�e Tru FilesMOBILITY

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TRU HEAT INDEX

@BillBoorman and Natalia Shuman

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We scoured presentations and conversations from the last twelve months of TRU events to bring you the best forward-looking ideas in the field of recruiting. 48

8,00010EVENTS

ATTENDEES BIG IDEAS

MOBILITY /03

HOW DOES 24-HOUR ACCESS CHANGE THE WAY WE ENGAGE JOB CANDIDATES? WILL YOU CHANGE YOUR MESSAGE WHEN YOU’RE REACHING JOB CANDIDATES AT HOME?

TIME TO RETHINK HOW YOU REACH CANDIDATES.

In developed markets in the US, Europe and Asia, it’s become commonplace to talk about mobile as a segregated (or lesser) recruiting strategy. And in the years when smart phone adoption was less than 30 percent, such an approach made (some) sense.

But visit markets like Poland or Russia—where the recruiting market is evolving and becoming

formalized—and you’ll find no one talking about their mobile strategy as a segregated strategy.

And that’s because web access and content consumption in those countries skipped the personal

computer and went straight to mobile tablets and phones. Counterintuitively, recruiters in those

markets are savvier about exploiting mobile channels than those in more established markets.

Here’s why thinking about mobile matters so much regardless of geography: 40 percent of all

emails are opened on mobile devices (i.e. phone and tablet). And 50 percent of average global

mobile web users use their mobile either as their primary or exclusive online portal.1

When a recruiter shares digital content, by email or through social channels, they must think

clearly about whether the message works well on both mobile and desktop devices. What’s

more, recruiters must consider the moment in which they’re interrupting prospects. Eighty

percent of smartphone users and 81 percent of tablet users are using their devices while

watching television. And 44 percent report sleeping with their devices by their side.2

/04

50% of mobile phone users say mobile is their primary internet source.3

MOBILITY

1, 2, 3 http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

Increasingly there are few boundaries between work and personal lives, which means your

message may be opened during the work day, but it also may be opened while your candidate

is watching television or cooking dinner. In fact, we’ve found the best time to reach job

candidates is between 4:45 to 9:45 p.m.—those hours when they’re transitioning between work

and home life, and when they’re most likely to be watching a screen for entertainment.

This means two important things: (a) you’re battling for attention not against your competitors,

but against every other source of information and entertainment; (b) you need

to package your message in a way that’s as relevant and frictionless as possible for

mobile users.

Too often conversations about mobile are focused on the technology, but recruiters would be

wise to think more about the moment. To offer a real-life example: When you reach out to your

audience via email, the content within should more closely resemble an instant message than

a letter. And yet, we bet 98 percent of companies send email newsletters and updates that

resemble letters. Long, linear and just a tad too dry. Wrong.

MOBILITY /05

Your content (and by content we’re talking about all the ways in which you keep in touch with

both prospective candidates and active candidates) should be easy to read, easy to share

and highly relevant. Headlines should be optimized and smart, content should be informative

or entertaining, and, above all, your content should be highly targeted (even personalized).

Remember, you’re competing against Buzzfeed, not the recruiter down the street. By opting-in

to email newsletters or following your social feed, people are inviting you into their personal

space. Be relevant and respectful.

/06MOBILITY

Job candidates really don’t want to apply by mobile. Think about how difficult it would be to fill in dozens of fields through a mobile device. What they really want is to connect via mobile.

/07

MOBILE-OPTIMIZED OR APP? One decision companies face is whether to build an app to improve candidate experience or to simply ensure web content is mobile-optimized.

Many companies believe mobile strategy is synonymous with app design—after all, 80 percent

of time spent on mobile is spent inside apps according to DigitalBuzz. But the challenge of

apps for recruiting is to design a solution that’s not a one-shot, short-term utility.4 If you design

an app to help candidates navigate the application process, for example, then by default it’s

likely to be useful for a matter of months. A great tool to be sure, but it shouldn’t be the only

tactic in your mobile strategy.

Beyond apps, employer brands must ensure their websites are mobile optimized—or easily

navigable via a mobile device. There should be no pinching-to-zoom or anything else that

forces your audience to overcome design limitations on their mobile devices. What’s more,

both apps and mobile-optimized sites should leverage your visitors’ GPS data. If a potential

candidate is viewing your content from Seattle, then immediately serve up openings in that

metro area.

MOBILITY

4 http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

/08

And one more thing: Job candidates really don’t want to apply via mobile. Think about how

difficult it would be to fill in dozens of fields using a mobile device. What they really want is to

connect via mobile. No need to make the application process mobile-optimized.

MOBILITY

CANDIDATE EXPERIENCE APPS

The most interesting recruiting apps build in rich functionality and are part of an overall talent

attraction effort. Yes, it should offer the basics, including a graphic that shows the status of an

application … but apps can do so much more.

You can ask candidates to pre-record an introductory interview on their smartphone to warm

up the relationship. Help candidates prepare for the second-round interview with a custom

interview guide, as well as a profile of each person they’ll meet. Offer directions to the company

and check-in instructions. And finally, use the app as an integral part of onboarding to ensure a

continuous, positive candidate experience. By thinking beyond the basics in app development,

recruiters thrill (rather than just satisfy) their recruits, whether they become employees or not.

/09

INVEST IN SOCIAL LISTENINGThe potential upside for companies that understand their audience, and how they use mobile, is truly profound.

Consider this example: What if recruiters kept active lists of high-value candidates, and

adopted a “listening” strategy to uncover job-searching signals (i.e. predictive online behavior).

