UPS adapted its recruitment strategies to reach passive job candidates on social media. It launched UPSjobs pages on Facebook and Twitter in 2007-2009 that grew organically without paid promotion. Videos of UPS employees went viral, driving over 1.5 million views in 2009. By 2011, UPS saw a 328% increase in applicant flow from social media compared to 2010. It expanded its presence on LinkedIn, launched a mobile-friendly site, and saw strong engagement across platforms. Social media recruitment required ongoing resources but provided a measurable return on investment.
Making the Quantum Leap: UPS Social Media Recruitment ROI 2012
1. Real Social Media Recruitment ROI
from UPS
Social Recruiting Strategies Summit
January 24, 2012
Matt Lavery - Director, Talent Acquisition, UPS
Mike Vangel - Vice President, Client Strategy, TMP Worldwide
2. 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 the other 70-90% of passive candidates as well
• Social media provides access to them
3. 2007 – In The Beginning
UPSjobs.com launched October 2007
integrating videos of actual UPSers
• Videos were authentic and
unscripted
• Apply click from the video
• Activity tracked to conversion
• Employees included package
handlers, package car drivers,
tractor trailer drivers and driver
helpers
4. 2008 – Video Cross-Media Integration
Added fresh videos and integrated among all media possible:
• Job Boards
• Search Engines (Yahoo!, Google, MSN)
• Job Aggregators (Simply Hired, Indeed)
• YouTube
• Text Messaging
• Simply Hired, Indeed and some job boards also cross-posted these text links to
Facebook, MySpace and other Social Media sites & blogs
5. 2009 – Without Paid Media, Our UPSer Videos Went Viral
• In 2009, we cut back on all of
our recruitment media during
Q1 and 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 UPS recruitment videos in 2009 with no paid media support
7. The Business Case To Recruit Via Social Media
Witnessing first-hand the power of Social Media to recruit
• @UPSjobs’ Twitter page launched April 2009
• UPSjobs’ Facebook page launched October 2009
• Enhanced Text Messaging integrating into all print and radio
• Actively deployed a cross-media integration strategy
• Put in place a three-year plan to track activity, influence and applicant flow
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 and Facebook of at least 1,000 people each
Year Two
• Continue to scale the size of Twitter and Facebook talent communities
• Drive non-professional (drivers and hourly) hired through Social Media
• Use LinkedIn to source professional (salaried) candidates
Year Three
• Continue to scale the size of Twitter and Facebook talent communities
• Segment once we have reached 5,000 followers on Twitter and 15,000 on Facebook
• Proactively build presence on LinkedIn
• Drive professional and non-professional hires through Social Media
9. UPSjobs Social Media Recruitment Goals
• Build UPSjobs communities on Facebook and Twitter without paid media or
reciprocal following
• Engage/inform employees and non-employees on a deeper, more personal level
about working at UPS
• Measure influence, engagement and applicant flow
11. Social Media For Recruitment Is Not Free & Needs Structure
Effective recruitment through
Social Media requires time,
technology, resources, planning
and measurement.
12. Recruitment On Social Media Is Different Than What We’re Used To
Social Media for recruitment
is a marathon, not a sprint.
It is a long-term commitment.
13. Recruitment On Social Media Is Part Of An Overall Strategy
Social Media should be
integrated into other parts
of the recruitment strategy
such as a career website,
employee referral
program, media plan, etc.
14. What We’re Measuring
PAID OWNED EARNED
Sponsored stories, fan ads, Facebook careers page, Retweets, likes, comments,
promoted tweets, promoted Twitter account(s), LinkedIn shares, mentions, etc.
