OPINION! Mobile media expert Professor Dr. Stephan Böhm on mobile recruiting: more risk for innovation

Dr. Stephan Böhm is since 2006 Professor for telecommunications / mobile media on the Media Management course at the RheinMain University of Applied Sciences in Wiesbaden. In an interview, Böhm explains what Mobile Recruiting is and what can be done with it.

After his diploma in the field of industrial engineering electrical engineering at the TU Darmstadt graduated Dr. Böhm on the subject of innovation marketing for UMTS mobile communications services at the University Duisburg. He worked for several years as a management consultant for the international strategy and technology consultancy Booz Allen Hamilton in Berlin and Düsseldorf and has many years of experience in the telecommunications and media markets. As an expert in mobile media, he gives lectures at specialist events and is the author of several publications in the areas of telecommunications and innovative mobile services. Dr. Böhm is also a co-initiator of the Mobile Media Forum in Wiesbaden and has been co-director of 2008 with Prof. Dr. Wolfgang Jäger the BMBF research project Remomedia on mobile recruiting.

How do you define mobile recruiting?

As I understand it, mobile recruiting is an electronically supported form of recruiting, ie a variant of e-recruiting in which the Communication with potential applicants via mobile devices (e.g. feature phones, smartphones) as well as on the basis of mobile media technologies or (mobile) radio networks and thus enables applicants to be addressed in mobile usage situations or “on the go”.

So practically every website that is aimed at applicants and is optimized for mobile devices ...

Right. Mobile recruiting is actually already available when Companys optimize their conventional career websites for access via mobile devices. It should also not be forgotten that companies and job exchanges have been using SMS for some time, for example to inform them about new job offers.

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But that sounds a bit like just transferring the Stationary Web to your mobile phone?

“Real” mobile recruiting or mobile recruiting in the narrower sense only exists when companies not only try to overcome the limitations of mobile devices, but also specifically use the specific features and new possibilities that such access offers in the mobile usage situation or allowed via mobile devices.

Why do you need mobile optimization at all?

So far, the smartphone share in Germany is only around 20 percent. The large mass of users with simple end devices and without a data flat rate still needs mobile-optimized websites today. Objective One such optimization is to adapt the pages to the limitations of mobile devices (small display, lower data rates, higher connection costs).

However, modern smartphones such as the iPhone can also display conventional pages well - does the need for optimization disappear in the future?

Even with modern smartphones it is not necessarily the case useful, to deliver career pages developed for use on desktop computers, in order to then only present them in reduced form or in excerpts. In addition to small display sizes and limited input options, a clear reduced awareness continue to shape the mobile medium when used “on the go”. This makes other concepts of address and Information of applicant target groups and the Presentation of content necessary.

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How common are mobile recruiting offers?

Mobil-optimized career websites were only offered by 2009 less than 10 percent of companies, according to our mobile recruiting study.

And how many users do you use?

According to a study by Accenture (Mobile Web Watch 2010) beginning 2010 only one in five German Internet users (17 percent) also surf the web with his mobile phone.

For this reason, and because only a few career websites are optimized for mobile devices at all, this mobile recruitingTechnology For example, based on all Internet users, a usage rate in the single-digit range can be assumed.

What is the reason?

The performance of the networks and devices is increasing (see iPhone or the forthcoming introduction of the UMTS successor standard LTE). The prices for mobile data use are also falling steadily or verlieren through the spread of cheap flat rates or "flat rates" their Significance as a barrier to use….

... what should actually increase the distribution ...

Yes, but contract customers typically keep their devices for two years. In addition, terminal subsidies are falling and many prepaidcustomers have to make the switch to a modern smartphone entirely on their own Costs deny. For the foreseeable future, a large proportion of the end devices in use will therefore still be characterized by such restrictions compared to the stationary web.

What are typical mobile applications?

This includes the “detachment” from the desktopWorkplace by the Implementation Cross-media concepts in connection with out-of-home media - e.g. quick response (QR) codes on posters like here (link: Remomedia website) - or the automatic inclusion of information related to the current mobile usage context of the recipient, as is the case with Location Based Services Job Search such as the Jobstairs iPhone app) or augmented reality applications (e.g. job search from Tempo Team in the Layar AR browser in the Netherlands).

