Enjoy!

Question about my mobile recruiting slideshow? Use the contact form or set up an appointment to chat live.

Margo’s question:

“What was the single most important take away for the #SHRM conference where you were presenting on April 26th?”

The single most important take away?  Wow, now that’s a tough one.  Margo’s question is very timely and deserves more than a simple one word response. With 91% of Americans now mobile subscribers, there’s no better time to discuss how mobile plays into HR & recruiting.

Here are FIVE TIPS for any employer considering a “mobile recruitment” solution:

Tip #1: Think Strategy before Tactics.

While we can agree having the right technology is important, an organization should first ask the all too familiar question:  What keeps you up at night?  Understanding the key “pain points” in your recruitment efforts is critical.  Next, ask WHAT do you hope to accomplish by deploying a mobile solution?  Will it help by filling a particular gap in your recruitment efforts?  As much as I like to talk about mobile, the reality is that maybe mobile is not the right solution for what you are trying to accomplish.  Clarifying the basics needs up front and having a clear goal will ultimately determine a number of other “tactical” considerations.  Avoid a cookie-cutter approach.  Like any other mass marketing effort, develop a customized solution that is in line with the needs of your organization and target audience.

Tip #2: Selecting a Mobile Platform/Provider.

Once a clear strategy & objective has been determined, it will be much easier to proceed with selecting the “right” mobile provider.  When selecting a provider to host your mobile recruitment campaign, you should take time to consider whether they offer the level of service you need in order to properly execute your desired campaign.  For example, let’s say you’re interested in deploying an SMS (text-message) campaign and also need a mobile web presence.  Your initial goal may be focused on building a network of prospect talent via the mobile channel that your company can later engage. Your company might be interested in sending SMS/text-messages related to employment surveys, job alerts, career event info, or other company related updates, etc.  To do this, you will clearly want to identify an organization with a proven track record of delivering SMS solutions. The good news is that there are many providers out there that offer SMS services with flexible two-way text-messaging capabilities.  In addition, many of these companies are typically able to help create a mobile optimized web site, which (in my opinion) is a must have for any employer.

Clearly, determining the tactical part will be much easier if you first understand what you want and hope to accomplish. Avoid the temptation of trying to run before you walk. For now, stay away from trying to integrate trendy technologies such as QR codes, Bluecasting, GPS, etc. While I fully expect providers of such services to disagree with me, my advice is keep it simple and consider your broader audience. When building your talent network, you don’t want to inadvertently isolate your audience based on the technology you select. Start with the end in mind before spending countless hours trying to figure out which is the “sexiest” mobile technology to deploy, or who is the best provider to manage your campaign.

Tip # 3. Develop a Mobile Web Presence

Creating a mobile web presence is important.  Based on your “call to action” (i.e., what you are asking your audience to do during your mobile campaign) – you will ideally want to redirect users to a final landing page.  That landing page could be a mobile version of a company’s site (or a mobile app) that might include a brief “how to engage us” form, a specific job to view, a “click to call” number, or other relevant information a company wishes to display.  While this may sound a bit complicated, just remember, you do not (and should not) have to go it alone.  Keep in mind, there are companies that can help you build and launch your SMS campaign.  Some companies, such as Jobing, are equipped to create a fully functional mobile web version of your career portal.  If you prefer the mobile app route, you should consider AllTheTopBannanas (a company founded by Dave Martin).  Dave’s company is based out of the UK and has a strong track record of rapidly building out “a fully branded iPhone application for your business“.  In addition, they are scheduled to be on Android by the end of May then Blackberry by the end of June.  Definitely keep your eye on this company as you will likely hear more of them soon.

Tip #4: Time, Place, & Relevancy

My friend Mike Galyen said it best:  Time, Place, Relevancy is key with mobile.  And, you know what? He is spot on.  I could write an entire blog on this topic alone; however, suffice to say it’s important that we keep the audience in mind when developing a mobile  campaign.  If we fail to deliver information to our target audience with the proper context of time, place, and relevancy in mind, we will not likely see the level of return (or engagement) we expect.  Why is that?  Well, if you are running a mobile campaign targeted at attracting sales professionals, you clearly would not want to send text-alerts related to software development, project management jobs, etc. Keep it relevant and you’ll keep them engaged.

