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MOBILE	
  RECRUITMENT	
  
STRATEGIES	
  THAT	
  	
  
ACTUALLY	
  WORK	
  
VILDAN STIDHAM
Divisional Vice President, Global...
???
…do NOT have a clearly defined
mobile strategy

2

#intalent
INTENTIONS	
  ARE	
  GOOD,	
  BUT	
  
PROGRESS	
  AND	
  STRATEGY	
  LACKING	
  
100%
90%

100%
23

80%
70%

90%
80%

18

...
In 20 minutes you can have one!

4

#intalent
MY	
  JOURNEY	
   UK	
  and	
  France	
  

EXECUTIVE	
  SEARCH,	
  	
  
SHORT	
  TERM	
  ASSIGNMENTS	
  

Chicago	
  

Ger...
MY	
  JOB	
  
Run the engine
execuPve	
  recruitment
university	
  relaPons
social	
  media
development	
  
programs	
  
g...
MY	
  JOB	
  
Run the engine
execuPve	
  recruitment
university	
  relaPons
social	
  media
development	
  
programs	
  
g...
MY	
  COMPANY	
  

INSERT	
  VIDEO	
  

8

Human Resources | Mobile Recruitment Strategies That Actually Work

#intalent
WE	
  NEED	
  TO	
  DELIVER...	
  

Recruit more than
10,000 people in 150
countries, while…

9

#intalent
HOW	
  DO	
  WE	
  DO	
  IT?	
  GOMOBILE	
  

Relevant
Simple
Sustainable

10

#intalent
GO	
  MOBILE	
  

Relevant
Simple
Sustainable

Mobile recruitment strategies that actually work

CONNECT + ENGAGE

11

+ E...
HOW	
  DID	
  WE	
  START?	
  BE	
  RELEVANT	
  
Win in Emerging markets (FASTER)
Build Leadership Pipeline (DEEPER)
Deliv...
SO	
  WHAT?	
  KEEP	
  SIMPLE	
  &	
  GO	
  MOBILE	
  
GoMobile Strategy for Emerging Markets (FASTER)
70% Connect+ 20% En...
CRM	
  +	
  SMS	
  

Utilizing power of CRM tool
to trigger SMS check-in
points with new hires
Reducing reliance on
recrui...
CRM	
  +	
  SMS	
  
Recruiter	
  to	
  Candidate	
  

Jia,	
  We	
  are	
  looking	
  
forward	
  to	
  having	
  
you	
  ...
WOW:	
  
RECRUITER	
  MOBILE	
  
•  CONNECT	
  real	
  Pme:	
  
–  via	
  Phone,	
  Text,	
  InMail	
  
–  Share	
  profile...
How would you like
to connect?

Your story – one
text at a time!

ENGAGE	
  and	
  
manage	
  the	
  
EXPERIENCE	
  
proac...
SO	
  WHAT?	
  KEEP	
  SIMPLE	
  &	
  GO	
  MOBILE	
  
GoMobile Strategy for Talent Pipeline (DEEPER)
25% Connect+ 50% Eng...
WOW:	
  
WORK	
  WITH	
  US	
  
•  Work	
  with	
  Us	
  Mobile	
  App	
  
–  Picture	
  yourself	
  at	
  Abbo_	
  
–  Bu...
SO	
  WHAT?	
  KEEP	
  SIMPLE	
  &	
  GO	
  MOBILE	
  
GoMobile Strategy for Extraordinary Customer experience (EASIER)

2...
EXPERIENCE:	
  EXECUTIVE	
  RECRUITMENT	
  
APP	
  –	
  Dashboard	
  

21

#intalent
EXPERIENCE:	
  EXECUTIVE	
  RECRUITMENT	
  
APP	
  –	
  ConversaQons	
  

22
22

#intalent
EXPERIENCE:	
  EXECUTIVE	
  RECRUITMENT	
  
APP	
  –	
  Check	
  In	
  

23
23

#intalent
NOW	
  WHAT?	
  MAKE	
  IT	
  SUSTAINABLE	
  
Tell a story in business terms.
Make it part of your CULTURE	
   and brand i...
LETS	
  SUMMARIZE:	
  WHAT	
  YOU	
  
SHOULD	
  REMEMBER	
  
1.  Strategies work when they are SIMPLE, RELEVANT and SUSTAI...
YOU	
  WILL	
  WIN	
  

26

#intalent
WHAT	
  IS	
  YOUR	
  	
  
GOMOBILE	
  FORMULA?	
  
