The numbers are very persuasive. There are no two ways about it. Job seekers search for jobs on their mobile phones. There are surveys that say up to 70% of career site traffic is mobile. Across Talemetry clients it’s around 30%.
When it comes to how many actually apply using mobile, things get less persuasive.
As we recently reported, approximately 9% of all mobile applicants who start an application with Talemetry clients actually complete it. Compare that to roughly 64% who complete applications they start on a desktop computer.
The difference is compelling, but not surprising. One of the big factors is that iPhones only recently gained the ability for applicants to get a resume on their phone, whereas Android has always had that capability. Android completion rates are around 21% while IOS are around 4%.
There’s no question that technology improves mobile online job application completion rates.
But despite the large increases that technology can provide, mobile completion rates are more of a process problem than a technology problem.
Talemetry’s mobile application solutions make it easy to extract resume information from local resumes on your phone, LinkedIn profiles, Indeed.com resumes, resumes stored on cloud drives like Dropbox and Google Drive. All these choices can double, triple, even quadruple mobile application rates, but in many cases these awesome technologies sit at the front end of cumbersome desktop applications that haven’t been optimized for mobile candidates. Mobile will never see the same completion rates as desktop until recruiting organizations rethink how they collect candidate data.
Put yourself in the shoes of a mobile candidate. You have a tiny screen with compromised input capability, yes, but you also have time constraints. You might be at work, at the airport, in a waiting room, etc. You might be outdoors. Time is an issue. Sunlight is an issue. Polarizing sunglasses can make reading screens difficult. Spend some time and think about the true mobile experience.
Because we can help you make it easier for candidates to navigate your pages and get their information into your form on their small screen. But if you are requiring a large amount of data from your candidates, you will always suffer lower completion rates for mobile applicants. Too much time, clumsy fingers, and even bright sunlight can lose the applicant.
The most effective thing that you can do to increase mobile application rates is to build an application process tailored for the mobile user with limited capability, less than ideal conditions and limited time. Here are just a few ways to improve your mobile application process:
- Pare your questions down to the most basic
- Make it easy for them to use cloud resumes and social profiles to give you their data
- Make sure you extract experience and education from their resume/profile
- Ask no more than a couple qualifying questions at most
- Send a second, more detailed application link to those who pass the first screening
If you do this, you can expect your mobile application rates to soar. You’ve tailored your application to the medium, you’ve enabled it with the right technology and both these factors combine to create an easy mobile application experience.
But wait. Your desktop applicants don’t have a lot of time either. Especially the ones who are cashing a paycheck every month working for your competitor. And the ones in hard to fill positions that get multiple offers when they do throw their hat in the ring. Wouldn’t that snappy mobile application process make your desktop applications easier too? Wouldn’t completion rates go up for the desktop as well?
So if you are lucky enough to get 64% desktop completion rates like Talemetry clients, don’t forget that 36% of the people who want to apply for your jobs – clicked the apply button – can’t make it past your application. Take this opportunity to let your mobile application process dictate your desktop application process rather than the other way around.
As we’ve discussed in past articles and webinars, mobile is changing web design on the desktop as well as on phones. Much of the design conventions in use today are a direct result of accommodations for mobile traffic and they are driving improvements in desktop engagement. Your applications should be no different.
Every change you make to improve applications for mobile users should be made for desktop users as well. This is a perfect opportunity to change the way you engage candidates, increase your mobile completion rates AND your desktop completion rates and watching your applicants per job skyrocket.