Social Media Recruitment ROI 2010

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

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


A revolution
doesn’t happen
when society adopts new tools

It happens when
society adopts
new behaviors - clay shirky


g
om

ke
po
we
do re
su e et

ow mea
tw
ia
ed

h
al
m

ci
so


Is your company measuring
the ROI of your social media
campaigns?
omg

poke

tweet


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


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


What are we measuring?


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?


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.


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.


Keys to success
• Set clear goals and objectives
• Understand your audience
• Identify relevant tools
• Resource commitment
• Relevant and engaging content

“The information about a package
is becoming as important as the
package itself”
- Oz Nelson, retired UPS CEO

UPSjobs Social Media For Recruitment: Twitter Mobile Facebook


@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.


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


Facebook
Insights
FB community of 1,885

60% male: 40% female

28% between 18-24

25% between 24-35

25% between 35-44


Facebook
Insights
93% from U.S.

Top 4 cities:
New York
Atlanta
Chicago
Dallas


ROI Is All About Establishing Value

Value = perceived benefits received QuickTime™ and a
decompressor
are needed to see this picture.
perceived price paid

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


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


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.


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.



As of 8/27/2010
Twittergrader rated
@UPSjobs with a grade of
99.4 out of 100.



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.


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).


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.



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



Landing-page where Facebook
fans go to learn more about UPS
employment opportunities and to
apply for jobs.



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.


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.


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


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.


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


Taking The Quantum Leap To Measure Social Media Recruitment Effectiveness

Thank you.

@UPSjobs on Twitter UPSjobs on Facebook

UPSjobs on Mobile


Social Media Recruitment ROI 2010

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