Upload
ere-media
View
2.068
Download
0
Embed Size (px)
DESCRIPTION
Presentation from the Recruiting Innovation Summit at Facebook, presented by Mike Vangel and Matthew Lavery.
Citation preview
Real Social Media Recruitment ROI From UPS
Recruiting Innovation Summit #RIS11 Facebook Campus, Menlo Park, California
October 24, 2011
Matt Lavery, Director Talent Acquisition, UPS
Mike Vangel, Vice President Client Strategy, TMP Worldwide
Social Media Road Map 2009 - 2011
• Making the Business Case
• Setting Objectives
• Defining KPIs for Success
• Benchmarking & Setting Goals
• Implementation & Results
• Forecasting & Next Steps
Real Social Media Recruitment ROI From UPS
Job Seeker Behavior About Job Search Has Changed: UPS Adapted
Only 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.
In the beginning: 2007
We 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 videos themselves. We tracked activity through Google Analytics & UPS Automated
Employment Systems. People loved viewing them! And they converted hires!! 4
In 2008: Full UPSer Video Cross-Media Integration
In 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, My Space, as well as to other Social Media sites & blogs. We also purchased 2 Corporate Recruiter licenses on LinkedIn.
5
In 2009: Without Paid Media Our UPSer Videos Went Viral
In 2009 we cut back on all of our recruitment media during Q1 & Q2 but we were still getting plenty of applicant flow. Many were coming from the UPSjobs videos that people were sharing “socially”.
6
What We Learned In 2009: The Videos Drove Applicant Flow
Over 1.5 million views of UPSjobs recruitment videos in 2009 with no paid media support
7
We Made The Business Case To Recruit Via Social Media
Witnessing 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
• Put in place a 3 year-plan to track activity, influence & applicant flow (as best we could)
8
UPSjobs Social Media Review: 3 Year Plan 2009 - 2011
Our 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
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
UPSjobs Social Media Recruitment Goals
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, More Personal Level About Working At UPS
III. Measure Influence, Engagement and Applicant Flow
Social Media For Recruitment Is Not Free & Needs Structure
Effective recruitment through Social Media requires time, technology, resources, planning and measurement.
We need to be strategic in our planning and thorough in our measurement to ensure our time is well spent.
UPSjobs Social Media Recruitment Learnings: It’s Different!
Social Media
for Recruitment
Is a Marathon,
Not a Sprint.
It’s a Long-Term
Commitment.
UPSjobs Social Media Recruitment Learnings: Integration
Social Media
for Recruitment
Is Part of an
Overall
Integrated Strategy.
UPSjobs Social Media Recruitment Insight: It’s Data Driven!
(This slide would be used for content heavy slides, case studies, creaDve samples.)
“The information about a package is becoming as important as the package itself”
- Oz Nelson, retired UPS CEO
UPSjobs Social Media Recruitment ROI
measure
tweet
poke
omg
do
how
we
Social Media For Recruitment Requires Monitoring
UPSjobs Social Media Recruitment: KPIs for ROI
What Are we measuring?
UPSjobs Social Media Review: 2009 Twitter Results
$7,500 investment
Goal:1,000 followers on Twitter/ 250 tweets/ 200 leads/ 100 created apps/ 50 lists/ 25 completed app/ 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
$7,500 investment
Goal: 1,000 Fans/ 100 posts/ 250 comments/ 50 likes/ 200 leads/ 100 created apps/ 25 completed apps/ 10 hires
Results:UPSjobs Facebook page launched in October 2009 had 1,858 followers by end of 2009
ROI (Perceived Benefit/Value Received)
1,858 FB = $13,935 113 FB likes = $16,950 5 PQ = $12,500 31.0 FB Post Quality Ratings = $23,250 1,274 FB Leads = $47,775 175 FB Created Applications = $13,125 50 Completed Applications = $15,000 12 FB Hires = $9,000
How UPSjobs Expanded Its Social Media Footprint in 2010
In 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
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 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..
UPSjobs Social Media Communities: Twitter
• UPSjobs TwiNer page launched in April 2009 had 1,300 followers by end of 2009.
UPSjobs Social Media Communities: Twitter UPSjobs Twitter page
had 4,400 followers by December 15, 2010.
That’s especially notable growth within two years of launch as UPS Social Media policy did not allow reciprocal auto-following.
UPSjobs Social Media CommuniDes: 2010 Integrated Mobile & Social
UPSjobs Social Media CommuniDes: 955 Hires In 2010 Mobile & Social
UPSjobs Social Media CommuniDes: 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 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.
UPSjobs Social Media CommuniDes: TwiNer Community as of 10/23/11
UPSjobs Social Media CommuniDes: TwiNer Community as of 10/23/11
UPSjobs Social Media CommuniDes: Klout Score as of 10/23/11
UPSjobs Social Media CommuniDes: Klout Score as of 10/23/11
UPSjobs Social Media CommuniDes: Facebook AnalyDcs as of 10/23/11
UPSjobs Social Media CommuniDes: Facebook AnalyDcs as of 10/23/11
UPSjobs Social Media CommuniDes: Facebook AnalyDcs as of 10/23/11
UPSjobs Social Media CommuniDes: UPSjobs LinkedIn Career Page
UPSjobs Social Media CommuniDes: New Website
UPSjobs Social Media CommuniDes: New Website
From This To This!
UPSjobs Social Media CommuniDes: Video & Social Media IntegraDon
UPSjobs Social Media CommuniDes: Year over Year Growth 2009/2010
UPSjobs Social Media CommuniDes: ProjecDons in January 2011
UPSjobs Social Media App: UPSjobs Road Trip Week #2 Winner
Congratulations! UPSjobs Road Trip Week #2
Winner Announced Live From
Facebook HQ
Gale Gartling Perkasie, PA
#urtc
UPSjobs Social Media Sweepstakes: Double Facebook Community
Thank you