Tag Archive for U.P.S. Case Study

Brilliant #SocialRecruiting Is A Marathon

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.

Bill

LINKS

Mike Vangel
UPS On Facebook

Viral #SocialRecruiting: The U.P.S. Road Trip

What does it take to make your recruiting  message viral? You want your message, and your opportunities to reach far and wide, particularly when you are hiring in large numbers. There has been plenty of discussion about whether gamification works, and if competitions and games attract players rather than candidates. I understand the critics point of view, but I’ve also seen some great examples that have countered the argument.

Mike Vangel of T.M.P. is an old friend of #Tru, having led a track on U.P.S.’s social recruiting efforts at #truBoston. I also got the opportunity to see him present at the Recruiting Innovation Summit. I have a lot of time for his thinking, and admire that he is very open in sharing the data behind the campaigns. I’m hoping we will be able to tempt him over to London in Feb for #truLondon5. U.P.S. have a great social recruiting story to tell.

Mike spoke to me recently prior to the launch of U.P.S.’s  “Road Trip” game on FaceBook, and I’ve been following this closely since the campaign launched on October 10′th.The game finishes on December 16′th, so I thought it was worth making a half time report, and it is so far so good. The game is aimed at recruiting seasonal driver helpers and part-time package handlers.

The concept of the game is that players enter by signing up for the UPS jobs newsletter and by voting for their favourite careers video, and sharing content or inviting friends to take part. The grand prize for the sweepstake, and it is a random draw, will be a gift voucher for Zappos up to the value of $2,000.00, with a weekly draw for a $100 voucher. The prize is up to $2,000 because the pot goes up the more likes the page gets. There’s currently 26,142 fans with the most important number, 782 people talking about it.

I see the “talking about” number on a fan page as being far more important than fan numbers, because this represents how many people are actively engaging with the page, whether its liking, sharing or commenting. 782 is particularly high for a careers page, so the campaign is obviously working.

Mike Vangel

When you first visit the U.P.S. jobs page, the landing page is a countdown clock to the end of the road trip, a promo logo and a button to enter and find out more about U.P.S. Jobs. Once you enter, you are taking to a page with 26 video’s to choose from or vote on, video’s from opportunities for women through to senior managers getting interviewed. Each video has a button to vote for your favourite, and an opt out button to share the video to your wall. This is a great way to promote the full career video catalogue and give potential employees to choose those that closest match their area of interest, from the corporate stuff like diversity, through to individual job types. Checking on the U.P.S. YouTube Channel, the viewing figures have grown considerable since the start of the competition, with the most popular of the video’s topping 5,000 views.

Once you’ve entered, you can invite friends to the sweepstake either via your wall or by invites. You get your friend list and earns another chance in the draw. What I like about this game is that it is simple to follow and enter. From the headlines I have been given by Mike when we spoke last, it has already been very successful at building up the talent network. (A talent network is people signed up for notifications of jobs and updates.) Applications for jobs are well up, both through the campaign and the work4labs application on the U.P.S. Jobs page. Promotion has been entirely through shares, Facebook and Twitter with no paid for media. It has been an undoubted success for U.P.S. in hiring seasonal staff and getting the message out there. Hats off to U.P.S. and Mike Vangel on this campaign.

The U.P.S. Jobs Sweepstake

Mike Vangel