These strategic yet practical case studies from Talent Connect Vegas 2013 will show you how to build a successful, impactful mobile recruiting program. Learn more about Recruiter Mobile: http://linkd.in/19FB2aa Subscribe to our blog: http://linkd.in/18yp4Cg Follow our LinkedIn company page: http://linkd.in/1f39JyH Tweet with us: http://bit.ly/HireOnLinkedIn

1. MOBILE
RECRUITMENT
STRATEGIES
THAT
ACTUALLY
WORK
VILDAN STIDHAM
Divisional Vice President, Global Talent Acquisition
Abbott
1
#intalent

2. ???
…do NOT have a clearly defined
mobile strategy
2
#intalent

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. In 20 minutes you can have one!
4
#intalent

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. 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. 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. MY
COMPANY
INSERT
VIDEO
8
Human Resources | Mobile Recruitment Strategies That Actually Work
#intalent

9. WE
NEED
TO
DELIVER...
Recruit more than
10,000 people in 150
countries, while…
9
#intalent

10. HOW
DO
WE
DO
IT?
GOMOBILE
Relevant
Simple
Sustainable
10
#intalent

11. GO
MOBILE
Relevant
Simple
Sustainable
Mobile recruitment strategies that actually work
CONNECT + ENGAGE
11
+ EXPERIENCE
#intalent

12. HOW
DID
WE
START?
BE
RELEVANT
Win in Emerging markets (FASTER)
Build Leadership Pipeline (DEEPER)
Deliver Extraordinary Customer Experience (EASIER)
12
#intalent

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. 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. 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. WOW:
RECRUITER
MOBILE
• CONNECT
real
Pme:
– via
Phone,
Text,
InMail
– Share
profile
with
Hiring
Manager
16
#intalent

17. How would you like
to connect?
Your story – one
text at a time!
ENGAGE
and
manage
the
EXPERIENCE
proacQvely
17
#intalent

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. WOW:
WORK
WITH
US
• Work
with
Us
Mobile
App
– Picture
yourself
at
Abbo_
– Business
leader
presence
19
#intalent

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. EXPERIENCE:
EXECUTIVE
RECRUITMENT
APP
–
Dashboard
21
#intalent

22. EXPERIENCE:
EXECUTIVE
RECRUITMENT
APP
–
ConversaQons
22
22
#intalent

23. EXPERIENCE:
EXECUTIVE
RECRUITMENT
APP
–
Check
In
23
23
#intalent

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. 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. YOU
WILL
WIN
26
#intalent

27. WHAT
IS
YOUR
GOMOBILE
FORMULA?
CONNECT + ENGAGE
27
+ EXPERIENCE
#intalent

28. Mobile Recruitment Strategies That
Actually Work
Brett Ellen Underhill
Director, Recruiting Programs

29. Introduction
#intalent 29

30. Why Mobile?
The Recruitment Strategy Shift
?
#intalent 30

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. Prudential’s Journey
Phase 1
October 2011
•
•
•
•
Easy access- optimized site
“Snap shot” experience
Videos- employee’s stories
Engage and entice
#intalent 32

33. Prudential’s Journey
Phase 2
April 2012
• Jobs on the Go
• Search
• Share
• Remind
#intalent 33

34. Prudential’s Journey
#intalent 34

35. Mobile Insights

36. Earned Media
m.jobs.prudential.com ranked top 7 as
“front runner” among Fortune 500*
*iMomentus, 2013
#intalent 36

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. 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. 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. Lessons Learned

41. Lesson #1
Getting Started: Gain buy-in and support
from multiple stakeholders

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. Lesson #2
Getting Started: Decide which platforms
support your recruitment goals

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. Lessons Learned
Mobile Limitations
QR code on a billboard
#intalent 45

46. Lessons Learned
QR code must be scannable, lead to an optimized
site & call to action– lead to something valuable
#intalent 46

47. Lessons Learned
QR code leading to a pay off- “Get it Right”
#intalent 47

48. Lesson #3
What I would have done differently

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. 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. 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