Recruitment and communications specialist TMP Worldwide has announced a partnership with mobile marketing vendor Velti designed to integrate the mobile channel into its marketing mix. TMP is known for its use of virtual worlds and online computer games for recruitment purposes.

TMP’s own research says that undergraduates would be happy to receive recruitment-related information on their mobile phones.

Velti’s SMS response platform will allow TMP to set up SMS response facilities on behalf of its clients. The new platform also allows TMP to track campaign effectiveness in real time and provide daily or weekly client reports.

The platform also includes location targeting: recruiters will be able to target potential graduates in specific areas. Velti plans to use Bluetooth to send information to candidates about specific vacancies as they pass billboards, attend recruitment events, visit university campuses or (for internal vacancies) frequent the canteen.