accounts, social ads, etc. company page
Strangers/Passive Prospects/Active Fans/Followers/Employees
16. UPSjobs Social Media Review – 2009 Twitter Results
Twitter
• $7,500 investment
• Goal of 1,000 followers on Twitter/ 250 tweets/ 200 leads/ 100 created
apps/ 50 lists/ 25 completed apps/ 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
17. UPSjobs Social Media Review – 2009 Facebook Results
Facebook
• $7,500 investment
• Goal of 1,000 Fans/ 100 posts/ 250 comments/ 50 likes/ 200 leads/
100 created apps/ 25 completed apps/ 10 hires
• UPSjobs’ Facebook page launched in October 2009 had 1,858
followers by end of 2009
ROI (Perceived Benefit/Value Received)
• 1,858 Followers = $13,935
• 113 Likes = $16,950
• 5 PQ = $12,500
• 31.0 Facebook Post Quality Ratings = $23,250
• 1,274 Leads = $47,775
• 175 Facebook Created Applications = $13,125
• 50 Completed Applications = $15,000
• 12 Facebook Hires = $9,000
18. How UPSjobs Expanded Its Social Media Footprint In 2010
In 2010, we worked hard to grow UPSjobs Social Media followers without any paid media
• Linked to Facebook and Twitter pages from UPSjobs.com
• Linked to Facebook and 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 two recruiters to six
• Tracked activity, influence and applicant flow
19. 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
20. UPSjobs Social Media Communities – Facebook Analytics
• UPSjobs on Facebook: http://www.facebook.com/pages/UPSjobs/93397977942
• Launched in October 2009; by the end of 2009, it had 1,800+ fans without any paid media
• By the end of 2010, UPSjobs’ Facebook page had 13,700+ fans
• 55% male • 42% female • 76% age 18-44
21. UPSjobs Social Media Communities – Twitter
• UPSjobs’ Twitter page launched in April
2009; had 1,300 followers by the end of 2009
• UPSjobs’ Twitter page had 4,400 followers by
December 15, 2010
• This is especially notable growth within two
years of launch, as UPS Social Media policy
did not allow reciprocal auto-following
23. UPSjobs Social Media Communities – 955 Hires In 2010 Mobile & Social
UPS Hires by Social Media Source as of December 23, 2010
Source Apps Created Apps Completed Interviewed Hired
Facebook 1521 542 211 116
Facebook PPC 2295 714 196 110
Text 1004 362 140 84
TweetMyJobs 501 171 62 31
Twitter 180 55 24 14
UPS Mobile 7979 2623 974 600
Total for 2010 13480 4467 1607 955
24. 328% Increase In Applicant Flow From Social Media In 2011 Vs. 2010
UPS Hires by Social Media Source as of December 23, 2011
Source Apps Created Apps Completed Interviewed Hired
Facebook 2430 862 321 226
UPS FB & TW Social
Media Talent Network/ 6449 2594 994 544
Community
SMS Text
8498 5364 3007 1430
Messaging
Twitter 1027 423 163 95
UPSjobs Mobile 4151 2274 1160 661
Total for 2011 22555 11517 5645 2906
25. UPSjobs Social Media Communities – 2010 Integrated Mobile & Social
• In 2011, even during UPS’ slower hiring periods
of Q1 and Q2, mobile traffic to UPSjobs.mobi
remained strong with 500,000 page views
• From mid-August 2010 to May 31, 2011, there
were 900,000 page views to UPSjobs.mobi and
325,000 visits with an average time spent on the
mobile site of 1 minute and 27 seconds
• The data confirms our belief that jobseekers are
increasingly relying on hand-held devices to go
online and also participate in Social Media
40. UPSjobs Social Media Communities – Year Over Year Growth
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10000
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2009
6000 2010
4400
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1800
2000 1300 1256
681
175 226 307 86 226 45
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UPSjobs Social Media Communities – 2011 Projections Vs. Actual
2010
2011 (actual)
2011 (projected)
42. UPSjobs Social Media App – UPSjobs Road Trip Launched 10/10/11
• UPSjobs’ Social Media Sweepstakes
doubled their Facebook community
• 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 and streamed live for all
the world to hear from Facebook’s HQ!
43. UPSjobs Social Media App – UPSjobs Road Trip Launched 10/10/11
The contest was so popular that
ABC News did a story about it
on Good Morning America
(November 2011)
44. Recap – Lessons We Learned Along The Way
• Able to drive significant applicant flow through Social Media & show ROI
• Social Media recruitment ROI goals should align with your organization’s hiring needs
• Fully integrate Social Media among other parts of your recruitment strategy
• Recruitment via Social Media requires time, technology, resources, planning and measurement
• Have a long-term view but set short-term milestones to achieve along the way