Which offers are used most frequently?

Our 2009 study showed that SMS and mobile Internet/Web are the most used technologies so far.

And what do users expect from mobile recruiting applications?

On the user side, I have no survey results on this. In principle, however, it is to be expected that SMS, mobile career websites and mobile applications will represent the most frequently used mobile recruiting technologies. In order to obtain well-founded information here, our project employee is currently researching Ms. Dipl.-Kff. Susanne Niklas, in the field of acceptance factors for mobile recruiting applications and is preparing a dissertation accompanying the project.

I would hope that I can not only find jobs, but also apply right away ...

An interaction - eg in the form of an application option - has not been supported very often so far. In many cases, activation for mobile use (e.g. using QR codes on print media) is still the priority. But this is already possible with the apps from Monster.de or JobsundMore from Deutsche Telekom, for example. Here we are already in close Future see more offers – which are also increasingly networked with social media platforms. Part two of the interview is about how the first gimmicks become promising technologies.

How do you assess the economic possibilities of mobile recruiting offers - future market or more bauble?

Mobile recruiting is “gimmick” when it is used to aimlessly try out individual mobile media technologies in the area of ​​personnel marketing and procurement activities. In this case, no further effect is actually to be expected than an astonishment at the technical possibilities, the demonstrated application, without a measurable economic effect being registered by this measure.

What will users use more in the future - desktop or mobile devices?

However, the time budget for the use of the Internet will spread to new forms of access, such as mobile devices or tablet PCs, to the extent that these technologies will spread in the future. Not only are new usage situations and so far untapped time budgets developed, but also time budgets are shifted from classic desktop workplaces.

That means?

Uses relevant for personnel marketing and procurement are often not dependent on the context of use or time-critical and will therefore generally have to be processed via desktop access in the future or be shifted to this in terms of time. For example, if a university graduate is interested in starting a career at a specific company, he will find it even if he cannot call up the relevant information while on the go, as such decision is typically not made “ad hoc” or depending on the situation or location.

And what will be so fundamentally new with mobile recruiting?

some. Because the situation is different in applications where the time and place aspect is important - for example in the placement of internships, temporary jobs or placement in temporary employment. Here you can ad hocCharacter and context sensitivity of mobile access convey an additional benefit. The mobile end device as a communication channel will also gain in importance for addressing target groups to the extent that future generations of applicants will shift their use to this medium and expect corresponding access options and services from companies.

So a fundamental change in recruiting methods?

While mobile access is still an unnecessary additional offer in the “War for Talents” today, this will become an expected standard service with the change in media usage. However, the nature and scope of these services will only emerge. The challenges are quite comparable to the situation in the 1990s, when companies' personnel marketing and procurement activities, which were still largely based on the print sector, were expanded to include the stationary World Wide Web and e-recruiting was discovered.

How should companies adapt to this?

It is important that companies develop a mobile recruiting strategy and for the entirety of their commitment in this area, but also for individual campaigns, goals and Strategies set as well as the Success single Measures systematically evaluate and derive consequences for further activities.

"Deriving consequences" somehow sounds like companies have to learn from past mistakes and make uncomfortable decisions ...

Campaigns should not be based on the current popularity of a technology or application, but should be planned based on the fit for a specific target group. This also against the background that there is otherwise the risk of getting "bogged down" in the multitude of different activities. For example, this can currently also be seen in mobile applications. It is questionable whether companies now want to develop and maintain applications for other platforms (such as Android) according to the “hype” of the iPhone.

What speaks against it?

In particular, the steadily increasing development and maintenance effort that can only be carried out by large companies. Applications in HRarea are not “fire-and-forget apps” such as games that may fast developed and then only used casually by customers for a short time.

And it follows?

It is to be expected that the way back to the most universal or platform-independent possible Solutions and thus, for example, to browser and web technologies (keywords: web applications). However, such approaches are only promising if companies are guided by a strategy and a systematic examination of the new possibilities of mobile recruiting and not by the hype of individual technologies.

