Philippe RacinePhilippe Racine

October 5th, 20194 min read

3 Tips on Creating a Winning Mobile-First Employer Branding Strategy in 2019

To remain competitive in the age of disruption, organizations must embrace SMAC — Social, Mobile, Analytics and Cloud to fuel business innovation. In this article, we explore how organizations can leverage mobile to improve their employer brand to drive business success.

Digital disruption, widening skills gap, and low unemployment levels have made it imperative for businesses to position themselves as employers of choice to attract and retain top talent. While organizations have traditionally relied on their compensation and benefits offerings to attract talent, candidates today demand more. With Millennials emerging as the largest workforce demographic in North America., their values, beliefs, and aspirations are redefining employee-employer relationships.

Millennials make almost consumer-like decisions when evaluating potential employers. Employer review platforms like Glassdoor have made it easier for candidates to evaluate potential employers for cultural fit, employee value proposition, and benefits offerings, bringing employer brand to the forefront of candidates’ minds. Everything a candidate has ever heard and read about your organizations will help them decide of whether your organization is the right place for them. So, how do you reinforce your employer brand effectively across a wide talent pool?

Embrace a Mobile-First Employer Branding Strategy

At a time when 77 percent of North American adults own a smartphone, there is a tremendous opportunity for organizations to reach out to this massive pool of potential candidates. Americans alone make over one-billion job searches each month from their mobile devices. Embracing a mobile-first employer branding strategy is the first step to positioning yourself as an employer of choice for job-seekers.

The process of attracting the right talent begins long before a candidate is approached with a profile. A successful mobile-first employer branding strategy identifies the triggers and levers that appeal to your desired talent groups. It could be as simple as a text message with a link to some employee-authored content about their career with your organization, or a push notification informing candidates about open positions and deadlines for applications. Let’s look at some of the essentials of a winning mobile-first employer branding strategy.

1 Xxn0CbSJhDZUl-8gJ gO g

3 Tips on Creating a Winning Mobile-First Employer Branding Strategy

1. Create a Mobile Career Site: A mobile-optimized career site is the cornerstone of every effective mobile-first employer branding strategy. To successfully engage with potential candidates, your organization’s mobile experience must fit seamlessly into your recruiting process across all channels. Most candidates spend a significant amount of time on their smartphones and expect to be able to browse and apply for jobs on their smartphones as well. Job-hopping millennials are more likely to surf jobs at work, and where do they look for jobs? On their smartphones! A candidate surfing jobs on a smartphone will not click through ten pages to apply, so it is important to optimize your career site for mobiles with a clear call-to-action, easy-to-read text, and images that load instantly.

2. Think Mobile-First, Social Next: Smartphones and social media are intricately connected to one another. Consider this: 33 percent of all LinkedIn users and 56 percent of Facebook users access these sites from their mobile devices. And they use it not only to look for open positions but also to learn more about the company. Social media also plays a huge part in forming candidate perception of your company. Employees today are more vocal about their experiences, both good or bad, on social media. Social media advocacy platforms are a great way to reinforce a positive brand experience for candidates. Social media is one of the most effective channels for employer branding. Experiment, iterate and fine-tune your messaging regularly for best results.

3. Measure: The last step is measuring the success of your mobile-first employer branding initiative. After all, what doesn’t get measured, doesn’t get managed. Start with defining the parameters of success — is your end objective to cast a wider net for job openings? Or reducing time-to-fill? Or increase traffic to your career page? Define the goal of your employer branding strategy. Next, select appropriate metrics to track the efficacy of your mobile initiative. Most employer branding platforms and social recruiting tools should help you centralize all data on a single dashboard, enabling you to track what’s working and what’s not. Finally, recalibrate and repeat.

A mobile-first employer branding strategy is no longer optional. It is directly linked to your business success. These steps to providing a consistent mobile experience will help you create a positive perception which in turn will attract top talent to your organization.

With the right partner and platform, you can leverage mobile to emerge victorious in the war for talent. Get in touch with us to learn more.