We have evolved from the Brochure Revolution, where if consumers wanted more information on a product and/or a service, they had to get in their cars and physically go to the retailer or dealer for more information. In the late 1990’s, we evolved to the Desktop Revolution, where consumers were able to getting information from retailers from the comfort of their homes and were eventually able to purchase items right from the web as Internet speeds increased.

Today, we are experiencing the Mobile Revolution, wherein consumers expect a mobile web experience that renders on their handset. To that point, consumers are and will continue to be frustrated by retailers who do not offer a correctly rendered mobile experience. The key is to offer your customers an integrated solution that includes mobile web (mWeb), SMS, and in some instances a native mobile application. If consumers are becoming more mobile, they need to be able to reach you at a moment’s notice and you need to be able to reach them instantly to drive traffic (to either your storefront or your mobile website).

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Short messaging service (SMS, also referred to as text messaging) is proving to be the most cost efficient and productive way to reach the candidate base of recruiting and staffing companies when it is a race to fill their requirements (REQS).

It’s important to remember that text messaging programs are not about sending “mass” text messages (especially within the recruiting industry), but rather targeted messages to candidates who are “opted-in” and want relevant job alerts sent to their mobile phone. After all, one of the core benefits of text messaging is that most people have a cell phone and carry it with them all the time. So when recruiters or staffing companies send a text to candidates or consultants / contractors, a quick response is highly likely.

Compare the response time of SMS with email. Not everyone checks email frequently, and not everyone has email capability on their mobile phone. Another consideration is the fact that with email the message can be filtered as “spam” and wind up in the junk mail folder or trash folder. This doesn’t happen with text messages.

Mobile messaging is a true mix of art and science to ensure brand compliance, carrier compliance, and that a staffing companies’ mobile programs are effective.

By integrating SMS into a current customer relationship management (CRM) / applicant tracking system (ATS), staffing companies can control and track the messaging, as with their other recruiting activities. Metrics can be measured and so can the two-way messages between the candidates / consultants and the staffing firms.

To have a truly effective mobile program, it is vital to look at how mobile can create efficiencies, solve business challenges, and help staffing companies communicate with their consultants / contractors and candidates.