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Making the Quantum Leap: UPS Social Media Recruitment ROI 2012
 

Making the Quantum Leap: UPS Social Media Recruitment ROI 2012

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Comprehensive three year analysis of Social Media community growth and recruitment effectiveness by UPS and TMP Worldwide presented by Matt Lavery and Mike Vangel at the 2012 Social Recruiting ...

Comprehensive three year analysis of Social Media community growth and recruitment effectiveness by UPS and TMP Worldwide presented by Matt Lavery and Mike Vangel at the 2012 Social Recruiting Strategies Conference in San Francisco, California.

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    Making the Quantum Leap: UPS Social Media Recruitment ROI 2012 Making the Quantum Leap: UPS Social Media Recruitment ROI 2012 Presentation Transcript

    • Real Social Media Recruitment ROI from UPS Social Recruiting Strategies Summit January 24, 2012 Matt Lavery - Director, Talent Acquisition, UPS Mike Vangel - Vice President, Client Strategy, TMP Worldwide
    • Job Seeker Behavior About Job Search Has Changed – UPS AdaptedOnly 10-30% of potential candidates are actively looking for jobs • We want to reach the other 70-90% of passive candidates as well • Social media provides access to them
    • 2007 – In The BeginningUPSjobs.com launched October 2007integrating videos of actual UPSers • Videos were authentic and unscripted • Apply click from the video • Activity tracked to conversion • Employees included package handlers, package car drivers, tractor trailer drivers and driver helpers
    • 2008 – Video Cross-Media IntegrationAdded fresh videos and integrated among all media possible: • Job Boards • Search Engines (Yahoo!, Google, MSN) • Job Aggregators (Simply Hired, Indeed) • YouTube • Text Messaging • Simply Hired, Indeed and some job boards also cross-posted these text links to Facebook, MySpace and other Social Media sites & blogs
    • 2009 – Without Paid Media, Our UPSer Videos Went Viral• In 2009, we cut back on all of our recruitment media during Q1 and Q2, but we were still getting plenty of applicant flow• Many were coming from the UPSjobs videos that people were sharing “socially”
    • What We Learned In 2009 – The Videos Drove Applicant Flow Over 1.5 million views of UPS recruitment videos in 2009 with no paid media support
    • The Business Case To Recruit Via Social MediaWitnessing first-hand the power of Social Media to recruit • @UPSjobs’ Twitter page launched April 2009 • UPSjobs’ Facebook page launched October 2009 • Enhanced Text Messaging integrating into all print and radio • Actively deployed a cross-media integration strategy • Put in place a three-year plan to track activity, influence and applicant flow
    • UPSjobs Social Media Review – 3 Year Plan 2009-2011Our objective was to create UPSjobs Talent Communities beyond major online job boards Year One • Develop talent communities on Twitter and Facebook of at least 1,000 people each Year Two • Continue to scale the size of Twitter and Facebook talent communities • Drive non-professional (drivers and hourly) hired through Social Media • Use LinkedIn to source professional (salaried) candidates Year Three • Continue to scale the size of Twitter and Facebook talent communities • Segment once we have reached 5,000 followers on Twitter and 15,000 on Facebook • Proactively build presence on LinkedIn • Drive professional and non-professional hires through Social Media
    • UPSjobs Social Media Recruitment Goals• Build UPSjobs communities on Facebook and Twitter without paid media or reciprocal following• Engage/inform employees and non-employees on a deeper, more personal level about working at UPS• Measure influence, engagement and applicant flow
