Tag Archives: iPad

Ready For a Mobile Site? Rethink Everything!

Based on a recent study by Mongoose Metrics, only 9% of all the websites in the world are optimized for mobile devices. And yet more and more people are viewing sites on smartphones and tablets. That means your site is probably failing a large part of your audience.
So you need to make your site mobile-ready. Think it’s easy? Nope. You have to
rethink everything.
Rethink Design
A lot of clients I speak to think that “mobile optimization” means just shrinking
their site to fit on a smaller screen. There’s much more to it. Because of the
different needs of a mobile user and the different experience of a phone, the
entire design has to change. This means bringing in your creative director (or
using
our fantastic one) to craft a new look and feel for the site, while keeping your branding. Seem like a big step? It’s only the beginning…
Rethink Navigation
Everything must be scaled down for a mobile site. Only the most important sections should remain, and they should all be prominently on the homepage. Compare the Famers Insurance website to its mobile site. The many options and documents have been reduced to just four items: reporting a claim, paying their bill, finding an
agent, and browsing products. If you want to ensure users have access to more
information, you can always include a link to your full site.

Farmers Insurance: From this…
 
…to this.
Rethink Text
There’s only so much room on a mobile screen, so try to keep text to a minimum. Most of the navigation should be done through buttons, large words, and clear icons. Look at AT&T’s mobile careers site. Notice how they divide their departments by icons, with very small text below. On a “normal” website, these options could
be simple text links. But for a mobile site, you should never make your
visitors squint.
 
AT&T Careers emphasizes icons over text
Rethink Experience
See? The mobile experience is very different from a desktop one. Big graphic
files or videos, which usually aren’t an issue, must now be weighed against
the time it takes for them to load. Avoid Flash animation, since most mobile
devices don’t currently support Flash. And different mobile operating systems
are like different web browsers; what looks great on an iPhone may not
look good on a Samsung Galaxy.
A great example of a totally “rethought” mobile site is Loews Hotels. The
site uses the phone’s GPS to find the nearest hotel and offers four
simple choices: Visit, call, map, or book now. Navigation on the homepage is a
simple scrolling menu with photos, short descriptions, and buttons large enough
for a thumb. Choosing “Contact Us” at the top offers the option to “Click here
to book through a mobile device,” in case users missed it. It’s a clean,
simple, informative mobile experience. No wonder it won the Web Marketing
Association’s award for
Outstanding Achievement in Mobile.
Loews Hotels’ award-winning mobile site
Want to learn more about creating a great mobile site? Use your smartphone as a phone (gasp!) and call us at 212-947-1001.

Social Media Superstar: PepsiCo

As I travel around the country giving my presentation “Socialize Your Talent Strategy,” I’m always on the lookout for companies using social media in innovative ways to attract job applicants.My latest unbiased SoMe (if you don’t know what that means, sign up for my next Webinar) Superstar discovery is PepsiCo, the family of brands that includes the famous soft drink, Quaker Oats, Frito-Lay, Gatorade, and Lipton. True, a few weeks ago, Pepsi lost out to Coke in my head-to-head competition of consumer-facing social media. But when it comes to social recruitment marketing, Pepsi has some fizz.Here are 4 reasons why:

  • The company maintains one digital employer brand. 
  • The company offers iPhone, iPad, and Android apps solely for job-seekers. 
  • The company manages a separate Twitter account just for job-seekers and a fully optimized LinkedIn Careers tab.
  • The company speaks to the next generation of workers by posting in Spanish, highlighting PepsiCo’s jobs perks, and emphasizing its environmental and charity efforts.

Employer Branding: “The Power of Possibilities,” and four value propositions: Culture, Benefits, Diversity, and Development are featured on their Careers Site. (Memba when I called them out on this:http://bit.ly/mrhzNr?) Job-seekers can also watch four well-crafted videos that each tell a story about a different employee. This section includes download options for Pepsi’s mobile jobs applications (which I believe is the future of best-practice recruitment). 

Many members of Generations X and Y claim that salary isn’t as important to them as working for a company that does good. PepsiCo addresses this issue on their YouTube channel, with videos such as PepsiCo Feeds America and PepsiCo’s Global Water Goals. The employee profile videos are also here, for candidates who don’t visit the main site.

PepsiCo’s careers Twitter profile has over 4,700 followers and continues the “Possibilities” branding. True to my philosophy of providing interesting content, the company’s tweets include recipes (“Spice Up Your Snacking with Mexican Shrimp Cocktail Fritos Pie”), answers to applicant questions (“Hello, Gunther. Make sure your contact and work history are current…), and even posts in Spanish, which broadens its applicant pool.

But it’s on LinkedIn where PepsiCo really stands out. The Careers tab is branded with the “Possibilities” logo. There’s a video message from the CEO, a list of employee benefits (including an on-site gym and café), three testimonials from employees, introduced by a particularly powerful employer value proposition for the marketing and communications positions that PepsiCo is trying to fill: 

We entrust our marketing and communications experts with creating our message, positioning our products in the right markets, understanding what consumers want and building demand for our products. They are the curators of our message and the guardians of our brands.


So, we raise our glass of soda to Pepsi,  BRANDEMiX latest unbiased example of a SoMe Superstar!