Last year I had the pleasure of spending time with Mike Vangel of TMP Worldwide. Recently I blogged about the UPS Road trip Competition he put together for sourcing a high volume of contract staff from loaders to drivers to cover the Christmas peak. It was an impressive campaign that got real results.
I first met Mike at #truBoston when he ran a track. telling the U.P.S. story so far. What struck me about Mike was how open he was to sharing the data and results that U.P.S. were getting from their social recruiting accounts. and the way in which they have built a following, and more importantly hires.
Vangel’s story of how social recruiting can evolve in a corporate environment.Like similar projects of this type, UPS recognised that it would take 3 years to be really effective. Mike also recognised and respected the need for restraint and respect for the brand during the roll out. It’s easy to rush gung-ho in to launching in every channel and making plenty of noise. This approach, when your working with a corporate who are concerned with protecting the brand, is usually the best way to go. Vangel measured everything against agreed objectives, so that he could demonstrate progress, reassure the corporate chiefs and earn the right to move to the next stage.
For social recruiting evangelists this can be frustrating, but it is the way to win support. This might be as simple as starting with an automated twitter feed in order to get some response, applications and hires. I understand how frustrating this might be for some, I can hear the tut, tutting and the comments of the need for engagement, but it is important to remember that this is the first step on the road to social recruiting. The same might apply to setting up a Facebook fan page and disabling comments. It takes away the fear and allows for content control. This builds belief in what can be achieved, and allows for an opening up of the page in stages, as others get to understand social better.
Taking the slow build approach over 3 years allowed UPS to build step by step, starting with YouTube videos of employees.and two LinkedIn recruiter accounts. From these small steps, they have now run fully integrated social accounts in all the channels, with no spend on paid for media. In Vangels presentation at the Recruiting Innovation Summit he outlined the journey UPS have taken so far, and where they are going next. Two points that really stand out in the data is the importance of having a mobile site when you are using social to attract candidates, and the real results that are achieved from text. In the age of sexy mobile apps and the mobile web, I think we often overlook the power of text. Mike opened my eyes to this, using the data to prove it, and as a result I now include text in all my thinking.
Mike has kindly provided me with his slide deck from his presentation, that includes all the steps they took to full integration, and the results (and estimated value) at each stage. I recommend you view this in full screen to appreciate all the numbers, it’s a brilliant story of slow, steady success. The statement that really stood out for me in Vangels presentation is:
“Social recruiting: It’s a marathon not a sprint!”
It’s a great point, and one to bear in mind if you are concerned about the slow progress your organisation might be making.
Thanks Mike for sharing. It’s a great story of brilliant social recruiting!
You can read my last post on the UPS road trip competition that brings the story up to date.