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New Twitter Updates Mean Better Broadcasting Platform for Advertisers

Twitter does it again. Updates aim to please advertisers of the world.

Twitter has recently undergone some major changes, for the better. A few weeks ago Twitter released free analytics for all of its users. This is a feature that everyone can use to their advantage. To use the new tool, go to ads.twitter.com, sign in, and click Analytics at the top left. Below is what I found when I reviewed my followers and timeline.

Twitter’s newest feature, which I discovered today via TechCrunch  allows users and engagers to see just where else their tweets appear with an embedding feature.

It appears to only be a select few who have uncovered this twitter feature (mostly influential tweeters), but this may be a game changer for digital target marketing for advertisers. 

This picture below (via TechCrunch) shows where the new Twitter update was discovered.

This means that your company can go where no company has gone before. Ingred Lunden points out, “Twitter can sell itself better as a broadcasting platform to advertisers hungry to go not just where registered users are congregating, but specifically to where users are logging on, paying attention, and clicking”. What do you think of these update? 

Allison Ward
Search Coordinator at JWT INSIDE

Mobile Recruitment Apps: Part 2 Reviews

Last week we reviewed the mobile careers apps for PepsiCo, Aramco, DTNA and more.  As we continue down the top 25 companies with mobile career apps list, we’ve got 5 new mobile apps to review this week. As a reminder, if the mobile app meets two of the three requirements in each of the five categories, the app gets five stars!

Careers Mobile App: Cummins Careers

1.     Quality ★

‧       User Friendly - Yes

‧       Ease of Navigation - Yes

‧       Working Links - Yes

2.     Presentation ★

‧       Creative - Yes

‧       Legible - Yes

‧       Easily Clickable Links - Yes

3.     Content ★

‧       About Careers - Yes

‧       Quality Content - Yes

‧       Informative - Yes

4.     Job Search

‧       Job Search Available - Yes

‧       Mobile Apply - No

‧       Join Talent Community - No

5.     Integration

‧       Social Media- No

‧       Connecting Pages - Yes

‧       Careers Website Link - No

 INSIDE Score: ★ ★ ★

The Cummins Careers mobile app provides a ton of informative, interesting and engaging content, so it definitely gets a star in this section. Overall, the app is user-friendly, easy to navigate and has working links, so we give it a star here, too! We love that the app immediately pops up a screen with “Help” to assist the candidate in navigating through the information. This app didn’t receive a star for their Job Search capabilities because there isn’t a way to connect with a talent community and although it seems like you can apply for a job from your mobile device (it even offers you a way to auto-populate information from LinkedIn or Facebook!), it doesn’t really allow mobile applications. The job search feature itself is good, though – you can search jobs by job category, location, keyword and then you can save jobs to your favorites, share via social media or email and you can email the job to yourself. Overall, this is a good mobile careers app, but there’s certainly room for improvement.  

Careers Mobile App: Nielson Jobs

1.     Quality

‧       User Friendly - Yes

‧       Ease of Navigation - No

‧       Working Links - No

2.     Presentation ★

‧       Creative - No

‧       Legible - Yes

‧       Easily Clickable Links - Yes

3.     Content ★

‧       About Careers - Yes

‧       Quality Content - Yes

‧       Informative - Yes

4.     Job Search ★

‧       Job Search Available - Yes

‧       Mobile Apply - Yes

‧       Join Talent Community - No

5.     Integration

‧       Social Media- No

‧       Connecting Pages - Yes

‧       Careers Website Link - No

 INSIDE Score: ★ ★ ★

This mobile careers application is very interesting. We feel the overall quality of the app falls short. When you first open the application, it comes up sideways (as if you had your iPhone turned horizontally) and doesn’t allow you to view the content any other way. The content on one tab is all bolded whereas the content on another tab is not bolded, which leads to inconsistency in the look-and-feel, each tab includes a ton of content which requires you to do a lot of scrolling, and then there are some spatial issues within the content, also. The biggest problem in this app is that of the four offered content tabs, one did not open for me and it also shut down the mobile app all together. However, the biggest plus in this app is that mobile applications are accepted. On the downside, the application process on your mobile device is the same as the desktop apply process, so there are a lot of small boxes that need to be filled out by manually typing in your information and submitting. For these reasons, we give this mobile careers app three stars.

