taking the quantum leap to measure your social media recruitment roi

Measuring Social MediaHow to Measure Return On Investment, Influence & Engagement

http://www.ere.net/2010/09/13/tracking-social-media-recruiting-at-ups/

ERE Social Recruiting Summit | 09.13.10

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

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

• 2009 UPSjobs ROI per Social Media & 2010 YTD results

• SummaryagendaERE Social Recruiting Summit | 09.13.10

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

To answer the question, text the KEYWORD to shortcode 22333

YESIAM if your answer is YESNOIAMNOT if your answer is NO


tweet

50%

100%

75%

25%

Professionals worldwide who measure the ROI of their social media programs

Source: Mzinga and Babson Executive Education, Social Software in Business, Sep 8, 2009

Only surveyed say they measuretheir ROI

16%


tweet

50%

100%

75%

25%

Professionals worldwide who measure the ROI of their social media programs

Source: Mzinga and Babson Executive Education, Social Software in Business, Sep 8, 2009

40%


Or more of respondents were not aware that the social tools they were using had ROI measurement capabilities.

What are we measuring?



Is Social Media Recruiting Free?

Is Your Time Recruiting Worth Money?

How Do You Know If Your Time Is Well Spent?

The waiting game…

In 2008 UPS effectively used social media to accelerate hiring.

These results encouraged UPS to do more in 2009, including additional measurement initiatives.


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.


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 and 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 FacebookLaunched 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



FacebookInsights

FB community of 1,885

60% male: 40% female

28% between 18-24

25% between 24-35

25% between 35-44


FacebookInsights

93% from U.S.

Top 4 cities:New YorkAtlantaChicagoDallas

ROI Is All About Establishing Value

Value = perceived benefits receivedperceived price paid


UPSjobs Key Performance Indicators (KPIs): Perceived Price Paid In 2009

Twitter $7,500 invested

1,313 Followers = $5.71 per follower 574 Tweets = $13.06 per tweet 481 Twitter Leads = $15.59 per lead 142 Twitter Created Applications = $52.82 per appl. 7 Hires = $1,071 per hire 60 Twitter Lists = $125 per list

Facebook $7,500 invested

1,858 FB fans = $4.03 per fan 113 FB likes = $66.37 per like 31.0 FB Post Quality Score = $241.94 per quality point1,274 FB Leads = $5.89 per lead 175 FB Created Applications = $42.85 per application 12 FB Hires = $625 per hire


UPSjobs 2009 Return On Influence: $80,000 Perceived Benefit Received

$25,000*

March 2009 Article $25,000*

Best Campaign Overall Globally: $25,000*

Top 50 Employers Using Twitter To Recruit

$5,000*

* 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.

Media CampaignType Clicks Data Capture

Click thrus to Job Search

Created Applications

Completed Applications Interviews Hires

Facebook -Organic 3,192 1,274 395 175 50 23 12Twitter - Organic 1,456 481 345 142 40 16 7

Media CampaignType Clicks VisitorsUnique Visitors

Avg. Time on 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$

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 Twinfluencecalculated @UPSjobssecond 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 atQCon 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.



Landing-page where Facebookfans 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.


Average time viewed:

3 min 28 sec

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 new mobile WAP site.


92% of source views came from direct traffic.

The UPSjobs.mobi Mobile Friendly Career Website

Within the first monthUPSjobs.mobi is averaging 5,400 visits per week and already driven substantial applicant flow of 309 created applications and 4 hires.

UPSjobs.mobi Online Sourcing August 6, 2010 to 27, 2010

PositionSource code App Created Interviewed Hired

UPS Mobile Driver P0386 31 1 0

UPS Mobile Freight DR P0389 8 0 0

UPS Mobile Freight TLD DR P0390 10 0 0

UPS Mobile Mechanics P0388 2 0 0

UPS Mobile PH2 P0385 231 8 4

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

Cultivate deeper relationships with UPS employees and applicants

ROI of 530% on its 2009 organic social media investment

Establish benchmarks for organic social media Key Performance Indicators (KPIs)

Exceeded '09 community building goals by 130% on Twitter & 180% on Facebook

UPSjobs.mobi site drove 300+ applications & 4 hires within its first month (August 2010)


Keys to successful measurement of your social media

• There is consensus on clear objectives• Agreed upon (and reasonable) stated goals• Key Performance Indicators (KPIs) are tied to Return on Investment• Reliable tracking mechanisms put in place• Adequate monitoring of the Social Media space• Justifiable valuations are set for Return On Engagement/Return on Influence

and included in Return On Investment


@UPSjobs on Twitter UPSjobs on Facebook

Upsjobs.mobi

Thank you.


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