Disrupted Graduate Recruitment – the rise of mobile
There are some market truths to consider in better understanding why graduate recruitment is set to be disrupted by mobile apps:
- The mobile phone is a graduates main and arguably the only engaging communication channel, in their pocket, throughout the day, across the world. Making Mobile phones their most receptive communication channel
- Apps create urges and compulsions that do not rely on overt calls to action or expensive marketing, instead they create the ability to influence behaviour and engagement like no other communication channel
- Mobile apps have reach across millions of people with great sharing potential
- Mobile apps create the ability to communicate with candidates wherever they go, through their preferred means – remember a candidate’s experience has a huge effect on their perception of a business and ultimately the quality of your talent pipeline
- Employers fuel their talent pipelines with banners, job boards, targeted emails, campaigns and even career fairs – all more expensive than mobile and with significantly lower results, reach and targeting. 45% of companies had graduate jobs that were unfilled last year.
- We have returned to an ‘all powerful’ candidate driven market, where the candidate has the freedom and flexibility to decide on who to apply to and who to reject. Reach the candidate through a means they expect
- Job boards, university events, media press is not engaging and relies on overt calls to action and expensive marketing – this is the first time employers are able to initiate an exciting mobile attraction and recruitment strategy. We’re seeing decline in these platforms already, monster shares falling 75% in the last 5 years.
Therefore the first employers to be able to benefit from a globally engaging, fully native mobile app will have significant cost saving and a competitive edge.
Graduates and the much talked about generation y /millenials are the most mobile and digital people in the world – in order to send out the right message, stay competitive and attract the best talent (your future workforce) possible, a company must have an engaging mobile attraction strategy.
Millennials need to be engaged 24 hours a day, across the world. Companies using mobile strategies to reach out to potential candidates, will be sending out a key message that they are ready for innovation, are at the forefront of technology and connectivity and that they want the best experience for their potential candidates.
Gamification as an assessment and attraction tool:
Whether graduates or experienced execs, the best often will not be interested in applying through traditional CVs or assessment tests, millennials are not only mobile but more dedicated to digital interactive games than any other generation. Therefore a company’s ability to measure and attract needs to incorporate gamification as a key part of how they assess the best then appeal to them to consider joining their company.
Games have seen a cultural shift in recent years. As gamification begins its slow infiltration of society, it makes sense that it is going to progress beyond simple forms of entertainment. As a result, an increasing number of businesses are choosing to integrate game mechanics into their processes, including within the recruitment industry. Gartner predicts that by the end of 2014, 70% of the world’s 2,000 biggest companies will have deployed at least one gamification application. The global marketplace will be worth an estimated $5.5 Billion by 2018. In the Future of Gamification report 53% predict there will be significant advances in the usage and adoption of gamification in the workplace by 2020 with uses ranging from education, to health, marketing and communications.
For example, GCHQ, the UK intelligence and security organisation, launched a recruitment marketing coding challenge back in 2011 called ‘Can you crack it’ to target hackers, promoting the task through social media. The prospect of fulfilling a fun challenge together with the chance to become a real-life spy at the end of it really upped the ante in the ‘cool employer’ stakes.
Brands such as EasyJet and Grant Thornton in Australia use watered down version of games based around Realistic Job Previews (bespoke pre-application tools that present common scenarios and tasks highly specific to an organisation and provide potential candidates with information on both positive and negative aspects of the role). They give immediate feedback on a candidate’s responses and their potential fit for a role within the organisation. Candidates who have a better understanding of the role and continue with their application are more likely to be a good fit with the organisation. Or, Situational Judgement Questionnaires (they present common scenarios highly specific to an organisation to assess a candidate’s preferred course of action or judgement in an organisational specific situation). They are built against a validated model of ideal performance, or how top performers within the organisation respond to different situations. RJPs and SJQs are bespoke and valid assessments (built against a model of ideal behaviour within your organisation) that embrace game elements such as engaging, feedback and reward. They have the interactive on-line elements that grads will engage with, they are innovative, organisation branded, and they are valid tools for selection. They are gamification, without the game
L’Oréal used a similar watered down version of gamification called Reveal, a web 2.0 multi-site game that allows candidates from around the world to experience a number of scenarios set in a virtual L’Oréal office. In these episodes, candidates are given the opportunity to learn more about various aspects of the business. They are then able to match themselves to the company’s requirements by completing a series of online tests and compete with one another, sharing their scores via social media.
The balance of power has changed, corporates need to woo candidates in a manner that fits their world, demonstrates the company’s digital creds and relevance to graduate candidates lives. Giving companies the chance to have direct ongoing relationships with the best and most relevant candidates.
One of the most advanced start-ups we have seen to offer this type of mobile and increasingly gamification enabled relationships is Debut, due to launch in 11 weeks, with global brands already on board such as: Deutsche Bank, Accenture, Microsoft, EY, Goldman Sachs, BAE, Dentons, TKMax, PWC, HSBC, Google, Met Police. Want to find out more get in touch. . .