The document summarizes key points from a seminar on using mobile as a recruitment tool. It discusses: - Smartphone and mobile phone ownership statistics showing high and increasing usage - The types of personal data and behaviors that can be inferred from mobile usage - Examples of how this data could be used for targeted recruitment messaging - Metrics on the effectiveness of mobile advertising campaigns including click-through and application rates - The rise of tablets and how over half of UK adults now own a tablet - Projections that smartphone ownership in the UK will reach over 80% by 2017 - The debate around responsive design vs separate mobile sites for career/job portfolios online.

1. Smart Phones – the ultimate recruitment tool
M o b i l e R e c ru i t m e n t S e m i na r • M ANC H E S TE R • 1 3 t h N ov e m b e r 2 0 1 3

2. Welcome
Agenda / Introductions / Recruitment Market Overview / Session 1 – The Mobile Attraction:
using mobile as a recruitment media channel / Refreshment Break
Session 2 – Making the most of mobile / Q&A

3. S e ss i o n 1
The Mobile Attraction:
u s i n g m o b i l e a s a r e c ru i t m e n t m e d i a c h a n n e l

4. Anna Steele
James Dalton
Media Solutions & Insights Director
Work Communications
Director
Fonemedia Ltd

5. Recruitment Market Overview

6. Ownership
91%
94%
15%
64%
91% of the global population
have a mobile phone
94% of the UK population
own/use a mobile phone
15% of mobile owners live
in a mobile-only home
64% of all mobiles used are
smartphones – and this figure
is steadily rising.
Most prolific user group of smartphones is
22-45
13
100%
Smartphone sales are
100% greater than PC sales.
New generation
– average age for
getting your first
mobile is NOW 13

7. 150
2
times per day
the number of times people
check their phones
200 70%
metres
texts
are sent on average per user
per month
your phone is never more
than this far away from you
at any time
increase in data usage in the
past year through mobiles
Usage
18% 32% 18%
times per day
of all time spent on
connected devices is spent
on browsing the web
metres
texts
of time is spent on games
of time is spend on Facebook

8. 25%
of all web searches is now done on mobileS

9. 50%
of average global mobile web users now use
mobile as either their primary or exclusive
means of going online

10. 77%
of mobile searches occur at home

11. •
•
•
•
•
•
Physical Location
Gender
Likes / Interests
Demographics
Lifestyle
Physical Behaviours

12. Example: Night owl
girls getting
ready!
Friday 7.00pm / Flixton

13. Example: Night owl
Friday 8.30Pm /
PIccolino, hale

14. Example: Night owl
Saturday 3.00Am /
Oxford road, manchester

15. Example: Night owl
Home after
a great night
out!
Saturday 4.00Am /
Flixton

16. Example: MUM
Downloaded Games - Dora the Explora, Peppa Pig, Moshi Monsters
Searches ‘half term activities’ ‘kids party ideas’
Browses Mumsnet, Netmums
Text entry to win a holiday to Disney World Florida
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum
id justo consequat, eleifend massa
eu, auctor risus. Cras odio enim,
luctus ut ligula consequat, ornare
mollis mi.
Little or no activity after 10pm

17. Mobile Website Banners
1,148,277 impressions / 9,427 clicks / 0.8% CTR / 32 started applications / 5 completed applications

18. Outbound Text Messages
93% read rate of text messages
80% read a text message
within 4 minutes

19. Geo-fenced Text Messages
TargeTted message to selected audience
Results
24,692 messages delivered
10,474 messages opened (42% open rate)
636 clicks to the Code for Good mobile
page (6% CTR)
Clicks on Code for good website
The University of
Manchester School
of Computer Science

20. Wi-Fi targetting
Branded Wi-fi log-in pages:
55 Universities
10 major shopping centres
Street Wi-fi in London and Manchester

21. Text Response
C a n d i dat e Data ba s e G e n e r at i o n

22. Near field
communication

23. Questions?

24. S e ss i o n 2
Making the most of mobile

25. Scott McGougan
Digital Director
Work Communications

26. Agenda / The changing digital landscape / How your website can respond
The ATS question / Alternative approaches / Any questions?

27. For most of our clients the corporate careers site is still the centre of their digital strategy.

28. The
changing
digital
landscape
Devices become ever more powerful
Software becomes ever more capable;
Memory becomes ever more abundant;
Networks become ever faster and more
Intelligent; and the price becomes more
Affordable.

29. Remember this?

30. Increasing amount of traffic to a site is being driven by the mobile web

31. More and
Faster
INTERNET USE
21
million
households (83%)
had Internet
access in 2013.
Broadband
Internet
connections using
fibre optic or cable
were used by
of households,
up from
in 2012.
42%
30%
Internet access
using a mobile
phone more than
doubled between
2010 and 2013, from
to
24%
53%
(ONS stats - Q2 2013)

32. The rise of the tablet

33. 2013
between 7 to 8
million Tablets
in the UK
That’s
Likely to reach
10
million
in the New Year.
1/5th
of the UK adult
population
owning a tablet
sometime soon.
(You Gov Tablet Tracker statistics Q2 2013)

34. Females own 52% of
the tablets in the UK -
up from 43% in Q2 2012
Reduction in shared
tablets (from 57%
to 48%)
(You Gov Tablet Tracker statistics Q2 2013)

