Social Recruiting Is Mobile Recruiting
I’m just back from an excellent #HRTechEurope in Amsterdam, where much of the talk was around mobile and social. Mobile and social because it is close to impossible to separate the two these days. Techcrunch is reporting some new Facebook user stats today that may interest you:
- Monthly active users (MAUs) were 1.01 billion as of September 30, 2012, an increase of 26% year-over-year
- Daily active users (DAUs) were 584 million on average for September 2012, an increase of 28% year-over-year
- Mobile MAUs were 604 million as of September 30, 2012, an increase of 61% year-over-year
So every day 584 million people log on, that’s just mind blowing—and look at mobile usage. So 60% of all Facebook users log in to mobile first.
Close to half the traffic to YouTube comes via some form of mobile device, and more than half of the tweets made are from mobile. With the increasing growth of smart phone ownership and the reduced cost of devices, this is only going to increase. Expectation of mobile growth in the social space is so high that Facebook have gone on record as stating that they see themselves as a mobile company rather than a social one. In April this year, the open rate of e-mail on mobile devices overtook the open rate on desktops with Apple mail dominating Outlook. We have to think mobile, social and e-mail as one in the same thing. All social recruiting strategies must include mobile recruiting, with special consideration as to what this means in real terms.
From an attraction point of view, sponsored stories on Facebook get the best response over advertising because of the position of the story in the feed. Facebook offers mobile only ads and stories amongst their suite of products, but the position of ads on the mobile screen makes the stories far more effective. This is useful because it means that you can promote your page through stories according to the target audience. My thinking of recent is that recruiters should be thinking of each job posted as content. Content needs to go beyond a job description. For every job posted to your page, think pictures, video, blog, updates and connections within the company who do the job and would be happy to contribute. This type of content, posted as a sponsored mobile story, will drive applications and fans back to your page.
The final consideration is application process and destination. Every time you drive visitors out of channel you lose traffic. When people are in Facebook, they want to stay in Facebook. When you ask people to bookmark jobs because they are unable to apply on their device at the point of viewing, a job will lose even more potential applicants. They intend to apply when they get home to a desktop, but intent and the reality of what happens are two different things. To maximise your possible return on your efforts, you must make viewing and applying possible on any device whilst staying in the Facebook environment. The new Work4Labs mobile web page, such as this one on the SuccessFactors page, makes this a reality.
As a last thought, user behavior indicates that we want the same experience and interface with whatever device we are using, including desktop. The recently launched Microsoft 8 looks and feels like a mobile device, with icons, touch screen and applications. My feeling is that this is going to become standard in all platforms over the coming months. All devices will feel and operate like mobile devices, even if it is a desktop, and the job seeking process will need to match this. Mobile is central to Facebook and Social Recruiting.
This post was written by Bill Boorman