Careers Mobile App: Careers@Gov (Singapore)

1.     Quality ★

‧       User Friendly - Yes

‧       Ease of Navigation - Yes

‧       Working Links - Yes

2.     Presentation

‧       Creative - No

‧       Legible - Yes

‧       Easily Clickable Links - No

3.     Content

‧       About Careers - No

‧       Quality Content - No

‧       Informative - Yes

4.     Job Search ★

‧       Job Search Available - Yes

‧       Mobile Apply - Yes

‧       Join Talent Community - No

5.     Integration

‧       Social Media- No

‧       Connecting Pages - Yes

‧       Careers Website Link - No

INSIDE Score: ★ ★

The Careers@Gov mobile careers app clearly has the main objective of allowing candidates to search open jobs and to email jobs to themselves, save jobs to their favorites or to apply. The quality of the application is good in terms of user-friendliness and navigation, but there is no content included in this app outside of job descriptions. Mobile apply is an option, but once you choose a job that you want to apply for, the app redirects you to your mobile internet browser to apply through the same process as you would on a desktop. My favorite feature on this mobile careers app is that it gives you the option of increasing or decreasing your text size to make the job information easier to view to each individual candidate. We give this app two stars because of the quality of the application in general and the job search capabilities, but there are a number of opportunities for improvement here.

Careers Mobile App: Liberty Mutual Careers

1.     Quality ★

‧       User Friendly - Yes

‧       Ease of Navigation - Yes

‧       Working Links - Yes

2.     Presentation

‧       Creative - No

‧       Legible - No

‧       Easily Clickable Links - Yes

3.     Content ★

‧       About Careers - Yes

‧       Quality Content - No

‧       Informative - Yes

4.     Job Search

‧       Job Search Available - Yes

‧       Mobile Apply - No

‧       Join Talent Community - No

5.     Integration ★

‧       Social Media- Yes

‧       Connecting Pages - Yes

‧       Careers Website Link - No

 INSIDE Score: ★ ★ ★

Similarly to the Careers@Gov mobile careers application, the Liberty Mutual Jobs mobile app mainly serves the purposes of searching and finding relevant jobs that are available. There are a couple major differences between the two apps, however. Liberty Mutual has very tiny text in the job information, so it’s not easy to read job titles and job description snippets in the jobs search results. On the plus side, Liberty Mutual does include an “About” section which tells the candidate a bit more about the employer brand and encourages the job seeker to connect with the company via social media. We give this app three out of five stars.

Careers Mobile App: Hitachi Careers

1.     Quality

‧       User Friendly - No

‧       Ease of Navigation - Yes

‧       Working Links - No

2.     Presentation ★

‧       Creative - No

‧       Legible - Yes

‧       Easily Clickable Links - Yes

3.     Content

‧       About Careers - No

‧       Quality Content - Yes

‧       Informative - No

4.     Job Search ★

‧       Job Search Available - Yes

‧       Mobile Apply - Yes

‧       Join Talent Community - No

5.     Integration

‧       Social Media- No

‧       Connecting Pages - No

‧       Careers Website Link - No

 INSIDE Score: ★ ★

This mobile careers application just isn’t cutting it for us. The app provides four tabs – Search, Shortlist, Job Alerts and Sign-In. When using the mobile app, all we are able to access is the job search feature. The other three tabs in the app requires the user to login to “uWorkin” to access, and if you don’t have an account with uWorkin that poses a major user challenge. If you’re willing to create a free account with uWorkin to access the rest of the app, then you are able to save jobs, create job alerts and apply for jobs. However, the mobile application process is the same as the desktop (so it’s not really mobile-optimized or mobile user-friendly). We give this app two stars.

Do you have a mobile careers app? Let us know and we can show you your INSIDE Score! Email us at conversations@jwtinside.com or reach out via social media. Look out for more mobile careers application reviews next week!

Los Angeles #INSIDErs Meron Medhanie and Douglas Miller represented #JWTINSIDE at the 2013 #AdColor Awards & Industry Conference in Beverly Hills. Meron served as pre-show interview producer and interviewer during the show. Doug was Director of Photography and coordinated the production crew. The conference brought together a collision of perspectives through a dynamic panel and a series of one-on-one interviews. #JWTINSIDE #adcolorCoD #justadcolor @just_adcolor

Instagram Video vs. Vine – The Newest Social Rivalry
Written by Emily Dallam, Assistant Account Executive in DC

Everyone loves a good rivalry. Whether it’s an annual college football game that gets so heated it divides households, or the highly publicized drama between two A-List celebrities, competition usually serves to make things more interesting. In the case of social media, the newest rivalry on the block is between two new video platforms—Vine (owned by Twitter) and Instagram’s new video functionality (owned by Facebook). Like any well-matched competition, the two applications are similar in functionality; but understanding their differences will give you a leg-up on your competition and ultimately inform which platform is best for your recruitment efforts.