Oh, and remember this…

There are no short-cuts in mobile marketing. Everybody starts at ground zero when building a mobile network.  With mobile marketing, the success can often be attributed to the fact that it is 100% permission-based.  Mobile phone spam is illegal. Shally Steckerl (at Arbita), produced a very easy to understand post for recruiters on the topic of SMS-spam. There are strict regulations that govern the practice of mobile marketing and the fines for sending commercial text spam are often very severe. A single violation can potentially set you back $11K! So what’s the point? There are no quick fixes or short-cuts when deploying an SMS campaign. It requires planning, patience, and hard work. We all start from scratch and build our mobile network one “opt-in” at a time. If a prospect candidate is opting into your mobile “talent” network it’s because they want to engage with your organization.  We all know that the mobile is a personal device so it’s important we don’t abuse this channel.  Candidates want to engage with your organization and are waiting for you to communicate with them. By keeping the delivery of your content relevant, you are far more likely to engage the candidates successfully and retain their interest long-term.

Tip #5: Remember to Integrate

Mix it up!  Although mobile SMS is the most widely used DATA application on the planet, mobile as a standalone solution will not work. Consider fully integrating your mobile campaign across a wide variety of media channels (e.g., print, radio, tv, internet, etc).

Need real examples?

American Idol

Back in 2005, American Idol gave viewers the option to SMS (text) in their vote when selecting a favorite singer.  Amazingly, 41.5 million responded to this “call-to-action” and voted via SMS.  In 2006, the number of votes via text-messaging totaled 120 million.  The integration of SMS (text-messaging) with live TV was a success and certainly a history-making event.  They nailed the time, place, and relevancy concepts – hence the amazing results.

Obama Campaign

The Obama camp experienced great success in their use of SMS to communicate and engage their opt-in followers.  This was especially evident when Obama announced his VP selection via SMS. An estimated 2.9 million text messages were sent, which is the single largest mobile marketing event in history.

Although both examples above are above the norm, you don’t need to have a large budget to advertise your mobile campaign.  Think viral.  Start by advertising across the standard online channels such as a company careers site, a Linkedin page or group, a Facebook fan page, your company Twitter site or Youtube channel, podcast, etc.  Of course, don’t forget to rally the recruiting team and educate them on the mobile campaign.  Each Recruiter can also serve as an ambassador by advertising the mobile campaign on their signature, Linkedin/Facebook profile, personal tweets, etc.  If you are attending a professional conference as a speaker, make sure to add your SMS campaign to your presentation signature (front or last page).  Include the URL to your mobile site, or point them to where they can download your company’s mobile (careers) app.  Bottom line, advertise and promote wherever possible.  The idea here is to be creative and don’t allow budget to be a constraint.

Final thoughts…

I realize this is way more detail than Margo had requested; however, I provided the deep-dive to help others who did not have an opportunity to review “Recruiting on the Run” or sit in on the SHRM-Mobile Recruiting presentation.  There’s so much more that could be said on each of the topics presented above.  However, I hope the high level provides a starting point for those who are considering a mobile option as a compliment to their recruitment efforts.

Let’s face it, our mobile device is with us 24×7, always within arms reach, and rarely ever shared. Regardless of what device you favor, one thing is certain:  the mobile device connects us all and is the one piece of technology that we never seem to be without.  With all the buzz around mobile apps, it’s important we don’t forget one of the most basic (yet powerful functions) of the mobile device – SMS (text-messaging).

Let’s first define SMS (text messaging)…

According to the CTIA:

SMS (Short Message Service) is a text-only message delivery system on mobile phone networks. As a compliment to voice calls, text messages travel through the wireless service provider’s network, routed and delivered much like a voice call. The messaging server for SMS or text messaging routes all messages to the appropriate mobile phone or application based on the number in the destination address.

SMS:  Some amazing SMS stats…

- On July 23rd 2010, SMS will celebrate its 18th birthday.

- SMS (text message) user base in 2009:  3.6 Billion

- By the end of 2010, it is estimated that we will finally reach 4B active users of SMS text messaging.

- Worldwide, 4.5 Trillion SMS text messages were sent in 2009.

