If you’re a technology insider, you probably keep an eye out for Mary Meeker’s yearly report on behalf of renowned venture fund KPCB.
Even if you’re not an insider, her report on the internet’s fastest changing trends has some fascinating insights. While the data she looks at often has consequences for investors, they also suggest changes coming for other sectors as well. And when it comes to recruiting best practices, one of the most interesting trends is that of the shift from desktop to tablet + phone.
With over 50 percent of all internet traffic now coming from mobile devices (as of mid-2015), there are a number of implications for how you communicate with job applicants all the way through your recruitment marketing funnel. Simply put, the “buyer’s journey” looks much different on mobile devices than it does on desktop.
Here are a few structural changes to keep an eye on and make changes to if necessary:
Optimize for a Fragmented and Continuous Conversation
With Millennials and Gen Z spending an average of more than 4 hours per day on their mobile devices, the conversations have changed. Not only are they spending more time on their devices, they are continuously connected; instead of spending blocks of time on one thing, they’re constantly shifting between content in their professional and personal lives.
This is especially important at the top of your recruiting funnel, since it means that your potential employees will be looking to see if you can quickly establish who you are. A presence on Snapchat or another micro-messaging service may not be necessary, but at a minimum your website and content needs to be easy to engage with and designed for bite size access.
Prioritize Responsive Design, and Responsive Content
Because screen size and capabilities vary by device, it is important to provide a flexible experience for mobile users. And while you may already know the importance of responsive design, you might not be as familiar with responsive content.
The idea is to address a variety of content formats and attention spans. Quickly looking through a slideshare may work for some, while video or even simply reading a blog post may be preferred by others. The key is to make it easy for someone to engage in whatever way makes sense for them at that moment.
Do You Need an App? Maybe not.
Somehow over the past few years Apple and others convinced companies that to be cool and reach people on mobile, you had to deliver via apps. But apps are expensive to produce, often require a full team to integrate and implement, and are constantly in need of an update.
Fortunately, browsers are making a comeback and are more flexible, and as sites are becoming more optimized for the mobile web, reaching people on their tablet or phone is once again more of a matter of making the design and content responsive rather than spending time developing a stream of apps that are expensive and time consuming to upkeep.
A businesses’ adoption of technology and an innovative work culture is part of what attracts candidates. This means that what your company’s mobile presence looks like and how your recruitment efforts are taking mobile into consideration says a lot about your company in general. Having a good, smart mobile strategy will go a long way to helping you attract the best quality candidates into your recruiting funnel.