About 77 percent of the working population use the mobile Internet, among pupils and students the proportion is even as high as 91 percent (Source: Haufe Whitepaper Mobile Recruiting). As a result, the majority of job seekers who are looking for new jobs on the move also want to apply on the move. But only a fraction of the enterprises offers at present this possibility.
Therefore, a paradigm shift is imperative in HR management in order to reach applicants who no longer have stationary Internet access. Already 75 percent of the respondents (Source: Jobvision Spezial zum Mobile Recruiting) have recognized the importance of a mobile optimized application process and consider it important to address candidates via mobile devices. However, there is still a lot of catching up to do in terms of implementation.
Media break after the job search
Because of the lack of mobile application options, potential candidates must commit a “media break”. The sought-after target group of young professionals, who are already in a permanent job, often searches while on the move. In order to be able to apply for the job offer found, however, a stationary PC or laptop is usually necessary. This can quickly deter interested parties, especially those who do not necessarily need a new job. As a company, you miss out on many good talents.
This is how the holistic introduction of mobile application processes can be achieved
However, how do you successfully introduce mobile application processes in your own company? Only a mobile optimized website is not enough. Also innovative offers like the video application and a holistic conversion of all processes can help to attain a competition advantage. The following steps are recommended for a successful implementation of the mobile application process (source: Haufe Whitepaper Mobile Recuriting):
1. Optimize your career page for the mobile view
Was a responsive career page not the only step towards a positive mobile candidate experience? Nevertheless, the mobile optimized information page is the first, important step for your company to pick up potential candidates on all end devices. Candidates are less likely to jump this way, which is a positive signal for Google and can have a positive effect on the ranking in the search results. This in turn increases the number of jobseekers who become aware of your job ads and candidate profile.
2. Optimize mobile job ads
Another decisive point is to optimize all job ads for mobile channels. These should load quickly and contain only the essential information. For example, it is helpful to offer applicants the possibility of calling the right contact person directly for any queries with just one click on the telephone number. Also a clickable E-Mail address, which leads the applicants directly into the own E-Mail program, contributes already to the positive applicant experience on mobile terminals.
3. Adjust internal processes
When asked what concerns job seekers have when they want to apply on the move, the lack of acceptance in HR management is the main factor. Also the missing possibility to present oneself correctly is often mentioned. (Source industrial psychology-aktuell.de). It is therefore imperative to adapt all internal processes accordingly and to communicate this openly. All application channels, whether via mobile devices or in the classical way, must be treated equally.
In order not to overtax the applicant on the move, you should keep the application form as simple and lean as possible. It is a sensible option to query only the most important key data. If the key data is suitable for your company and your position, a short follow-up telephone call can help to clarify further important questions. Furthermore you can offer job seekers the video-application. The applicants answer few, standardized questions, for example by means of an App, and can present themselves so better, than over the classical covering letter. As a company, you can also better assess the personality and appearance of the candidate.
4. Mobile optimization of the entire application process
Furthermore it is important that you make the whole process mobile and friendly. A good way is to use the so-called Apply-Now buttons, such as those used by portals such as StepStone. These offer the job seeker the possibility of landing directly at your application form with a click in the job advertisement. Ideally, you should offer the applicant the opportunity to connect to the Xing or LinkedIn profile via Social Connect. This allows the data from the profile to be transferred directly to the application form. Your applicant only has to check it and send the application with one click.
5. Evaluation of the Candidate Experience
After all, you should regularly test and adjust the Candidate Experience, especially in the mobile applicant experience. At various stages of the process, ask about candidate satisfaction. For example, ask for an online form, for the use of Social Connect, after a telephone interview or after an abort by the applicant. The knowledge gained helps you to adapt the mobile application process again and again and to stay one step ahead of your competitors.