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MOBILE  RECRUITMENT  STRATEGIES  THAT    ACTUALLY  WORK   VILDAN STIDHAM Divisional Vice President, Global Talent Acquisition Abbott

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???

…do NOT have a clearly defined mobile strategy

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INTENTIONS  ARE  GOOD,  BUT  PROGRESS  AND  STRATEGY  LACKING  

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0%

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40%

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90%

100%

Mobile recruiting is absolutely part of our plans but we haven't really started yet

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0%

10%

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We don't know where to start with mobile recruiting

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In 20 minutes you can have one!

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Germany  MARKETING,  1  YEAR  

UK  and  France  EXECUTIVE  SEARCH,    

SHORT  TERM  ASSIGNMENTS  

Chicago  TALENT  ACQUISITION  FROM    

CORPORATE  TO  PHARMACEUTICAL    DIVISION,  4  YEARS  

Chicago  GLOBAL  TALENT  ACQUISITION,    

2  YEARS  

Singapore  INTERNATIONAL    TALENT    ACQUISITION,  2  YEARS  

Turkey    BRAND  MANAGEMENT  AND    COMMUNICATION,  2  YEARS  

Turkey  EXECUTIVE  SEARCH  FROM  

RESEARCH  TO  CONSULTANT    TO  PARTNER,  10  YEARS  

MY  JOURNEY  

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Run the engine

MY  JOB  

diversity  

employment  branding  

global  job  boards   conPngent  labor  

sourcing  

execuPve  recruitment

university  relaPons

social  media

development  programs  

global  operaPons  

talent  management  system  

digital  plaSorms  

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Run the engine

MY  JOB  

diversity  

employment  branding  

global  job  boards   conPngent  labor  

sourcing  

execuPve  recruitment

university  relaPons

social  media

development  programs  

global  operaPons  

talent  management  system  

digital  plaSorms  

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INSERT  VIDEO  

8 Human Resources | Mobile Recruitment Strategies That Actually Work

INSERT  VIDEO  

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MY  COMPANY  

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WE  NEED  TO  DELIVER...  

Recruit more than 10,000 people in 150

countries, while…

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HOW  DO  WE  DO  IT?  GOMOBILE  

Relevant Simple

Sustainable

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GO  MOBILE   Relevant Simple

Sustainable

Mobile recruitment strategies that actually work Mobile recruitment strategies that actually work

CONNECT + ENGAGE + EXPERIENCE

Mobile recruitment strategies that actually work

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HOW  DID  WE  START?  BE  RELEVANT  

Win in Emerging markets (FASTER)

Build Leadership Pipeline (DEEPER)

Deliver Extraordinary Customer Experience (EASIER)

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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

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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

+  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%

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CRM  +  SMS  

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_?  

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.

Recruiter  to  Candidate  Reminder  SMS  to  Hiring  Manager  

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WOW:  RECRUITER  MOBILE  

•  CONNECT  real  Pme:  –  via  Phone,  Text,  InMail  –  Share  profile  with  Hiring  Manager      

 

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ENGAGE  and  manage  the  EXPERIENCE  proacQvely    

How would you like to connect?

Your story – one text at a time!

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25% Connect+ 50% Engage +25% Experience

SO  WHAT?  KEEP  SIMPLE  &  GO  MOBILE  GoMobile Strategy for Talent Pipeline (DEEPER)

•  WHAT WORKS: Targeted Social Media and CRM

•  WHAT WOWS: Work with Us Mobile App with Business Leader Presence

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WOW:  WORK  WITH  US  

•  Work  with  Us  Mobile  App  –  Picture  yourself  at  Abbo_  –  Business  leader  presence    

 

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20% Connect+ 20% Engage +60% Experience

SO  WHAT?  KEEP  SIMPLE  &  GO  MOBILE  GoMobile Strategy for Extraordinary Customer experience (EASIER)

•  WHAT WORKS: Balancing Mobile Pipeline Access with High-Touch Service

•  WHAT WOWS: Executive Recruitment Apps

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EXPERIENCE:  EXECUTIVE  RECRUITMENT  APP  –  Dashboard  

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EXPERIENCE:  EXECUTIVE  RECRUITMENT  APP  –  ConversaQons  

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EXPERIENCE:  EXECUTIVE  RECRUITMENT  APP  –  Check  In  

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NOW  WHAT?  MAKE  IT  SUSTAINABLE  

Tell a story in business terms.

Make it part of your CULTURE, and brand identity.

Build the organization in a way that there is clear focus on INNOVATION.

Assess and adapt your formula

story

INNOVATION

adapt

CULTURE  

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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

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YOU  WILL  WIN  

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WHAT  IS  YOUR    GOMOBILE  FORMULA?  

CONNECT + ENGAGE + EXPERIENCE

  Brett Ellen Underhill   Director, Recruiting Programs

Mobile Recruitment Strategies That Actually Work

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Introduction

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Why Mobile?

The Recruitment Strategy Shift

?

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Employment Branding & Recruitment Strategy

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• Social Networking

•  Talent Ambassadors

• Employee Referrals

•  Agencies &Research

•  Strategic Partnerships

• Earned Media

• External recognition

• Video Sharing

• Career site -desktop/mobile

• Thought Leadership

• Search Engines • Mobile & QR codes

• Segmentation

• Online Job Boards

• Social Media

High Tech Marketing

High Touch Sourcing

Employment Branding

Diverse Leaders Professionals Campus Interns Executives

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Prudential’s Journey

Phase 1 October 2011 •  Easy access- optimized site •  “Snap shot” experience •  Videos- employee’s stories •  Engage and entice

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Prudential’s Journey

Phase 2 April 2012

•  Jobs on the Go •  Search •  Share •  Remind

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Prudential’s Journey

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Mobile Insights

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Earned Media

m.jobs.prudential.com ranked top 7 as “front runner” among Fortune 500*

*iMomentus, 2013

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Mobile adoption expected to increase to 16%

Mobile site visits represented 11.7%, 9.7% & 10.5% of career site traffic in 2011, 2012 & 2013

Est.

- 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000

2011 2012 2013*

Site

Vis

its

Mobile Site

Mobile Adoption Expected to Increase by 16% in 2013

* 2011 data is from November-December. 2013 data is from January-August 37

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iOS Platform Penetration Reaches a New Level

* Note: 2013 data is from January - August

iOS

Adoption by OS 2012 2013*

66%

28%

6%

69%

27%

4%

0 10,000 20,000 30,000 40,000 50,000

Apple

Android

Other

Type of Device

2012

2013

2012

2013

2012

2013

66% 69%

28% 27%

6% 4% Other

Android

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Mobile Conversions1

1. 2013 data is from January – August 2013 2. LinkedIn data is from April – August 2013

379 Applied

984 Emailed a Friend

49,115 Job

Views

58,186 Site

Visits

•  25,3762 job views

•  1% of mobile visits apply for a job vs. 6% desktop visits.

•  Cross pollination with social media properties

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Lessons Learned

Lesson #1

Getting Started: Gain buy-in and support from multiple stakeholders

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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

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Lesson #2

Getting Started: Decide which platforms support your recruitment goals

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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

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Lessons Learned

Mobile Limitations QR code on a billboard

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Lessons Learned

QR code must be scannable, lead to an optimized site & call to action– lead to something valuable

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Lessons Learned

QR code leading to a pay off- “Get it Right”

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Lesson #3

What I would have done differently

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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

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#intalent

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

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

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