Social Media Recruitment ROI 2010

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Due to its viral & non-linear nature, social media response is very challenging to measure and track. Companies want to leverage Social Media to achieve their business objectives but do not know how to measure & most don\'t try.

UPS Workforce Planning in collaboration with TMP Worldwide Advertising, LLC took that quantum leap to measure Social Media\'s Return On Investment, Return On Influence & Return On Engagement. If you like my case study please rate it five stars by clicking here http://groundswelldiscussion.com/groundswell/awards2010/detail.php?id=487

Thanks,

Mike Vangel

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Social Media Recruitment ROI 2010

  1. 1. Taking The Quantum Leap To Measure Social Media Recruitment Effectiveness: One Company’s Approach To Measure Social Media Recruiting’s Return On Investment, Influence & Engagement The information contained in this document is the proprietary and confidential information of TMP Worldwide Advertising & Communications, LLC and may not be used for any purpose other than evaluation and may not be disclosed to any third party without the express written consent of TMP Worldwide Advertising & Communications, LLC. Copyright 2010, TMP Worldwide AOEP Recruiters Best Practices Summit | 09.28.10
  2. 2. Taking The Quantum Leap To Measure Social Media Recruitment ROI/ROE: • How do we measure social media ROI? • UPSjobs 2009 Social Media strategy for recruitment agenda • 2009 UPSjobs ROI per Social Media & 2010 YTD results • Summary AOEP Recruiters Best Practices Summit | 09.28.10
  3. 3. A revolution doesn’t happen when society adopts new tools It happens when society adopts new behaviors - clay shirky AOEP Recruiters Best Practices Summit | 09.28.10
  4. 4. g om ke po we do re su e et ow mea tw ia ed h al m ci so AOEP Recruiters Best Practices Summit | 09.28.10
  5. 5. Is your company measuring the ROI of your social media campaigns? omg poke tweet AOEP Recruiters Best Practices Summit | 09.28.10
  6. 6. Professionals worldwide who measure the ROI of their social media programs 100% tweet 75% Only 16% 50% surveyed say they measure their ROI 25% Source: Mzinga and Babson Executive Education, Social Software in Business, Sep 8, 2009 AOEP Recruiters Best Practices Summit | 09.28.10
  7. 7. Professionals worldwide who measure the ROI of their social media programs 100% tweet 75% 40% 50% Or more of respondents were not aware that the 25% social tools they were using had ROI measurement capabilities. Source: Mzinga and Babson Executive Education, Social Software in Business, Sep 8, 2009 AOEP Recruiters Best Practices Summit | 09.28.10
  8. 8. What are we measuring? AOEP Recruiters Best Practices Summit | 09.28.10
  9. 9. You’ve waited long enough… Is Social Media Recruiting Free? Is Your Time Recruiting Worth Money? How Do You Know If Your Time Is Well Spent? AOEP Recruiters Best Practices Summit | 09.28.10
  10. 10. In 2008 UPS effectively used viral social media techniques to accelerate hiring. UPS loves to track and was up to the sm tracking challenge even if other firms weren’t. UPS’s tangible success with video and mobile marketing cross-media integration among varied online and offline media drove measurable hiring results substantially reducing overall cost-per- hire positively impacting UPS’s bottom-line. These quantifiable results helped make the business case by UPS Workforce Planning for further investment into Social Media for recruitment in 2009. AOEP Recruiters Best Practices Summit | 09.28.10
  11. 11. UPSjobs 2009 Social Media Strategy for Recruitment For UPS there were three main goals: I. Build UPSjobs communities on Facebook & Twitter without paid media or reciprocal following II. Engage/inform employees & non-employees on a deeper and more personal level about working at UPS III. Measure influence, engagement and applicant flow from UPSjobs social graph to determine ROI. Investment: As a pilot program for 2009 UPS invested $15,000 in the development, maintenance, monitoring and content generation of the @UPSjobs Twitter page and the UPSjobs Facebook site. AOEP Recruiters Best Practices Summit | 09.28.10
  12. 12. Keys to success • Set clear goals and objectives • Understand your audience • Identify relevant tools • Resource commitment • Relevant and engaging content
