9 Steps to Building a Referral Program that Lands Happy Hires

© Glassdoor, Inc. 2017#HappyHires

9 Steps to Building a

Referral Program That LandsHappy Hires


#HappyHires


agenda

talent landscape has shifted

why referrals are essential for employer branding and recruiting

9 steps to a top notch employee referral program

key takeaways

Q&A


The Talent Landscape Has

Shifted


Source: Glassdoor.com Site Survey, January 2016


People Increasingly Rely on Social Networks

REFERRALS RANKED HIGHER THAN COMPANY CAREER SITES,JOB BOARDS AND EVEN LINKEDIN

Source: US News & World Report, October 2015


Leadership Is Rightfully Concerned

ACCORDING TO RESEARCH BY PWC:

Source: PricewaterhouseCoopers, 17th Annual Global CEO Survey, January 2016


We Had a Remarkable Year for Hiring

Source: Bureau of Labor Statistics

AMERICA’S FALLING UNEMPLOYMENT RATE


Hiring Became Tougher Than Ever

TRENDS IN AVERAGE LENGTH OF INTERVIEW PROCESS (2010-2014)

Source: Glassdoor Economic Research


Why Referrals Are Essential for

Employer Branding and

Recruiting


Referrals Are Essential toa Recruitment Marketing Strategy

REFERRED EMPLOYEES ALSO STAY LONGER BECAUSE:

1. They joined a company with a person they already know and trust.

2. They are better informed about the expectations of job and culture.

Source: Glassdoor DataLabs, July 2016


Referral Hires Have Greater Job Satisfactionand Stay Longer at Companies

Source: Jobvite Index, accessed December 2016


A Referral Program HelpsYou Find Quality Candidates Faster

Source: Undercover Recruiter, accessed December 2016


9 Steps to a Top Notch

Employee Referral Program


Invest in your brand first.

Reinforce your Employee Value Proposition (EVP) through communications and events so employees can tell a consistent, compelling story to referred candidates.

PRO TIP:

1


Investing in Your Brand


Get leadership and hiring manager buy-in.

Send leaders and hiring managers referral statistics on a regular basis, and encourage them to highlight the referral program and key job openings at team meetings.

PRO TIP:

2


Provide the Data


Establish your program incentives and guidelines.

Create and share a referral guide that explains referral policies and procedures. Include an FAQ section on your company intranet or referral landing pages.

PRO TIP:

3


Simplify your referral process.

Question all the assumptions of your existing referral program. Do the policies and procedures take current employee and candidate interests and behaviors into account? If not, determine how you can simplify the process.

PRO TIP:

4


Find the right technology.

5

Consider a holistic technology like a Recruitment Marketing

Platform to manage referrals alongside your other recruitment marketing tactics.

PRO TIP:


Get the word out.

6

Provide templated copy and trackable hyperlinks that allow employees to easily share job opportunities in a few clicks via email, LinkedIn, Facebook, Twitter and other social networks.

PRO TIP:


Referral Programs Mirroring Influencer Advertising

Edelman Global Trust Barometer Survey, 2015 Innovation and the Earned Brand, Edelman, 2015

YOUR EMPLOYEES ARE YOUR BIGGEST BRAND ASSET


Broaden your referral network.

7

Source: SmashFly, Beyond Employees: Employee Referral

Programs Redefined, 2015

Companies that reach beyond

employees get


Measure your success.

8

Source: SmashFly, ERP Survey, 2015


COMPARE KEYREFERRAL METRICS TO

OTHER SOURCES OF HIRE:

• Referral to hire ratio

• Time to hire

• Average cost per referral

TRACK EMPLOYEE ANDUSER ENGAGEMENT WITH YOUR

REFERRAL PROGRAM:

• Open rate and click-through rate on emails

• Number of referrals per department

• Number of referrals per different networks like alumni, vendors, etc.

• Number of social media shares from employees


Continue to nurture referrals.

9

Keep communication open with both the employee who referred,

as well as the candidate. Transparency and honesty will encourage employees to continue to refer, as well as turn referrals into brand advocates, if not potential future hires.

PRO TIP:


Key Takeaways


Key Takeaways

Invest in your brand and refine over time

Keep it simple

Build relationships through timely, targeted nurture

Measure in order to improve

1

2

3

4

© Glassdoor, Inc. 2017#HappyHires© 2016 SmashFly Technologies30

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9 Steps to Building a Referral Program that Lands Happy Hires

Marketing

Transcript of 9 Steps to Building a Referral Program that Lands Happy Hires