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Real Social Media Recruitment ROI

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UPS Social Media Road Map 2009 - 2011
Making the Business Case
Setting Objectives
Defining KPIs for Success
Benchmarking & Setting Goals
Implementation & Results
Forecasting & Next Steps

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Real Social Media Recruitment ROI

  1. 1. Real Social Media Recruitment ROI From UPS Recruiting Innovation Summit #RIS11 Facebook Campus, Menlo Park, California October 24, 2011 24 Matt Lavery, Director Talent Acquisition, UPS Mike Vangel, Vice President Client Strategy, TMP Worldwide
  2. 2. Social Media Road Map 2009 - 2011Real Social Media • Making the Business CaseRecruitment ROI • Setting Objectives g jFrom UPS • Defining KPIs for Success • Benchmarking & Setting Goals • Implementation & Results • Forecasting & Next Steps
  3. 3. Job Seeker Behavior About Job Search Has Changed: UPS AdaptedOnly 10-30% of Potential Candidates Are Actively Looking For Jobs: We Want to Reach that 70% - 90% too! Social Media Provides Us Access to Them.
  4. 4. In the beginning: 2007We launched UPSjobs.com in October 2007 integrating videos of actual UPSers • Package Car Driver • Tractor Trailer Driver • Driver Helper • Four Part-time Package Handlers The videos were authentic and unscripted. Jobseekers could apply for UPS jobs right from the id th videos th themselves. W t k d activity th l We tracked ti it through G h Google A l ti & UPS A t l Analytics Automated t d Employment Systems. People loved viewing them! And they converted hires!! 4
  5. 5. In 2008: Full UPSer Video Cross-Media IntegrationIn 2008 we added 4 Biz Dev videos and integrated all the videos among all media possible: • Job Boards • Search Engine Marketing (Yahoo!, Google, MSN) • Search Engine Aggregators (Simply Hired, Indeed) • YouTube • Text messaging • Simply Hired, Indeed, and some of the Job Boards also cross-posted these text links to Facebook, Facebook My Space, as well as to other Social Media sites & blogs We also purchased 2 Space blogs. Corporate Recruiter licenses on LinkedIn. 5
  6. 6. In 2009: Without Paid Media Our UPSer Videos Went ViralIn 2009 we cut back on all of our recruitment media during Q1 & Q2 but we were still getting plentyof applicant flow. Many were coming from the UPSjobs videos that people were sharing “socially”. 6
  7. 7. What We Learned In 2009: The Videos Drove Applicant FlowOver 1.5 million views of UPSjobs recruitment videos in 2009 with no paid media support 7
  8. 8. We Made The Business Case To Recruit Via Social MediaWitnessing first hand the power of Social Media to recruit: • We launched @UPSjobs Twitter page April 2009 • We launched UPSjobs Facebook page October 2009 • Enhanced our Text Messaging integrating it into all print & radio • Actively deployed a cross-media integration strategy among all of them y p y g gy g • Put in place a 3 year-plan to track activity, influence & applicant flow (as best we could) 8
  9. 9. 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 & Facebook of at least 1 000 people each 1,000 Year Two Continue to scale size of Twitter & Facebook talent communities Drive Non-professional (drivers & hourly) Hires through Social Media Use LinkedIn to source Professional (salaried) candidates Year Three Continue to scale size of Twitter & Facebook talent communities Segment once we have reached 5,000 followers on Twitter & 15,000 fans on Facebook Proactively build presence on LinkedIn Drive Professional & Non-Professional hires through Social Media
  10. 10. UPSjobs Social Media Recruitment GoalsThree main goals:I. Build UPSjobs Communities on Facebook & Twitter Without Paid Media Or Reciprocal Following p gII. Engage/Inform Employees & Non-Employees On A g g p y p y Deeper, More Personal Level About Working At UPSIII. Measure Influence, Engagement and Applicant Flow
  11. 11. Social Media For Recruitment Is Not Free & Needs Structure Effective recruitment through Social Media requires time, technology, resources, planning and measurement. t We need to be strategic in our planning and thorough in our measurement to ensure our time is well spent. spent
  12. 12. UPSjobs Social Media Recruitment Learnings: It’s Different! Social Media for Recruitment Is a Marathon, Not a Sprint. It’s a Long-Term Commitment.
  13. 13. UPSjobs Social Media Recruitment Learnings: Integration Social Media for Recruitment Is Part of an Overall Integrated Strategy.
  14. 14. UPSjobs Social Media Recruitment Insight: It’s Data Driven!(This slide would be used for content heavy slides, ( h ld ld b df h ldcase studies, creative samples.) “The information about a package is becoming as important as the package itself” - O Nelson, Oz N l retired UPS CEO
  15. 15. UPSjobs Social Media Recruitment ROI
  16. 16. Social Media For Recruitment Requires Monitoring
