site

Responsive design. Look around — the world around us is rapidly changing, and that includes the way job candidates are engaging with organisations. As technology and devices continue to evolve at a rapid pace, don’t expect things to be status quo.

For instance, don’t expect there to be one standard website size anymore. Think of how you can tell your story authentically in screens of various sizes from which potential candidates can access your career site. You’ll need to consider how your web page will be displayed on a desktop, laptop, smartphone or tablet, and whether it warrants portrait and landscape view.

Candidates are increasingly drawn to content they can see at a glance and that they can easily navigate while on the move. So if you want to increase candidate engagement at every level, you will need mobile responsive design to create a positive candidate experience.

If you decide to go this route, the good news is that you won’t have to develop a separate mobile site. That means more money in your pocket, since you won’t have to budget for additional Web development costs. And in addition to looking modern and on-trend, it will save you the hassle when content needs to be updated, since it dynamically updates on all devices.

Plus, it’s beneficial in terms of SEO. Did you know that you automatically disqualify yourself from 20 per cent of searches if you’re not fully mobile optimised, even if you have a top-notch SEO strategy? That’s also according to CareerBuilder’s 2013 Candidate Behaviour Study. While this is important for all businesses, it’s particularly crucial for small businesses.

2. Optimise Your Jobs.

How do you do that? Here are a few points to keep in mind:

  • Allow candidates to filter jobs by function and department easily.
  • Make sure the search functionality works on mobile.
  • Keep your job descriptions short and to-the-point.

3. Optimise Your E-Mail.

Can you guess the most common way that professionals interact with career opportunities? The inbox! That means you need to pay close attention to how your emails look on mobile, and determine if it needs a refresh. To get you started, here are five must-haves for emails on mobile:

  • Invest in responsive email templates.
  • Keep your sentences and paragraphs short. Consider breaking up text where necessary.
  • Go easy on images. The best emails on mobile are clean and simple.
  • Make sure the main message of your subject line is within the first 15 characters. For most people who will read your email on a mobile device, that may be all they see.
  • Increase the size of links and your call-to-action, or CTA, button. It must be clear to your readers what their next step should be.

4. Revamp Your Apply Process.

One of the most important, yet sometimes overlooked, things you can do is to acknowledge a candidate’s application and get back to them in a timely manner. This is actually one of the top complaints candidates cite.

You should also try to make your apply process as simple and easy as possible. Eliminate extra steps on the application process, including questionnaires, screeners and situational stories. This may require you to get rid of questions that a candidate would never fill on a mobile device. If that seems daunting, do a full review of what’s truly essential to consider an application complete. Remember: Shorter is always better.

Another good point to keep in mind is that while some potential candidates may find your company via a mobile device, they may prefer to fill out an application at a later time when they have access to a laptop or desktop. If you allow these individuals to email themselves a reminder or a link to apply for the job, you increase the chances of having them follow through. You can also allow candidates the option to email their resumes to your HR department.

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