UPS Corporate Workforce Planning partnered with TMP Worldwide to create and deploy a campaign to efficiently and cost-effectively attract, engage, and recruit jobseekers. The UPSjobs "Problem Solved" campaign launched in August 2008, encouraging people to learn more about U.S. employment opportunities at UPS and ultimately driving them to apply at UPSjobs.com.
Due to the amazing success of the campaign on all levels, several organizations have recognized TMP and UPSjobs for the work.
The third annual Forrester Groundswell Awards were announced on October 27, 2009 at the Forrester Research Consumer Forum in Chicago, IL. UPS & TMP Worldwide Advertising & Communications, LLC won the prestigious Social Media award for the campaign, competing against over 140 entries globally.
This competition included participation from most of the leading advertising agencies in the world. TMP Worldwide was the only digital agency focused upon recruitment advertising and communications to be selected as a finalist among all the entries submitted.
The Forrester Groundswell Awards recognize excellence in achieving business and organizational goals with social technology applications. The awards program was developed to support and recognize the principles outlined in the Forrester Research book Groundswell: Winning In A World Transformed By Social Technologies (Harvard Business Press, 2008).
"Every year the quality of business social applications goes up, and marketers become more sophisticated," said Josh Bernoff, Senior Vice President, Idea Development at Forrester and coauthor of Groundswell. "This year's winners stood out in a very competitive field; all of them demonstrate not just creative use of social technologies, but impressive, measurable results."
The Mobile Marketing Association (MMA), announced the winners of its Fifth Annual Global Mobile Marketing Awards during the Annual Dinner and Awards Ceremony on November 17 in Los Angeles. As the MMA's highest honors, these awards recognize companies and their campaigns for spearheading the adoption of the mobile channel for marketing purposes.
For creating the UPS "Problem Solved" recruitment campaign, TMP was the winner in two categories:
Cross-Media Integration Campaign
UPS jobs - Problem Solved: UPS & TMP Worldwide
Best Mobile Campaign Overall Globally: (three-way tie)
- UPS jobs-Problem Solved Mobile Media Campaign Delivers Hires: UPS & TMP Worldwide Advertising
- TIM Father's Day: Gift Express, TIM, McCann Erickson & Mobext
- Who Killed Summer 09 (Vodafone Group), OMD Mobile
UPSjobs "Problem Solved" reached 4 million job seekers in one year, giving them an opportunity to see and hear what it's like to work at UPS from actual UPSers, and the career opportunities awaiting them. It included employee videos of UPS employees, email, retention marketing, college recruitment, search engine optimization, job boards, search engine marketing, social media sites, radio, cable television, text messaging, mobile marketing, and the newspaper. 30,000 responses came from mobile marketing alone.
In one month alone, from October 2008 to November 2008, over 1 million people viewed the UPSjobs Problem Solved videos. The campaign resulted in over 150,000 applications being submitted from August 2008 through December of 2008. With very little paid-media support, over 4 million people have viewed UPSjobs videos across all digital media from August 2008 to August 2009.
As a result of the campaign, over 345,000 interested job seekers have submitted applications since January 2009, greatly reducing online recruitment marketing media costs. In the week of August 17 — August 23, 2009, a typically slow time to attract recruits, there were still over 80,000 page views of the UPSjobs-Problem Solved videos and there is no slowdown in sight.
For more information on the UPSjobs-Problem Solved case study, please visit www.UPSjobs-ProblemSolved.com/Groundswell
About TMP Worldwide:
TMP Worldwide Advertising & Communications, LLC (www.tmp.com) is the world's largest independent recruitment advertising agency and the only recruitment advertising agency recognized among the top 30 U.S. agencies. We are a single source for companies to communicate their employment offerings in order to recruit and retain the best talent. Through online and traditional communications, ROI campaign management services, creative and brand management, diversity enrichment and media planning, TMP delivers industry-specific results across virtually every sector in business and government. Headquartered in New York City with offices throughout North America, Europe, Asia and with affiliates around the globe, TMP continues to set the standard for measurable and cost-effective HR communications. TMP was formerly a division of Monster Worldwide, becoming an independent company in 2006.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters, including North America (NA), Europe, Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit: http://www.mmaglobal.com/www.mmaglobal.com