    • What have we learned?
    • Social Media For Recruitment Is Not Free & Needs Structure Effective recruitment through Social Media requires time, technology, resources, planning and measurement.
    • Recruitment On Social Media Is Different Than What We’re Used ToSocial Media for recruitmentis a marathon, not a sprint.It is a long-term commitment.
    • Recruitment On Social Media Is Part Of An Overall StrategySocial Media should beintegrated into other partsof the recruitment strategysuch as a career website,employee referralprogram, media plan, etc.
    • What We’re Measuring PAID OWNED EARNEDSponsored stories, fan ads, Facebook careers page, Retweets, likes, comments,promoted tweets, promoted Twitter account(s), LinkedIn shares, mentions, etc.accounts, social ads, etc. company page Strangers/Passive Prospects/Active Fans/Followers/Employees
    • Social Media For Recruitment Requires Monitoring
    • UPSjobs Social Media Review – 2009 Twitter Results Twitter • $7,500 investment • Goal of 1,000 followers on Twitter/ 250 tweets/ 200 leads/ 100 created apps/ 50 lists/ 25 completed apps/ 10 hires • UPSjobs’ Twitter page launched in April 2009 had 1,300 followers by end of 2009 ROI (Perceived Benefit/Value Received) • 1,313 Followers x $7.50 = $9,847.50 • 574 Tweets x $30 = $17,220 • 481 Twitter Leads x $37.50 = $18,037.50 • 142 Twitter Created Applications x $75 = $10,650 • 40 Completed Applications x $300 = $12,000 • 7 Hires x $750 = $5,250 • 60 Twitter Lists x $150 = $9,000
    • UPSjobs Social Media Review – 2009 Facebook Results Facebook • $7,500 investment • Goal of 1,000 Fans/ 100 posts/ 250 comments/ 50 likes/ 200 leads/ 100 created apps/ 25 completed apps/ 10 hires • UPSjobs’ Facebook page launched in October 2009 had 1,858 followers by end of 2009 ROI (Perceived Benefit/Value Received) • 1,858 Followers = $13,935 • 113 Likes = $16,950 • 5 PQ = $12,500 • 31.0 Facebook Post Quality Ratings = $23,250 • 1,274 Leads = $47,775 • 175 Facebook Created Applications = $13,125 • 50 Completed Applications = $15,000 • 12 Facebook Hires = $9,000
    • How UPSjobs Expanded Its Social Media Footprint In 2010In 2010, we worked hard to grow UPSjobs Social Media followers without any paid media • Linked to Facebook and Twitter pages from UPSjobs.com • Linked to Facebook and Twitter pages from major Job Board postings • Launched a mobile-friendly site, UPSjobs.mobi, in August 2010 • Actively deployed a cross-media integration strategy among them • Increased LinkedIn presence from two recruiters to six • Tracked activity, influence and applicant flow
    • UPSjobs Social Media Communities – Facebook• UPSjobs on Facebook: http://www.facebook.com/pages/UPSjobs/93397977942• 13,648 fans as of December 16, 2010; launched October 2009
    • UPSjobs Social Media Communities – Facebook Analytics• UPSjobs on Facebook: http://www.facebook.com/pages/UPSjobs/93397977942• Launched in October 2009; by the end of 2009, it had 1,800+ fans without any paid media• By the end of 2010, UPSjobs’ Facebook page had 13,700+ fans • 55% male • 42% female • 76% age 18-44
    • UPSjobs Social Media Communities – Twitter • UPSjobs’ Twitter page launched in April 2009; had 1,300 followers by the end of 2009 • UPSjobs’ Twitter page had 4,400 followers by December 15, 2010 • This is especially notable growth within two years of launch, as UPS Social Media policy did not allow reciprocal auto-following
    • UPSjobs Social Media Communities – 2010 Integrated Mobile & Social
