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UPS - Seasonal Recruitment Goes Mobile

Mon Nov 24, 2008 - 3:34 PM EST - By Annie Latham

According to a MediaPost story, UPS is leveraging mobile to line up seasonal employees (driver assistants and shippers) that allows prospects to apply via cell phone when they see any print or outdoor ad. The prospects are asked to text "UPSJobs" to #95495. The acknowledgement from UPS includes a link to the company’s application site. There are two phases to this campaign. In phase one, which focused on hiring drivers, there was a 96% click-through rate for those who send text messages indicating they wanted to learn more about the jobs available. Anyone with a Centro, Treo or other Web-enabled phone can apply on the spot via their phone. When UPS did this to recruit drivers, there was over eight thousand opt-ins, with 96% clicking through. The forecast for this seasonal recruiting effort is that 30,000 people will opt-in after being exposed to UPS ads in traditional print, radio or TV. It will be interesting to see if this becomes a trend in 2009 - call it Recruitment 2.0.

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