See also: Reed Specialist Recruitment's Sean Whetstone on virtualisation\nTrinity Mirroris like many publishing groups in that a large slice of its business has traditionally been in advertising job vacancies.\nThis business arm that has powered the publishing industry for so long is experiencing a period of disruption as recruiters make use of digital technology, but Trinity Mirror has moved with the times and built up a large digital recruitment business arm over the last 10 years.\nTrinity Mirrordigital technology strategy product and operations director Gareth Lloyd explained to CIO UK that the business has grown through acquisition\nBut, the last two years has been focused on consolidating these business units into a unified business arm Trinity Mirror Digital Recruitment and using that period of transformation to deploy make use of some innovations that make the business stand out from its competitors by offering a better, more personalised experience for candidates and recruiters.\nIn his view, established job board brands, such as Monster.com are moving into a volume-driven global market, leaving the way open for Trinity Mirror to concentrate on the few markets it already has a firm footing in.\nThe business is divided into vertical industries and geographical regions and where the company already has an established presence, the goal is to be the dominant player.\nOver all, the company has around nine million registered users and holds around five and a half million CV records.\nLloyd feels that there is good deal of improvement to be made in making the job-finding experience more aligned with the face-to-face processes people went through before the internet was all-pervasive.\nHe has been involved in bringing a number of previously autonomous businesses together onto a unified set of systems to support them. The company has invested around \u00a31.5m over about two years in this process.\nThe functionality Lloyd has been able to bring in roughly equates the systems that enable them. Lloyd separates them out into four separate pillars: Cloud, social, mobile and search.\nThe underlying driver is that the systems should be more reactive to candidate\u2019s behaviour, learned over time.\nHe says: \u201cThe big players in the market had business engines that are maybe 12 years old. The only way they can build more sophisticated systems is by bolting them on to these legacy systems. This is a perfect opportunity for us to build more user-friendly services from the ground up.\u201d\nTrinity Mirroras a group is committed to cloud as an IT procurement strategy and the digital recruitment business is an established Salesforce house. For Lloyd, the facility to scale infrastructure quickly is critical.\n\nSocial media has become a core tool in candidates building up profiles in the job market and sourcing vacancies. The systems Lloyd has built integrates easily with the most popular social media to take advantage of this trend in job-seeking behaviour.\nInternally, Lloyd has made use of gamification to keep candidates engaged with the job-sites in Trinity Mirror\u2019s stable. For instance, they are rewarded for keeping CVs fresh, as one that is not refreshed for longer than three months is unlikely to be picked up by a recruiter.\nTwo years ago, about 10 per cent of candidates accessed the sites through a mobile app. Mobile traffic has grown to about 25 per cent today.\nLloyd observes most job-boards do little more than strip out the functionality of their existing websites to make them suitable for mobile devices. He has made sure that his company\u2019s mobile offerings are designed specifically for hand-held devices, to make it as easy as possible to complete a job application.\nSearch is the core functionality of any job-site. It is the engine that connects job-seekers to recruiters, yet Lloyd feels most offerings on the market are too inflexible to react to jobseekers\u2019 changing requirements, as they search for a new job over time. He notes that candidates expectations change, or having found little luck in one area may change their focus to a different role.\nExisting jobsite search engines don\u2019t react to these behaviours and continue to throw up unsuitable matches. Lloyd\u2019s goal is to develop search services that take into account a candidates historical movements through the site, recommending roles that reflect the candidates journey.\nRetail sites like Amazon.com have been doing this for some time and it\u2019s something that shoppers expect. Job sites have been slow to pick up this type of smart-recommendation functionality, Lloyd says.\nIn parallel to improvements in search functionality, the business unit has also invested in business intelligence systems to make better use of client and candidate data internally.\nAgain, Lloyd has opted for a hosted provider, Pentaho for business intelligence. The move replaces widespread use of Excel for analysing and sifting business data.\nOf the 100 or so recruitment sites in Trinity Mirror\u2019s stable, only a handful remain to be migrated to the new systems. Once that has been accomplished, Lloyd\u2019s next area of focus will be the group\u2019s property sites. He says activity there will be increasing quality leads for new home builders.