    • UPSjobs Social Media Communities – 955 Hires In 2010 Mobile & Social UPS Hires by Social Media Source as of December 23, 2010 Source Apps Created Apps Completed Interviewed Hired Facebook 1521 542 211 116 Facebook PPC 2295 714 196 110 Text 1004 362 140 84 TweetMyJobs 501 171 62 31 Twitter 180 55 24 14 UPS Mobile 7979 2623 974 600 Total for 2010 13480 4467 1607 955
    • 328% Increase In Applicant Flow From Social Media In 2011 Vs. 2010 UPS Hires by Social Media Source as of December 23, 2011 Source Apps Created Apps Completed Interviewed Hired Facebook 2430 862 321 226 UPS FB & TW Social Media Talent Network/ 6449 2594 994 544 Community SMS Text 8498 5364 3007 1430 Messaging Twitter 1027 423 163 95 UPSjobs Mobile 4151 2274 1160 661 Total for 2011 22555 11517 5645 2906
    • UPSjobs Social Media Communities – 2010 Integrated Mobile & Social • In 2011, even during UPS’ slower hiring periods of Q1 and Q2, mobile traffic to UPSjobs.mobi remained strong with 500,000 page views • From mid-August 2010 to May 31, 2011, there were 900,000 page views to UPSjobs.mobi and 325,000 visits with an average time spent on the mobile site of 1 minute and 27 seconds • The data confirms our belief that jobseekers are increasingly relying on hand-held devices to go online and also participate in Social Media
    • UPSjobs Kred Score At The End Of 2011
    • UPSjobs Google+ Page
    • UPSjobs Social Media Communities – UPSjobs LinkedIn Career Page
    • UPSjobs Social Media Tracking We track certain UPSjobs Social Media recruitment links via bit.ly (example of a 30 day response)
    • UPSjobs Social Media Communities – New Website
    • UPSjobs Social Media Communities – New WebsiteFrom This
    • UPSjobs Social Media Communities – New WebsiteFrom This To This!
    • UPSjobs Social Media Communities – Video & Social Media Integration
    • UPSjobs Social Media Communities – Year Over Year Growth 14000 13648 12000 10000 8000 2009 6000 2010 4400 3816 4000 1800 2000 1300 1256 681 175 226 307 86 226 45 0 142 50 40 23 16 12 7 s s s ps s s s ps ps ps an er re ire ew ew Ap Ap Ap Ap ow Hi kF kH rvi rvi ted ted ed ed r ll e nte tte oo Fo oo Int let let ea ea i eb eb kI Tw r mp mp r tte Cr Cr tte c oo c Fa Fa i Co Co Tw i FB r eb Tw tte c FB r i tte Fa Tw i Tw
    • Fa 0 7400 14800 22200 29600 37000 c eb oo 25 kF 00 an 0 s 136 Tw 48 i tte r Fo ll 10 36612 ow 00 er 0 s 44 FB 00 Cr ea ted 76 11817 Ap 32 Tw ps 3 i tte 81 r 6 Cr ea 8879 ted 13 Ap 62 FB ps 68 Co 1 1027 mp let ed 25Tw Ap 1 i tte ps 1 2 r 25 Co mp 6 3456 let ed Ap 45 Fa ps 2 c eb 22 oo 6 423 kI nte rvi 61 ew s 4 Tw 30 i tte 7 r 1315 Int e rvi ew 17 s 2 Fa 86 163 c eb oo kH 45 ire s 2 22 6 770 Tw i tte r Hi re 90 s 95 45 UPSjobs Social Media Communities – 2011 Projections Vs. Actual 2010 2011 (actual) 2011 (projected)
    • UPSjobs Social Media App – UPSjobs Road Trip Launched 10/10/11 • UPSjobs’ Social Media Sweepstakes doubled their Facebook community • Week #2 winner announced live ‣ Congratulations to UPSjobs Road Trip Challenge Week #2 winner Gale Gartling of Perkasie, PA ‣ Winner of a $100 Zappos gift card and bragging rights to say your name was announced and streamed live for all the world to hear from Facebook’s HQ!
    • UPSjobs Social Media App – UPSjobs Road Trip Launched 10/10/11 The contest was so popular that ABC News did a story about it on Good Morning America (November 2011)
    • Recap – Lessons We Learned Along The Way• Able to drive significant applicant flow through Social Media & show ROI• Social Media recruitment ROI goals should align with your organization’s hiring needs• Fully integrate Social Media among other parts of your recruitment strategy• Recruitment via Social Media requires time, technology, resources, planning and measurement• Have a long-term view but set short-term milestones to achieve along the way
    • Thank You!