Augmented reality apps are becoming a staple for mobile devices and have the potential to become cost-effective recruitment tools, Jonathan Keyse, from NZ creative agency One Fat Sheep told the Australasian Talent Conference last week.
"There are 3.2 billion mobile devices in the world and one-fifth of all media consumed in the US is on mobile. Augmented reality is following the same trajectory as mobile media in terms of growth; we have 60 million users in 2013 and we're forecasting 200 million in 2018. It will have twice the circulation of today's newspaper numbers by 2020," he said.
With such a wide reach, augmented reality has the potential to become a key recruitment tool, particularly in turning passive candidates into active ones, Keyse said.
He used the example of the Australian Defence Force's 'mobile medic', which aimed to find medical students suitable for scholarships.
"The platform challenged users to identify and treat real-life medical conditions. So users pointed their device at a poster of a patient, which triggered an augmented reality overlay, such as x-ray or ultrasound. The users could then diagnose and suggest treatment options as part of the challenge," he said.
"It was a massive success, filling all positions available and making candidates active participants. The challenges themselves were also pre-qualifying candidates, as it was possible to measure performance and then invite the right people to the next stage."
Depending on how the technology is applied, it can be more cost-effective than developing and maintaining a recruitment app, Keyse added.