The Year of Mobile Courtesy of Generation C

We’ve all heard it: 2011 was the year of social, 2012 is the year of mobile for human resources for recruiting, and for everything… okay, okay, we get it. But aside from the fact that the number of mobile devices will soon be greater than the Earth’s population, there are other reasons to pay close attention to this growing method of communication.

Fact: a recent survey of over 20,000 elementary, middle and high school students found that close to 20% of third graders have cell phones, with near-saturation occurring by the time students hit middle school, with cell phone ownership at around 84%. Of those middle school mobile owners, almost 91% have the ability to send texts and access the mobile web.

Mobile HR Technology Can Fix Technology Downfalls

While mobile for some is arguably not a realistic platform for job seekers to store resumes and fill out applications, technology is constantly evolving to ease these pain points for job seekers and employers alike. Things like the ‘Apply with LinkedIn’ button make the days of uploading resumes seem practically archaic – it’s just a matter of organizations adopting the technology necessary to provide a tolerable candidate experience (though it would behoove you to aim much higher).

Recruiting is… Not About Platforms

In reality, though, it’s not about technology at all; it’s about effectively communicating with your audience whether they are an employee, consumer, or job candidate. Communication is the foundation to any successful relationship – working or otherwise. It’s also one of the most difficult to master. Think about it: you have to take into consideration individual backgrounds, experiences and even preferences to provide real value or – at the very least – something comprehensible. And developing candidate relationships is no difference. Regardless of the latest platform or trend (Facebook, mobile, Pinterest, etc…), ultimately, your ability to be successful is dependent upon your ability to communicate with target talent in a way that resonates.

Mobile Isn’t Just Here to Stay – It’s Here to Evolve

So, what is it that resonates with your ideal candidate? Right now, it could be a number of things, dependent upon their field, career level, personal preferences and so on. But in the years to come, true “digital natives” will know one thing for certain: how to use a mobile device.

Appropriately dubbed “Generation C” for their unmatched level of digital connectivity, job seekers between the ages of 18 and 34 are likely a large part of your target market if they aren’t already.  You may know Gen C as Millienials & Generation Y.  And in 10 years, those third graders who are already using mobile devices today will enter that pool.

Whether you like it or not, the rise of mobile technology whether for HR and Recruiting or not will have an impact on your results now and in the future. From job apps and optimized career sites to mobile advertising and SMS campaigns, there’s certainly no shortage in options for incorporating mobile into your recruitment marketing strategy. But the question remains: will you embrace it?

Autumn McReynolds is the Content Strategist and Lead Blogger for TalentMinded, an online publication focused on talent attraction and engagement in the digital age. After landing in the recruitment space in 2009, she has spent the past three years in the job board industry as both a recruiter and project manager, consulting with clients about job advertisements, employment brand and SEO strategies for attracting new candidates via job postings. You can connect with her on LinkedIn or follow her on Twitter.