Used appropriately, video can be a great addition to an overall recruitment strategy and can give employers the opportunity to show, rather than tell, their INSIDE stories to potential candidates. Similar to the visual employer brand, video can add authenticity to a company’s image in an easy-to-digest, simple-to-access format. For a more comprehensive overview on the benefits of video for recruitment, along with some great ideas for how to engage your internal and external audience, check out Dr. John Sullivan’s article on ERE here.

What’s a micro-video?

As we mentioned, both Instagram Video and Vine are applications (apps) for creating and sharing short videos, which are often referred to as micro-videos. Users can download and use either app on iPhone and Android devices, and videos made within the app are meant to be shot and shared on-the-go. It’s like sending Twitter status updates in video form, rather than 140 written characters. The format mandates that videos are succinct and well thought out, as there isn’t much time to waste.

In the case of Vine, length is limited to just over 6 seconds—Instagram allows for a longer video at 15 seconds. You’d think it wouldn’t be enough time to tell a joke, let alone a complete story about a company, but it can work and often produces incredibly creative results. Editable features on both apps allow for easy stopping and starting, so that a user can tap the screen to record one scene, then tap the screen another time to record a different scene moments (minutes, hours, even days) later. The effect is a broken-up but not choppy (almost .gif-like) video. In Vine, the video loops (plays continuously), while Instagram plays straight through and must be initiated by the user to play again.

So which one is better?

Although the two applications have similar functions and just enough notable differences to spur a great rivalry, there’s no need to declare your allegiance to one or the other just yet. The beauty of working in the online space, and social media in particular, is the agility it allows. As long as you stay true to your overall employer brand, you have the flexibility to experiment with different platforms and try out new perspectives as you go along. For a company that wants to brand itself as creative and fast-paced, Vine may better appeal to current and potential employees. For a company that already has a strong Instagram following, decision makers may choose to keep video efforts concentrated on the same platform. Either way, it is best to understand these differences before making a decision.

We found a handy chart over at TechCrunch that explains the differences between Vine and Instagram Video.

(Source)

For an employer considering adding one of these social networks to the overall recruitment strategy, not all functions are created equal. Video Length, Import Videos, Share To, Looping, and Embeddable features are likely the items that will carry more weight than others. The ability to embed a video elsewhere or share to existing social media sites will increase the overall reach of the video, while video length may vary in importance based on industry. Unfortunately, neither Vine nor Instagram allow users to import outside video at this time, making it difficult to pre-screen film before it is shared.

That’s a Wrap

We’ve spent a lot of time talking about the visual employer brand, and video is part of that multimedia picture. Potential employees want to know about salaries and benefits, but they also want to know what they can expect from a culture standpoint. As an increasingly large number of people access their social and professional lives through mobile, these short, informal interactions will gain importance in a recruitment/employer branding strategy.

Get ahead of your competition and start filming!

Pay Attention: Google is Making Changes to its Mobile Search Algorithm

It’s hard to imagine the Internet before Google. Like Kleenex and Band-Aid before it, Google has achieved that level of status that makes the name itself part of our vernacular as a culture, and breaks down the distinction between brand and generic. For products like tissues and bandages, this can be more of a curse than a blessing—but for the search engine giant, its power has skyrocketed right alongside its recognition, allowing Google the kind of market share that demands, “When we talk, you will listen.”

A little over a month ago, Google spoke, and in turn, forced the digital world to listen. In an official blog post published on June 11, 2013, the search engine announced changes in ranking for mobile search results:

“Smartphone users are a significant and fast growing segment of Internet users, and at Google we want them to experience the full richness of the web…To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.” (Source)

If you perform searches on your smartphone, this news is great—Google aims to improve your experience! But for those of us who are in the business of selling employers and the careers they offer (both advertisers and recruiters alike), this is a bit of a horror story due to the current nature of careers sites and job requisitions.

ERE contributing writer Larry Engel sums up the Google announcement in a more blunt manner: “If your website isn’t built to render a mobile-optimized version of each page, your career site and job posting pages are going to start ranking lower and may even be removed from Google’s mobile search results.” He goes on to say, “Anything less than a perfect mobile experience is now considered bad, and Google will be demoting and possibly removing your pages from their search results.” (Source) His article on the ERE blog is a great piece in itself and we recommend you click this link to read the entire thing and learn more about the technicalities.

It is no secret that job searches are going mobile, as more and more candidates are looking for their next job on-the-go (and off of current company servers). But with changes to Google’s mobile algorithm, Google is effectively giving the cold shoulder to any sites that haven’t already jumped on the responsive website train. And it’s not just organic searches—any paid advertising campaigns that direct users to a page with errors will be blocked from certain devices.

