Mobile Will Continue To Attract And Engage More Job Candidates in 2014
The most important media trend in general as well as specifically for employment/recruitment/retention communications this past year has been “mobile” and we predict “mobile ” will maintain a priority for implementing candidate generation and employer branding media strategies throughout 2014 and beyond.
According to the Pew Internet & American Life Project, 91% of American adults own a cell phone, 56% own a smartphone and 35% of Americans over the age of 16 own a tablet.
Mobile devices are now becoming the preferred means for checking email, shopping online, visiting social media sites and looking for a job.
Looking at global usage of mobile, worldwide smartphone shipments are expected to surpass 1 billion units in 2013 representing a 39.3% growth over 2012, according to data analyzed by the International Data Corporation (IDC),. Total smartphone shipments are expected to approach 1.7 billion units by 2017, resulting in a compound annual growth rate of 18.4% over the five-year period.
IDC says emerging markets including Asia/Pacific, Latin America, and Middle East and Africa (MEA) will all experience market-beating growth rates from 2013 to 2017. While developed markets such as the U.S. will see market share erosion from new technology such as tablets, they will nonetheless see volume increases during the same time period. As a result, the worldwide smartphone market will continue to grow overall.
Part of the equation for the growing market share by smartphones is the expected decrease in the cost for buying a device. In 2012, the average selling price of a smartphone was $387. In 2013, IDC expects the average selling price for smartphones to fall 12.8% to $337 and by 2017 to have an average selling price of $265. Therefore job candidates from all walks-of-life, with all types of skill sets and socio-economic backgrounds will be accessible through mobile devices.
Now at Shaker we predicted mobile would be an important tipping point for internet/media consumption in June of 2007 when we saw the first generation iPhone. We felt a mobile phone with web browsing capabilities would expand access to the internet beyond the audience at that time easily reached through websites being accessed from desktops and laptops.
But we didn’t predict that mobile would surpass desktop/laptop access. Nor did we foresee the introduction of tablet devices. Nor did we foresee the growing consumption of video and audio on mobile devices. Or the ability to have a customized mobile apply process easily available to accommodate practical job-application procedures on a mobile device.
Now from finding an online job posting to seeing and hearing about a job as well as applying for a job on a mobile device is entirely possible. And for an employer to remain easily-accessible to candidates and competitively-positioned in today’s employment marketplace, these tools are not optional considerations, but mandatory advantages.
At Shaker we continue to build recruitment strategies that take our clients’ messaging to candidates wherever and whenever they are interacting with legacy or newly-emerging media. Therefore in 2014 we are evaluating all practical options for our clients to maximize their line of communication with prospective applicants as well as current and past employees through mobile. For consultation and management of your mobile strategy, contact a Shaker Account Executive.