This presentation was created specifically to help recruiters understand some of the basic trends that have led us to where mobile is today. There is a growing interest in "mobile recruiting" - the practice of leveraging mobile marketing in the recruitment space. This presentation focused on providing a business case for why mobile is important, as well as how it can be used to help build, and engage a network of prospect talent. Presentation delivered by Michael Marlatt at ERE 2010.

1. Are we there yet?
@MichaelMarlatt Webinar
Sponsors:

2. About me...
Summary… My Employer… Former Employers…
o 13yrs in Recruiting
o 8yrs Telecom/Wireless
o Sourcing Consultant
o Trainer & Speaker
o Mobile Evangelist
o Tech-Junkie
Digital Hub: http://michaelmarlatt.com ! !
Mobile site: http://m.cloudrecruiting.net
My Blog: http://cloudrecruiting.net
Go Mobile
TEXT the keyword
CLOUD to 90206

3. There’s a lot of talk about mobile...
Source: heikescholz@mobile-zeitgeist.com

4. Image design by: Paul Butt

5. The FIRST Mobile Phone… In 2007, Apple announced the iPhone.
In 1984, Motorola released the - Weight: 4.7 ounces (133 grams)
“DynaTAC 8000X”. - Battery Talk time: Up to 5 hours on
3G; up to 10 hours on 2G;
“The brick” weighed 2lbs, offered
30 minutes of talk time for every iPhone named “Invention of the Year”
recharging. in 2007 by Time Magazine.
Original price tag: $3,995 Top-end price tag: $599

6. Within the next five years more users will connect to
the Internet over mobile devices than desktop PCs.
Mary Meeker
Managing director at Morgan Stanley
Head of the Global Technology Research Team

7. All of the above

8. A few perspectives...

9. “ The confluence of these three factors (computing, connectivity and the
cloud) means your phone is your alter ego, an extension of everything
we do. Here, right now, we understand the new rule is 'mobile first'
in everything. Our job is to make mobile be the answer to everything.”
Eric Schmidt, CEO

10. “Apple is a mobile devices company. This is what we do.”
Steve Jobs, CEO

11. “Whether it's Google or Apple or free software, we've got
some fantastic competitors and it keeps us on our toes. ”
Bill Gates, Founder

12. Allies have become rivals...

14. It’s Mobile War! Google enters Apple’s turf.

15. “ We did not enter the search business, they entered the phone
business. Make no mistake they want to kill the iPhone. We won’t let
them… ” Steve Jobs, CEO, Apple
Source: http://www.redmondpie.com

16. Former rivals forge new alliances.

18. Nokia and Microsoft Join Forces to Launch “Office Communicator Mobile”
“Nokia and Microsoft, at one time bitter
rivals in the wireless industry, announced
their alliance last August, with the goal
of integrating their products to reach a
larger audience and regain lost market
share from BlackBerry maker RIM, Apple's
iPhone and smartphones running Google's
Android mobile operating system.”
Source: Mobiledia.com
“Office Communicator Mobile”
Is available for the Nokia
E52 and E72 models.

19. Fact or Fiction: Bing to become the iPhone's Default Search Engine?

20. Question 1
What does all of this disruption mean to employers
(recruiters) and is this truly the time to “go mobile”?

21. Mobile & Recruitment - are we there yet?

22. The Agenda
Part 1 – Mobile: Introduction
Part 2 - Mobile: The 7th Mass Media
Part 3 - SMS (Short Message Service)
Part 4 - Mobile Recruiting: Case Studies
Part 5 – SMS (Text-Message) Demo
Open Discussion

23. Part 1
Mobile:

24. ! because it's always at the fingertips of your target audience.
‐ Adam Kaufman
President of PinPoint Interac4ve Media.

25. Is it really any surprise what we carry most?
Keys Money Mobile
Source: Jan Chipchase, Nokia Research

26. Mobile is ubiquitous...

27. It’s our 2nd
shadow and an
extension of
who we are.

28. We take it
wherever
we go...

29. And, yes...
even
here.

30. “91% of the planet keep the mobile phone
within arm’s reach 24/7. It is literally the last thing we look at before
we go to sleep and again the first thing we see when we wake up.”
! !! ! ! ! ! ! ! ! ! ! ! ! ! ! !- Morgan Stanley, 2007

31. Mobile is rarely shared...

33. It’s mobile.

34. It’s mobile. It’s social...

35. Let’s take a
break and rewind.
(Q: How did we get here?)

36. to understand the present.
- Carl Sagan

37. Part 2
TheRise
of Mobile.

38. The Rise of Mobile: Timeline
Print
(1500’s)
1st

39. The Rise of Mobile: Timeline
Print Recording
(1500’s) (1890’s)
1st 2nd

40. The Rise of Mobile: Timeline
Print Recording Cinema
(1500’s) (1890’s) (1910’s)
1st 2nd 3rd

41. The Rise of Mobile: Timeline
Print Recording Cinema Radio
(1500’s) (1890’s) (1910’s) (1920’s)
1st 2nd 3rd 4th

42. The Rise of Mobile: Timeline
Print Recording Cinema Radio Television
(1500’s) (1890’s) (1910’s) (1920’s) (1950’s)
1st 2nd 3rd 4th 5th

