HRO Today July/August 2014 - 44

Talent Acquisition
And when it's easy, they will apply. " When candidates
complain how they're struggling to complete the
application on the web, we tell them they can apply more
quickly via their smartphone, " says Leube.
Getting In The Game
With the tremendous access that mobile offers,
an improved hiring process will only come when
organizations put the candidate first and ensure that
applying is seamless and optimized. Newman says you
are essentially throwing away money on recruiting if
candidates are having a bad experience. According
to CareerBuilder's 2013 Candidate Behavior Study, 70
percent of respondents somewhat or strongly agree that
the experience during the application process impacts
their decision about accepting a job offer.
" I believe that mobile will simply become part of a
larger consideration to savvy recruiting marketers and
recruiting teams when we talk about the candidate
experience, " says PepsiCo's Hoyt. " The creation of hybrid
apps, versus native and/or web apps, for engaging
experiences, will continue to evolve across platforms and
into the wearable space. It won't be about marketing to
mobile for much longer. We'll soon get to the point that
engagement and experience via mobile for recruiting
trumps everything else. "
An important factor is to make sure your system is
optimized on all platforms. " Comparing mobile versus
tablets is similar to looking at browser market share-
you need to look at all of them, " says Eliraz. Since the
experience of mobile can be different on different
devices, it's important to have a platform that is tailored
to the device.
Take social networking capabilities into consideration.
" LinkedIn's mobile app drives 36 percent of all
engagement on the platform, including job applications, "
says Kostelnik. " Indeed, CareerBuilder, and Glassdoor all
have mobile apps where your jobs can be advertised. By
sharing your jobs socially you can attract candidates who
access those sites on their mobile. "
Considerations for the Future
While companies have mobile career sites, many lack the
ability for candidates to apply. But adoption is quickly
on the rise. Newman says that 45 percent of Fortune 500
companies have a mobile career site, but only 10 percent
offer the ability to apply. This was at 5 percent six months
[44]
HRO TODAY MAGAZINE
| JULY/AUGUST 2014
Mobile completion rates are solid: 151
percent greater than desktop. Mobile
job seekers are also more inclined to
click the apply button-45 percent
more candidates do so compared to
desktop users.
ago, so adoption rates are headed in the right direction.
As mobile apps evolve to offer the ability to apply, ease
of application should be duly noted. As mobile moves
into the future, solutions needs to tighten up forms
and ensure that existing candidate profiles from social
networks can be imported.
" Apply rates will continue to grow, " says Leube. " Einstein
was one of the first healthcare organizations in the Philly
area to embrace mobile, which gives us a leg up on some
of the harder-to-fill jobs. More clinical people are setting
up LinkedIn profiles so that will help make it easier for
them to apply. "
Successful e-commerce technology is likely to be
incorporated into mobile offerings and strategy. Newman
says that iMomentous is working on capturing what
jobseekers are looking for when seeking a nursing job,
then posting banners, imagery, relocation info etc.,
when that jobseeker returns. " This will drive better
engagement and make the career center an active
candidate pipeline machine, " he says.
Alorica's Dumin believes that the industry is merely
scratching the surface when it comes to mobile ads
through social media, pay-per-click technology, and QR
codes. " They will all drive applicants to the mobile site, "
he says.
As mobile moves into the future, strategies, technologies,
and releases will all center around the candidate and
their experience. What it boils down to is mobile is simply
another way to ensure organizaitons have top talent and
a competitive edge. " Our goal will be to ensure we have
ability to deliver a message by whatever means [it takes
to] help us find the best candidates, " says McDonald from
E.W. Scripps.

HRO Today July/August 2014

Table of Contents for the Digital Edition of HRO Today July/August 2014

HRO Today July/August 2014 - 1
HRO Today July/August 2014 - 2
HRO Today July/August 2014 - 3
HRO Today July/August 2014 - 4
HRO Today July/August 2014 - 5
HRO Today July/August 2014 - 6
HRO Today July/August 2014 - 7
HRO Today July/August 2014 - 8
HRO Today July/August 2014 - 9
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