CONNECT + ENGAGE

27

+ EXPERIENCE
#intalent
Mobile Recruitment Strategies That
Actually Work
 

 

Brett Ellen Underhill
Director, Recruiting Programs
Introduction

#intalent 29
Why Mobile?
The Recruitment Strategy Shift

?

#intalent 30
Employment Branding & Recruitment Strategy

High Tech
Marketing

High Touch
Sourcing
• Social Networking

• Segmentation
•...
Prudential’s Journey

Phase 1
October 2011
• 
• 
• 
• 

Easy access- optimized site
“Snap shot” experience
Videos- employe...
Prudential’s Journey

Phase 2
April 2012
•  Jobs on the Go
•  Search
•  Share
•  Remind

#intalent 33
Prudential’s Journey

#intalent 34
Mobile Insights
Earned Media
m.jobs.prudential.com ranked top 7 as
“front runner” among Fortune 500*

*iMomentus, 2013

#intalent 36
Mobile Adoption Expected to Increase by 16% in 2013

Mobile Site
90,000

Est.

80,000

Site Visits

Mobile 70,000
adoption...
iOS Platform Penetration Reaches a New Level
Adoption by OS

Type of Device
0
2012

66%

Apple

2013

28%

Android

2013

...
Mobile Conversions1

49,115
Job
Views

58,186
Site
Visits
984
Emailed
a Friend

• 
25,3762 job views
•  1% of mobile visit...
Lessons Learned
Lesson #1
Getting Started: Gain buy-in and support
from multiple stakeholders
Lessons Learned
Gain buy-in and support from multiple stakeholders
1.  Create a comprehensive business case based on your ...
Lesson #2
Getting Started: Decide which platforms
support your recruitment goals
Lessons Learned
Decide which platforms support your
recruitment goals
1.  Research where/how your ideal candidates spend t...
Lessons Learned
Mobile Limitations
QR code on a billboard

#intalent 45
Lessons Learned
QR code must be scannable, lead to an optimized
site & call to action– lead to something valuable

#intale...
Lessons Learned
QR code leading to a pay off- “Get it Right”

#intalent 47
Lesson #3
What I would have done differently
Lessons Learned
What I would have done differently
1.  Prioritize mobile options for career site over anything else
2.  In...
Prudential’s Journey

Phase 3
Q4/Q1 2013-14
•  Refresh: Bold, Innovative & Engaging
•  Research & Discovery
•  Endless Pos...
Questions?

Stay in touch
Brett Underhill
Prudential Financial

Director, Recruiting Programs, Staffing | Human Resources
...
Mobile Recruitment Strategies That Actually Work | Talent Connect Vegas 2013
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Mobile Recruitment Strategies That Actually Work | Talent Connect Vegas 2013

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These strategic yet practical case studies from Talent Connect Vegas 2013 will show you how to build a successful, impactful mobile recruiting program.

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Mobile Recruitment Strategies That Actually Work | Talent Connect Vegas 2013

