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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

3 comments on “Viral #SocialRecruiting: The U.P.S. Road Trip

  1. I found this blog to be very interesting, and I have passed it along to my colleagues.

    My name is Dionne, a San Francisco State University Business Student, and an aspiring recruiter. I am currently working on a class sourcing project for quality part-time workers for physically challenging handler jobs on difficult shifts (late night and early morning) for a large express package delivery firm –where the primary goals are to increase the volume and quality of applicants.

    I would sincerely appreciate the help of professional recruiters and I promise to take less than five minutes of your time. Listed below are the current sourcing methods I am considering for this project. Please look them over and select your top five choices with an (*) that you would recommend to source a warehouse position and/or write in with any additional sourcing methods I may be missing.

    Recommended Sourcing Tools for Warehouse Positions:
    1. Employee referrals
    2. The firm’s corporate career website
    3. Facebook
    4. Google+
    5. Twitter
    6. LinkedIn
    7. Meetup
    8. Google
    9. Bing
    10. Yahoo
    11. Boolean String Search
    12. Monster
    13. Workopolis
    14. Indeed
    15. ReferYes
    16. Pipl
    17. CareerBuilder
    18. BooleanBar
    19. ZoomInfo
    20. Jigsaw
    21. Recruit candidates from industry competitors
    22. Radio advertisements
    23. City career fairs
    24. College career fairs
    25. Newspaper advertisements
    26. Magazines
    27. Billboard advertisements
    28. Job boards
    29. Telephone
    30. Mobile platform recruiting
    31. Recruiting at adult sports events
    32. Direct recruiting at college campuses
    33. Recruiting through college career centers and school bulletins
    34. Advertisements in community career centers and employment offices
    35. Television advertisements
    36. Online advertisements
    37. Job Contests
    38. Online Video Applications
    Others: ___________________________

    Any additional comments or suggestions are welcome and very much appreciated.
    Please either respond directly to the discussion board or email your top five sourcing tool choices to dshort@mail.sfsu.edu.

    For your benefit, if you do choose to respond I will be happy to send you the results of this survey. I will also be happy to send the results of my project upon its completion, including a repeatable process for identifying these candidates. If you would like to receive these results, please indicate your interest in your response.

    Thank you for your time,
    Dionne Short
    SFSU Business Student
    & Aspiring Recruiter

    • Dionne,
      you should seperate out employee referrals and social referrals, @masterburnett can explain my thinking on this, as it is a bit different to his. targeted FB ads would be number 2 for me, connecting to a page for this purpose, followed by youtube video and text messaging (as per UPS). A kind of pass on this text message!
      Bill

  2. […] 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 […]

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