Talent acquisition and recruiting using mobile marketing tools was the topic of this presentation provided to attendees of the Iowa Workforce Development project. The mobile marketing presentation was made by Barb Breeser, mobile marketing strategist at ATS Mobile. http://www.atsMobile.com In an action packed half hour, Breeser gave the audience details of how to improve their targeted recruitment by using mobile marketing. Services discussed were: SMS Text Message Marketing MMS Picture and Video Messaging ATS's 84444.com (http://www.84444.com) text marketing platform. Mobile Advertising Mobile Websites Geo Targeting Mobile Ad buys Rich Media Social Media Advertising Responsive Design Breeser discussed how to make it easy for candidates to search for opening by location and job description. How to create mobile friendly job descriptions and how to best utilize Linked In and Facebook in your geo-location recruiting efforts. The audience also became interactive with a demo of how SMS text message marketing works for recruitment. Text WORK to 84444 The new product of Text to Landline brings a whole new aspect to making yourself available to job candidates via text. http://www.atsmobile.com/text-to-landline ATS Mobile thanks Iowa Workforce Development for the opportunity and looks forward to speaking to HR and recruitment managers about how mobile marketing can help with your recruitment and talent acquisition process. ATS Mobile Office: 610-688-6000

1. THE POWER OF
MOBILE FOR
RECRUITMENT
Barb Osier Breeser
February 19, 2015

2. Our Services
SMS & MMS Texting
DIY Texting Platform 84444.com
Mobile Advertising
Mobile Websites
Geo Targeting
Mobile ad buys
Rich Media
Social Media Advertising
Responsive Design
Celebrating 25 Years in Business
www.atsMobile.com
www.PurpleGator.com
www.84444.com

3. Today’s Agenda:
• Status of Social & Mobile Industries today
• How Mobile has changed the way people search for jobs
• The Importance of Mobile Friendly sites
• The Power of Mobile Targeted Advertising
• Types and Uses of Mobile Targeted Advertising for Recruiting
• Types and Uses of Social Mobile Advertising for Recruiting
• Using SMS Text Message Marketing for Recruiting
• Text to Landline – Communicating with Candidates
• Retargeting
• Success Stories

4. Times have changed…

5. Mobile
has
changed
EVERYTHING

6. … including how people look for jobs

7. Turn traditional awareness
into mobile engagement.

8. Most people have their phone within
arm’s reach
24 / 7 / 365
The average person checks his/her
smartphone
110 times per day
The average time spent on
Facebook Mobile:
228 minutes/wk (32/day)
Sources: Locket, Inc.; AllThingsD.com

9. The Big Gap: Mobile Ad Spend vs. Consumption
AD SHARE FOR MOBILE IS
EXPLODING
NEARLY DOUBLING IN
THE LAST 12 MONTHS
… yet only 4% of ad budgets
are spent on mobile advertising.

10. 10
Job Search Data from LinkedIn:
The importance of mobile in the job search

11. 11
Career page(s): on your website, on Social Media,
and/or a separate landing page
Jobs.marriott.com
Careers landing
page
Facebook
Careers Page

12. 12
How does YOUR company view
the importance of mobile recruiting?

13. Not “IF” but WHEN candidates are
researching careers on a mobile device

14. 1. 94% of recruiters use, or plan to use social
media for recruiting. This number has
increased steadily for the last 6 years.
(Source: Jobvite)
2. Employers who used social media to hire
found a 49% improvement in candidate
quality over candidates sourced only through
traditional recruiting channels. (Source: Jobvite)
3. Millennials are changing the recruiting
industry. An Aberdeen study found that 73%
of 18-34 year olds found their last job
through a social network. (Source: Aberdeen
Group)
4. Fully 30% of all Google searches, about
300 million per month, are employment
related. (Source: Unbridled Talent)
Social Media & Recruiting Stats:

15. 1. Learn about the company, the position, the opportunities,
the culture
2. Take the next step – apply for a position
3. Engage: want prompt updates via SMS, email, phone calls
What candidates want and expect today:
1. Make it easy for candidates to search for openings by
function AND location
2. Create mobile friendly job descriptions
3. Offer the option of including a LinkedIn profile in
addition to or in place of a resume
4. Use location based data for more custom tailored
content. Automatically display nearby openings
What employers & recruiters need to do:

16. Marriott Examples of mobile optimized Career page: jobs.Marriott.com
Apply using mobile deviceLocal area job openings LinkedIn option

17. How to reach active and passive candidates:
The Power of Mobile Targeted Advertising for Recruiting
Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen before.
The building blocks of campaign design include:
GEO-FENCING
No more wasted spend – only advertise to users within an area
defined by zipcode, radius, or unique polygon.
DEMO-TARGETING
Only reach the users who meet a target profile of interest,
behavior, level of education, group association…
DAYPARTING & GEO-TARGETING/CONQUESTING
Spend ad dollars whenever and wherever makes the most sense –
i.e., target nurses working night shift at local critical care facilities.

18. MOBILE TARGETED ADVERTISING
Optimizing Standard Banners
The most common and usually lowest-CPM ad inventory
is found with standard still image banners. Lower prices
allow a larger number of impressions, but care must be
taken to design creative that rises above the noise.
^ Clear call to action &
simulated interactivity.
Use bulk impressions to reinforce brand messaging.
^
^ High contrast & clean text.