  13. 13. “The information about a package is becoming as important as the package itself” - Oz Nelson, retired UPS CEO
  14. 14. UPSjobs Social Media For Recruitment: Twitter Mobile Facebook AOEP Recruiters Best Practices Summit | 09.28.10
  15. 15. @UPSjobs Launched April 2009. Screenshot taken December 25, 2009. 1,313 followers by 12/31/2009 130+ % of 2009 Goal with no paid media or reciprocal following. AOEP Recruiters Best Practices Summit | 09.28.10
  16. 16. UPSjobs Facebook Launched early October 2009. Screenshot taken December 25, 2009. 1,775 total fans and a Post Quality Index of 31.0 and a rating of five stars. By end of 2009 there were 1,885 fans with no paid media. 180+ % of 2009 Goal AOEP Recruiters Best Practices Summit | 09.28.10
  17. 17. Facebook Insights FB community of 1,885 60% male: 40% female 28% between 18-24 25% between 24-35 25% between 35-44 AOEP Recruiters Best Practices Summit | 09.28.10
  18. 18. Facebook Insights 93% from U.S. Top 4 cities: New York Atlanta Chicago Dallas AOEP Recruiters Best Practices Summit | 09.28.10
  19. 19. ROI Is All About Establishing Value Value = perceived benefits received QuickTime™ and a decompressor are needed to see this picture. perceived price paid
  20. 20. UPSjobs Key Performance Indicators (KPIs): Perceived Price Paid In 2009 Twitter $7,500 invested Facebook $7,500 invested 1,313 Followers = $5.71 per follower 1,858 FB fans = $4.03 per fan 113 FB likes = $66.37 per like 574 Tweets = $13.06 per tweet 31.0 FB Post Quality Score = $241.94 per quality 481 Twitter Leads = $15.59 per lead point 142 Twitter Created Applications = $52.82 per 1,274 FB Leads = $5.89 per lead appl. 175 FB Created Applications = $42.85 per 7 Hires = $1,071 per hire application 60 Twitter Lists = $125 per list 12 FB Hires = $625 per hire AOEP Recruiters Best Practices Summit | 09.28.10
  21. 21. UPSjobs 2009 Return On Influence: $80,000 Perceived Benefit Received Best Campaign Overall Globally: $25,000* $25,000* Top 50 Employers Using Twitter To Recruit $5,000* March 2009 Article $25,000* * Conservatively estimated AOEP Recruiters Best Practices Summit | 09.28.10
  22. 22. UPSjobs 2009 Return On Engagement: 200% Improved Conversion to Hire Metrics of 2009 of SM visitors who applied for a job at UPS. EOI data captured by Google Analytics of the landing page & apply metrics were auto-captured by UPS’s Applicant Tracking System. Unique Avg. Time on Media CampaignType Clicks Visitors Visitors Page Data Capture % DC Cost per DC Facebook - Organic 3,192 3,192 2,250 0:03:49 1,274 57.00% $ 5.89 Twitter - Organic 1,456 1,456 1,026 0:03:56 481 46.88% $ 15.59 Click thrus to Job Created Completed Media CampaignType Clicks Data Capture Search Applications Applications Interviews Hires Facebook -Organic 3,192 1,274 395 175 50 23 12 Twitter - Organic 1,456 481 345 142 40 16 7 Twice as high conversion ratio of created applications to hires from Facebook & Twitter compared to all other online media with a 2:1 ratio of interviews to hires. AOEP Recruiters Best Practices Summit | 09.28.10
  23. 23. Where @UPSjobs Is As Of August 27, 2010 As of 8/27/2010 @UPSjobs had 2,830 followers and tweeted a thousand times. This is especially notable as UPS Social Media policy does not allow @UPSjobs to follow its followers. Indeed, @UPSjobs only follows 18 people and 8 of those people were added recently in mid- August. Nevertheless, it is on 162 lists. AOEP Recruiters Best Practices Summit | 09.28.10
  24. 24. Where @UPSjobs Is As Of August 27, 2010 As of 8/27/2010 Twittergrader rated @UPSjobs with a grade of 99.4 out of 100. AOEP Recruiters Best Practices Summit | 09.28.10
  25. 25. Where @UPSjobs Is As Of August 27, 2010 As of 8/27/2010 Twinfluence Calculated @UPSjobs Second Order Following On Twitter To Be 1,836,599 Followers. However, it is the level of engagement of those followers whether immediate or second order which is most important. AOEP Recruiters Best Practices Summit | 09.28.10
  26. 26. Where @UPSjobs Is As Of August 27,2010 Retweet Rank ranks @UPSjobs at the 98th percentile. Evan Weaver, Lead Engineer in the Services Team at Twitter stated at QCon London in June 2009 “Each tweet is tracked in average by 126 users”. At 2,830 immediate followers of @UPSjobs that would extend out to an average 356,680 “second order following” (followers of @UPSjobs 2,830 Twitter followers). AOEP Recruiters Best Practices Summit | 09.28.10
