As mobile devices continue to become more integrated into everyday life, the way people use their smartphones are becoming more expansive than ever. Forrester Research recently released a study about the impact smartphone devices are having on companies, from marketing to consumer interaction, as well as the efforts that forward-thinking companies will be putting into their mobile presence. In Forrester’s findings, they touched upon several areas that will directly impact talent acquisition efforts in 2015 and going forward.
Accelerating in emerging markets
Forrester notes mobile trends are growing around the world. Brazil, Russia, and South America are all likely to pass a 50% adoption mark during 2015, with places like Argentina, India and China already expecting their online experiences to be optimized for a smartphone. Furthermore, Africa and Southeast Asia are passing over getting a PC for internet access and going right to a mobile device for online needs.
Meeting these online expectations and trends will be critical for international recruiting and talent acquisition. With so many countries making a clear statement that mobile is their rising platform of preference for an online experience, having an application process that’s optimized to meet these demands will result in higher volumes of applications and larger applicant pools to choose from.
Strategies will shift from apps to experiences
Forrester assesses here that “consumers will spend more time on mobiles phones but with fewer apps,” citing that while an average of 24 apps are used each month, only five apps are used about 80% of the time. Forrester goes on to discuss that “app fatigue” is causing this decline in app usage, and that in 2015 a more effective strategy will be to simplify consumer engagement.
For companies looking to open up their recruitment to a mobile audience, this could mean shying away from an app in favor of a well-built website. A smartphone-optimized site can make starting the application process simple and seamless. Having an app available is fine as well, but the focus should be a mobile-friendly, web-first application process that respects the candidate’s accessibility and time.
Moments will shrink to micro moments
A “micro moment,” as defined by Forrester, are “those mobile moments that require only a glance to identify and deliver quick information that consumers can either consume or act upon immediately.” Essentially, people aren’t just looking for a more simplified mobile experience, they’re looking for something that they can recognize, digest, and react to within moments.
For the application process, a micro moment would act as a quick and direct call-to-action for the candidate. Rather than having a full page that the candidate will have to zoom into, correctly target the correct field, and try to fill in everything accurately while constantly being constrained by their own device’s screen, simplify the process into micro moments. Take that same application process and break the fields down into a few separate pages, optimized to fit smartphones without having to zoom in or worry about losing view of the field when the on-screen keyboard pops up. It will make the application process easier for the candidate.
Mobile recruitment has been on the rise, and in 2015 organizations are expected to see smartphones become a critical part of the job hunting and talent acquisition process.
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