Similar to its operations, UPS’s recruitment strategy had also evolved from traditional processes to new age strategies. With about 354,000 employees in the US alone, UPS generally recruited about 75% of its annual hires – primarily entry-level workers – between October and December for its busy holiday season. Under Lavery’s leadership, UPS began leveraging social media in 2009 to connect with and engage potential employees. Its talent acquisition team realized that its traditional recruitment strategies, using paper, print, cable, and radio, .

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RESULTS

According to Paul Tanguay, Global Director of Recruitment Strategies for UPS, the company used a multi-pronged approach to hiring in which it used print media and television advertising, and posted job ads on online job boards, but social media was a powerful tool in its toolbox. Social recruitment was a part of the company’s overall strategy where it was integrated into other parts of recruitment strategy like career website, employee referral program, etc. According to the 2016 UPS Pulse of the Online Shopper study in which more than 5,500 shoppers were surveyed, more than three out of four people said they were social media users. This pointed toward the increasing engagement of people on social media...

WHAT NEXT?

After achieving positive results through social media recruiting, the company wanted to further scale up its presence and influence on social media. Though social media had paid off greatly in ROI, the company believed that it had not generated a huge volume of hires through this channel yet...

EXHIBITS

Exhibit I: UPS Business Segments
Exhibit II: Twitter Page of UPS Jobs
Exhibit III: Facebook Page of UPS Jobs
Exhibit IV: UPS Hires by Social Media Source as of December 23, 2010
Exhibit V: UPS Hires by Social Media Source as of December 23, 2011
Exhibit VI: UPSjobs Facebook and Twitter Results, 2009
Exhibit VII: UPS Jobs Social Media Communities – YoY Growth