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Ähnlich wie Real Social Media Recruitment ROI
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Real Social Media Recruitment ROI
- 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. Social Media Road Map 2009 - 2011 Real Social Media • Making the Business Case Recruitment ROI • Setting Objectives g j From UPS • Defining KPIs for Success • Benchmarking & Setting Goals • Implementation & Results • Forecasting & Next Steps
- 3. 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.
- 4. 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 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. 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, 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. 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
- 7. 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
- 8. 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 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. 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 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. UPSjobs Social Media Recruitment Goals Three main goals: I. Build UPSjobs Communities on Facebook & Twitter Without Paid Media Or Reciprocal Following p g II. Engage/Inform Employees & Non-Employees On A g g p y p y Deeper, More Personal Level About Working At UPS III. 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. t We need to be strategic in our planning and thorough in our measurement to ensure our time is well spent. spent
- 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. UPSjobs Social Media Recruitment Learnings: Integration Social Media for Recruitment Is Part of an Overall Integrated Strategy.
- 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 ld case studies, creative samples.) “The information about a package is becoming as important as the package itself” - O Nelson, Oz N l retired UPS CEO
- 17. UPSjobs Social Media Recruitment: KPIs for ROI What Are we measuring?
- 18. UPSjobs Social Media Review: 2009 Twitter Results Twitter T i $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 R (P i dB fit/V l Received) i d) 1,313 Followers X $7.50 = $9,847.50 574 Tweets X $30 = $17,220 481 Twitter Leads X $37.50 = $18 037 50 $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 $9,000
- 19. 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 C Completed A li ti l t d Applications = $15 000 $15,000 12 FB Hires = $9,000
- 20. 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
- 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. 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. UPSjobs Social Media Communities: Twitter • UPSjobs Twitter page launched in April 2009 had 1,300 followers by end of 2009.
- 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.
- 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.
- 37. UPSjobs Social Media Communities: New Website From This F Thi To This!
- 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. 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
- 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. Thank you