  27. 27. Where UPSjobs Facebook Page Is As Of August 27, 2010 As of August 27, 2010 the UPSjobs Facebook page has connected with 6,035 people with over 5,000 of those people actively engaged with the page in the past month alone. AOEP Recruiters Best Practices Summit | 09.28.10
  28. 28. Where UPSjobs Facebook Page Is As Of August 27, 2010 FB community of 6,035 60% male: 40% female 29% between 18-24 27% between 24-35 24% between 35-44 93% from U.S. Top 4 Cities: New York Atlanta Chicago Louisville AOEP Recruiters Best Practices Summit | 09.28.10
  29. 29. Where UPSjobs Facebook Page Is As Of August 27, 2010 Landing-page where Facebook fans go to learn more about UPS employment opportunities and to apply for jobs. AOEP Recruiters Best Practices Summit | 09.28.10
  30. 30. Where UPSjobs Facebook Page Is As Of August 27, 2010 The UPS Facebook apply landing page had 18,485 page views from October 1, 2009 to August 27, 2010. With an average time viewed of 3 minutes and 28 seconds on the page. This was especially remarkable as the UPS Facebook page did not launch until October and did very little external hiring from December 17, 2009 to April 1, 2010. AOEP Recruiters Best Practices Summit | 09.28.10
  31. 31. The UPSjobs.mobi Mobile Friendly Career Website Based on the success of the social media pilot projects in 2009, UPS Workforce Planning was able to make the business case to invest in a state-of-the-art mobile-friendly website. It launched August 2010. AOEP Recruiters Best Practices Summit | 09.28.10
  32. 32. The UPSjobs.mobi Mobile Friendly Career Website UPSjobs.mobi Online Sourcing August 6, 2010 to 27, 2010 Source Within the first month App Created Interviewed Hired Position code UPSjobs.mobi is UPS Mobile Driver P0386 31 1 0 averaging 5,400 visits UPS Mobile Freight DR P0389 8 0 0 per week and already driven substantial UPS Mobile Freight TLD DR P0390 10 0 0 applicant flow of 309 UPS Mobile Mechanics P0388 2 0 0 created applications UPS Mobile PH2 P0385 231 8 4 and 4 hires. UPS Mobile Professional P0395 3 0 0 UPS Mobile SCS DR P0393 2 0 0 UPS Mobile SCS WA I, II, III P0394 22 0 0 UPSjobs.mobi Total 309 9 4 AOEP Recruiters Best Practices Summit | 09.28.10
  33. 33. UPSjobs Social Media Recruitment ROI Summary We have been able to cultivate deeper relationships among UPS employees and potential UPS job applicants through social media. UPS was able to show a minimum ROI of 530% on its 2009 organic Social Media investment (without the benefit of paid media or reciprocal following). Establish benchmarks for organic Social Media Key Performance Indicators (KPIs) moving forward. UPS exceeded '09 community building goals by 130% on Twitter & 180% on Facebook. The newly launched UPSjobs.mobi mobile site drove 300+ applications & 4 hires within its first month (August 2010) As we enter into UPS’s high volume hiring season in Q4 2010, it will be exciting to track, analyze and measure the business impact from the vibrant UPSjobs Social Media organic communities on Facebook, Twitter and Mobile that have grown so greatly in such a short period of time. AOEP Recruiters Best Practices Summit | 09.28.10
  34. 34. UPSjobs Social Media Recruitment ROI Summary It is difficult (if not impossible) to fully determine the applicant flow generated from social media. However, it is possible to put in place a framework that establishes a tangible “minimum contribution” by social media to a company’s recruitment efforts when: 1. There is consensus on clear objectives 2. Agreed upon (and reasonable) stated goals 3. Key Performance Indicators (KPIs) are tied to Return on Investment 4. Reliable tracking mechanisms put in place 5. Adequate monitoring of the Social Media space 6. Justifiable valuations are set for Return On Engagement/Return on Influence and included in Return On Investment AOEP Recruiters Best Practices Summit | 09.28.10
  35. 35. Taking The Quantum Leap To Measure Social Media Recruitment Effectiveness Thank you. @UPSjobs on Twitter UPSjobs on Facebook UPSjobs on Mobile AOEP Recruiters Best Practices Summit | 09.28.10

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