HRO Today July/August 2014 - 43

Talent Acquisition
button-45 percent more candidates do compared to
desktop users.
Industries in which mobile is especially taking off include
healthcare, travel, retail, and those typically associated
with high turnover, says Adam Gent. " Those with high
turnover jobs are seeing a higher ROI with a mobile
solution, " notes the co-founder of SnapHop, a mobile
and social recruiting solution. " Our clients on average
are seeing two to three times the number of mobile
applications than their previous apply process. "
Meghan Leube, manager of recruitment services at
Einstein Healthcare Network, is seeing between 4 and
7 percent of applicants coming from a mobile device. It
varies by position, ranging from IT to registered nurses
to physical therapists, clerical and medical assistants, and
pharmacy technicians. " Our external hires from mobile
are around 4.3 percent of the 2,000 hires we make
annually, " she says.
Like any new HR technology, companies deciding to
incorporate mobile into their application process have to
build a strong business case to support it. Organizations
should know their demographic-and the type of talent
they are trying to attract.
" You have to have a way to help people find you and
interact with you on mobile. As a media company our
business case was easy, we knew we had to do it to be in
the game, " says Kevin McDonald, vice president of BPO
governance at The E.W. Scripps Company.
Stanton Dumin, VP of HR and talent acquisition at
Alorica, a BPO with 20,000 employees worldwide,
echoes McDonald's sentiment: " Our target demographic
for recruitment in the call center industry tends to
be younger, entry-level candidates who live on their
smartphones. Time-to-hire and fill rates are critical to our
revenue model, so we knew we needed a strong mobile
presence and an easy to submit application to capture
applicants we may have been missing. "
Mobile can also help build employment brand and
showcase a company as innovative and forward-thinking,
attracting the right candidates. " If you don't support
mobile today you are degrading the quality of hires you
make, " notes Ziv Eliraz, CEO at Zao, a referral recruiting
platform offering mobile capabilities. " Having mobile
capabilities is particularly critical to people in roles who
don't sit at a desk. Without mobile you will chop off
anywhere from 10 to 50 percent of your funnel. " Today
Zao sees about 30 percent of their clients' traffic coming
through mobile devices.
Key Business Benefits
Application rates. Many organizations are finding
application rates actually going up. " When we go out
to job fairs (and) people ask what jobs we have open,
they can now scan a QR code that takes them directly to
the mobile jobs site, " says Leube at Einstein Healthcare
Network.
Getting more applicants can be a huge benefit. Alorica's
Dumin says, " Our mobile employment application is
bringing in 6,000 new applicants per month, which is
about 10 percent of our total applicant flow and it's
growing quickly. Before we offered a mobile interface,
it's likely most of these applicants dropped off. "
Simplicity. Leube says their platform, iMomentous, is
fully integrated with their applicant tracking system
provided by PeopleFluent. Both mobile applicants and
web applicants will appear in the same database. " It's
great because recruiters can see who is interested and
can then ask for a resume when appropriate, " she says.
" If an applicant uses apply with LinkedIn or via Dropbox,
then recruiters have more info up front. "
Anytime access. Smartphones and tablets provide an
outlet for engaging people whenever and wherever.
" Most referrals happen while they're out of the office so
a mobile app allows for them to do it on the spot versus
having to wait until they are back in the office, " says
Laurie Spieler, vice president sales at Gooodjob, a U.K.based
company with a mobile app that leverages both
social and referral recruiting.
Improving the hiring process. Some technology offers
the ability to measure activity through drill-down
analytics-and the results can offer actionable insights.
Mike Pauletich, SVP of strategic alliances and business
development for Jibe, says, " We have clients who have
seen mobile conversion rates jump after using our
analytics to identify and close the gaps in their mobile
apply process. "
Ease of use. TriNet's Buss says that with the mobile
platform, it only takes 60 seconds to apply since the
system is intuititve, creating a name and password for
applicants. One minute to apply is pretty tough to beat.
JULY/AUGUST 2014
| www.hrotoday.com
[43]
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HRO Today July/August 2014

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HRO Today July/August 2014 - 1
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