- SMS usage is expected to grow by 22% in 2010, to – 5.5 Trillion total SMS text messages sent globally.

- The big driver in the SMS traffic now is North America, as Americans finally joined the SMS texting bandwagon along with the rest of the world.

- 94% read rate for SMS (75% read immediately), 15-20% response rate vs 1% for traditional media

And, did you know…

-4.6 Billion actual mobile phones are expected to be in use by the end of 2010

-60 countries have already reached 100% mobile phone penetration rates (incl. Brazil, France, Saudi Arabia, South Korea, and Turkey)

- Italy, Israel, Hong Kong, Russia etc are all at 150% mobile phone penetration

- Europe has surpassed 125% mobile phone penetration rate

- Worldwide email user base: 1.4 Billion

- Worldwide Internet user base: 1.7 Billion  (including those who access at internet cafe’s and those who use the internet on their mobile phones).

- Worldwide PC user base: 1.2 Billion

Stat Source: Tomi Ahonen, Communities-Dominate

So what’s the point?

With the amazing apps being produced for the Android, and iPhone, it’s very easy to be enamored by all the slick new mobile applications flooding the market.  However, let’s not forgot that SMS is still the most widely used DATA application on the planet and an extremely powerful channel for connecting and engaging our target audience.  While many mobile users may not yet have a smart phone, or even mobile internet access, virtually every mobile device has SMS (text-messaging) capability.  If you are a company planning on integrating mobile as part your overall interactive marketing strategy (and have a limited budget/resources), consider creating an SMS campaign and tie that into your mobile web site.  Most importantly, remember that it doesn’t have to be complicated to be effective.

As a side note, on April 26th, I will be co-presenting at SHRM in Orlando-FL to further elaborate on this topic (along with my good friend Chris Hoyt-AKA @TheRecruiterGuy).  If you have plans to attend SHRM this month, please make sure to look me up and say hello.



Please note, I have not used all of the services listed below but share this as a reference for you to further evaluate.  This list is still a work in progress.

Mobile SMS Solutions & Service Providers:

3jam – group messaging servic e via the web.  Message groups of up to 100. 3Jam offers free and premium service.

4INFO – 4INFO is the largest provider of free text message alerts and information in the United States. 4INFO is about bringing you the information you want, when you want it.

811 – Free SMS site for USA and Canada – unlimited messages.

88444 – 84444.com launches do-it-yourself mobile marketing campaigns from the convenience of your desktop computer.

Africa SMS – Allows to send instant alerts, text and deffered messages to mobile phones around the world from your desktop.

airPoop.com – Offers a free short text messaging and blogging service optimized for mobile phones.

Amethon Mobile Data Solutions – Mobile data solutions provider based in Sydney, Australia. Specialising in WAP and SMS based technologies. Offer outsourced WAP hosting and SMS gateway.

AspSMS – Features text, bulk and binary SMS, also includes delivery notification, operator logos, and ringtones.

Bond Wireless – Provider of global two-way SMS connectivity and applications.

Brand2Hand – Fully automated intelligent web based SMS communication tool. Live two way text campaign manager, Surveys, Competitions, Operator Logos, Ringtones and many other facilities. (online demo)

123bulksms – Bulk SMS messaging services and SMS Gateway connectivity provider.

Bulletin Online – Web tools and programs, broadcast text messaging worldwide, plus subscription based email to SMS.

Channelmobile – offers turnkey solutions for SMS, Bulk SMS, MMS, WAP Push Messaging, WAP Billing Solutions, Mobile Payment Gateways, Mobile Websites (Mobisites), Premium Rate SMS.

Cherple - Free text messages to US cell phones for anyone with an internet connection anywhere in the world. With Cherple you have to download their software and install it on your computer (Windows and Mac version available).

Clickatell (Pty) Ltd. – Provides bulk SMS messaging services and gateway connectivity. Headquarters in Cape Town, South Africa.

ClickSMS – Text messaging service and bulk SMS provider. based in the UK.

ClubTexting – allows your business to build text message marketing campaigns with our easy to use, affordable SMS text messaging software.

Connection Software – Send SMS text messages from a web page, PC or APIs.

Directtexting.com – SMS service for small to mid-size companies. Get a shared short code.

