The Importance of Mobile Presence
This article accompanies Getting to Know Gen Z.
CareerBuilder reports nearly one-third of the monthly traffic on www.careerbuilder.com comes from mobile devices. And, the Chicago-based recruitment firm reports as many as 40 percent of mobile job candidates say they abandon the process when they encounter a non-mobile-friendly application procedure.
Yet, a 2014 report from Horsham, Pa.-based iMomentous, which visited the website of each Fortune 500 firm, found only 5 percent of those companies enable job applicants to apply via mobile device.
These companies fail to go mobile at their own risk, especially when it comes to recruiting young talent, says Dan Schawbel, founder and managing partner of Boston-based Millennial Branding.
"It's going to be hard to reach this generation [without being mobile-friendly]," says Schawbel. "With Gen Z, it's about swiping [to navigate mobile screens], not scrolling [laptop screens]."
Aflac Inc. turns to the younger contingent of its HR team for guidance in this area, says Audrey Boone Tillman, executive vice president of corporate services at the Columbus, Ga.-based insurance provider.
"Having a multi-generational team in HR has brought some great ideas," says Tillman. "There was a real push to take the Aflac.com career site mobile, which we did in 2013.
"I don't consider myself a geezer by any stretch," adds Tillman, who is 50 years old. "But if you're not in [Gen Z's] demographic, you need to have someone who is. Taking our career site mobile was not a 'must-have' on my list, but our team made it a 'must-have.' And I'm very grateful to them."