Smartphones - the ultimate recruitment tool

Smart Phones – the ultimate recruitment toolM o b i l e R e c Ru i t M e n t S e M i na R • M a n c H e S t e R • 1 3 t H n ov e M b e R 2 0 1 3

Welcomeagenda / 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

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

S e S S i o n 1

anna SteeleMedia SolutionS & inSigHtS diRectoR

woRk coMMunicationS

JaMeS daltondiRectoR

foneMedia ltd

Recruitment Market Overview

Ownership

91%

22-45

94% 15% 64% 100%

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

SMaRtpHone SaleS aRe 100% gReateR tHan pc SaleS.

64% of all MobileS uSed aRe SMaRtpHoneS – and tHiS figuRe

iS Steadily RiSing.

new geneRation – aveRage age foR getting youR fiRSt Mobile iS now 13

MoSt pRolific uSeR gRoup of SMaRtpHoneS iS

13

Usage

150

18% 18%32%

2 200 70%tHe nuMbeR of tiMeS people

cHeck tHeiR pHoneS

of all tiMe Spent on connected deviceS iS Spent

on bRowSing tHe web

youR pHone iS neveR MoRe tHan tHiS faR away fRoM you

at any tiMe

of tiMe iS Spent on gaMeS

aRe Sent on aveRage peR uSeR peR MontH

of tiMe iS Spend on facebook

incReaSe in data uSage in tHe paSt yeaR tHRougH MobileS

MetReS

MetReS

textS

textS

tiMeS peR day

tiMeS peR day

25% of all web SeaRcHeS iS now done on MobileS

50% of aveRage global Mobile web uSeRS now uSe

Mobile aS eitHeR tHeiR pRiMaRy oR excluSive

MeanS of going online

77% of Mobile SeaRcHeS occuR at HoMe

• PhysicalLocation• Gender• Likes/Interests• Demographics• Lifestyle• PhysicalBehaviours

Example: nigHt owl

girls getting ready! fRiday 7.00pM / flixton

Example: nigHt owl

fRiday 8.30pM / piccolino, Hale

Example: nigHt owl

SatuRday 3.00aM / oxfoRd Road, MancHeSteR

Example: nigHt owl

Home after a great night out!

SatuRday 4.00aM / flixton

Example: MuM

downloaded gaMeS - doRa tHe exploRa, peppa pig, MoSHi MonSteRS

text entRy to win a Holiday to diSney woRld floRida

little oR no activity afteR 10pM

SeaRcHeS ‘Half teRM activitieS’ ‘kidS paRty ideaS’

bRowSeS MuMSnet, netMuMS

Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Vestibulum id justo consequat, eleifend massa eu, auctor risus. Cras odio enim, luctus ut ligula consequat, ornare mollis mi.

MobileWebsiteBanners

1,148,277 iMpReSSionS / 9,427 clickS / 0.8% ctR / 32 StaRted applicationS / 5 coMpleted applicationS

93%readrateoftextmessages

80%readatextmessagewithin 4 minutes

OutboundTextMessages

Geo-fencedTextMessages

taRgetted MeSSage to Selected audience

clickS on code foR good webSite

The University of Manchester School

of Computer Science

Results24,692messagesdelivered

10,474messagesopened(42%openrate)

636clickstotheCodeforGoodmobilepage(6%CTR)

Wi-Fi targettingBrandedWi-filog-inpages:55 Universities10 major shopping centresStreetWi-fiinLondonandManchester

Text Responsec a n d i dat e data ba S e g e n e R at i o n

Nearfield communication

Questions?

Makingthemostofmobile

S e S S i o n 2

Scott Mcgougandigital diRectoR

woRk coMMunicationS

agenda / tHe cHanging digital landScape / How youR webSite can ReSpond tHe atS QueStion / alteRnative appRoacHeS / any QueStionS?

Formostofourclientsthecorporatecareerssiteisstillthecentreoftheirdigitalstrategy.

Devicesbecomeevermorepowerful

software becomes ever more capable;

MeMorybecomesevermoreabundant;

Networksbecomeeverfasterandmore

iNtelligeNt;andthepricebecomesmore

afforDable.

The changing

digital landscape

ReMeMbeR tHiS?

Increasingamountoftraffictoasiteisbeingdrivenbythemobileweb

MoRe and faSteR

inteRnet uSe

21Million

HouSeHoldS (83%) Had inteRnet acceSS in 2013.

inteRnet acceSS uSing a Mobile

pHone MoRe tHan doubled between 2010 and 2013, fRoM

24% to 53%

bRoadband inteRnet

connectionS uSing fibRe optic oR cable weRe uSed by 42%

of HouSeHoldS, up fRoM 30%

in 2012.

(ONS stats - Q2 2013)

Theriseofthetablet

2013between 7 to 8 Million tabletS

in tHe uk

likely to ReacH

10 Million in tHe new yeaR.

tHat’S

1/5tH of tHe uk adult

population owning a tablet SoMetiMe Soon.

