The last blog post laid out 3 things to consider in your approach to your mobile recruitment solution, (http://bit.ly/1rLdGyI). What this did not do is delve into the detail on the “how” – how do you maintain personal and direct communication to your candidates throughout the recruitment lifecycle?
Smartphone penetration is up to 65% of the U.S. market. This means that there is still 35% of the market out there who are unable to take advantage of a fancy, responsive design mobile site – something considered to be “the solution” to the mobile recruitment optimization problem. How do you then engage with the candidate base that is ‘offline’ in terms of a mobile-web enabled device?
How about email?
Let’s look at the statistics:
- A traditional email campaign will yield an 11% read rate, on a good day.
- The average time to open an email: 384 minutes.
Let’s talk about text.
Did you know:
- People check their smartphones 150x per day and rarely make a call, (AdTruth).
- 1.8 billion people are actively using SMS today, (Experian)
- Open/read rates for text campaign are over 95%, (comScore)
- Average time to open on a text message: 3 minutes, (mBlox)
Why not leverage SMS as part of your recruitment strategy?
Think: Narrow-Cast Job Marketing. SMS can allow you to push tailored, relevant content direct to a candidate’s device of choice at the frequency with which they wish to receive it.
Many are hesitant due to the caveat around text message consent management: the opt-in.
The Art of the Opt-in
Due to Federal Regulations, in the United States, the success of your SMS recruitment strategy will be dependent on an opt-in, meaning candidates will have to have told you, “yes, I am happy to receive text message alerts from [Insert Your Brand Here].”
It is not as complicated as it may seem.
There are several ways in which you can gain consent from your talent community to communicate direct to a member’s mobile device. The simplest of which is to embed a widget on your desktop careers site which gathers the following information (at the very least):
- First Name, Last Name
- Email Address
- Mobile Number (and only the mobile number)
- Job Type / Category
- SMS Opt-in Consent Checkbox
(To see an example of a company who does it right, visit Chrysler’s Careers Site).
The mobile number is arguably the most important number you should be collecting from your candidate base. Even if you have not enabled a SMS Messaging platform, you should begin collecting mobile numbers and consent from your candidates immediately.
Keep in mind, building a mobile-enabled talent community is a process, but one which will yield results long term.
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