In a world where there’s an app for almost everything, it’s certainly no secret that mobile engagement with job seekers continues to rise. Last May, for example, GlassDoor released the results of its Mobile Job Search Survey, which found that “68 percent [of job seekers] use their mobile device to search for jobs once a week or more.” That number highlights the importance of including mobile access in staffing and marketing efforts.
Although Mamu Media focuses primarily on helping our clients use print publications to connect with their clients and prospects and stand out in a very crowded messaging playing field currently dominated by electronic media, we recognize that digital strategies are here to stay and fill a critical role in any comprehensive marketing effort. Therefore we encourage our clients to adopt an integrated approach that optimizes the best digital and print practices.
When it comes going digital in recruiting, the possibilities are limited only by your imagination. Your organization probably already employs some digital efforts, and I’m sure you’ve found that some of them work better than others. Here we’ve compiled a list of digital strategies that can be especially effective. Take a look—perhaps you’ll spot a new approach that can help your organization’s recruitment efforts!
SMS integration with your CRM. SMS (text messaging) is a great way to connect with candidates for interview reminders and job alerts. Some staffing software (such as TempWorks) even allows you to manage this type of messaging from within your CRM. Imagine being able to alert multiple candidates via SMS of job openings that fit their skill sets, or have the system text a time confirmation and directions to a candidate the day before his or her interview. This sort of arrangement benefits candidates and organizations alike: for example, when Abbott Laboratories rolled out an SMS-based reminder program, the company saw an 80% reduction in the no-show rate within three months.
Video interviewing. This technology can help your organization streamline its internal recruiting process and present candidates to your clients. Some companies (such as HireVue) allow users to record candidate interviews so the clients can play, pause, rewind, and review at their convenience. Also, using free services such as Skype and Google Hangouts lets you conduct live interviews with candidates without spending a lot of time and money on travel.
Video highlights. Video doesn’t have to be limited to interviewing, however: organizations can also use it to promote their job openings and career opportunities. For examples, take a look at this video from Capital One and this one from the Home Depot.
Mobile-optimized website. People now expect websites to be easily navigable on any platform, and company sites that aren’t optimized for viewing on mobile devices can be a big turnoff to job seekers. If your website makes users pinch and zoom to see the content, has tons of graphics or popup boxes, or requires Java or Flash plugins, for example, it may actually drive candidates away! Avoid this pitfall by making sure your site follows best practices for mobile site design.
Custom apps. Some of the more adventurous staffing companies are developing their own apps for iOS and Android devices. Most of these apps will take many of the functions available through your mobile-optimized site and wrap them into a dedicated (and branded) app.
Social media ambassador program. Nearly all staffing companies are leveraging social media in some capacity, but not all of them are maximizing its social aspects. Remember, there really isn’t anything social about simply posting jobs to your social media channels. So if you haven’t done so already, consider creating a designated role—a social media ambassador—in your company for engaging with both candidates and potential employers via social media. This role would be responsible for answering inquiries, expanding current relationships and developing new ones with clients and candidates, managing posts, sourcing content, and other tasks that build connections through social media channels.
QR codes. When photographed with a smartphone, these matrix barcodes bring the user to an a specified website. They originated in industrial fields but in recent years have seen widespread (and growing!) commercial and marketing applications. Consider placing QR codes on your business cards or printed marketing materials to drive traffic to your company’s LinkedIn profile, career website, or other online content you want to highlight.
Gamification. Through gamification, in which game mechanics are used in non-game contexts, companies are finding news ways to engage with candidates, customers, and clients alike. In a recent issue of HR Insights, for example, we published an article by a Jobcast recruiting expert that discussed examples of gamification in recruitment—some of which might work well in your own organization’s recruiting and marketing efforts.
By no means is this an exhaustive list of the many (many!) digital possibilities out there! But I hope it gives you a sense of the many options available for enhancing recruitment efforts through savvy and innovative use of digital media.