How does 24-hour access change the way we engage job candidates? Will you change your message when you're reaching job candidate at home?
Time to rethink how you reach candidates.
In developed markets in the US, Europe and Asia, it’s become commonplace to talk about mobile as a segregated (or lesser) recruiting strategy. And in the years when smart phone adoption was less than 30 percent, such an approach made (some) sense.
But visit markets like Poland or Russia—where the recruiting market is evolving and becoming formalized—and you’ll find no one talking about their mobile strategy as a segregated strategy. And that’s because web access and content consumption in those countries skipped the personal computer and went straight to mobile tablets and phones. Counterintuitively, recruiters in those markets are savvier about exploiting mobile channels than those in more established markets.
Here’s why thinking about mobile matters so much regardless of geography: 40 percent of all emails are opened on mobile devices (i.e. phone and tablet). And 50 percent of average global mobile web users use their mobile either as their primary or exclusive online portal.
When a recruiter shares digital content, by email or through social channels, they must think clearly about whether the message works well on both mobile and desktop devices. What’s more, recruiters must consider the moment in which they’re interrupting prospects. Eighty percent of smartphone users and 81 percent of tablet users are using their devices while watching television. And 44 percent report sleeping with their devices by their side.
Increasingly there are few boundaries between work and personal lives, which means your message may be opened during the work day, but it also may be opened while your candidate is watching television or cooking dinner. In fact, we’ve found the best time to reach job candidates is between 4:45 to 9:45 p.m.—those hours when they’re transitioning between work and home life, and when they’re most likely to be watching a screen for entertainment.
This means two important things: (a) you’re battling for attention not against your competitors, but against every other source of information and entertainment; (b) you need to package your message in a way that’s as relevant and frictionless as possible for mobile users.
Too often conversations about mobile are focused on the technology, but recruiters would be wise to think more about the moment. To offer a real-life example: When you reach out to your audience via email, the content within should more closely resemble an instant message than a letter. And yet, we bet 98 percent of companies send email newsletters and updates that resemble letters. Long, linear and just a tad too dry. Wrong.
Your content (and by content we’re talking about all the ways in which you keep in touch with both prospective candidates and active candidates) should be easy to read, easy to share and highly relevant. Headlines should be optimized and smart, content should be informative or entertaining, and, above all, your content should be highly targeted (even personalized). Remember, you’re competing against Buzzfeed, not the recruiter down the street. By opting-in to email newsletters or following your social feed, people are inviting you into their personal space. Be relevant and respectful.