5 billion mobile subscriptions! Employers, are you listening?

Thursday, August 26, 2010  //  1 Comment  //  Blog, CloudRecruiting.net, Emerging Trends, Mobile 2.0, Mobile Apps, Mobile Marketing, Mobile Recruiting, Mobile Trends, On the Radar, SMS, Virtual Work

Mobile adoption worldwide is growing faster than we can keep up.  In fact, back in July, it was report by both Ericsson and Wireless Intelligence that mobile connections worldwide finally surpassed the 5 billion mark.  If you have been following mobile trends then you’ll likely agree that this is big news. Very big.  With mobile adoption continuing to grow at unprecedented rates, it’s no surprise to see discussions around “mobile” taking place everywhere you turn. 

According to Tomi Ahonen (a leading mobile industry expert), there are more mobile devices in use than there are PCs (1.2 billion), fixed landlines (1.1 billion), and TVs (1.5 billion) combined.  As the 7th mass media, mobile offers greater reach than any other mass medium and it is the one piece of technology we carry wherever we go.  According to Tomi, “Mobile is in fact, the fastest-growing Trillion-dollar industry in the economic history of mankind. That is why Google, Apple, Microsoft, Intel, Dell etc are all interested to get in. The fastest-growing Trillion-dollar industry ever.”

While the industry reflects on the latest “5 billion” milestone, mobile carriers, marketers, and developers scramble to capitalize on this trillion-dollar industry.  And this is just the beginning.  So where are the employers in all of this?  Are there any benefits to recruiters leveraging the mobile channel?

Before we attempt to answer the question above, consider the following stats…

1.  According to the CTIA, U.S. mobile subscribers hit the 285 million mark at of the end of 2009. However, today, there are 292 million U.S. mobile subscribers. This now means that 93% of the U.S. population is now mobile!

2. The CTIA also reported that Americans traded 822 billion text messages (5 billion per day) for the second half of 2009, and over 1.5 trillion for the whole year. (WOW)

3.  Portio Research noted that SMS (text-messaging) is still holding steady as the most widely used data application. Text-messaging remains high on the charts as a primary way in which Americans continue to leverage their mobile device. 

4. In March 2010, Experian Simmons reported that 9 out of 10 United States adults today use at least one mobile device.

5. In April 2010, Comscore reported that over 64% of U.S. mobile subscribers used text messaging on their mobile device.

6. In April 2010, Ring Central reported that “Smartphones Changing the Way Business Professionals Work and Live”. In fact, of those surveyed, the majority (79%) of them are now using the mobile devices more than either their office or home phones.

7. In April 2010, Morgan Stanley reported that the mobile web will rule as the primary connection point to the internet by 2015.

8. In July 2010, Pew reported that 95% of mobile users between 18-29 send or receive text messages.

9. Back in July 2010, Pew also confirmed that minority Americans (African Americans & Hispanics) lead the way in their use of mobile data applications.

“Nearly two-thirds of African-Americans (64%) and Latinos (63%) are wireless internet users, and minority Americans are significantly more likely to own a cell phone than their white counterparts (87% of blacks and Hispanics own a cell phone, compared with 80% of whites). Additionally, black and Latino cell phone owners take advantage of a much wider array of their phones’ data functions compared to white cell phone owners. It is important to note that our data for Hispanics represents English-speaking Hispanics only, as our survey did not provide a Spanish-language option.” -Pew

10. In August 2010, Nielsen reported that African-Americans, Hispanics, and women text the most. In a related report released by 3G Americas, it was announced that the number of mobile connections in Latin America have exceeded the 500 million mark.

Now, back to the question: Where are the employers in all of this?

That is a question I have repeatedly asked myself. Unlike 10 years ago, it is now uncommon to see working professionals without a mobile device. The reality is that our mobile is no longer simply a luxury – it’s a necessity. As evidenced by the stats above, our audience is not only global, but very diverse and mobile-savvy.

As employers, we now have a unique opportunity to engage and enhance our company’s brand through the most widely used mass medium on the planet. Of the four mobile marketing tactics (e.g., SMS or text-messaging, mobile web, mobile apps, and mobile advertising), SMS remains the most widely used today. Employers often overlook this basic (yet powerful) function of the mobile phone. While developing mobile apps are a hot topic today – remember that text stills reigns in mobile. Unlike native mobile apps which are usually device specific, the beauty of text-messaging is that it not only offers the greatest reach but it is also simple. Virtually all mobile phones can send and receive text-messages. A well-planned messaging campaign, in tandem with a mobile web solution, can offer candidates a seamless experience as they move from the desktop to the mobile.

Employers, the next time you ask the question of how you can differentiate yourself from your competitors, consider the mobile channel as a way of putting you ahead of the pack. That said, keep in mind, mobile as a standalone solution will not cure your recruiting woes. As with other mass marketing efforts, integration is key. Michael Becker, Mobile Marketing Association’s managing director for North America, said: “Marketing through multiple touch points delivers the greatest impact.” I could not have stated that any better. With the right strategy and tactics in place, mobile may prove to be the missing link that finally completes your online and offline recruiting efforts.

If you are interested in mobile recruiting but not sure where to begin, start by reviewing the basics of how to construct a mobile recruiting campaign. Afterwards, if you still have questions and want to learn more simply leave a comment below or contact me!