Presented on October 27, 2009, the session describes the current state of mobile, explains the best approach to create mobile experiences for recruiting audience and illustrates with actual case studies from notable recruiting organizations. Special guest Christopher Hoyt, Associate Director, AT&T Talent Attraction (aka The Recruiter Guy) joined in, providing an inside perspective and real world examples. Included in the presentation were exciting statistics proving that mobile is a powerful tool in the recruiting business. By reviewing this webinar, you'll learn how to use mobile for: * Registration - build your recruiting database with SMS text message marketing techniques * Segmentation - send the opening to the right target via the right media * Communication - transmit your corporate culture and values in the right format for your mobile audience You'll also see an example of a real-world mobile candidate development process including: * Cross channel text message marketing * Mobile web registration forms * Mobile social media micro-site

1. New Mobile Strategies for Recruiters

2. Today’s presenters
Christopher Hoyt
Associate Director
Chuck Sacco, CEO AT&T Talent Attraction
PhindMe Mobile
Karl Goldstein,
National Accounts
Jon Cooper, CMO PhindMe Mobile
PhindMe Mobile

3. Housekeeping
• Phones will be on mute
• Please ask questions in the Questions input box
• Please give us feedback after the webinar
• Webinar recording and free white paper
information provided via email after the event

4. Mobile Strategies for Recruiters
Agenda
• Creating Mobile Experiences
• Design for Mobile Recruiting
• Channels Into Mobile
• Ways to Capture & Engage

6. New to the Mobile Web?
Web sites designed for
viewing on a mobile device

7. How many use the Mobile Web?
70 million and growing

8. So, what’s the big deal
about mobile web sites?
Have you seen your web site on a phone?
(You might want to sit down for this)

9. Most websites don’t work on mobile
• Desktop-style
interface
• Layout and navigation
not usable
• Flash doesn’t work
• Not designed for
mobile users

10. Why Design Specially For Mobile?
Fix all those problems, plus improve
user performance, so…
successful,
…they are
satisfied, and likely to
come back.

12. Desktop Style

13. Mobile Style
• Images, background
images and custom
navigation buttons
• Multi-media
• Maps
• Lead Forms
Audio

14. Mobile Style
• Images, background
images and custom
navigation buttons
• Multi-media
• Maps
• Lead Forms

15. Mobile Style
• Images, background
images and custom
navigation buttons
• Multi-media
• Maps
• Lead Forms

16. Mobile Style
• Images, background
images and custom
navigation buttons
• Multi-media
• Maps
• Lead Forms

17. Statistics Speak for Themselves
Twice the “Pages per Visit”
Top Content:
• Career Possibilities
• Join Talent Network
• What’s New

18. A Mobile Talent Network
AT&T Talent Network:
+105,000 opt-in members
(launch February 2009)
22% higher enrollment from
mobile pages.
Increasing opt-in preference
for SMS alerts.

20. How Do Candidates Get There?
2.
Multiple ways, 1. Mobile users are
here are a few: automatically
redirected from the
PC web site to the
mobile site
2. Twitter posts and
re-tweeting
4.
3. 3. Text Message Alert
4. Link from email job
listings page

21. User Experience
• Email & Social Media are becoming mobile behaviors
IAB: 179% YoY Increase in
mobile phone users
accessing social networking
web sites.
PCs: Only 10%
• Job openings are distributed via email & social media.

22. PC-Style job description page
This page is difficult
to read on iPhone and
it may be completely
inaccessible on other
devices.

23. Mobile-friendly job description page
Easily readable on all
devices

24. Mobile-friendly job description page
Easily readable on all
devices

25. Opt in by sending a
text message or a
mobile form.
Segment by job type
and location as they
opt-in.

26. Text Call-to-Action
Text sendme to 77950 to
request your copy of the
presentation “Great Mobile
Landing Pages.”
“77950” = Short Code
77950 = Short Code
sendme = Keyword
Try it now