  1. 1. MOBILE  RECRUITMENT   STRATEGIES  THAT     ACTUALLY  WORK   VILDAN STIDHAM Divisional Vice President, Global Talent Acquisition Abbott 1 #intalent
  2. 2. ??? …do NOT have a clearly defined mobile strategy 2 #intalent
  3. 3. INTENTIONS  ARE  GOOD,  BUT   PROGRESS  AND  STRATEGY  LACKING   100% 90% 100% 23 80% 70% 90% 80% 18 19 13 70% 60% 60% 50% 35 50% 29 40% 40% 30% 30% 20% 23 10% 0% 3 20% 10% 8 Mobile recruiting is absolutely part of our plans but we haven't really started yet 20 0% 13 We don't know where to start with mobile recruiting #intalent
  4. 4. In 20 minutes you can have one! 4 #intalent
  5. 5. MY  JOURNEY   UK  and  France   EXECUTIVE  SEARCH,     SHORT  TERM  ASSIGNMENTS   Chicago   Germany   MARKETING,  1  YEAR   BRAND  MANAGEMENT  AND     COMMUNICATION,  2  YEARS   GLOBAL  TALENT  ACQUISITION,     2  YEARS   EXECUTIVE  SEARCH  FROM   RESEARCH  TO  CONSULTANT     TO  PARTNER,  10  YEARS   Chicago   5 Singapore   Turkey     TALENT  ACQUISITION  FROM     CORPORATE  TO  PHARMACEUTICAL     DIVISION,  4  YEARS   INTERNATIONAL     TALENT     ACQUISITION,   2  YEARS   Turkey   #intalent
  6. 6. MY  JOB   Run the engine execuPve  recruitment university  relaPons social  media development   programs   global   operaPons   talent   management   system   6 diversity   employment   branding   global  job   boards   conPngent   labor   sourcing   digital  plaSorms   #intalent
  7. 7. MY  JOB   Run the engine execuPve  recruitment university  relaPons social  media development   programs   global   operaPons   talent   management   system   7 diversity   employment   branding   global  job   boards   conPngent   labor   sourcing   digital  plaSorms   #intalent
  8. 8. MY  COMPANY   INSERT  VIDEO   8 Human Resources | Mobile Recruitment Strategies That Actually Work #intalent
  9. 9. WE  NEED  TO  DELIVER...   Recruit more than 10,000 people in 150 countries, while… 9 #intalent
  10. 10. HOW  DO  WE  DO  IT?  GOMOBILE   Relevant Simple Sustainable 10 #intalent
  11. 11. GO  MOBILE   Relevant Simple Sustainable Mobile recruitment strategies that actually work CONNECT + ENGAGE 11 + EXPERIENCE #intalent
  12. 12. HOW  DID  WE  START?  BE  RELEVANT   Win in Emerging markets (FASTER) Build Leadership Pipeline (DEEPER) Deliver Extraordinary Customer Experience (EASIER) 12 #intalent
  13. 13. 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 13 #intalent
  14. 14. 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 14 +   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% #intalent
  15. 15. CRM  +  SMS   Recruiter  to  Candidate   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_?   15 Reminder  SMS  to   Hiring  Manager   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. #intalent
  16. 16. WOW:   RECRUITER  MOBILE   •  CONNECT  real  Pme:   –  via  Phone,  Text,  InMail   –  Share  profile  with  Hiring  Manager         16 #intalent
  17. 17. How would you like to connect? Your story – one text at a time! ENGAGE  and   manage  the   EXPERIENCE   proacQvely     17 #intalent
  18. 18. SO  WHAT?  KEEP  SIMPLE  &  GO  MOBILE   GoMobile Strategy for Talent Pipeline (DEEPER) 25% Connect+ 50% Engage +25% Experience •  WHAT WORKS: Targeted Social Media and CRM •  WHAT WOWS: Work with Us Mobile App with Business Leader Presence 18 #intalent
  19. 19. WOW:   WORK  WITH  US   •  Work  with  Us  Mobile  App   –  Picture  yourself  at  Abbo_   –  Business  leader  presence       19 #intalent
  20. 20. SO  WHAT?  KEEP  SIMPLE  &  GO  MOBILE   GoMobile Strategy for Extraordinary Customer experience (EASIER) 20% Connect+ 20% Engage +60% Experience •  WHAT WORKS: Balancing Mobile Pipeline Access with High-Touch Service •  WHAT WOWS: Executive Recruitment Apps 20 Human Resources | Mobile Recruitment Strategies That Actually Work #intalent
  21. 21. EXPERIENCE:  EXECUTIVE  RECRUITMENT   APP  –  Dashboard   21 #intalent
  22. 22. EXPERIENCE:  EXECUTIVE  RECRUITMENT   APP  –  ConversaQons   22 22 #intalent
