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Chipotle sees 20pc of job applications coming from new app

Chipotle Mexican Grill is streamlining its job application process by enabling candidates to apply via a Web-based mobile application program for smartphones and tablets.

The food brand has already received 5,000 job applications coming from mobile devices since launching the program in early October. Developed in partnership with cloud-based recruiting technology firm Jibe, the mobile application program is compatible with any iOS or Android device and runs on Jibe?s market-recruiting platform.

?From the launch, we are seeing about 20 percent of applications coming from mobile,? said Chris Arnold, communications director at Chipotle Mexican Grill, Denver, Colo. ?We expect the share of mobile applications will continue to grow as more and more people are online solely or primarily using mobile devices.?

Convenience for applicants
The job application program provides a high level of convenience for applicants, who can sort available job listings by location or functional area. By enabling the location device in their smartphones, users will be able to find open positions nearest to them.

?It's primarily a consumer convenience,? Mr. Arnold said. ?This program allows job seekers to apply using their mobile device which is increasingly where people are online.?

In a move to streamline the process even more, potential candidates can upload their information from a LinkedIn profile or choose to upload a résumé with their smartphone. Chipotle recognizes that it is important to be active on all major platforms its fans use so it can receive the best possible pool of job applicants.

Incorporating mobile into the job application process marks a significant step for the brand, which maintains a company culture that promotes heavily from within and develops people internally. More than 95 percent of Chipotle?s current managers were promoted from within the company, and many of its leadership positions are filled within Chipotle?s ranks.

With the mobile process being added, Chipotle is displaying its desire to branch out from current hiring processes. More individuals that are not affiliated with the brand will have the opportunity to be considered.

Expanding mobile strategy
Recent Nielsen research has shown that adult consumers in the United States spend an average of 34 hours monthly on the Internet using a mobile device, while Pew Internet Research displayed that nearly two-thirds of consumers use their smartphone to go online.

With the mobile industry rising rapidly, Chipotle has been adjusting its digital strategy accordingly and focusing more heavily on mobile. In October, the brand leveraged social media to host a Halloween-themed selfie contest in conjunction with a fundraiser for its Chipotle Cultivate Foundation (see story).

Guests were encouraged to upload a photo of themselves with their costume onto Twitter or Instagram using the #ChipotleBooritoContest hashtag. The top three winners received a prize of $2,500.

The chain also partnered with Hulu earlier in the year to launch an original video series with a mobile sweepstakes angle. Viewers were encouraged to follow the mobile call-to-action in each episode by texting specific keywords to the brand?s SMS database.

Chipotle believes that consumers will respond well to the mobile job application and that the strategy will yield top-performing candidates.

?People definitely seem to like this option,? Mr. Arnold said. ?It's all about providing s way for job seekers to connect with us using their preferred technology.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York