On The Rise: What The Luxury Goods Industry Can Teach Law Firms About Mobile Recruiting

“Nordstrom has a waiting list for a Chanel sequined tweed coat with a $9,010 price. Neiman Marcus has sold out in almost every size of Christian Louboutin “Bianca” platform pumps, at $775 a pair. Mercedes-Benz said it sold more cars last month in the United States than it had in any July in five years,” according to last summer’s NY Times.

A recession usually marks the decline of luxury good sales. Individuals spend less on unnecessary clothing, vehicles, and vacations to save more on immediate needs, like mortgages, credit card debt, food, and childcare.

Yet, this generation’s recession has noticed a marked revival in sales of late, a good sign for luxury goods dealers.

If high-end markets, forecasted to be last in line for recovery, are gaining ground, then why are markets for immediate need—such as legal aid or the job search industry—struggling so far behind?

Economists believe it’s statistically simple to predict the fickle whims of consumers. And, for law, they’ll site oversupply of providers with under-demand for services as the reason behind a slump in the legal field.

But, perhaps oversaturation of the market is not to blame. Is it possible that luxury industries have a secret economic tool, innovation, or know-how that’s missing or hidden from deeper-rooted corporations?

Doubtful.

It’s more likely that luxury industries—understanding the difference between essential and optional—embrace technology, specifically smart phones and mobile apps, not as luxury items at all; but, instead, as valuable and necessary retail, sales, and marketing norms.

Tablets, e-devices, and other gadgetry are not news, they’re professional needs.

As such, people around the world are searching job vacancies via LinkedIn, locating food delivery via the Seamless app, and finding friends through Meetup Groups and social media.

And, as of today, your law firm clients are booking hotels via Ritz-Carlton’s recently-released mobile app. According to Boston.com’s article about the app’s debut,

“In addition to the reservations system and hotel room look-up, the Ritz-Carlton app includes personal tips from President & COO Herve Humler that identify the “hidden gems” guests shouldn’t miss when they check in (think: a Viennese crystal chandelier in Doha and a secret garden in Sanya).”

Of course, computer programming allows any service to be customizable with the drop of a line of code. Ritz Carlton’s app is no exception.

“Additionally, the app will offer personalized suggestions to guests based on location and duration of stay,” writes Melanie Nayer of Boston.com.

What does all this mean for law firm management?

Well, for research lab Potentialpark, it means law firms should start seriously considering mobile recruiting.

By this time, law firms should have a web site, blog, and possibly even a mobile app to advertise its expertise and expert lawyers.

Unfortunately for legal recruiters, however, a study by Potentialpark (via Mashable) discovered that while a healthy 19 percent of job seekers use their mobile devices for career-related purposes (and more than 50 percent could imagine doing so), only 7 percent of employers have a mobile version of their career website and only 3 percent have a mobile job app.

So, your future legal recruits want to use their mobile phones to look for jobs, receive job alerts, check their job status, and get tips for the application process.

And, although they can check-in to their flight on a smartphone to attend an interview, they can’t actually find your job openings mobile-y.

Right now, one in five job seekers makes use of their mobile phone to head hunt. In the future, these numbers will only increase; which is why hotels, like the Ritz-Carlton, have harnessed mobile recruiting power. But, the question is, why haven’t you?

-WB

For more information about mobile recruiting and developing an online, anywhere, anytime talent sourcing strategy, attend The Center For Competitive Management’s audio course on May 22, 2012.

You will learn:

  • The definition of mobile recruitment and how can it be used effectively
  • Why mobile recruitment is such a competitive advantage
  • How to choose a mobile strategy that makes sense for your company

By the end of this comprehensive program, you’ll also know more about:

  • Common terms defined including; mobile web, native apps, QR Codes, SMS and other mobile recruitment innovations.
  • How social and mobile meld and how to leverage your current social presence for mobile recruitment.
  • How GPS and location based services can help you create a more local mobile experience for prospective employees.
  • How video can enhance recruitment success
  • What next? An overview of the latest mobile applications and technologies

Image courtesy of iStockphoto, Neustockimages

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