  23. 23. EXPERIENCE:  EXECUTIVE  RECRUITMENT   APP  –  Check  In   23 23 #intalent
  24. 24. NOW  WHAT?  MAKE  IT  SUSTAINABLE   Tell a story in business terms. Make it part of your CULTURE   and brand identity. CULTURE, Build the organization in a way that there is clear focus on INNOVATION INNOVATION. Assess and adapt your formula 24 #intalent
  25. 25. 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 25 #intalent
  26. 26. YOU  WILL  WIN   26 #intalent
  27. 27. WHAT  IS  YOUR     GOMOBILE  FORMULA?   CONNECT + ENGAGE 27 + EXPERIENCE #intalent
  28. 28. Mobile Recruitment Strategies That Actually Work     Brett Ellen Underhill Director, Recruiting Programs
  29. 29. Introduction #intalent 29
  30. 30. Why Mobile? The Recruitment Strategy Shift ? #intalent 30
  31. 31. Employment Branding & Recruitment Strategy High Tech Marketing High Touch Sourcing • Social Networking • Segmentation • Online Job Boards •  Talent Ambassadors • External recognition • Video Sharing •  Agencies &Research • Mobile & QR codes • Earned Media • Employee Referrals • Search Engines • Career site -desktop/ mobile •  Strategic Partnerships • Thought Leadership • Social Media Diverse Leaders Employment Branding Campus Interns Professionals Executives #intalent 31
  32. 32. Prudential’s Journey Phase 1 October 2011 •  •  •  •  Easy access- optimized site “Snap shot” experience Videos- employee’s stories Engage and entice #intalent 32
  33. 33. Prudential’s Journey Phase 2 April 2012 •  Jobs on the Go •  Search •  Share •  Remind #intalent 33
  34. 34. Prudential’s Journey #intalent 34
  35. 35. Mobile Insights
  36. 36. Earned Media m.jobs.prudential.com ranked top 7 as “front runner” among Fortune 500* *iMomentus, 2013 #intalent 36
  37. 37. Mobile Adoption Expected to Increase by 16% in 2013 Mobile Site 90,000 Est. 80,000 Site Visits Mobile 70,000 adoption expected to increase to 16% 60,000 50,000 40,000 30,000 20,000 10,000 2011 2012 2013* Mobile site visits represented 11.7%, 9.7% & 10.5% of career site traffic in 2011, 2012 & 2013 * 2011 data is from November-December. 2013 data is from January-August #intalent 37
  38. 38. iOS Platform Penetration Reaches a New Level Adoption by OS Type of Device 0 2012 66% Apple 2013 28% Android 2013 66% 69% Android 28% 27% 27% 6% Other 2013 iOS 69% 2012 2012 2012 2013* 10,000 20,000 30,000 40,000 50,000 4% Other 6% 4% * Note: 2013 data is from January - August 38 #intalent
  39. 39. Mobile Conversions1 49,115 Job Views 58,186 Site Visits 984 Emailed a Friend •  25,3762 job views •  1% of mobile visits apply for a job vs. 6% desktop visits. •  Cross pollination with social media properties 379 Applied 1. 2013 data is from January – August 2013 2. LinkedIn data is from April – August 2013 #intalent 39
  40. 40. Lessons Learned
  41. 41. Lesson #1 Getting Started: Gain buy-in and support from multiple stakeholders
  42. 42. 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 #intalent 42
  43. 43. Lesson #2 Getting Started: Decide which platforms support your recruitment goals
  44. 44. 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 #intalent 44
  45. 45. Lessons Learned Mobile Limitations QR code on a billboard #intalent 45
  46. 46. Lessons Learned QR code must be scannable, lead to an optimized site & call to action– lead to something valuable #intalent 46
  47. 47. Lessons Learned QR code leading to a pay off- “Get it Right” #intalent 47
  48. 48. Lesson #3 What I would have done differently
  49. 49. 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 #intalent 49
  50. 50. 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…. #intalent
  51. 51. Questions? Stay in touch Brett Underhill Prudential Financial Director, Recruiting Programs, Staffing | Human Resources brett.underhill@prudential.com www.linkedin.com/pub/brett-underhill/5/9a3/b03 http://jobs.prudential.com #intalent 51

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