How do the companies see it?

In our 2009 study, 42 percent of those surveyed could imagine implementing a mobile recruiting campaign in their company in the next 24 months, although only 15 percent strongly agreed with such a statement (page 13 of our study). While 8 percent already had a mobile career website available, another 14 percent of respondents had one in place Planning. In this respect, it can be assumed that the spread of mobile recruiting will increase in the medium term.

Your results are from 2009 - has not there been a lot in the meantime?

Between the end of 2009 and today, there is a tendency to move sideways as a result of the economic or overall economic development. The 2009 / 2010% / 13% / 18% usage of mobile Internet is generally the same. However, we are currently working on a new edition of the study, the results of which are expected to be published in the middle of 17.

Do companies not feel like getting involved anymore?

Mobile Recruiting is currently an additional theme for which there are usually no fixed structures and budgets in the company. To this extent, it is to be assumed that such activities are also postponed first when budgets in the personnel marketing departments become scarce. As the competition for new employees and talents gains in intensity, mobile recruiting as an additional and innovative communication channel will again gain in significance.

And how could this change?

With the increasing spread of smartphones, rising data rates and the availability of low-cost flat rates, the use of the mobile device will continue to penetrate the mass market and become a medium that companies can no longer ignore.

We are looking for our jobs or employees soon on the go on the phone, not at home on the computer?

The stationary desktop computer will certainly continue to dominate as an end device for Internet access in the medium term. With mobile end devices and tablet PCs, new devices are being added, each with special properties that can be used as an alternative to the PC/laptop at home on the sofa or on the go. Which communication channels are used here depends on the specific one Objective, Target group and also the number and characteristics of the addressed Candidate.

What role does mobile recruiting play in the company?

Mobile recruiting tools are more likely to expand than replace the existing recruiting and HR marketing portfolio. In the future, companies will be faced with the challenge of orchestrating their HR marketing and procurement activities in an ever more heterogeneous media portfolio and developing an independent and appropriate approach for the company.

Which recruitment tool does a company successfully use depends on the target group?

Correct. Different end devices and forms of access have - especially in front of a largely ubiquitous distribution in the mass market - characteristic user groups that are to be compared with the goals and target groups of personnel marketing.

What are the goals of mobile technology companies?

At the moment, the “in and out” is probably still dominating Commitment of many companies in the field of innovative media or communication technologies: In my opinion, it is often more important for companies to transport an innovative employer image with such a “key visual” or a mobile recruiting campaign than it really is sustained and stringently to create an information offer that is geared to the mobile usage situation and optimized in this regard for target groups.

That means it's tried a lot, but not everything makes sense?

Correct. Let's take Bluetooth, for example: Bluetooth technology is characterized by the fact that it enables free transmission of media content between Bluetooth hotspots and mobile devices over short distances at the point of information. The Idea Distributing information aimlessly to passers-by via such technologies was discussed in early visions and is technically possible, but hardly justifiable in practice.

Why not?

On the one hand, such a push address is quickly perceived as harassment. Furthermore, larger amounts of data are only to be transmitted if the user at least briefly stays in the supply area of ​​such a Bluetooth station. Thus, a pull interaction or the targeted or user-initiated retrieval of information from such systems is to be preferred. In principle, however, the functionality of Bluetooth hotspots can also be implemented with network-based technologies (such as UMTS for data transfer and GPS for determining the location of the user).

Bluetooth is just useless gadgets?

No. Bluetooth offers advantages as long as flat rates and high-bit-rate mobile networks (indoor) are not yet fully available. Bluetooth is therefore currently more of a niche technology (e.g. event area) and has an interim character or, due to the properties mentioned, will actually lose importance for mobile recruiting over time or will probably not gain any more relevance. Depending on the goals and target groups, the use of Bluetooth can currently make sense in specific areas.

What makes you so sure that mobile recruiting is not just a hype?

