Instead of diving straight in, let’s take a step back and open the question up a little: What do most individuals want from brands, companies, businesses, services and products? Is it engagement? Or relationships? Is it to be joined by the brand in their conversation? It’s actually much simpler than all of this. People want two things: Solve my problem and make me feel good.
Solve my problem & make me feel good
In other words: convenience and experience. Let me hasten to add, this is the individual’s convenience and experience, not the brands, not the systems. However, when a business is formed around enabling and is excelling in delivering convenience and experience it will also become more convenient and provide a better experience for the individuals working within the business. So identify the frustrations of your target market and find solutions for these frustration points.
So let’s now apply this to social media and mobile. Does your social media & mobile strategy increase the convenience for the individual? Does it enhance their experience? Does it? Both? If it does, you’ll see it in the conversions rates (not in the number of fans or followers – that has no bearing on it whatsoever). If it doesn’t, you’ll see no difference.
Mobile can certainly deliver convenience as it enables access whenever the individual wants it and through location based services will increase convenience even further as it automatically adds another filter. 9% of all visits to Jobsite now come via mobile devices, generating 3.4% of all of our applications but the most interesting discovery is the change in user behaviour, which is a clear indicator of convenience. Instead of the usual traffic spike between 11am and 1pm, mobile users generate three spikes: in the commuting hours and after dinner. Now let’s dive a little deeper…
What do job seekers want?
So, let’s overlay the initial question of what do individuals want with the question – what do job seekers want? Obviously, they want a job that makes their life more convenient and more exciting. And remember, your job at your company is just one part of that life. There are many other things that are more important to most people: Their families, their children, their friends, their football clubs, their TV shows, you name it. Only because we might be obsessed with our work, doesn’t mean that everybody’s work life balance is tipped towards work, it is most likely to be tipped towards life.
And that’s the same in recruiting: Once job seekers have found a place of work that increases his/her overall enjoyment of life, they continue living. They don’t continue thinking about the next role, about the next move, about the next connection, about pipelines and pools, unless they are filled with water.
Recruiting is all about speed and relevance – not only for the recruiter, but also for the job seeker. So now let’s apply this to social media and mobile? Do you – via social media & mobile increase the speed and relevance of finding a job? Are you sure you do both? If you truly do, then again, you’ll see it in the conversions rates. If you don’t, you’ll see no difference.
Now apply this to the most recommended social media and mobile solutions (which ironically also take a rather narrow view on social media and mobile) such as joining the conversation, engaging, building fan pages, creating LinkedIn groups, building iPhone apps for your company etc. Do they increase convenience for the job seeker? Do they increase speed and relevance for the job seeker? Do they rely on the job seeker to be involved even after the job seeking is over? Do they have any use once you have filled all positions and have only the odd ones left?
Speed and relevance
The internet certainly delivers the speed. Social media and mobile can deliver the relevance. And besides the additional mobile layers and filters explained above, social media and mobile can deliver it via recommendations. Recommendations that are based on crowd sourcing and predictions that are based on dynamic datasets, the so called digital foot print.
Recommendation is the most overlooked beauty of social media – maybe because it just isn’t so glamorous, maybe because it can be automated, maybe it existed before the term “crowd-sourcing” was coined. Who cares? It delivers.
At Jobsite, 12% of all of our applications come via our recommendation engine. This “engine” looks at application patterns of individuals and recommends jobs to candidates that other people have applied to as well. Sounds simple, doesn’t it? It’s incredibly accurate, it overcomes the limiting classifications and categorisations by businesses and technologies, it moulds our service around life, it increases convenience through increased relevance and increases speed through increased relevance.
That’s what we will be focusing on – how can we extend these recommendations? Where else can we use it? How can we improve it?
The real power of social media
It’s not the sharing, it’s not the direct communication, and it’s not the global reach. All of these three are clearly important and powerful in their own rights, and yet they all feed into the real power of social media: recommendation and prediction.
Not person to person, not peer to peer, not referral or word of mouth, but machine to man recommendation, tailored but automated. So all the sharing, all the engagement results in one objective: Data to deliver content within context.
Not that the shiny lights of Facebook, Twitter and Foursquare aren’t important per se, but what I do and who I do it with are more important. The more I reveal, the better recommendations I receive; the more I interact the easier it is to overlay the recommendations with dynamic data sets – most likely collected via my mobile. The combination of both kinds of data sets will result in prediction –the fulfilment of latent needs. Now the jobs I get delivered are even more relevant. My life will become even more convenient and the experience even better.