Britvic Employee Referral Programme
James Tucker
GB Resourcing Manager
The FIRM Event - 26th April 2012
Agenda
Background to Resourcing at Britvic
The challenge for referrals
The referral programme “The Circle of Trust”
Key referral stats
Some learnings
And just in case you don’t know who we are …
Britvic Resourcing
James Tucker – Me!
In-house resourcing model since 2003 (originally through RPO until 2008)
Team is targeted on CPH, Direct vs Agency, TTH, Customer Satisfaction
A mature model which has successfully driven down a fully loaded CPH over the last 5 years:
2005/06 - £7926
2007/08 - £6822
2009/10 - £4266
2011/12 (YTD) - £2757
GB Team consists of 8 FTE supported by the Talent Acquisition Manager (Group) – Majority are ex Agency/Search consultants
The challenge for referrals
The existing referral programme was:
Poorly communicated
Poorly executed
Had little take up – more of a background noise
We needed to:
Raise the profile – by creating a theme
Make it exciting and talked about
Increase the number of referrals received and also manage the referrals effectively
The Circle of Trust was born
Inspired by the ‘circle of trust’ created by Robert de Niro’s character in the movie ‘Meet the Parents’, we developed a fun and boldly-executed concept using groupings of famous people where one character was outside the circle of trust.
Trust Vs Cash
£500 referral card and entry into annual draw for £5k holiday vouchers
The campaign consisted of a two week teaser campaign supported by additional collateral
RAD award winner 2011
Teaser & Launch Campaign
Adaptable Creative
Relevant Collateral
Key referral Stats
The launch of the Circle of Trust in 2009 increased the No of referrals by 70% and successful No of referred hires by 38%
As we encouraged referrals the success ratio dropped so we need to focus on increasing quality of referral
Year No of referrals
No of referred hires
Referral to hire %
% Total Hires
% Direct Hires
07/08 160 27 17% 13% 22%
08/09 296 42 15% 21% 29%
09/10 504 58 12% 17% 24%
10/11 457 40 9% 11% (14%) 14% (18%)
Learnings/Challenges
The initial referral programme in 2007 – 09 was functional but lacked the engagement of the wider employee population
By creating a theme and supporting collateral it brought life to the programme
Some areas (e.g. Sales) are more predisposed to referral schemes than others (e.g. Marketing) – can you focus mini referral campaigns on those functions
Create a tight policy and process for those that are eligible for the bounty
Be sensitive to internal challenges – redundancies/cost cutting
Be able to articulate the cost benefits to the referral programme
Keep it fresh and evolving
Britvic Soft Drinks? Mixers & Juices??
Questions??
Original Business case
Breakeven - 5 hires Year 1 - 12 hires Year 2 - 24 hires Year 3 - 36 hiresTotal annual hires 120 120 120 120Assumption for number of hires through referral scheme 4% 10% 20% 30%Number of hires through referral scheme 5 12 24 36
Bounty value to referee £500 £500 £500 £500Prize value to referee £5,000 £5,000 £5,000 £5,000
Bounty + prize value £7,500 £11,000 £17,000 £23,000
Gross tax (assuming higher rate tax payer) 66.7% 66.7% 66.7% 66.7%National Insurance 12.8% 12.8% 12.8% 12.8%Promotion budget £10,000 £10,000 £10,000 £10,000
Grand Total (cost to Britvic) £23,463 £29,745 £40,515 £51,285
Average CPH (not including management fee) £5,226 £5,226 £5,226 £5,226Average referral CPH (not including management fee) £4,693 £2,479 £1,688 £1,425
Annual saving £2,668 £32,967 £84,909 £136,851
InputsTotal annual hires 120Promotion budget £10,000Bounty value £500Prize value £5,000
Top Related