Using Web Strategy on Mobile Doesn’t Work.
The game is different on mobile. Apps are first class citizens. The browser is not. Mobile web browser usage accounts for about 14% of smartphone usage. Making your career site mobile friendly is a good first step, but if you want to effectively engage with workers, you’ll want a first- class mobile experience.
1. Location Is the New Domain Name.
Search engines and domain names were the big deal for the last 10 years (.jobs, .careers, .career, all gave employers an alternative domain for career sites).
Mobile apps don’t have domain names.
Our app, WorkHere, is designed around location. WorkHere uses the GPS on a person’s mobile device to display nearby relevant places to work.
2. SEO Is a Lot Less Important.
Over the past few years, we’ve seen HR rapidly adopt SEO as the strategy for getting job seekers to the online application. Search just isn’t as big of a deal on mobile because users go straight to their preferred apps — and some of the most popular apps are all about location and navigation. Think about it. Zillow. Uber. Pokemon Go. Waze. All huge successes on mobile. All geo based.
3. Long Descriptions Are Out.
Job posts have changed from short classified ads to 15-page novellas. Long job posts won’t fit a small screen — even if it is a GIANT small screen.
4. Mobile Apply Is a Myth.
After seven years of trying, ATS vendors still don’t have a good answer for a mobile job application. There’s a fundamental problem: asking people to fill in 38 required fields on tiny screens just doesn’t work. Even asking for 10 or 15 fields is a bad experience. WorkHere focuses on capturing contact information when our users create their profiles. When a worker engages with your place profile, jobs or people, you get access to that worker’s profile so you can engage instantly.
5. Instant Is How You Win.
Mobile experiences move faster. Tap and you shall receive. The faster employers engage with workers on mobile, the more likely you are to make a hire.