43. The Rise of Mobile: Timeline
Print Recording Cinema Radio Television Internet
(1500’s) (1890’s) (1910’s) (1920’s) (1950’s) (1990’s)
1st 2nd 3rd 4th 5th 6th

44. The Rise of Mobile: Timeline
Print Recording Cinema Radio Television Internet Mobile
(1500’s) (1890’s) (1910’s) (1920’s) (1950’s) (1990’s) (2000)
1st 2nd 3rd 4th 5th 6th 7th

45. Part 2
Mobile:

48. Mobile subscribers in the U.S. reached...
Source: CTIA, 2010

49. digital phones outnumbered old analog devices.

50. years ago...

51. Remember when...
The “phone” was
still in the booth?

52. Today, we can easily put
the booth in the phone.
In 2001, the first commercial camera phone (J-SH04) was launched in Japan by Sharp Corporation.
The first commercial deployment in North America of camera phones was in 2002.

53. that currently leverage the camera phone.

54. 1. Barcodes (QR-Code)

55. 2. Image Recognition

56. 3. Augmented Reality (AR)

58. U.S. wireless subscribers finally top...
Source: CTIA, 2010

59. In 2006...

60. Finland offered the first “commercial access” to the mobile web in 1996 on the Nokia 9000
Source: CTIA, 2010

61. In 2009...

62. U.S. wireless subscribers reached...
Source: CTIA, 2010

63. million
U.S. subscribers connected to the Internet, including
the 41 million who carry “SmartPhones”.
Source: CTIA, 2010

64. As of 2010...

65. The CTIA (The Wireless Association) reported...
...use mobile phones.
Source: Steve Largent, President and CEO of CTIA, 2010

66. The mobile industry now has...
active subscriptions.
Source: Tomi Ahonen - 2010

67. How does mobile compare to PC?

68. 4.6 Billion Mobile Subscriptions in Perspective
5B
4B
3B
Billions
1.2B! 2B
1B
PC Users
0B
Source: Tomi Ahonen - 2010

69. 4.6 Billion Mobile Subscriptions in Perspective
5B
4B
3B
Billions
1.3B!
1.2B! 2B
1B
PC Users
Landline Users 0B
Source: Tomi Ahonen - 2010

70. 4.6 Billion Mobile Subscriptions in Perspective
5B
4.6B!
4B
3B
Billions
1.3B!
1.2B! 2B
1B
PC Users
Landline Users 0B
Mobile Subscriptions
Source: Tomi Ahonen - 2010

71. By the year 2020, Pew estimates that the...
will be the primary device for accessing the internet.
Source: Pew Research, The Future of the Internet III - 2009

72. Part 3
(short message service)

73. “Text messaging, or texting is the common term
for the sending of "short" (160 characters or fewer,
including spaces) text messages from mobile phones
using the Short Message Service (SMS).”
Source: StateMaster Encyclopedia

75. Source: Tomi Ahonen, 2010

76. How does SMS compare to other
channels of communication?

77. No. of Worldwide Users by Communication Channel 3.5B
3.6B!
3B
3.1B!
2.5B
Billions
2B
1.7B!
1.7B!
1.5B
1.4B!
1B
0B
Source: Tomi Ahonen - 2010

78. According to the CTIA,
4.5 trillion text-messages
were sent globally in 2009.

79. of SMS messages are
read within 4-15 minutes.
Source: Jared Reitzin, MobileStorm, 2009

80. Did you also know...

81. “SMS usage is expected to grow by 22% in 2010, to - 5.5 Trillion
total SMS text messages sent globally. The big driver in the
SMS traffic now is North America…”
! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! ! ! Tomi Ahonen, Mobile Industry Expert

82. WHY use SMS?

83. !Tomi Ahonen, Mobile Industry Expert

87. U.S. Statistics
Quarter Phone Text
Did you know... Calls Messages
All Subscribers 204 357
12 & Under 137 428
SMS/Text-messaging is no Ages 13 - 17 231 1742
longer just for “teens” or
Ages 18 - 24 265 790
the 20-somethings.
Ages 25 - 34 239 331
Ages 35 - 44 223 236
Source: Nielsen Mobile, 2009 Ages 45 - 54 193 128
The survey measured the billing activity through an “opt-
in” panel of more than 50,000 U.S. mobile lines across Ages 55 - 64 145 38
the top four mobile carriers.
Ages 65+ 99 14
Average Number of Monthly Calls vs. Text Messages
Among U.S. Wireless Subscribers by age.

