New Mobile Strategies for Recruiters

Today’s presenters

Chuck Sacco, CEO PhindMe Mobile

Christopher Hoyt Associate Director AT&T Talent Attraction Karl Goldstein, National Accounts PhindMe Mobile

Jon Cooper, CMO PhindMe Mobile

Housekeeping
• Phones will be on mute

• Please ask questions in the Questions input box
• Please give us feedback after the webinar • Webinar recording and free white paper information provided via email after the event

Mobile Strategies for Recruiters Agenda
• Creating Mobile Experiences

• Design for Mobile Recruiting
• Channels Into Mobile • Ways to Capture & Engage

New to the Mobile Web?
Web sites designed for viewing on a mobile device

How many use the Mobile Web?
70 million and growing

So, what’s the big deal about mobile web sites?

Have you seen your web site on a phone?
(You might want to sit down for this)

Most websites don’t work on mobile
• Desktop-style interface
• Layout and navigation not usable • Flash doesn’t work • Not designed for mobile users

Why Design Specially For Mobile?
Fix all those problems, plus improve user performance, so… …they are

successful, satisfied, and likely to come back.

Desktop Style

Mobile Style
• Images, background images and custom navigation buttons

• Multi-media
• Maps • Lead Forms
Audio

Mobile Style
• Images, background images and custom navigation buttons

• Multi-media
• Maps • Lead Forms

Mobile Style
• Images, background images and custom navigation buttons

• Multi-media
• Maps • Lead Forms

Mobile Style
• Images, background images and custom navigation buttons

• Multi-media
• Maps • Lead Forms

Statistics Speak for Themselves
Twice the “Pages per Visit” Top Content: • Career Possibilities • Join Talent Network • What’s New

A Mobile Talent Network
AT&T Talent Network: +105,000 opt-in members
(launch February 2009)

22% higher enrollment from mobile pages. Increasing opt-in preference for SMS alerts.

How Do Candidates Get There?
2. Multiple ways, 1. Mobile users are automatically here are a few: redirected from the PC web site to the mobile site 2. Twitter posts and re-tweeting 4. 3. 3. Text Message Alert 4. Link from email job listings page

User Experience
• Email & Social Media are becoming mobile behaviors
IAB: 179% YoY Increase in mobile phone users accessing social networking web sites. PCs: Only 10%

• Job openings are distributed via email & social media.

PC-Style job description page

This page is difficult to read on iPhone and it may be completely inaccessible on other devices.

Mobile-friendly job description page

Easily readable on all devices

Mobile-friendly job description page

Easily readable on all devices

Opt in by sending a text message or a mobile form.

Segment by job type and location as they opt-in.

Text Call-to-Action
Text sendme to 77950 to request your copy of the presentation “Great Mobile Landing Pages.”

“77950” = Short Code 77950 = Short Code

sendme = Keyword

Try it now

Text Call-to-Action
Text message response, with a link to a mobile registration form

“77950” = Short Code

Mobile-Friendly Content

Mobile Recruiting Campaign
SMS Opt-in Campaigns
• • Txt “keyword” to 77950 Example - ATT BSLD (business sales leadership)

Data Capture for Ongoing Engagement
• • • Mobile alerts when on campus or hiring begins Program specific pages Call to Action destination for all traffic

Page 29

Mobile is easier than most think…

1

2

3

Mobile Recruiting Campaign Flow
1
Job seekers can now text various keywords to our mobile campaigns. In this example, a job seeker sends “ATT RSLP” to 77950 to find out more about our Retail Sales Leadership Programs

2
A custom response is sent to the job seeker that is related to the program of interest and provides a link to the Mobile page for this TXT campaign.

3
The custom SMS landing page for that program contains an upbeat welcome message and is only visible to SMS opt-in job seekers.

ONE WAY

ONE WAY

It provides a link to the mobile optimized and publicly available program page for more information.

ONE WAY

All traffic is driven to a single call to action but in a way that is engaging – and new!

1
Job seekers that visit att.jobs are automatically redirected to the mobile optimized version of the career portal.
Every page contains a link to the AT&T Campus recruiting page.

2
TWO WAY

The mobile optimized AT&T Campus recruiting page contains a general welcome message and a link to the Development and Internship Program pages.

*
TWO WAY

Each mobile optimized program page provides detailed information about a specific program. At the bottom of each page, directions to be included in the SMS campaign or join the Talent Network are shown.

REAL Marketing & Measurement
Retail SMS Campaign 33% Response Rate to SMS 82% Click-through to Listing
(industry average 6% for email click-rate)

Savings of nearly 80%
over major job board email campaign

Mobile Effects
• Target audience engagement (leveraging the mobile/social environment)
• Data capture • Build a following via positive user experience plus push messaging

Sample Mobile Recruiting Sites
Hewitt Associates Sales Recruiting http://hewsales.everywhereigo.com Hewitt Associates Diversity Recruiting http://hewdiversity.com AT&T Careers http://att.jobs

Mobile Design Challenge
What could be hard?

Mobile Design Challenge
What could be hard?

Image created by Brian Fling www.pinchzoom.com

Common Solutions
1. Design for WAP
• Lowest common denominator • You can do much better

2. Design for iPhone
• Full HTML Browsers • Only about 8% of users

Common Solutions
3. Don‟t change a thing
• The “technology will fix it” strategy • Modern mobile browsers display your PC-style site • The world will eventually upgrade

Common Solutions
PC-style navigation About 2% of the screen real estate of a standard PC display So what about Pinch and Zoom?

Common Solutions
Marketers and brand managers should forget about pinch and zoom.

Mobile Design: More Than Small
Content and media delivered across mobile phone capabilities
• Content layout • Image trans-coding, audio, video and more • Appropriate navigation style

Mobile Design: More Than Small
Content and media delivered across mobile phone capabilities
• Content layout • Image trans-coding, audio, video and more • Appropriate navigation style

This is Where Everywhereigo Comes In
Deliver your usual design standard to users on multiple mobile devices

This is Where Everywhereigo Comes In
Maintain your custom branding and design elements in a site designed for your mobile audience.

Mobile pages can be designed and updated in HTML or a simple doc editor

Use the device preview tool to see how changes will look on various devices

Campaign Management

Mobile/PC Redirection

http://m.att.jobs

User Goes To http://att.jobs

http://att.jobs

Mobile/PC Redirection

http://m.att.jobs

User Goes To http://m.att.jobs

http://att.jobs

Look and Feel Customization

Custom Buttons

Background

Header

body.mobile #iphonefooter #navlist { display: block; padding:0px; margin:0; background: url(„../DynamicImage.aspx?id=2622') repeat-x #FFFFFF; border-bottom:1px solid #FFFFFF; }

Thank you!

Call 1-888-343-3721