35. 30.9 million
Smartphone users UK in 2013
The
smartphone
48.4%
64%
38%
of UK
residents
of UK
mobile phones
of our daily media
interactions are
on smartphones

36. 2014
2015
34.6 million (66.7%)
of all mobile
users / 53.7% of
the population)
37.8 million
(71.7% / 58.2%)
2016
2017
Smartphone
ownership
projections
40.7 million
(76.6% / 62.2%)
43.4 million
(80.9% / 65.8%)

37. Wearable tech

38. 66%
61%
of smartphone users now
expect sites to work as
well on their mobile as
on their desktop
of customers who visit
a mobile un-friendly site
are likely to go to a
competitors site
52%
said that a bad user
experience made them
less likely to engage with
that company.
Google SEO
penalties for
non-mobile
friendly sites

39. DmsrrTLhsmU
3 core approaches – the big debate
Ls
rmU
L
Responsive
design

40. Webserver detects what kind of device
people are on and presents a custom
page on the same URL.
Pages can be designed for any kind
of device, e.g. smartphones, tablets,
desktop computers and Smart TVs.
1. Separate mobile site
Requires some customisation of code
that needs to be maintained on a per
device basis.
SEPARATE WEBSITES - Different URL, Different HTML
Browser detects if visitor is on
Browser detects if visitor is on a
a mobile device and redirects
mobile device and redirects them to
them to the mobile website.
the mobile website. Mobile websites
Mobile websites tailored to
tailored to needs of mobile user.
needs of mobile user.
Mobile website independent
of desktop website. independent
Mobile website
of desktop website.
Learn more about how to make your website work across all devices
www.google.co.uk/think
SOURCES
1.
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
6.
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).
2.
What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).
7.
Accenture Seamless Retail Study. Accenture, US (April 2013).
3.
Adobe Mobile Experience Survey & eMarketer 2011, US
8.
2013 Mobile Consumer Insights. JUMIO/Harris Interactive, US (May 2013).
4.
The People's Web Report. Netbiscuits, UK (June 2013).
9.
Our Mobile Planet. Google/Ipsos OTX, UK (July 2013).
5.
What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).

41. Advantages
Specifically designed and written to reflect the mobile experience
Easier to navigate
Faster loading
Can incorporate mobile features more easily
Considerations
Investment in site development and maintenance
SEO
Separate ‘m’ domain

42. capabilities such as dragging
and swiping.
share and link to your content.
2. Dynamically serving different
HTML on the same URL
DYNAMICALLY SERVING - Same URL, Different HTML
Webserver detects what kind of device
Webserver detects what kind of device
people are on and presents a custom
people are on and presents a custom
page on the same URL.
page on the same URL.
Pages can be designed for any kind
Pages can be designed for any kind
of device, e.g. smartphones, tablets,
of device, e.g. smartphones, tablets,
desktop computers and Smart TVs.
desktop computers and Smart TVs.
Requires some customisation of of code
Requires some customisation code
thatneeds to be maintained ononper
that needs to be maintained a a per
device
device basis.
SEPARATE WEBSITES - Different URL, Different HTML

43. Advantages
Simpler navigation
Quicker to download
Enhanced user experience
Considerations
Each new device potentially needs a new design
More complex coding = investment
User may not always want the mobile version
Sharing content more difficult
www.techcareers.jpmorgan.com

44. THREE WAYS TOTO BUILD
THREE WAYS BUILD
3. Responsive web design
RESPONSIVE WEB DESIGN - Same URL, Same HTML
RESPONSIVE WEB DESIGN - Same URL, Same HTML
Optimises website experiences
Optimises website experiences
Optimisesdifferent screen
across different screen sizessizes
across website experiences
across different screen sizes
without creating multiple
without creating multiple
without
websites.creating multiple websites.
websites.
Responds to screen size size
Responds to screen
Responds orientation to adjust
and orientation to size
and to screen adjust
and orientationtemplate layout
images, template layout
images, to adjust
images, template layout
and content visibility.
and content visibility.
and content visibility.
Harnesses touch screen
Harnesses touch screen
Harnesses touch screen
capabilities suchsuch as dragging
capabilities as dragging
capabilities such as dragging
and swiping.
and swiping.
and swiping.
Makes it easier for people to to
Makes it easier for people
Makes it easier for people to
share and link to youryour content.
share and link to content.
share and link to your content.
DYNAMICALLY SERVING - Same URL, Different HTML
DYNAMICALLY SERVING - Same URL, Different HTML

45. Advantages
Better user experience
Single site management
Makes sharing easy
www.chaloubgroupcareers.com
SEO
Considerations
It means a redesign of your website
Time = investment
Design may be limited to ensure site works across all devices
Can be slower to load (must be optimised)
www.vwggraduates.co.uk

46. The ATS question?

47. The good news
90%srssmrq
of uSeRS uSe
Multiple ScReenS
SeQuentially
73%
of mobile searches
trigger additional
activity and
conversions

48. The solution is to manage user expectations
and facilitate the user journey across
multiple devices – speed and convenience
are key to making use of mobile.

49. To summarise…

50. Questions?