The ZMOT (Zero Moment of Truth) approach to decision making is part of the consumer idealism of today. We can see the ZMOT in action every day:
- A man taking a photo of a product on his droid in a store aisle
- A woman scanning a QR code or UPC code with her iPhone during a potential purchase
- Your spouse reading product reviews on a Blackberry before heading out to shop
- Your sister searching for the hottest toys for your favorite niece or nephew on an iPad
If, as HR recruiters, we don’t rethink the way we engage the savvy recruits, we lose mind and market share to competition. So, how do we reach these savvy recruits. Where they are spending their time. Smartphones. A recent research project we found showed us that it’s not just teenagers that use smartphones.
- 35-44 demo has nearly identical adoption as 18-24
- Trend is expected to continue to grow
- 40% of Tablet & Smartphone owners use them while watching TV (Nielsen)
- 17% of women / 21% of men looked up product information because of a TV commercial (Nielsen)
- 79% of consumers use a smartphone to help with shopping (Google: ZMOT)
So, in order to reach these users on their Smartphones, we need to talk about a mobile presence. What is a mobile presence? There are many things that can constitute a mobile presence. These are mobile apps, mobile websites, mobile alerts, ads, text messages, and even QR codes.
Mobile App
A mobile app is a software application designed to be run on a mobile device such as a tablet or smartphone. These apps are sought out and installed by the user through distribution sources such as iTunes, Blackberry, or the Android Marketplace
Mobile Website
A mobile website is a specifically optimized site, designed for use on a mobile device such as a tablet or smartphone. Mobile optimization allows for proper distribution of site content in the mobile browser without limiting user experience.
Mobile Alerts (Push notifications)
A mobile alert is a notification that is pushed to a mobile device by an internet service. This notification can provide notice to the device user of new content which may be displayed on their device.
Mobile Ad
A mobile ad is an unobtrusive advertisement placed within a relevant application or mobile site. This advertisement is clickable and links to additional web content.
Text Messages
Text message marketing is an opt-in/opt-out technology that provides a service which pushes important information, which the user has requested, to their mobile device via text message.
QR Code
A QR code is a new type of barcode which contains digital information. When scanned with the camera of a digital device this barcode can tell the device to display specific content in the browser.
Mobile apps are now the job search tool of choice for professionals
- 77% of job seekers are now using mobile job search tools
- A big portion of the 77% say that mobile tools are more accessible then other tools
- 24% cite portability as the key reason for using mobile devices
- 17% don’t want to get caught doing job searches at work
Here are Five mobile apps that can make a job search easier.
Monster Mobile
The popular job board, Monster.com, created this mobile app to let you search jobs, forward favorites to an e-mail address, manage resumes and fill out job applications.
LinkedIn Mobile
Used the same way as LinkedIn, this mobile version lets you create a profile that doubles as an online resume. It lets you do the same business connecting, but on the go.
ResumeBear
ResumeBear’s mobile application makes sending and tracking your resume easy as pie. You can not only access your resume, but you can send it to potential employers. Most significantly, once you send a resume, you will receive a text or email alert as soon as the resume’s been read.
TweetMyJobs
Integrates Twitter and Facebook into a next-generation job search tool. It lets users take advantage of their existing social network connections to get personally introduced to potential employers, and it lets those doing the hiring get the word out to candidates.
Bump
This could well be the strangest app. When you load bump into your smartphone, you can physically “bump” other phones equipped with the software to instantly exchange names, addresses, and phone numbers. The app is 100% encrypted end-to-end.
What do job seekers want to see in mobile recruiting?
- Ability to search for jobs
- Receive job alerts (notifications of open positions via text/email/notifications)
- Tracking of application status
- Apply for jobs
- Share content with friends on Social Networks (Twitter, Facebook, etc…)
- Calendar with career related events
Mobile recruiting is clearly on the rise.
- 19% of job seekers use their mobile devices for career-related purposes in the ZMOT
- 50% said they could imagine doing it
- Only 7% of employers have a mobile version of the career website
- Only 3% have a mobile app
- 1 in 5 job seekers may not sound like a huge deal, but clearly this number is growing fast
Mobile web apps are critical as the mobile explosion continues. The Mobile ZMOT opportunity can offer an immediate touch point.
