The number of Google searches carried out globally on mobile platforms has overtaken searches on the desktop. Going mobile means more voice search, location based search and more visual search, enabling a much more personalised experience.
Traditional search engines are being replaced by apps offering personal assistance based on anticipating needs and notifying the user through reminders. One such personal digital assistant, Google Now, provides notifications tailored to the user and context, including location and time of day, to anticipate future needs and searches. It has an uncanny ability to tell you whether your journey home from work might be delayed, or the results of a match your favourite team is playing.
Google Now can also provide you with a shopping list when you are in particular shop, and then remember where you are parked afterwards. Not only that, but it can also integrate with your social media platforms such as Facebook. The reality is that search in the future won’t be solely based on a keyword input but will incorporate a series of data points based on your interactions and journeys, both off- and on-line. Similar services are coming soon or are here from Bing, Facebook, and others, but Google has stolen the march on its competitors.
In a separate development, Google is testing providing results in their search results from apps regardless of whether the searcher has the app or not. Previously online content providers had to match website and app content in order to be indexed by Google; this latest development means this will be no longer the case. Google streams a virtual version of the mobile app, meaning the app does not have to be installed on your phone. This technology comes from a start-up called Agawi that Google acquired in 2014. It is currently in beta at the moment in the US but watch this space.
This kind of personalisation and technology advancement can only be a good thing as it will make sure the right messages are served at the most relevant time and place. The real push now is making it more convenient for users, and smartphones are the catalyst in the move away from the traditional search model.
In order to fully leverage this opportunity you need to make sure your brand is visible to as many search technologies as possible. Brands driven by search strategies, for example HE institutions, will face new challenges in making sure they are seen. It may seem more complex then ever to successfully cut through search, but it is all about putting the customer needs at the centre of how you approach it.
The purpose of this post is to look at the essential components of strategy in a recruitment context focussing on the digital aspect. As recruiters we need to question why we do things and align them with business objectives or needs. At the moment digital strategy seems very focussed on the “what” as opposed to the “why”. For example a lot of people are talking about social recruiting and doing it, but perhaps not fully understanding why.
By looking at JFK’s approach to the Cuban Missile Crisis we can identify 3 core elements of his strategy in his public address to the U.S nation on 22nd October 1962 :
“Our unswerving objective, therefore, must be to prevent the use of these missiles against this or any other country, and to secure their withdrawal or elimination from the Western Hemisphere.”
3. Action Plans:
First among seven numbered steps was the following: “To halt this offensive build up a strict quarantine on all offensive military equipment under shipment to Cuba is being initiated. All ships of any kind bound for Cuba from whatever nation or port will, if found to contain cargoes of offensive weapons, be turned back.”
These 3 core areas were identified by Professor Richard P. Rumelt in 2011 and described as a “kernel” (the most important part) of strategy. He further explains strategy as a type of problem solving. It’s these 3 core elements that we can use in recruitment and specifically digital strategy.
One major challenge that is coming more and more prevalent, is how recruiters use digital and it’s advancement in order to achieve their aims and overcome their challenges. So lets look at a strategy for recruiters approaching the internet using the 3 core areas:
Predicting the future of the web or anything digital is precarious to say the least. Don’t look for an objective such as to “future proof” as you will fail before you begin, trying to predict the unpredictable is a waste of time. Look to put procedures and resources in place to adapt to changes as they happen.
3. Action Plan:
Keep up to date with latest developments and adjudicate whether they are relevant to you and your target candidates, don’t be scared to do something because no one else is or not to do something because everybody else is. Stay true to your target candidates, in other words research them and know them inside out. Okay, strictly speaking that is not an action plan, but the point is a relevant one; that your actions should be based on your potential recruits not the latest technology developments.
So the link is, you can use JFK’s component’s of strategy used in the Cuban Missile Crisis for today’s recruitment challenges.