  17. 17. UPSjobs Social Media Recruitment: KPIs for ROI What Are we measuring?
  18. 18. UPSjobs Social Media Review: 2009 Twitter ResultsTwitterT i$7,500 investmentGoal:1,000 followers on Twitter/ 250 tweets/ 200 leads/ 100 created apps/ 50 lists/ 25 completed app/ 10 hiresUPSjobs Twitter page launched in April 2009 had 1,300 followers by end of 2009ROI (Perceived Benefit/Value R (P i dB fit/V l Received) i d)1,313 Followers X $7.50 = $9,847.50574 Tweets X $30 = $17,220481 Twitter Leads X $37.50 = $18 037 50 $37 50 $18,037.50142 Twitter Created Applications X $75 = $10,65040 Completed Applications X $300 = $12,0007 Hires X $750 = $5,25060 Twitter Lists X $150 = $9 000 $9,000
  19. 19. UPSjobs Social Media Review: 2009 Facebook ResultsFacebook$7,500 investmentGoal: 1,000 Fans/ 100 posts/ 250 comments/ 50 likes/ 200 leads/ 100 created apps/ 25 completed apps/ 10 hiresResults:UPSjobs Facebook page launched in October 2009 had 1,858 followers by end of 2009ROI (Perceived Benefit/Value Received)1,858 FB = $13,935113 FB likes = $16,9505 PQ = $ $12,50031.0 FB Post Quality Ratings = $23,2501,274 FB Leads = $47,775175 FB Created Applications = $13,12550 C Completed A li ti l t d Applications = $15 000 $15,00012 FB Hires = $9,000
  20. 20. How UPSjobs Expanded Its Social Media Footprint in 2010In 2010 we worked hard to grow the UPSjobs Social Media followers without any paid media. • Linked to Facebook & Twitter pages from UPSjobs.com • Linked to Facebook & 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 2 recruiters to 6 • Tracked activity, influence & applicant flow (as best we could) 20
  21. 21. UPSjobs Social Media Communities: Facebook• UPSjobs on Facebook http://www facebook com/pages/UPSjobs/93397977942 http://www.facebook.com/pages/UPSjobs/93397977942• 13,648 fans as of December 16, 2010 launched October 2009.
  22. 22. UPSjobs Social Media Communities: Facebook Analytics• UPSjobs on Facebook http://www facebook com/pages/UPSjobs/93397977942 http://www.facebook.com/pages/UPSjobs/93397977942• Launched in October 2009 by end of 2009 had 1,800+ fans without any paid media. By end of 2010 had 13,700+ fans. 55% Male, 42% Female. 76% 18 – 44..
  23. 23. UPSjobs Social Media Communities: Twitter • UPSjobs Twitter  page launched  in April 2009  had 1,300  followers by end  of 2009.
  24. 24. UPSjobs Social Media Communities: Twitter UPSjobs T itter page Twitter had 4,400 followers by December 15, 2010. That s That’s especially notable growth within two years of launch as UPS Social Media policy did not allow reciprocal auto- following.
  25. 25. UPSjobs Social Media Communities: 2010 Integrated Mobile & Social
  26. 26. UPSjobs Social Media Communities: 955 Hires In 2010 Mobile & Social
  27. 27. UPSjobs Social Media Communities: 2010 Integrated Mobile & Social In 2011 even during UPS’s slower hiring periods of Q1 & Q2 mobile traffic to UPSjobs.mobi remains strong with 500,000 page views. From mid-August 2010 to May 31, 2011 there were 900,000 page views 900 000 to UPSjobs.mobi & 325,000 visits with an average time spent on the mobile site of 1 minute and 27 seconds. We expect to drive significant flow from it during Peak 2011 that will convert into hires.
  28. 28. UPSjobs Social Media Communities: Twitter Community as of 10/23/11
  29. 29. UPSjobs Social Media Communities: Twitter Community as of 10/23/11
  30. 30. UPSjobs Social Media Communities: Klout Score as of 10/23/11
  31. 31. UPSjobs Social Media Communities: Klout Score as of 10/23/11
  32. 32. UPSjobs Social Media Communities: Facebook Analytics as of 10/23/11
  33. 33. UPSjobs Social Media Communities: Facebook Analytics as of 10/23/11
  34. 34. UPSjobs Social Media Communities: Facebook Analytics as of 10/23/11
  35. 35. UPSjobs Social Media Communities: UPSjobs LinkedIn Career Page
  36. 36. UPSjobs Social Media Communities: New Website
  37. 37. UPSjobs Social Media Communities: New Website From This F Thi To This!
  38. 38. UPSjobs Social Media Communities: Video & Social Media Integration
  39. 39. UPSjobs Social Media Communities: Year over Year Growth 2009/2010 UPSjobs Social Media Recruitment UPSj b S i l M di R it t 16000 13648 14000 12000 10000 2009 8000 4400 2010 6000 3816 4000 1800 681 1256 226 45 2000 226 307 86 1300 0 175 142 50 40 23 16 12 7
  40. 40. UPSjobs Social Media Communities: Projections in January 2011 30000 25000 25000 20000 13648 2010 15000 10000 2011 (projected) 10000 4400 7632 2512 5000 1362 452 614 172 90 3816 452 0 681 1256 226 307 86 226 45
  41. 41. UPSjobs Social Media App: UPSjobs Road Trip Launched 10/10/2011
  42. 42. UPSjobs Social Media Sweepstakes: Double Size of Facebook Community
  43. 43. UPSjobs Social Media Sweepstakes: 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 live and streamed live f all th world t t d li for ll the ld to hear from Facebook’s HQ!
  44. 44. Thank you

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