Social advertising is extremely prevalent, but normally very poor performing. When researching statistics about click-through rates on Facebook and Twitter, it appears that it performs better on mobile than desktop, so it prompted me to look into what may be causing this. I opened each site on my desktop, iPad and iPhone and then navigated around - then I found a very likely and straightforward reason:
How often did you accidentally click on something on your phone either by an errant thumb or by placing it in your pocket? Or when you have a list of links on your phone and you try to click on a specific one, you hit the one either above or under the one you meant?
So if the experience is not meant to be on mobile, why do companies try to jam in a poor solution? Because they need to check a box that they have it, regardless of the customer experience. This is very much true for recruiting. Many career sites and apply processes are a poor solution developed to “check the box” on mobile for companies, regardless of how good the candidate experience.
The candidates want it:
Companies aren’t doing it right:
It is causing companies to miss out on candidates:
So what can you do? I wish it was a single pronged answer, but there are many components. So let’s start with a pragmatic approach:
Over the last two years, SAP SuccessFactors Recruiting has been heavily focused on creating the best mobile candidate experience for our customers so you can hire the world’s best talent.
So the question to you is, what are you doing for your mobile strategy in 2016?
For more details on the 1511 release updates to SAP SuccessFactors Recruiting, check out our Q4 2015 Release Highlights document and listen to David Ludlow in our release video on YouTube.
Sources:
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