Talent acquisition is all about building relationships. So, good talent acquisition technology needs to make that process easier in order to be worthwhile. The challenge is that communications preferences change constantly, so the tools required to build relationships effectively must also change.
For the last 20 years or more, email and phone calls have been the ‘go to’ tools for recruiters looking to communicate with candidates and prospects. However, changing communication habits have made both dramatically less effective in recent years as email/phone have been replaced by texting as the communication medium of choice for most users.
Here are six statistics that illustrate the how pervasive texting has become, confirming that it’s an essential tool for modern recruiters.
81% of Americans own a Smartphone1
In 2011, only 35% of Americans owned a smartphone. Today, 92% of adults age 30 to 49 own one, while 96% of those aged 18 to 29 do. Even devices that aren’t ‘smartphones’ support text messaging, so virtually all mobile phone users are reachable by text.
292 million people in America use text messaging2
292 million represents 80% of the US population. On average, each American office worker receives 121 emails, with an average open rate of 20% or 24 emails.3 By comparison, the average American sends/ receives 94 text messages per day, with an astonishing 80% response rate.4 The divergence in response rates illustrates the fact that users attribute significantly more importance to texts than emails.
Messaging is the #1 reported use of smartphones5
The average American has installed between 60 to 90 applications on their smartphone. Yet in that crowded field of choices, native text messaging apps are the most popular. Clearly, any recruiter that ignores the most popular mobile communication tool available is putting themselves at a massive disadvantage.
Americans spend 55 minutes a day texting on average6
Research indicates that Americans spend 3 hours and 35 minutes on their phones each day, 25% of which is spent texting.7 That time represents an enormous window of opportunity for recruiters to get the attention of candidates that are otherwise distracted and hard to reach.
Average response time for texting is 60X faster than for email.8
What’s your own response when you get a new text message? How about when you get your 200themail of the day? Job seekers have the same reaction! The average response time for text messages is only 90 seconds. If you’re serious about reducing time to hire, you need to take advantage of that fact.
89% of people like to text with business and service providers9
Texting is easier than communicating by other means. We can do it in the elevator, when we’re standing on line at the store… we can do it whenever is convenient. That’s why people prefer texting. And, if we have a relationship with a business (or want one), there’s no reason not to prefer it in that case too. Clearly there are exceptions… most people don’t want to be texted by a business for pure marketing purpose. But, if there’s something in it for the consumer, then most people are on board. Today’s job seekers want that convenience in their interactions with prospective employers too.
The bottom line is that texting is pervasive. If your organization doesn’t embrace texting then your competitors will. That will make your job harder and harder over time. The good news is that it’s easy for recruiters to get started with texting. Emissary makes it easy. Contact us for a demo today.
|1. PEW Research Center, 2019
2. PEW Research Center, 2019
3. LifeWire, 2019 & Emissary.ai
|4. TextRequest, 2018 & Emissary.ai
5. Axway, MarketingCharts
6. TextRequest, 2018
|7. Marketer, 2018
8. CTIA, HubSpot
9. PEW Research Center, 2019