Are you ready for the good news? We are too. Here it is:

  1. Be Reactive. – Mr. Engel tells us “it’s already too late to be proactive about your candidate experience on mobile devices.” We love proactivity—but there is nothing wrong with being reactive here. At JWT INSIDE, we have many clients in various stages of optimizing their careers sites to be responsive across devices. Responsive design is not a mobile site—it actually responds to the platform on which it is viewed. The Google announcement may be the catalyst for budgets to be allocated to responsive design.
  1. Recruiters Have More Options. – Yes, Google matters, and we should pay attention, as their business decisions will set the tone for smaller search engines to follow. But the recruitment industry relies on job search engines and job aggregators in addition to general search engines. The search team at JWT INSIDE is experienced in recommending campaigns across sites including Indeed, Simply Hired, Facebook, and LinkedIn. Indeed alone sees over 100 million unique job seekers per month, who are performing over 3 billion job searches in that time frame.

In any case, the Google changes mark one giant leap for mobile. We’ve been calling mobile a trend, but don’t think it will be cast off and ignored like a pair of acid washed jeans—it is here to stay. As they say, it is time to “Buy in or Get Out”—are you in?

Mobile Recruitment Apps: Introduction

Written by Allison Ward, Search Coordinator in Atlanta

Lets face it. Mobile is taking over the world. Some may even say that it’s replacing the desktop computer. Between iPhones, Androids, Windows and the plethora of tablets out there, wouldn’t you think mobile recruitment would have been popular by now?

According to JobScience, nearly “7 million people around the world use smart phones to connect with friends, family, and potential employers.”  And according to a Potentialpark study reviewed by Mashable, nearly 20% of “job seekers are using their mobile device for career-related purposes”, and on top of that, 50% of other job seekers could see themselves doing the same in the near future.  So, if your company wants to focus on recruitment advertising, why haven’t you adopted an optimized mobile strategy yet? No really, why haven’t you?

JobScience, also reveals that of only 20% of Fortune 1000 companies have mobile-optimized websites. That’s alarming considering the amount of people who use their phones to surf the Internet. And with the increasing use of mobile applications, it’s surprising to find that even less employers have mobile apps. A study by iMomentous states that only 3% of Fortune 500 companies have a mobile recruitment app. Although this is a very low number of employers, many of these 3% have very notable mobile apps and we should be paying attention.

These studies and statistics reveal that many recruiters and talent acquisition teams are missing the mobile boat for mobile recruitment and mobile application opportunities. In a world where a general response to a question is, “There’s an app for that,” we’re pondering, “Why isn’t there an app for this?”

Tune in next week and check out our mobile careers app reviews for General Motors, PepsiCo, General Electric, Aramco and Daimler Trucks North America. If you’re ready to talk about how JWT INSIDE can help you with your mobile recruitment and employer branding strategies, contact us at conversations@jwtinside.com.

 

Twitter Does It Again. Updates Aim to Please Advertisers of the World.

Contributing Writer: Allison Ward, Search Coordinator in Atlanta

Twitter has recently undergone some major changes, for the better. Read on for more information about two of their newest features, analytics and link embedding.

Twitter Analytics

A few weeks ago Twitter released free analytics for all of its users. This is a feature that everyone can use to their advantage to determine where there is room for improvement in their Twitter content strategy and follower targeting. To use the new tool, go to ads.twitter.com, sign in, and click “Analytics” at the top left. We checked out the analytics for our Twitter handle, @JWTINSIDE, and here’s what we found:

Pretty neat, huh? Check out your analytics and find out if your tweets are engaging and if your follower base corresponds to your target market. If so, great! If not, let us know and we can help you increase your engagement while reaching the right audience. Remember, social media is always changing and there’s always the opportunity to improve – make sure your Twitter content strategy is keeping up!

Twitter Embedded Links

Twitter’s newest feature, which I discovered yesterday via TechCrunch allows users and influencers to see just where else their tweets appear with an embedding feature. It appears to only be a select few who have uncovered this twitter feature (mostly influential tweeters), but this may be a game changer for digital target marketing for advertisers.

This picture below shows where the new Twitter update was discovered, as per TechCrunch:


So what does this mean for Twitter users, exactly? Ingred Lunden (TechCrunch article author) points out, “Twitter can sell itself better as a broadcasting platform to advertisers hungry to go not just where registered users are congregating, but specifically to where users are logging on, paying attention, and clicking.”

So, we want to know – what do you think of these Twitter updates? If you want to chat more about how these Twitter updates could benefit you, contact us at conversations@jwtinside.com.