E-Call – SMS service giving an address book, history logbook, group lists, ringtones and screen graphics. Free and Premium versions of the service exist.

Egypt SMS – Corporate SMS solutions, supporting SMPP, EMI/UCP and HTTP with global coverage.

End2End – Mobile data services – Provides solution for M2M, telemetry, telematics, interactive SMS, number portability and mobile internet.

EzTexting – Ez Texting is a Group SMS Text Messaging solution for businesses large and small, groups, and individuals.

Everywhereigo - A self-service mobile solutions provider for individuals and companies seeking to build their own mobile website.

FunMail – MMS consumer and enterprise services for wireless carriers including comics, and greetings.

General Wireless – Provider of mobile messaging solutions based on the SMS, EMS, and MMS standards.

Google SMS – Offers United States local business listings, driving directions, movie showtimes, weather conditions, stock quotes and dictionary definitions on mobile phone.

Her.ph – Intercarrier text messaging gateway between North American wireless phone networks.

HeyWire – HeyWire allows users to text and chat on multiple screens. Start a conversation on your MAC, pick it up where you left off on your iPhone or iPod Touch. Currently in beta for PC & MAC.

iLoop -  iLoop Mobile is the leader in mobile technology and services that make mobile marketing and mobile content delivery fast, easy and compelling.

iMezz – iMezz.com offers global sms text message delivery to consumers and businesses worldwide.

Information Gateway – A wireless applications service provider offering a wide array of innovative products for mobile entertainment and messaging.

Inspirus – Provides SMS solution to Australian businesses.

InvolveMobile – Mobile marketing that is powerful and easy to use, with short code & bulk SMS.

iZigg – iZigg is building the largest worldwide mobile media community where businesses and people can now stay connected through the world’s most recognizable mobile media shortcode- 90210.

Joopz – SMS message from the web. Set up groups of up to 10 and mass-broadcast updates.  Free and premium service offerings available.

Kannel: Open Source WAP and SMS Gateway – Open Source for WAP and SMS Gateway. Sites provides downloads of the software and related documentation.

Loadntxt – Offers two-way text messaging service between the United States and the Philippines.

mBlox – SMS – Two-way services worldwide for entertainment, messaging and media applications; includes revenue collection services.

Mobile Alerts – Allows to send individualized SMS messages globally.

Mobile-Sender SMS – Mobile Sender provide free SMS services to the USA and around the world. Members can send unlimited amount of free messages.

Mobile Storm – Mobile Storm is proven mobile solutions provider with almost a decade of experience. They have delivered 2+ billion messages and executed a million email and mobile marketing campaigns on behalf of thousands of customers.

Mobivity – SMS solutions for users who wish to build their own mobile marketing campaigns.

Mtn Sms – Send SMS messages to MTN’s partner networks throughout the world.

Msg2Send – Msg2Send is a self-service SMS service that offers several tools to help you deliver an effective and efficient marketing campaign. Some of the features available are campaign builder, quick send, auto response, unique contact list management and unsubscribe options.

mResource – mResource provides a robust messaging platform designed to help employers deliver mobile recruitment campaigns. Not only can they help speed up the screening process with through their smart text messaging platform, but they can also provide mobile career site development.  Employers can easily view live results and integrate with existing ATS technology.

MX Telecom – Provider of SMS and MMS solutions, with direct connections to all the major UK carriers.

PhindMe.net (Recently acquired by Movitas) – A private labeled, easy to use technology that provides service organizations everything they need to mobile-enable their clients.

Pinger – Textfree lets iPhone and iPod touch owners send free text messages to any US mobile phone. Replies come free too!

Powered SMS – Allowing bulk sms via web to mobile, https covering worldwide network.
Promo2cell – Allows bulk SMS messages.

PSWin – SMS Gateway provider with global coverage. Advanced web-based service for setting up two-way SMS services and group messaging.

Qittle – Qittle helps businesses create, customize and manage a mobile marketing initiative.

Quios – Text messaging and news delivery to mobile devices.

Recruit2Mobile – Mobile Marketing/SMS Solution Provider for small to large companies.

Red Fish Media – Red Fish Media is a top tier provider of Mobile Marketing services and SMS applications.