88. Mobile Marketing
is a set of practices that enables organizations to communicate
and engage with their audience in an interactive and relevant
manner through any mobile device or network.”
- Mobile Marketing Association (MMA)

89. Now, let’s talk about...
mobile marketing.
recruiting.

90. Benefits of Going Mobile?
 91% of Americans are now wireless subscribers
 Mobile is Personalized & Private
 Mobile Flexible & Timely
 Mobile SMS has a 94% Read Rate
 SMS has a 15-20% Response Rate vs. 1% for Traditional Media.
 Easy to Group Broadcast (i.e., push job-alerts notifications, special
events announcements re: career fair, open-house, and campus
recruiting, etc.)
 Easily Integrates with online and offline marketing channels
 Mobile-web creation & optimization is fast and easy to set-up
 Mobile offers highly measurable & accurate reporting
 Cost-Savings vs. Traditional Marketing methods

91. Part 4
Mobile Recruiting
{Case Studies}

92. Hewitt Associates Goes Mobile
Case Study 1: “HEWSales” – SMS Campaign

93. Case Study 1: “HEWSales” ‐ SMS Campaign Text “HEWSALES” to 77950
Step 2: HEWSALES “opt‐in” Step 3: Link to HEWSALES mobile‐site.
confirmaFon auto‐response.
Step 1: Sales “prospect” candidates are
encouraged to Txt HEWSALES to 77950
Call‐to‐Ac?on: Users are
prompted to email resume
or click link to be redirected
to the HEWSALES site.

94. Hewitt Associates Goes Mobile
Case Study 2: “HEWDiversity” – SMS Campaign

95. Case Study 3: HewiP Associates Text “HEWDIVERSITY” to 77950
Case Study 2: “HEWDiversity” ‐ SMS Campaign
“HEWDiversity” – SMS Campaign
Objec?ve: Engage the 2009 NBMBAA conference AQer the “opt‐in”: Subscribers were Mobile URL:
aOendees via a raffle‐give‐away. Conference provided a link to view the raffle‐give‐
aOendees were encouraged to parFcipate by away details, as well as learn more www.Hewdiversity.com
sending an SMS (text‐message) with the keyword about HewiO’s Diversity Program, and
HEWDIVERSITY to 77950. career opportuniFes.
Call‐to‐Ac?on: ParFcipants are
prompted to click the HEWDiversity
link for contest details.

96. Case Study 5
{Case Study 3: “ATT JOBS” ‐ SMS Campaign}
Presented by: Chris Hoyt

97. Chris Hoyt, at a glance…
Blog site: www.RecruiterGuy.net Mobile site: hOp://m.recruiterguy.net
TwiOer: www.twiOer.com/therecruiterguy
Text RecruiterGuy
to 41411

98. Case Study 3: “ATT JOBS” ‐ SMS Campaign
Text “ATT JOBS” to 77950
Passive solicita?on for opt‐ins
Communica?on that is…
• Immediate
• Customized
• Viral
• Streamlined

99. Measuring Return
Instant Measurement of Interest…
Retail Jobs in Chicago
30% Increase in Response vs. email/Job Board
Over 80% Clickthrough to Job LisFngs/Apply

100. Case Study 5
{Case Study 4: SMS to Mobile‐Social}

101. Case Study 4: AT&T ‐ SMS to Mobile Social
Case Study 5: SMS to Mobile Social
aO.jobs gets mobile

102. Measuring Return
Growing Returns on a Growing Network…
January 2010 the Talent Network reached
over 200k Members.
Averaging ~1,400 new registraFons via
mobile per month. (~17,000 EOY)
$ 1 13 $13 $8$ 3
$
8 11
Page 102

103. Part 5
SMS

104. SMS-Demo
Text SHOWME to
(The Keyword = SHOWME) (Short Code = 90206)

105. “Insanity: doing the same thing over and over
again and expecting different results. “
‐ Albert Einstein

106. Open Discussion...
Credits/Acknowledgements: Webinar Sponsors:
Presenter: Michael Marlatt
www.MichaelMarlatt.com
www.CloudRecruiting.net
Twitter.com/MichaelMarlatt
michael@cloudrecruiting.net
AT&T Presenter: Chris Hoyt
www.RecruiterGuy.net
Twitter.com/TheRecruiterGuy
chris@recruiterguy.net
Mobile Stats/Resource credits:
Tomi Ahonen, MobileStorm, Nielsen Mobile,
CTIA, WorldBank.org, Morgan Stanley, Mobile
Marketing Association (MMA), Microsoft, Google,
and Apple.
Mobile Recruiting Case Studies:
• Hewitt Associates
• AT&T
Image Source:
Flickr (All credits to their respecFve owners.)
SMS-Demo (Platform) provided by:
Site: hOp://mresourceglobal.com