19. The Fullscreen Interstitial Video unit is
displayed during a pause in the user cycle
(i.e., app loading; data updates) and can be
either user-initiated or set to autoplay.
Supported on almost all mobile platforms
and devices.
MOBILE TARGETED ADVERTISING
Fullscreen Interstitial Video

20. In the app or web space, expandable rich media ad
components allow a tremendous variety of features
within the ad unit itself.
MOBILE TARGETED ADVERTISING
Expandable Rich Media

21. MOBILE TARGETED ADVERTISING
Mobilized Landing Pages
& Lead Tracking
The most important part of
successfully executing a mobile ad
campaign is sending interested users
to a mobile-optimized destination.

22. 22
MOBILE TARGETED ADVERTISING
Instant Backend Access & Follow-Up

23. 23
The Power of Social Mobile Targeted Advertising
for Recruiting: Targeting PEOPLE not PLACES
Traditional mobile ad buying is based on
geography, basic demographics and device – i.e.,
“serve this ad to tablet users 25+ within a 10-mile
radius of Des Moines Iowa.”
Ad targeting on social networks is entirely
different and extremely powerful. Instead of just
casting a net over a strategic geographic area,
these platforms allow you to pinpoint precisely the
users who are most likely to be interested in what
you’re promoting. Where do these networks get
their data? We all volunteer it, every day!

24. 24
SOCIAL-MOBILE ADVERTISING
Facebook “Lookalike” Modeling
Facebook’s powerful ad platform is designed to
target native ads to the users most likely to
respond. This is done with a combination of
geographic definition and user traits –
demographics, interests, and behaviors.

25. 25
SOCIAL-MOBILE ADVERTISING
LinkedIn Targeting: Industries, Titles
& Groups
Beyond the traditional LinkedIn Job postings, recruiters can
design a brand-building recruitment campaign using native ads
on users’ homepage feeds.

26. SMS Text Marketing for Recruiting
Text
WORK
to 84444
Use different keywords for
different groups for ease of
communication

27. 27
SMS Text Marketing for Recruiting
• Alert all job seekers to latest available positions
• Reduce costs of day to day contact with regular
clients
• Keep your registered clients database up to date
• Keep mobile staff updated with text messages
• Allow job seekers to reply to messages
...not sure you want to give out your cell phone number?

28. 28
Text to Landline
Text Anytime
• 1 on 1 Text Chat via SMS
• Works on Landlines!
• Branding
• Do-it-yourself or Concierge services

29. REVIEW: Information Flow – Social/Mobile Ads

30. 30

31. When it comes to job seekers, retargeting can be a great way to keep your company top
of mind and encourage wearied job seekers to begin or to complete a job application.
From a technical standpoint, you place a special retargeting
pixel (the single line of code needed to track site visitors) on
your careers page and serve recruiting-focused ads to those
pages’ visitors.

32. 32
A recent highlight from our
MOBILE recruitment with UNION HOSPITAL …
On Facebook, we are targeting custom audiences of nurses
within a 25mi radius of Union Hospital, as well as nurses working
for competitive health centers in surrounding counties. This is
combined with geotargeted ads across the same footprint,
generating broad awareness.
With over 140,000 total impressions and a reach of 3,550
unique Facebook users, we activated 34 leads in the first 2
weeks of flight. Additionally, we logged more than a dozen new
likes on the Union page and 200 points of engagement (post likes,
comments and shares).

33. 33
A recent highlight from our
MOBILE recruitment with ALDI … 306 hiring events
We've served 41 million impressions to 10.49 million people. 74k
shares, 16k comments, 62k post likes, 12k page likes
Mobile devices account for 82% of click throughs; followed by
Tablets (10%) and Desktop (8%). 38% of users use Samsung
devices; 31% use Apple.
Biggest single day so far was Jan 7- 16,972 users supporting 41
simultaneous hiring events on the calendar.
Our Hiring Event landing pages serve around 6,000 requests per
day with an average load time of only 3.3 seconds!

34. 34
A recent Highlight from our
MOBILE recruitment with OREILLY AUTO DES MOINES
On Facebook, we are targeting custom audiences of potential
drivers within a 50 mi radius of Des Moines & Cedar Rapids, as
well as people with interest in specific trucks, truck driving or truck
driving institutes. This is combined with geotargeted ads across
the same footprint, generating broad awareness.
To date: 1.1 million+ total impressions and a reach of over
30,000 unique Facebook users. We have activated 29 leads in
this initial campaign. Additionally, we logged 106 likes and 46
shares.

35. 35
Define your
Define your
Define your
GOALS.
AUDIENCE.
INVESTMENT.
How many applicants do you expect?
How can you maximize each brand impression?
How will you define success?
What is the area you want to focus on?
What are some aspects of an ideal target?
What are your strongest non-digital channels?
Who exactly are you trying to reach?
How long is the recruitment window?
How many positions are open?
What % of your budget can shift into mobile?
1
2
3

36. 36
Budget?
New $$$
or
Reallocate
existing budget

37. Let’s connect!
Barb Osier Breeser
Purple Gator – an atsMobile company
Digital Mobile Marketing Strategist
TWITTER: @barbosier
EMAIL: BarbB@atsMobile.com
FACEBOOK: Facebook.com/atsMobileNOW
LINKEDIN: linkedin.com/in/barbosier
OFFICE: (515) 850-1162
MOBILE: (515) 371-7552