(You Gov Tablet Tracker statistics Q2 2013)

(You Gov Tablet Tracker statistics Q2 2013)

feMaleS own 52% of

tHe tabletS in tHe uk -

up fRoM 43% in Q2 2012

Reduction in SHaRed

tabletS (fRoM 57%

to 48%)

tHe SMaRtpHone

48.4%

30.9million

64% 38%

of uk ReSidentS

SMaRtpHone uSeRS uk in 2013

of uk Mobile pHoneS

of ouR daily Media inteRactionS aRe on SMaRtpHoneS

SMaRtpHone owneRSHip

pRoJectionS

2014 2015

20172016

34.6 Million (66.7%) of all Mobile

uSeRS / 53.7% of tHe population)

37.8 Million (71.7% / 58.2%)

43.4 Million (80.9% / 65.8%)

40.7 Million (76.6% / 62.2%)

weaRable tecH

Whyisbeingmobileoptimised so important?

66% 61% 52%

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

Said tHat a bad uSeR expeRience Made tHeM

leSS likely to engage witH tHat coMpany.

google Seo penaltieS foR non-Mobile

fRiendly SiteS

dynaMic SITE BASED ON

DEVICE

SepaRate Mobile SITE

ReSponSive deSign

3coreapproaches–thebigdebate

1. SepaRate Mobile Site

RESPONSIVE WEB DESIGN - Same URL, Same HTML

THREE WAYS TO BUILD

Optimises website experiences across different screen sizes without creating multiple websites.

Responds to screen size and orientation to adjust images, template layout and content visibility.

Harnesses touch screen capabilities such as dragging and swiping.

Makes it easier for people to share and link to your content.

DYNAMICALLY SERVING - Same URL, Different HTML

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.

Requires some customisation of code that needs to be maintained on a per device basis.

SEPARATE WEBSITES - Different URL, Different HTML

Mobile website independent of desktop website.

Browser detects if visitor is on a mobile device and redirects them to the mobile website. Mobile websites tailored to needs of mobile user.

Learn more about how to make your website work across all deviceswww.google.co.uk/think

SOURCES

What Users Want Most From Mobile Sites Today. Google/Sterling Research/SmithGeiger, US (July 2012).


Adobe Mobile Experience Survey & eMarketer 2011, US

The People's Web Report. Netbiscuits, UK (June 2013).

What Users Want Most From Mobile Sites Today. Google/Sterling Research/ SmithGeiger, US (July 2012).

1.

2.

3.

4.

5.


Accenture Seamless Retail Study. Accenture, US (April 2013).

2013 Mobile Consumer Insights. JUMIO/Harris Interactive, US (May 2013).

Our Mobile Planet. Google/Ipsos OTX, UK (July 2013).

6.

7.

8.

9.

THE WORLD HAS GONE MULTI-SCREEN

Mobile website independentof desktop website.


advantageS

Specificallydesignedandwrittentoreflectthemobileexperience

Easier to navigate

Fasterloading

Canincorporatemobilefeaturesmoreeasily

conSideRationS

Investmentinsitedevelopmentandmaintenance

SEO

Separate‘m’domain

2. dynaMically SeRving diffeRentHtMl on tHe SaMe uRl


THREE WAYS TO BUILD













SOURCES






1.

2.

3.

4.

5.





6.

7.

8.

9.


Webserver detects what kind of devicepeople are on and presents a custompage on the same URL.

Pages can be designed for any kindof device, e.g. smartphones, tablets,desktop computers and Smart TVs.

Requires some customisation of codethat needs to be maintained on a perdevice basis.

advantageS

Simpler navigation

Quickertodownload

Enhanceduserexperience

conSideRationS

Eachnewdevicepotentiallyneedsanewdesign

Morecomplexcoding=investment

Usermaynotalwayswantthemobileversion

Sharingcontentmoredifficult

www.techcareers.jpmorgan.com

3. ReSponSive web deSign RESPONSIVE WEB DESIGN - Same URL, Same HTML

THREE WAYS TO BUILD













SOURCES






1.

2.

3.

4.

5.





6.

7.

8.

9.


Optimises website experiencesacross different screen sizes without creating multiple websites.

Responds to screen sizeand orientation to adjustimages, template layoutand content visibility.

Harnesses touch screencapabilities such as draggingand swiping.

Makes it easier for people toshare and link to your content.


THREE WAYS TO BUILD













SOURCES






1.

2.

3.

4.

5.





6.

7.

8.

9.


advantageS

Betteruserexperience

Single site management

Makessharingeasy

SEO

conSideRationS

Itmeansaredesignofyourwebsite

Time=investment

Designmaybelimitedtoensuresiteworksacrossalldevices

Canbeslowertoload(mustbeoptimised)

www.chaloubgroupcareers.com

www.vwggraduates.co.uk

The atS question?

Thegoodnews

90%of uSeRS uSe

Multiple ScReenS SeQuentially

73%of Mobile SeaRcHeS

tRiggeR additional activity and conveRSionS

The solution is to manage user expectations andfacilitatetheuserjourneyacross

multipledevices–speedandconveniencearekeytomakinguseofmobile.

To summarise…

Questions?

Smartphones - the ultimate recruitment tool

Marketing

mobile users

mobile attraction

mobile searches

e n t s e

mobile phone94

mobile phone15

mobile owners

mobile qa