Taking The Quantum Leap To Measure Your Social Media Recruitment ROI

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Presentation for the Social Recruiting Summit 2010 in Seattle, presented by Mike Vangel

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Taking The Quantum Leap To Measure Your Social Media Recruitment ROI

  1. 1. Measuring Social Media How to Measure Return On Investment, Influence & Engagement http://www.ere.net/2010/09/13/tracking-social-media-recruiting-at-ups/ 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 ERE Social Recruiting Summit | 09.13.10
  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 ERE Social Recruiting Summit | 09.13.10
  3. 3. g om ke we po do re su e et ow mea tw ia h ed al m ci so ERE Social Recruiting Summit | 09.13.10
  4. 4. Is your company measuring the ROI of your social media campaigns? omg To answer the question, text the KEYWORD to shortcode 22333 poke YESIAM if your answer is YES NOIAMNOT if your answer is NO tweet ERE Social Recruiting Summit | 09.13.10
  5. 5. Professionals worldwide who measure the ROI of their social media programs 100% 16% tweet 75% Only 50% surveyed say they measure their ROI 25% Source: Mzinga and Babson Executive Education, Social Software in Business, Sep 8, 2009 ERE Social Recruiting Summit | 09.13.10
  6. 6. 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 ERE Social Recruiting Summit | 09.13.10
  7. 7. What are we measuring? ERE Social Recruiting Summit | 09.13.10
  8. 8. The waiting game… Is Social Media Recruiting Free? Is Your Time Recruiting Worth Money? How Do You Know If Your Time Is Well Spent? ERE Social Recruiting Summit | 09.13.10
  9. 9. In 2008 UPS effectively used social media to accelerate hiring. These results encouraged UPS to do more in 2009, including additional measurement initiatives. ERE Social Recruiting Summit | 09.13.10
  10. 10. 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. ERE Social Recruiting Summit | 09.13.10
  11. 11. Keys to success • Set clear goals and objectives • Understand your audience • Identify relevant tools • Resource commitment • Relevant and engaging content ERE Social Recruiting Summit | 09.13.10
  12. 12. “The information about a package is becoming as important as the package itself” - Oz Nelson, retired UPS CEO ERE Social Recruiting Summit | 09.13.10
  13. 13. UPSjobs Social Media For Recruitment: Twitter, Mobile and Facebook ERE Social Recruiting Summit | 09.13.10
  14. 14. @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. ERE Social Recruiting Summit | 09.13.10
  15. 15. 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 ERE Social Recruiting Summit | 09.13.10
  16. 16. Facebook Insights FB community of 1,885 60% male: 40% female 28% between 18-24 25% between 24-35 25% between 35-44 ERE Social Recruiting Summit | 09.13.10
  17. 17. Facebook Insights 93% from U.S. Top 4 cities: New York Atlanta Chicago Dallas ERE Social Recruiting Summit | 09.13.10
  18. 18. ROI Is All About Establishing Value Value = perceived benefits received perceived price paid ERE Social Recruiting Summit | 09.13.10
  19. 19. 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 ERE Social Recruiting Summit | 09.13.10
  20. 20. 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 ERE Social Recruiting Summit | 09.13.10
  21. 21. 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. ERE Social Recruiting Summit | 09.13.10
  22. 22. 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. ERE Social Recruiting Summit | 09.13.10
  23. 23. 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. ERE Social Recruiting Summit | 09.13.10
  24. 24. 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. ERE Social Recruiting Summit | 09.13.10
  25. 25. 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). ERE Social Recruiting Summit | 09.13.10
  26. 26. 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. ERE Social Recruiting Summit | 09.13.10
  27. 27. 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. ERE Social Recruiting Summit | 09.13.10
  28. 28. 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. Average time viewed: 3 min 28 sec ERE Social Recruiting Summit | 09.13.10
  29. 29. 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 new mobile WAP site. 92% of source views came from direct traffic. ERE Social Recruiting Summit | 09.13.10
  30. 30. 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 ERE Social Recruiting Summit | 09.13.10
  31. 31. UPSjobs Social Media Recruitment ROI Summary Cultivate deeper relationships with UPS employees and applicants ROI of 530% on its 2009 organic social media investment Establish benchmarks for organic social media Key Performance Indicators (KPIs) Exceeded '09 community building goals by 130% on Twitter & 180% on Facebook UPSjobs.mobi site drove 300+ applications & 4 hires within its first month (August 2010) ERE Social Recruiting Summit | 09.13.10
  32. 32. Keys to successful measurement of your social media • There is consensus on clear objectives • Agreed upon (and reasonable) stated goals • Key Performance Indicators (KPIs) are tied to Return on Investment • Reliable tracking mechanisms put in place • Adequate monitoring of the Social Media space • Justifiable valuations are set for Return On Engagement/Return on Influence and included in Return On Investment ERE Social Recruiting Summit | 09.13.10
  33. 33. Thank you. @UPSjobs on Twitter UPSjobs on Facebook Upsjobs.mobi ERE Social Recruiting Summit | 09.13.10

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