The
on Mobile Recruitment
and Branding
THEHRA Winter Conference 2012
Shervin Kalinia, Founder and CEO
HHPage, Inc. (Hand Held Page)
Craig Vollmers, Director of Human Resources
UTHealth
UTHealth
• Profile
– Six Schools / three health care and research organizations
– 6,500 faculty and staff / 4,500 students
• Employment
– 1,700 classified hires a year
– Texas Medic al Center
– Old school academic HR (but transforming)
• Pilot
– Cost effective
– Drive quality applicants not volume
– Results oriented
About HHPage
• Founded in 2009
• Founder has strong healthcare/recruitment marketing
background
• Served on website redesign team of the Bill & Melinda
Gates Foundation
• Notable clients including UTHealth, MD Anderson
Cancer Center, Kelsey-Seybold Clinic, YMCA Houston
What We Do
• We develop mobile strategies that maximize customer
engagement and connectivity in the following areas…
• Healthcare services
• Retail
• Not-for-profit
• Professional services
• Recruitment
• We consistently refine our methods to continue
delivering high ROI to our clients.
Why Mobile?
People Love their Phones
Mobile in Numbers
Mobile in Numbers
Making the case for
mobile recruitment
Mobile is Discreet
Few Sites are Mobile Friendly
“21 percent of the
Fortune 1000 have
a website that is
optimized for
mobile. “
-New York Times, Nov 2011
Mobile Advertising Works!
• Competition among
advertisers is generally low
• Mobile pay-per-click is less
costly than PC-based pay-perclick advertising
• Mobile ads can contain one
touch “Click-to-call”
Mobile Advertising Spending on the Rise
Mobile vs. PC Advertising
Mobile Ads
PC Ads
Bridging traditional with mobile
Apply Now
Contact Us
Why hasn’t mobile recruitment taken off?
Toolkits for success:
Derive value from
mobile recruiting…
Today!
Think differently for mobile
Simplify things for greater results
Yes for mobile
Not for mobile
Build a mobile-friendly website
Why MD Anderson?
Patient Stories
Make your first
appointment
How you can help
P
© 2010 The University of Texas
MD Anderson Cancer Center
1515 Holcombe Blvd, Houston, TX
77030
1-877-MDA-6789 | 1-713-7926161 International
Integrate mobile with existing advertising
promotions
Apply Now
Contact Us
Advertise your mobile site
Mobile Ads
Apply Now
Contact Us
Case Study: UT Health
Mobile Recruiting Website
Site Anatomy - Homepage
• Solid UT branding
• One click to job
categories
• Link to UT schools
• Social media links
Site Anatomy – Short interest forms
• Connect with a recruiter
• Submit contact and
career data using simple
forms and check boxes
• Automated trigger email
notifies recruiter
• Submitter receives
future communications
and job alerts
Traffic to Mobile Website
2500
1935
2000
1500
1098
1000
678
588
538
500
199
202
159
0
October 2011
November 2011
Total hits
December 2011
Unique visitors
January 2011
Job interest forms completed
10
9
9
8
7
6
5
4
4
3
3
3
2
2
2
2
1
1
1
1
1
1
1
1
1
0
0
0
0
0
0
October 2011
November 2011
December 2011
January 2012
Allied Health
2
1
1
2
Research
0
1
1
1
Admin/Clerical
4
1
3
2
Nursing
1
0
3
9
Information Tech
1
0
1
0
Professional
1
0
0
1
Enhanced User Experience
UT Health
• Mobile-friendly landing page
• Relevant content: “Jobs for
Nurses”
• Easy to use form fields
• Strong organizational branding
Competition
• Non-mobile friendly
• Non-relevant content: “Legal
Nurse Consultants”
• Hard to complete form fields
• No organizational branding
present
Enhanced Branding & Exposure
835
Clicks
489,000
Impressions
24 Applicants
(13 Nurses)
Cost Effectiveness
• Program Advertising Costs (October – January)
– Set up:
– Maintenance:
– Ads:
Total costs
$2000 (1x)
$2,396 ($599 month)
$914 to date (January only) / $1500
$5,310
• Metrics
–
–
–
–
–
–
–
Impressions (489,000)
Clicks (835):
Interest form (33):
UTHealth application (24):
Interviews (10):
Offer (4):
Hire (1):
• * To be continued . . .
$0.01 ea.
$6.36 ea.
$160.90 ea.
$221.25 ea.
$531 ea.
$1,327.50 ea.
$5,310*
OFCCP Considerations
• Internet applicant rule
– An “Internet Applicant” is defined as an individual who satisfies
the following four criteria:
• The individual submits an expression of interest in employment through
the Internet or related electronic data technologies;
• The contractor considers the individual for employment in a particular
position;
• The individual's expression of interest indicates the individual possesses
the basic qualifications for the position; and,
• The individual at no point in the contractor's selection process prior to
receiving an offer of employment from the contractor, removes himself
or herself from further consideration or otherwise indicates that he or
she is no longer interested in the position.
OFCCP Considerations
• Internet or related electronic data technologies
•
•
•
•
•
•
Electronic mail/email
Resume databases
Job banks
Electronic scanning technology
Applicant tracking systems/Applicant service providers
Applicant screeners
OFCCP Considerations
• Is a contractor required to consider every job seeker who
expresses an interest through the Internet and possesses the
basic qualifications for a particular position?
– No. OFCCP does not provide a blanket requirement that contractors
must consider any and all expressions of interest they receive,
regardless of the manner or nature of the expression of interest - even if
the job seeker possesses the basic qualifications.
– If the contractor has established standard procedures that job seekers
must follow in order to express an interest in employment, the
contractor does not have to consider those individuals who do not
follow those procedures.
– Similarly, the contractor does not have to consider for employment
individuals who do not specify a particular position, so long as that is
the contractor's consistent practice.
Summary
• Mobile is not a trend, it’s the present and the
future.
• Competition is fairly light in the mobile
recruitment arena.
• Mobile recruitment websites need to be simple.
(Think of them as lead generation tools)
• Integrate mobile into all your recruitment efforts.
• Start small, find the formula that works, then
increase resources.
Interactive Demo
SCAN QR CODE
SMS
Text UTHEALTH to 41411
Thank you for your time