Mobile is a growing medium in terms of its use in recruitment. It provides new ways to get in touch with potential candidates and increases access to those qualified for vacancies. While it is relatively new in its use in recruiting, there are several reasons why companies should use mobile as an additional way to recruit employees.
1. High Mobile Penetration
The penetration rates of mobile phones have reached new highs. At the moment, global mobile penetration rates are 96% and when just considering the developed world they rise to 128%. While smartphone penetration has not reached these levels yet, there is still a significant proportion of people who own a smartphone (41% in Ireland). This number is also growing steadily. All this means that almost everyone in the world has a mobile phone. Other forms of recruitment have much lower usage levels. For example, not all jobseekers qualified for a particular opening might be signed up with a recruitment service, look at the same vacancies listing or have a profile on a social networking site. The fact that so many people have a mobile phone provides a huge group of potential candidates and employees for recruiters and hiring managers to tap. This provides a great opportunity to gain access to many more people than any other methods of recruitment.
2. Faster Responses Via SMS
SMS are highly effective in terms of getting people to open messages. Whether or not people actually pay attention to marketing texts is debatable, but they are still likely to open the text and read it anyway. Text messages are much less likely to be overlooked, either being deleted before being read or being sent to spam folders as can be the case with emails.
Not only are SMS more likely to be opened, any responses are received much faster than with other forms of communications. On average SMS get a response after less than 3 minutes, compared to 72hrs for emails. This means that if recruiters have a short deadline and need responses as quickly as possible SMS may be the fastest method, other than making individual phone calls. Making phone calls can be very time consuming if managers need to contact a lot of people. With SMS they can send mass texts that will get quick responses without having to call each person individually.
3. High Youth Penetration
Younger members of the population have the highest levels of mobile penetration. They also have the highest adoption rate of smartphones. 80% of adults between the ages of 18 – 34 own a smartphone (79% for 18-24, 81% for 24-34), more than other age group. This is the demographic that includes those that will be starting work and looking for their first jobs. Recruiters looking for fresh talent or entry level employees will be able to find people through mobile recruiting as they can be quite sure that the people they are looking for are reachable through their mobile phone.
Younger users are also more engaged with their mobiles than any other devices (e.g. television, computers), so much so that 60% sleep with their phones. The time spent on mobile devices is the fastest growing, more than use of any other media, and 26% of smartphone users would rather give up their TV than their phone. This means that recruiters and hiring managers that use mobile to contact potential candidates are more likely to have their full attention.
4. Social Media on Smartphones
Given that fact that smartphones allow people to be connected all the time, it is no surprise that the increase in their use has increased the use of social networks. Mobile users of Facebook are twice as engaged as other users who just use the site on their computer. Mobile users are more active on social media sites and spend longer on them than regular users. This provides recruiters and hiring managers with an opportunity to combine their use of social media in recruiting with mobile. As smartphone users are always connected and usually linked to their social media accounts they may be more receptive to recruitment messages via these mediums. Users can get a message via a networking site such as LinkedIn, email the company back then receive a text to confirm details, interviews, etc. As long as messages are targeted (i.e. job postings sent are local and relevant) a recruitment campaign that utilises both mobile and social media can be quite effective.
5. Increased Productivity
The characteristics of mobile phone users not only means that mobile is a great medium through which to recruit them but employers will also benefit from them as employees. Mobile workers are more productive than other employees. They are always connected both at work and at home. These employees work 240hrs more than other workers. This is partly because they are never away from their phones, allowing them to continue working – doing things like making calls while travelling, reading and sending emails while watching television. Mobile users are more likely than ever to multi-task, using their phones while doing other things, allowing them to get even more work done. Recruiting with mobile not only helps you get in contact with good candidates, it provides companies with more productive employees.