27. Text Call-to-Action
Text message
response, with a
link to a mobile
registration form
“77950” = Short Code

28. Mobile-Friendly Content

29. Mobile Recruiting Campaign
SMS Opt-in Campaigns
• Txt “keyword” to 77950
• Example - ATT BSLD (business sales leadership)
Data Capture for Ongoing Engagement
• Mobile alerts when on campus or hiring begins
• Program specific pages
• Call to Action destination for all traffic
Page 29

31. Mobile is easier than most think…
1 2 3

32. Mobile Recruiting Campaign Flow
1 Job seekers can
2 A custom response
3
The custom SMS
now text various is sent to the job landing page for that
keywords to our seeker that is program contains an
mobile campaigns. related to the upbeat welcome
program of interest message and is only
In this example, a and provides a link visible to SMS opt-in
job seeker sends to the Mobile page job seekers.
“ATT RSLP” to for this TXT
77950 to find out
ONE WAY campaign.
ONE WAY
It provides a link to
more about our the mobile
Retail Sales optimized and
Leadership publicly available
Programs program page for
more information.
ONE WAY
All traffic is driven to a single call to action
but in a way that is engaging – and new!
1 2
Job seekers that
visit att.jobs are
automatically
The mobile
optimized AT&T
Campus recruiting
* Each mobile
optimized program
page provides
redirected to the page contains a detailed information
mobile optimized general welcome about a specific
version of the message and a link program.
career portal. to the Development
and Internship At the bottom of
Every page contains
TWO WAY TWO WAY each page,
Program pages.
a link to the AT&T directions to be
Campus recruiting included in the SMS
page. campaign or join the
Talent Network are
shown.

33. REAL Marketing & Measurement
Retail SMS Campaign
33% Response Rate to SMS
82% Click-through to Listing
(industry average 6% for email click-rate)
Savings of nearly 80%
over major job board email campaign

34. Mobile Effects
• Target audience engagement (leveraging
the mobile/social environment)
• Data capture
• Build a following via positive user
experience plus push messaging

35. Sample Mobile Recruiting Sites
Hewitt Associates Sales Recruiting
http://hewsales.everywhereigo.com
Hewitt Associates Diversity Recruiting
http://hewdiversity.com
AT&T Careers
http://att.jobs

36. Mobile Design Challenge
What could be hard?

37. Mobile Design Challenge
What could be hard?
Image created by Brian Fling www.pinchzoom.com

38. Common Solutions
1. Design for WAP
• Lowest common denominator
• You can do much better
2. Design for iPhone
• Full HTML Browsers
• Only about 8% of users

39. Common Solutions
3. Don‟t change a thing
• The “technology will fix
it” strategy
• Modern mobile
browsers display your
PC-style site
• The world will
eventually upgrade

40. Common Solutions
PC-style
navigation
About 2% of the
screen real estate
of a standard PC
display
So what about
Pinch and Zoom?

41. Common Solutions
Marketers and
brand managers
should forget
about pinch and
zoom.

42. Mobile Design: More Than Small
Content and media delivered across mobile phone capabilities
• Content layout
• Image trans-coding, audio, video and more
• Appropriate navigation style

43. Mobile Design: More Than Small
Content and media delivered across mobile phone capabilities
• Content layout
• Image trans-coding, audio, video and more
• Appropriate navigation style

44. This is Where Everywhereigo Comes In
Deliver your usual design
standard to users on multiple
mobile devices

45. This is Where Everywhereigo Comes In
Maintain your custom branding and
design elements in a site designed
for your mobile audience.

47. Mobile pages can be designed and updated in HTML or a simple doc editor

48. Use the device preview tool to see how changes will look on various devices

49. Campaign Management

50. Mobile/PC Redirection
http://m.att.jobs
User Goes To
http://att.jobs
http://att.jobs

51. Mobile/PC Redirection
http://m.att.jobs
User Goes To
http://m.att.jobs
http://att.jobs

52. Look and Feel Customization
Custom Buttons Background Header
body.mobile #iphonefooter #navlist {
display: block;
padding:0px;
margin:0;
background: url(„../DynamicImage.aspx?id=2622') repeat-x #FFFFFF;
border-bottom:1px solid #FFFFFF;
}

53. Thank you!
Call 1-888-343-3721