Think about back to the days of why companies posted their ads in the newspaper. It’s because most everyone read the newspaper. Presently, think about why companies post their jobs online? Because most everyone use the Internet daily. So why use Mobile Media for recruitment? Because almost everyone owns a “mobile” phone.
Let’s face it. In today’s world, we feel naked and helpless without our cell phone. You wouldn’t think twice about going on a road trip without it. I don’t go to the grocery store without it. What if I needed to call home and ask if we were out of paper towels? As people become more dependent and rely on mobile communications in their everyday life, it only makes sense to incorporate this into your recruiting strategy.
There are really two ways of incorporating text messaging into a recruitment strategy. The first is by utilizing a Text and Tag method and the second is by offering automatic Text Alerts.
1) About a year ago, I learned about a company called, QTags. They offer text and tag services to companies for use in their advertising messages. I often recommended the use of this service to clients hosting open houses/job fairs or even to keep ad space to a minimum. In a job posting, either in print, on the radio, billboard, or even online, there would be a phrase like “Text Job to 78247 for details”. It was a convenient way to help people create a ‘reminder’ of sorts to check something out once they returned to their computer. This type of advertising became especially mainstream with voting systems for competition/reality shows like American Idol, Dancing with the Stars and Deal or No Deal. It worked beautifully. Companies were also given real time metrics to judge how well the campaign was working and to figure out the ROI was for this type of marketing channel.
2) I’ve seen an increase in Staffing Companies subscribe to SMS Text Providers, like M:Science, and job boards, like CareerBuilder offer the option for job seekers to sign up for SMS Job Alerts. But I’ve seen very few organizations incorporating this option onto their Career Page. These are usually opt-in type services so you know people receiving your messages expect them. There are Text Messaging Service Providers that can help you target all cell phone users in an area code-specific area, but I don’t recommend this as it is kind of like spamming.
People are already using their phones to receive texts about weather reports, stock activity, or sports scores. Across Europe and Asia, companies and candidates are already incorporating text messaging for recruitment purposes. The U.S. has a lot of catching up to do. I’m surprised mostly that a powerhouse mobile technology company, like Verizon Wireless, doesn’t offer this option on their career page. However, they do have a number of Text and Tag campaigns that they utilize.
Most companies and job boards already offer the option to sign up for Email Job Alerts.-which is a great is way to build a talent pipeline. But why should they only limit themselves to email? Especially when a candidate may be receiving 10 other emails like yours? The great thing about text messaging is that it is quick and to the point. Because of a limited number of characters, it’s easier to say what you need to say without all of the fluff.
Mobile communications has become a part of everyday life, it should be incorporated into any recruitment plan and if it is not, you may be losing out on a truly unique, convenient and comfortable way to communicate with talent.