Red Oxygen – Tools to send and receive SMS messages from Outlook, Lotus Notes and Microsoft Windows, or to integrate messaging capability into other applications.

Roam Secure – Offers an emergency communications service over SMS networks to handheld devices. Also offer email to SMS service.

SendaFreeSMS – Send Free SMS to any UK mobile using free TXTs services found online.

SendsmsNow – Send free sms to many countries including USA, Canada, India, Pakistan, Europe (not the UK), Figi, Kazakhstan, Kenya and other African countries.

Simplewire – Simplewire is a wireless messaging infrastructure and software provider.

2sms – Provides business text messaging service, allowing to communicate with people via mobile phone, direct from computer.

SmartReply – SmartReply is North America’s largest mobile marketing and mobile advertising provider, with the most comprehensive multi-channel solutions in the industry.

SMS-24 SMS Gateway – Offering fast and reliable worldwide SMS delivery at low cost, including pictures, logos and ringtones.

SMS Storm – Provides software for desktop sms service with no internet connection, just need mobile and pc.

SMS.ac – Global community system offering SMS and multimedia messaging services. Service includes an initial free message quota but does levy charges for sending messages to your phone introducing you to other users.

SMSalias – Send and receive short messages to mobile phones around the world from desktop.

SMSFax – Provide worldwide SMS bulk messaging tools and connectivity.

smsGeezer – Send SMS text messages from the web, email, a downloadable program, or Excel.

SMSWhiz – South African – bulk SMS aggregator. Multiple gateways. Delivery advertised globally.

sms2world – Provides you with a cost-free newsticker in the Internet, whose content you can easily update by means of SMS from your own cell-phone.

SumoText – mobile solutions provider for both individual users, as well as enterprise customers.

Tatango - connects all groups, organizations and businesses with their communities through text messaging.

Telsis Limited – Supplier of products and solutions for enhanced voice and video telecommunications services. England

Text2Land – Offers users the ability to send sms to landline phones.

Text For Free – Offers anonymous text messaging with no usage limits.

TextingForward – TextingForward provides clients with mobile marketing solutions using SMS technology.

TextMarks – TextMarks is an early stage company focused on making text messaging more powerful and more accessible. We empower individuals and organizations to “text message enable” their information and their web pages — and to do so in a matter of minutes.

TreasureMyText is an online SMS storage system.

TrueSenses – Swiss provider of SMS and MMS covering Europe, USA and Australia. Various interfaces supported.

Trumpia – Text messaging that fully integrates with your various social networks, IM, and email.

txt4biz – Professional text message solutions and bespoke software solutions for customised SMS.

TxtHire – Based out of South Africa, TxtHire specializes in providing “mobile recruitment” solutions for employers around the globe.

TxtImpact – TxtImpact offers SMS Gateway services such text message delivery using SMS gateway APIs. They offer both HTTP and SMPP interface for sending and receiving messages to and from US and worldwide carriers.

Wiana SMS mesh gateway – Send text messages for free to any bluetooth mobile connected to the meshAP network.

Wire2Air – makes it easy to stay connected with your customers, clientele or mobile organization.

Have a mobile site or service you would like added?

Feel free to provide your suggested site and I will be happy to add to this reference guide.  Start by visiting the “contact page” and make sure to leave a comment…»

Thanks for stopping by and come again soon!

Why do I make this claim?  Consider this, there now 4 billion mobile phone subscriptions on the planet, with an estimated 6 billion subscribers expected by 2013.  According to Tomi Ahonen, six-time bestselling author and consultant on digital convergence and mobile telecoms, the future of mobile is strong and vibrant.  Not convinced?

Here are the latest stats on mobile usage:

• 4 billion worldwide mobile subscribers (vs. 1 billion PC’s).
• 3.4 billion actual mobile phones are in use and connected (vs. 1.2 billion fixed landlines).
• 3 billion users of SMS text messaging (vs. 1.3 billion eMail users, and 600 million IM users).
• 1.9 billion cameraphones in use.
• 1.7 billion consumers of various premium data services on mobile.
• 1.35 billion users of MMS 1.05 active users of browsing (“mobile internet”) on the phones.
• The total content industry on mobile is worth 71 billion dollars.
• Messaging on mobile worth 130 billion.
• Total data on phones worth 200 billion.
• Total mobile services, voice and data, worth 800 billion and the total annual revenues of the mobile industry including handset and network equipment sales, worth one Trillion dollars.
• Selling 1.18 billion new phones and adding 650 million new subscrptions last year, when the rest of the economy is in a downward spiral, mobile telecoms is a strong vibrant and healthy industry.

