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MOBILE RECRUITMENT STRATEGIES THAT ACTUALLY WORK VILDAN STIDHAM Divisional Vice President, Global Talent Acquisition Abbott
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???
…do NOT have a clearly defined mobile strategy
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INTENTIONS ARE GOOD, BUT PROGRESS AND STRATEGY LACKING
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile recruiting is absolutely part of our plans but we haven't really started yet
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
We don't know where to start with mobile recruiting
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In 20 minutes you can have one!
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Germany MARKETING, 1 YEAR
UK and France EXECUTIVE SEARCH,
SHORT TERM ASSIGNMENTS
Chicago TALENT ACQUISITION FROM
CORPORATE TO PHARMACEUTICAL DIVISION, 4 YEARS
Chicago GLOBAL TALENT ACQUISITION,
2 YEARS
Singapore INTERNATIONAL TALENT ACQUISITION, 2 YEARS
Turkey BRAND MANAGEMENT AND COMMUNICATION, 2 YEARS
Turkey EXECUTIVE SEARCH FROM
RESEARCH TO CONSULTANT TO PARTNER, 10 YEARS
MY JOURNEY
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Run the engine
MY JOB
diversity
employment branding
global job boards conPngent labor
sourcing
execuPve recruitment
university relaPons
social media
development programs
global operaPons
talent management system
digital plaSorms
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Run the engine
MY JOB
diversity
employment branding
global job boards conPngent labor
sourcing
execuPve recruitment
university relaPons
social media
development programs
global operaPons
talent management system
digital plaSorms
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INSERT VIDEO
8 Human Resources | Mobile Recruitment Strategies That Actually Work
INSERT VIDEO
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MY COMPANY
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WE NEED TO DELIVER...
Recruit more than 10,000 people in 150
countries, while…
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HOW DO WE DO IT? GOMOBILE
Relevant Simple
Sustainable
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GO MOBILE Relevant Simple
Sustainable
Mobile recruitment strategies that actually work Mobile recruitment strategies that actually work
CONNECT + ENGAGE + EXPERIENCE
Mobile recruitment strategies that actually work
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HOW DID WE START? BE RELEVANT
Win in Emerging markets (FASTER)
Build Leadership Pipeline (DEEPER)
Deliver Extraordinary Customer Experience (EASIER)
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SO WHAT? KEEP SIMPLE & GO MOBILE GoMobile Strategy for Emerging Markets (FASTER) 70% Connect+ 20% Engage +10% Experience
• WHAT WORKS: Mobile -Enabled Sites, SMS, Video Interviewing, QR Codes, Social Ambassador Program
• WHAT WOWS: Recruiter Mobile and CRM/SMS Combination
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CRM + SMS
Utilizing power of CRM tool to trigger SMS check-in points with new hires Reducing reliance on recruiters to manage this manually and increasing the likelihood of keeping candidates engaged
+ Engage Hiring Managers in the process via automated SMS reminders to touch base with their new hires on key dates: 1 month, 2 weeks and 2 days mark
= Within first 3 months of the launch of the program we were able to reduce no-show rate by 80%
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CRM + SMS
Jia, We are looking forward to having you on board. Just checking in to see how your off-‐boarding process is going with your current organizaPon and see if you have any quesPons on onboarding at Abbo_?
Kara, Jia’s start date is in two weeks. This may be a good time to share what she can expect during the first week.
Recruiter to Candidate Reminder SMS to Hiring Manager
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WOW: RECRUITER MOBILE
• CONNECT real Pme: – via Phone, Text, InMail – Share profile with Hiring Manager
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ENGAGE and manage the EXPERIENCE proacQvely
How would you like to connect?
Your story – one text at a time!
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25% Connect+ 50% Engage +25% Experience
SO WHAT? KEEP SIMPLE & GO MOBILE GoMobile Strategy for Talent Pipeline (DEEPER)
• WHAT WORKS: Targeted Social Media and CRM
• WHAT WOWS: Work with Us Mobile App with Business Leader Presence
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WOW: WORK WITH US
• Work with Us Mobile App – Picture yourself at Abbo_ – Business leader presence
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20% Connect+ 20% Engage +60% Experience
SO WHAT? KEEP SIMPLE & GO MOBILE GoMobile Strategy for Extraordinary Customer experience (EASIER)
• WHAT WORKS: Balancing Mobile Pipeline Access with High-Touch Service
• WHAT WOWS: Executive Recruitment Apps
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EXPERIENCE: EXECUTIVE RECRUITMENT APP – Dashboard
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EXPERIENCE: EXECUTIVE RECRUITMENT APP – ConversaQons
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EXPERIENCE: EXECUTIVE RECRUITMENT APP – Check In
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NOW WHAT? MAKE IT SUSTAINABLE
Tell a story in business terms.
Make it part of your CULTURE, and brand identity.
Build the organization in a way that there is clear focus on INNOVATION.
