In the following Q&A, Debbie Tuel, CareerBuilder’s director of mobile solutions, sits down with Kip Welch, director of recruiting at Chesapeake Energy Corporation, to discuss the company’s recent experience creating a mobile-optimized recruitment strategy, the benefits gained from going mobile and the lessons learned along the way.
Debbie Tuel: What led Chesapeake originally to invest in a mobile career site?
Kip Welch: We saw that the direction candidates were going was to more of a mobile platform. I don’t think we had any idea just how much. Of course, our CareerBuilder rep helped us realize there was a need there. Prior to that, it was really all about dropping business cards really.
So why did you choose CareerBuilder?
We already had a strong partnership with CareerBuilder and it was probably our sales rep who intimated that mobile was something we needed to move to. After exploring it, we realized there was an opportunity there. We then formed a partnership and built a program that was very successful for us. (Learn more about CareerBuilder’s MobileTalent solutions here.)
When you say that it has been successful for you, how do you measure that?
My CareerBuilder rep told me, “Right now, 100 percent of the people who are looking for you on a mobile device are not reaching you.” For me, having one person, 10 people or 100 people find me in a place they couldn’t before is already a win. We invested and, as a team, built that project. We soon found out there were more people who were coming to us through the career site than we expected. And then through some homemade analytics, we did some research to quantify that. For instance, “How many hires are we getting?” We were able to look at our hires against the people who came in around the same time, and looking at a time stamp could suggest that those people that came at the same time were influenced through the website to the hire. Our numbers were pretty high. In the first nine months of launching this project, I’d say we made something like 70 or 80 hires. It was a lot more than I expected there to be. We then recognized it as being a win there.
How has your mobile site enhanced your recruitment process?
I get a list every week – I call it our “lead sheet”- which I send out to my recruiters. If they have a hot need, they know to look on that sheet for somebody who’s indicated an interest. Instead of waiting on those candidates to apply, we can call them because they already expressed an interest, which makes them a hotter candidate than others might be. That’s really how we use it. Having a mobile strategy has made us more proactive. It’s making us take action rather than that candidate taking action.
Now that you’ve launched the mobile career site, have you done any advertising mobile or otherwise in conjunction with it?
We’ve created some business cards that have a QR code on them which read, ‘You have to apply through our website, and they would be led to either one. I think in some of our advertisements we’ve used those as well.
Have your goals evolved since you originally decided to go mobile?
I want to see more focus on it. I think it’s bigger [than it was when we first started doing it], and it’s becoming even bigger. I recently saw a great article that said, “If you’re not already mobile and branded, you’re already behind.” I sent that article to my boss and said, “See? We knew about this a year and a half ago.” That’s what we strive for: to be ahead and to be the best.
Five Mobile Recruitment Lessons from Chesapeake Energy
- Understand that time is now. Welch was surprised to find out just how many candidates were using mobile devices to search and apply for jobs. Welch immediately recognized the need to create a mobile-friendly job search experience for potential candidates.
- Find a trusted vendor. A long-time CareerBuilder client, Chesapeake already enjoyed a trusted partnership with CareerBuilder and decided the company also offered the mobile recruiting solutions that were right for their unique goals and needs.
- Set goals. Like any other business initiative, creating a mobile recruitment strategy should start with goals. What do you hope to gain by creating a mobile strategy? Increase awareness? Enhance your candidate experience? Strengthen your brand? Having a goal in mind will keep you focused and provide the platform to…
- Measure success. Create a process for tracking metrics and measuring the success of your efforts. Not only will you be able to see whether you’re meeting your goals, you will be able to identify opportunities for improvement.
- Adapt accordingly: Though there are many benefits to going mobile, there are still as-yet-uncovered opportunities in the mobile recruitment space. Welch understands that mobile is ‘becoming even bigger’ as a way for candidates to find jobs and, conversely, for employers to attract and engage interested candidates. As mobile recruitment technology evolves, so will the ways in which employers utilize it. It is important to remember that a mobile site requires continuous upkeep – something that shouldn’t be a problem if you’re setting goals and measuring your successes along the way (no.’s 3 and 4 above).
Have you created a mobile recruitment strategy yet? What’s stopping you?