Source: Tomi Ahonen, 7thMassMedia.com

The U.S. Mobile landscape…

As we can see above, mobile continues to dominate across the global landscape. It remains the most widely adopted of all the other mass media channels (e.g., print, recording, cinema, radio, tv, internet).  While the U.S. continues to lag behind Asia and Europe in mobile usage, we are finally seeing an increase in overall mobile adoption throughout North America. In fact, the U.S. currently has over 262 million mobile subscribers, contributing to 75 billion text messages per month. However, as ubiquitous and well entrenched as mobile has become in the U.S., some uses still have yet to catch on.  Such is the case with mobile recruiting through SMS.

Think SMS and Mobile Recruiting…

Online sourcing has become increasingly mobile, so has the need to use more targeted means of connecting and attracting qualified candidates.  There are clear advantages to leveraging mobile in recruiting. One of the most effective ways to quickly connect with a target audience is through Short Message Service (SMS), also known as Text-Messaging.  SMS (text messaging) is by far the most widely used data application on the planet.  For those who do not have the budget to invest in mobile marketing through Short Codes, there are many web-based SMS/texting applications on the market today.  A few of the more popular apps include Joopz, 3Jam, networkText, Tatango, and Trumpia, all do a good job of delivering group SMS messages either free, or, for a small fee. For Outlook 2007 users, there’s even SMSOfficer which allows users to send SMS messages directly from their Outlook inbox.  See video on How to use Outlook to send text messages.

That said, these are all basic examples and it’s important to remember that using SMS alone is not the answer.  An integrated approach that includes email, online ads, phone, SMS, etc., can help to maximize your recruitment campaign. Think of SMS as not a replacement for the email or phone (voice) but as an additional tool within a recruiter’s toolbox.  Recruiters, more than ever, are often connecting with professionals who are unable to answer their phones, huddled in team meetings, commuting, at the airport, away from their PC’s or laptops, etc. Using coordinated SMS updates, recruiters are able to seamlessly and non-intrusively manage multiple candidates through the recruitment process. Bottom-line, SMS is an effective tool for connecting with candidates anytime, anywhere, when email and voice are not convenient.

Mobile is our second shadow.

Morgan Stanley reported that now 91% of the planet keep the mobile phone within arm’s reach 24/7. Literally we take it to the bathroom with us and we literally sleep with the phone. As its our alarm clock, it is literally the last thing we look at before we go to sleep and again the first thing we see when we wake up.

Source: Tomi Ahonen, 7thMassMedia.com

The mobile phone is no longer just a phone; it’s our lifeline to the world.  Rarely does it leave our side, and rarely is it shared – even with our spouse.  Mobile is our second shadow, always ready to provide 24×7 access on demand, and it’s here to stay.  While I am not convinced mobile will reach a tipping point in 2009, I do believe mobile recruitment strategies will have a greater role in the way recruiters connect with new talent. Given the advantages and ubiquitous nature of mobile, doesn’t it make sense to consider mobile recruitment options?  For those in the talent acquisition business, does your company currently engage in mobile recruiting?  If so, I would love to hear about the creative ways in which mobile is being used as part of your recruitment strategy.

Interesting post from Scott Gordon on RecruitingBlogs.com:

I honestly think that this is outstanding. I want to hire her..and hire her now. The recruiter at what ever cell phone provider she uses should be on her like stink. Who better to market their devices other than a girl that can send 484 text messages per day??

I don’t have kids but I can only imagine what I’d do if I were her dad. A monthly cell phone bill of $2900 bucks. 484 text messages per day – to FOUR – of her friends. Grrrrrrrand total per month – 14,528 text messages that generated a 400 page phone bill.

WHY is her dad so friggen happy??

Interesting usage trends follow. Recruiters take note: When you’ve got initiative there are no limits! OOOOOO…YOU ARE SO GROUNDED!! OOOOOOO!!!!