Assess and adapt your formula
story
INNOVATION
adapt
CULTURE
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LETS SUMMARIZE: WHAT YOU SHOULD REMEMBER
1. Strategies work when they are SIMPLE, RELEVANT and SUSTAINABLE
2. Going Mobile is in fact easy: Find your success formula with CONNECT+ ENGAGE + EXPERIENCE
3. Never travel alone. Make business leaders part of your journey
4. One size never fits all. Balance your global strategy with local talent behavior
5. Tell a relevant story back to business
6. When in doubt, go back to #2, and refocus and prioritize your mobile solution
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YOU WILL WIN
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WHAT IS YOUR GOMOBILE FORMULA?
CONNECT + ENGAGE + EXPERIENCE
Brett Ellen Underhill Director, Recruiting Programs
Mobile Recruitment Strategies That Actually Work
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Introduction
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Why Mobile?
The Recruitment Strategy Shift
?
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Employment Branding & Recruitment Strategy
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• Social Networking
• Talent Ambassadors
• Employee Referrals
• Agencies &Research
• Strategic Partnerships
• Earned Media
• External recognition
• Video Sharing
• Career site -desktop/mobile
• Thought Leadership
• Search Engines • Mobile & QR codes
• Segmentation
• Online Job Boards
• Social Media
High Tech Marketing
High Touch Sourcing
Employment Branding
Diverse Leaders Professionals Campus Interns Executives
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Prudential’s Journey
Phase 1 October 2011 • Easy access- optimized site • “Snap shot” experience • Videos- employee’s stories • Engage and entice
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#intalent
Prudential’s Journey
Phase 2 April 2012
• Jobs on the Go • Search • Share • Remind
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Prudential’s Journey
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Mobile Insights
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Earned Media
m.jobs.prudential.com ranked top 7 as “front runner” among Fortune 500*
*iMomentus, 2013
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Mobile adoption expected to increase to 16%
Mobile site visits represented 11.7%, 9.7% & 10.5% of career site traffic in 2011, 2012 & 2013
Est.
- 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000
2011 2012 2013*
Site
Vis
its
Mobile Site
Mobile Adoption Expected to Increase by 16% in 2013
* 2011 data is from November-December. 2013 data is from January-August 37
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iOS Platform Penetration Reaches a New Level
* Note: 2013 data is from January - August
iOS
Adoption by OS 2012 2013*
66%
28%
6%
69%
27%
4%
0 10,000 20,000 30,000 40,000 50,000
Apple
Android
Other
Type of Device
2012
2013
2012
2013
2012
2013
66% 69%
28% 27%
6% 4% Other
Android
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Mobile Conversions1
1. 2013 data is from January – August 2013 2. LinkedIn data is from April – August 2013
379 Applied
984 Emailed a Friend
49,115 Job
Views
58,186 Site
Visits
• 25,3762 job views
• 1% of mobile visits apply for a job vs. 6% desktop visits.
• Cross pollination with social media properties
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Lessons Learned
Lesson #1
Getting Started: Gain buy-in and support from multiple stakeholders
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Lessons Learned
Gain buy-in and support from multiple stakeholders
1. Create a comprehensive business case based on your company and talent acquisition goals
2. Gain executive sponsorship and get a seat at the table. Include influential Communications, Legal, IT, and Marketing leaders
3. Focus on pilots and options (or phases) to vent concerns
4. Build bridges now to share budgets and resources later
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Lesson #2
Getting Started: Decide which platforms support your recruitment goals
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Lessons Learned
Decide which platforms support your recruitment goals
1. Research where/how your ideal candidates spend their time online and your competition’s level of engagement
2. Determine options: app vs. optimized, recruiting resources, time, budget, key performing indicators, and metrics
3. Discover how platforms could complement each other or used for branding vs. recruiting/sourcing
4. Get permission to be innovative and try platforms that may be inactivated in the future
5. Understand limitations of mobile, including QR codes
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Lessons Learned
Mobile Limitations QR code on a billboard
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Lessons Learned
QR code must be scannable, lead to an optimized site & call to action– lead to something valuable
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Lessons Learned
QR code leading to a pay off- “Get it Right”
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Lesson #3
What I would have done differently
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Lessons Learned
What I would have done differently
1. Prioritize mobile options for career site over anything else
2. Integrate engagement or text options for candidates and recruiters
3. Recognize impact of mobile search and job aggregators
4. Be more thoughtful about QR code placement
5. More focus on “how to” value add videos
6. Shorter, more concise and compelling job descriptions
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Prudential’s Journey
Phase 3 Q4/Q1 2013-14 • Refresh: Bold, Innovative & Engaging • Research & Discovery • Endless Possibilities
• responsive design • mobile friendly apply & better tracking • segmentation • interactive calendar • sourcing • instant chat….
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Questions?
Stay in touch
Brett Underhill Prudential Financial Director, Recruiting Programs, Staffing | Human Resources [email protected] www.linkedin.com/pub/brett-underhill/5/9a3/b03 http://jobs.prudential.com
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