Regarding the success of mobile recruiting campaigns, it can be said that in our study at the end of 2009, 63 percent of those who have already carried out such campaigns respond satisfied or were very satisfied. In addition, in many areas the number of users, accesses or connections with mobile devices already exceeds that of fixed networks or such a breakthrough is imminent. It would be surprising and I don't see any reasons why, against the background of this overall development, the topic of recruiting should be reserved exclusively for the stationary Internet. Even if recruiting will certainly follow developments here rather than being a pacesetter.

But studies also show, for example, that users prefer to use current media innovations such as social media applications privately - and not to look for a job ...

That may be, but you have to differentiate: Mobile Recruiting refers to the mobile access variant to e-recruiting offers - in other words, a further development based on a whole bundle of innovative mobile media basic technologies. Twitter or Facebook – and also the now almost forgotten hype topics MySpace and Second Life – are and were, on the other hand, very specific or proprietary platforms of individual companies, where the interest of those responsible for HR marketing was probably more in participating in the current media hype by making a corresponding commitment in these areas.

So the mistake is in supply, not in demand?

Correct: Because what is often forgotten in such studies: Fueled by current media reports often a self-reinforcing effect. More and more users try a service or a new application, and register or install the software. This further increases the public interest and, in turn, attracts the attention of the users and the incentive to try them out themselves. However, the number of registered users or downloads is not necessarily directly linked to a sustainable use interest.

Can you explain that in more detail?

Often it remains just when trying out - even with iPhone applications are loaded programs often deleted immediately after their installation or actively used only a few days. Only if a sustainable use value is actually imparted by a new application is it also to be assumed that it is used regularly and has a long-term stable active user base. This is not necessarily evident in the introduction.

And what does business come from?

Companies must therefore decide, whether they dare to get involved in the early stages or initially wait and see how things develop. Again, a decision should be made based on individual goals and not on the "in and out" of individual applications.

What about other techniques?

We are still at the beginning. For example, when mobile tagging is used in mobile recruiting. For this purpose, we have conducted test campaigns with us at the universities in the past two years, often registering only double-digit access rates for one and two weeks per poster location.

Is the interest of the users so low?

One must take into account that for such an access it is necessary that a recipient is informed by the message feels addressed by the poster and then used a terminal device that also has installed reader software for reading the 2D barcodes on the poster and mobile Internet access for retrieving the linked information. Since such software is usually not pre-installed on mobile devices, this represents a barrier to use.

And how can the barrier be overcome?

When a wide range of services is offered, the owners of mobile devices are encouraged to do so. Companies must create opportunities - not just in the mobile recruiting sector. One-offs are just as unimportant as waiting for an automatic spread of this technology.

Is not a shoe made like this: First, the demand, then the offer?

In Germany, there is currently a danger that companies and users will wait for a wider spread on both sides, or the really useful technology is already being reraised. This effect is amplified by the fact that mobile tags are not always necessarily associated with useful information which opens up a specific additional benefit in the mobile usage situation.

Please an example!

A QR code on a job advertisement does not link to the specific job advertisement as a “deep link”, but generally to the job portal. The user then still has to laboriously work through the input mask to find the highlighted job advertisement again

And then just the HR industry should become the driver of innovation?

Of course, the personnel marketing or procurement area alone cannot exceed the necessary critical mass for a self-sustaining growth afford. A success such as that in Japan is only possible if, for example, in Marketing relies on these technologies.

When are new technologies like Location Based Services (LBS) useful?

Use only makes sense for certain goals and target groups or, apart from a unique “wow effect”, only provides sustainable additional benefits in very specific application situations in the field of mobile recruiting.

And how does it look like with the datzschutz?

The evaluation of the current location should always require the explicit consent of the user (that is, not be accepted once about the acceptance of the GTC or similar), to be perceptible and controllable by him and to be revoked. Then, such services in the mobile usage context offer a useful help instead of the possibly necessary cumbersome location or address input via keyboard.

What should companies who want to use LBS pay attention to when dealing with user data?

Irrespective of legal permissibility, companies should refrain from storing user profiles with a location reference. Due to the handling of very personal applicant information or preferences, benefits and risks must be weighed very carefully before the technical and legal possibilities are exhausted, but Trust is unnecessarily lost among users in the new medium.

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