‘Cell’ Yourself: Make Your Employer Branding Strategy Mobile-First
Finding a job is stressful – but so is finding someone to fill a job. In a recent CNBC survey, 44 percent of the entrepreneurs and executives polled named hiring qualified talent their biggest challenge. In a separate survey, more than three-quarters of CEOs voiced concern that skills shortages could threaten their organizations’ growth.
In this hostile climate, recruiters now find themselves taking on the roles of marketers and salespeople, pitching their companies to prospects in an attempt to attract and retain top talent. Alongside this strategy shift, many organizations have been increasing their spending on employer branding.
There is one crucial weakness in the employer branding strategies of many organizations: Despite the fact that more and more job site traffic now comes from mobile devices, most recruiters follow employer branding strategies designed for desktop. In failing to address mobile, these recruiters are losing their opportunities to capture the best new talent.
Here is how organizations can use mobile-first employer branding content strategies to reach the best modern job seekers:
Highlight Content That Features Employees
Job seekers show a strong interest in employee-authored content, with 35 percent of candidates naming it the most valuable piece of recruitment marketing content a company can offer. The idea is that current employees are the best authorities on what it’s like to work at a company, the day-to-day office life, and the skills and opportunities one can gain while working at an organization.
Recruiters should highlight employees’ testimonials, Instagram photos, and blog posts to build greater trust with candidates. While testimonials from current employees are particularly effective, so, too, are testimonials from future bosses, as they can give candidates another glimpse into what it may be like to work at a company in the future.
Given that the number one obstacle for job applicants is not knowing what it’s like to work at an organization, visual content like infographics and videos are particularly useful. Videos that take prospects on job walk-throughs, campus tours, and cool employee events can give applicants a better idea of what to expect from a job. An added bonus is that this content can double as pre-employment training, thereby helping to onboard employees faster.
Create Short, Digestible Content
Granted, this type of content is effective across the board, and many companies are already using it on their websites to attract candidates. However, the content must be packaged for mobile specifically, as data shows that more than half of candidates now use mobile devices to visit company webpages and apply for jobs. Candidates on mobile, however, fail to convert at the same rate as candidates on desktop.
To improve conversion rates, recruiters should focus on the messages they want to send – and do it fast. According to Google, 53 percent of page visits are abandoned if it takes longer than three seconds for a mobile page to load. To address this issue, a great starting point is to resize or compress high-quality videos and images from desktop websites so that they are more friendly to mobile device speeds.
Companies should keep in mind that people are on the run when using their mobile phones. In accordance with this fact, organizations should create shorter content to appeal to mobile job seekers. Take longer content from desktop sites and boil it down to the essentials. Ideally, the content should be consumed in a minute or less. Longer videos can be shortened to highlight reels. Blog posts can be cut to a few paragraphs or a bulleted list. The key is to share short, digestible content.
Monitor Content Performance and Adjust as Necessary
Just as it is important to specifically design and curate content for mobile devices, it is equally critical to monitor the performance of this content. Check key performance indicators like the average time people spend watching videos or stay on pages, and adjust the content to fit those metrics. Keep a close eye on conversion and bounce rates to see what is really working and what isn’t.
Recruiters can compare these metrics against expectations to see which content needs to be adjusted and how. When setting expectations, there are certain averages to keep in mind. With videos, take the specific channel into consideration. The optimum mobile video length can vary dramatically depending on where the video is published. On Snapchat, for example, videos are viewed for a much shorter time than on YouTube.
Finally, content pages should always include calls to action so that click-through rates can be closely measured. These calls to action can ask visitors to sign up for the company’s talent pool or to view the company’s job listings. This is perhaps the most important metric to track, as it shows how effective the content is in capturing the attention of the audience and motivating them to move forward in the recruitment process.
The changing habits of modern job applicants necessitate that companies and recruiters make mobile visitors a primary focus of their employer branding content strategies. Ultimately, if the content doesn’t meet candidates’ expectations, they won’t meet yours.
Othamar Gama Filho is cofounder and CEO at Talentify.io.
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