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

Twitter

$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

Facebook

$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)

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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