Updating a LinkedIn profile, for example, or aggressively increasing activity on professional

social groups could signal to a recruiter that it’s time to reach out.

And what if that communication was hyper-personalized? Just as ad networks serve up ads from

retail sites you’ve recently visited online, so too recruiters could target potential candidates with

positions related to the candidates’ recent searches online.

Rather than thinking about mobile, it’s time to think about mobility—and all the implications

of interconnectivity. How does 24-hour access change the way we message job candidates?

And how will we design content to educate, entertain and enchant potential candidates in the

moment we reach them through mobile devices?

MOBILITY

/10

When thinking about

mobile, don’t get caught

up in conversations

about technology. Move

the discussion to the

fundamentals: (a) you’re

battling for attention not

against your competitors,

but against every other

source of information and

entertainment; (b) your

mobile content needs to be

as relevant and frictionless

as possible for people

reading on smartphones

and tablets.

Conduct a mobile audit of your

current portfolio of content.

Is your website easy to read

from a mobile device?

(No pinch-to-zoom.)

Is it easy to share content

with friends? Email jobs to

yourself or others?

Are emails easy to read

via mobile?

Is your website and content

attractive via mobile? Does

it draw people in with strong

headlines and rich visuals?

Does your brand have a

presence on the social

channels your audience visits

often from mobile devices?

Is your content easy to read,

engage with and share?

MOBILITY: ACTIONABLE INSIGHTS

Do you need an app?

Should you build an app

to improve candidate

experience, or simply ensure

web content is mobile-

optimized? Many companies

believe mobile strategy

is synonymous with app

design—but for recruiting

it’s pretty tough (though

not impossible) to justify

an app because they’re

often one-shot, short-term

utilities. Make sure your site’s

web experience is mobile-

optimized first (by using a

dedicated mobile site, or

through responsive design),

then consider app design.

FOCUS ON THE FUNDAMENTALS

MOBILITY /11

I first discovered the Unconference concept when I led a track at #RecruitFest in Toronto in

1999. I was taken aback by the way discussion flowed and how different the format was to a

traditional conference. I led a track all day under a tree and learnt far more than I gave.

Two months later and back in the UK, we ran the first #truLondon at Canary Wharf in November

2009. Today, we’re running dozens of #tru events a year across Europe, North America, Africa

and the Asia-Pacific. Thousands of recruiters, HR leaders and providers come together in an

informal spirit of information sharing and networking.

#tru is based on the BarCamp principle, which means that everybody can be an active

participant instead of listening to speakers and watching presentations all day. The emphasis is

on communication and the free exchange of ideas and experiences where the participants fuel

the conversations.

THE #TRU STORY

BILL BOORMAN

MOBILITY /12

Technological change means people are connected 24-hours a day, and this has already created

a revolution in the way we reach job candidates and created a new sense of urgency in the way

we communicate – with everyone.

Mobile should be top-of-mind when thinking of strategies to attract top-talent and here’s why:

40 per cent of all emails are opened on mobile devices like a smart phone or tablet, while

50 per cent of average global mobile web users use their mobile as their primary or exclusive

online portal. This also means that having a mobile-optimized career site or ATS is vital, as

it allows for the most efficient exchange of information. Candidates can receive immediate

information from a company, while recruiters are more able to keep information up-to-date and

keep in touch with talent, which could result in a faster hiring cycles.

When a recruiter shares digital content, by email or through social media channels, they must

think clearly whether the message works well on both mobile and desktop devices, and if the

message is compelling enough to make someone read it – now.

You’re battling not only for attention not against your competitors but against every other

source of information and entertainment. So it’s important to make sure your message and

methods of recruiting are always mobile-ready.

To learn more about the future of recruiting download the TRU File e-book

MOBILITY @BillBoorman

THINK ABOUT HOW OFTEN YOUR REACH FOR SMART PHONE OR TABLET BEFORE YOU EVEN LEFT THE HOUSE THIS MORNING.

NATALIA SHUMAN

NATALIA SHUMAN

Senior Vice President and General Manager, EMEA and Asia Pacific Regions

Board Director, TS Kelly Workforce Solutions, North Asia Joint-Venture

Natalia is a global executive with broad general management and operational experience and 20 years in the staffing industry. Her career with Kelly spans all three regions of the globe and a variety of leadership positions.

Natalia thoroughly understands and appreciates cultural differences, talent trends, business practices and traditions in both emerging and developed markets. She is well positioned to consult with senior management of large and small companies on their talent acquisition and management issues and to positively impact their outlook, helping them to grow and stay competitive.

For more thought leadership go to talentproject.com

EXIT

This information may not be published, broadcast, sold, or otherwise distributed without prior written permission from the authorized party. All trademarks are property of their respective owners. An Equal Opportunity Employer. © 2014 Kelly Services, Inc.

ABOUT KELLY SERVICES®

Kelly Services, Inc. (NASDAQ: KELYA, KELYB) is a leader in providing workforce solutions. Kelly® offers a

comprehensive array of outsourcing and consulting services as well as world-class staffing on a temporary,

temporary-to-hire, and direct-hire basis. Serving clients around the globe, Kelly provided employment to

approximately 540,000 employees in 2013. Revenue in 2013 was $5.4 billion. Visit kellyservices.com and connect

with us on Facebook, LinkedIn, and Twitter. Download The Talent Project, a free iPad® app by Kelly Services.

TO LEARN MORE ABOUT THE FUTURE OF RECRUITING, DOWNLOAD THE FOLLOWING TRU FILES EBOOKS.

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