Comcast Improves Mobile Recruiting Strategy

By Aliah D. Wright Oct 21, 2014
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LAS VEGAS—Eighty percent of job seekers are using mobile technology in their job search, according to a new study by mobile recruitment software provider Jibe. One of its clients, Comcast Corp., saw mobile traffic to its career site increase by more than 1,000 percent from 2012 to 2013, prompting the cable TV and Internet service provider with 23 million customers to introduce a new mobile recruiting and application strategy.

Joe Essenfeld, founder and CEO of Jibe, and Raul J. Valentin, vice president of talent acquisition at Comcast, led a session detailing mobile recruiting at Human Resource Executive magazine’s 17th annual HR Technology Conference and Exposition.

Comcast’s new strategy sought to offer job candidates the same level of service the company offers its customers—that is, being able to use its products on any device, like with its Xfinity service, which allows customers to access programming from any of their screens. Comcast felt that job candidates should be able to apply for jobs with the company from any device, too.

“We have over 600,000 people visit our website, and that leads to over 30,000 applications each month,” said Valentin.

“As we were doing a new [applicant tracking system] and a new website, it became clearer and clearer we were getting a number of people coming to our site from mobile devices,” Valentin said. But they weren’t able to apply from a mobile device. “What if those are the best people, the passive person?” he asked. This question led to the company deciding to improve its mobile recruitment strategy.

“We’re getting 20 percent of our applicants today applying through a mobile device in calendar year 2014; so far this year more than 100,000 job seekers have applied for jobs at Comcast on a mobile device,” Valentin said.

Comcast discovered that “over a two-month period, 360 new hires were made from mobile devices.”

It also discovered that more than half of people who start a mobile application finish applying on a desktop. The average time it takes to complete a mobile application? A little over 20 minutes.

Comcast also enabled their mobile site so people can apply by importing their LinkedIn profile, or upload their resume from an e-mail attachment, Google Drive or Dropbox.

People are “spending most of their time on their phones,” Essenfeld said. “It’s our job to make sure that 20-minute experience feels right—that’s our goal from an interface standpoint.”

Not Just Millennials

Another discovery was that Millennials aren’t the only ones applying for Comcast jobs through mobile devices—and it’s not just entry-level applicants, either. Recent hires who applied through mobile devices hold the title of senior manager of channel development, enterprise account executive and system administrator. “We hire thousands of front-line jobs, but midlevel to senior level positions too have been made through mobile devices,” Valentin said.

The mobile application “is really changing the mindset of what’s going to be the norm in that space,” Valentin said.

Comcast said that by improving its mobile platform in talent acquisition, days-to-fill position rates were down 1 percent, the cost-per-hire metric has been 9 percent lower, and vacancies are down 36 percent.

Aliah Wright is an online editor and manager for SHRM.

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