OMG, Happy Bday Luv Grandma.Yes, as disturbing as it was to wake up to this text (with an attached e-card no less), it helped lead me to the point of today’s discussion, “Now that Grandma has gone mobile, should I optimize my website?According to a published report by the PEW Internet & American Life Project (January 2013), 55% of adult cell owners use the internet on their mobile phones; nearly double the usage three years ago. 31% of current cell internet users say that they mostly go online using their cell phone, and are not using some other device such as a desktop or laptop computer. That’s a staggering number considering 87% of American adults have a cell phone!So what does this mean to your website, and more specifically to your career pages? Standard website pages that are designed for the typical computer screen do not view attractively or effectively on mobile phones or tablets (another growing media that 31% of American adults currently own). This could be detrimental to employers trying to effectively market their open positions to the millions of job seekers searching on the run.No longer are the days where candidates mail or fax their resumes to job descriptions found in the Sunday newspaper. Although some candidates do apply on their home PC, more and more applicants are applying on their cell phone while sitting in a car on their lunch hour or on a train during their commute. What studies are finding is that if the experience to apply is too difficult, applicants are emailing themselves reminders to apply at a later time, as they quickly move on to a mobile friendly application (often forgetting to apply to the first job). It is essential that recruiters keep up with this new and emerging recruitment technology or stand a chance of losing quality tech-savvy talent.To further strengthen the case for optimizing your website, take a look at the candidate pool you are trying to attract. If your ideal candidates are in their 20s and 30s, it’s a given that effective mobile marketing strategies need to be factored in. Your first step is to make sure you site is optimized to be user friendly to this pool.Major advantages of having a mobile optimized site include:• Mobile marketing works better with your social media efforts
• Candidates apply instantly, rather than waiting until they get home to their computer
• 90% of your competitors are not optimized for mobile so you will stand out.
• You won’t lose applicants struggling to navigate a less than optimized website
• QR Codes can be used more efficientlySome design factors that should be considered are:Layout: must keep brand look and feel while being formatted for easy viewing on a small handheld.
Content: rewrite content so there are less words and the writing is simple and easy to understand
Device detection – ensure your site is able to detect the user’s device type and display the correct version
Touch Screen – ensure that action buttons (i.e., submit, etc.) and navigation are designed in a large-enough size to allow functionality with touch screens.Although my grandmother is most likely not your ideal job candidate, it points out an important fact: the gap between the haves and have-nots is quickly shrinking. Companies can no longer ignore the emergence of mobile Internet usage. As mobile views and applications on your career page continue to experience exponential growth, taking the time to connect seamlessly with potential candidates is well worth the minimal effort it takes to keep up with this vital recruitment trend.