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PepsiCo Employee Referral Programme
Dan Fitzpatrick - Talent Acquisition Manager Jen Silvester - Talent Acquisition Coordinator
Global Beverages
Global Snacks
Global Nutrition
Brands
22billion-dollar
brands
Performance
More than $66 billion
revenue
Scale
>200 countries & territories
People
More than 250,000employees
PepsiCo is a global food and beverage powerhouse. Our broad range of more than 3,000 delicious products offers consumers
convenient, nutritious and affordable options in nearly every country around the world.
Who are we?
22 Billion-Dollar Brands
More Than 40 $250 Million–$1 Billion Brands
PepsiCo Mega Brands
1. Scoping2. Diagnosing
the issue 3. Determining the Solution
4. Planning & Implementing the Solution
5. Evaluating & Sustaining the
Solution
Project Plan
How do we define our Employee Referral Programme?
•PepsiCo defines their employee referral to be the preferred mode of sourcing and encourages the use ofemployee referral to drive:
•Quality of Hire•Productivity•Retention
•PepsiCo’s Employee Referral Programme encourages employees to recommend people in their professionalnetworks for select vacancies. Subject to successful referral, the employee will receive a pre-defined cashreward or approved charity donation.
Why did we refresh our Employee Referrals Programme?
The PepsiCo global average of external referrals in 2013 was only 5%
• Not enough hires made via referral •In 2013 15% of our external hires were via referral, industry benchmark would be 30% •Mixed success across UK based functions
Why was that?
• Limited visibility of the referral scheme• Inconsistent promotion by the TA team for hard to fill roles• We don't take advantage of our employees networks• Inefficient referral submission process
1. Scoping2. Diagnosing
the issue
How did we begin?
• Industry benchmarking against policy/incentive
• New Employee Referral Policy and submission process
• UK/Europe wide comms via multiple channels – banners/emails/posters/screensavers
• Comms maintained throughout the year and beyond...
• Align Our HR partners at Head Office, senior HR Partners around Europe and internal Comms Team
• Greater recognition for those that submit successful referrals
3. Determining the Solution
Policy on a page 4. Planning & Implementing the Solution
Who is eligible to submit a referral at PepsiCo...
All employees on PepsiCo payroll up to and including B2 with a GPID are eligible to participate in the scheme – excluding members of the Talent Acquisition Team
No referral payment will be made where the referrer has a direct impact in the hiring decision, for example, will be the recruited candidate’s hiring manager or is involved in the assessment process
The person making the referral must be employed by PepsiCo at the time in which the incentive is due to be paid
The referred candidate must not work currently or have worked for PepsiCo in the last 12 months as a permanent employee, contractor or on a temporary basis
All referrals must be qualified leads, therefore the referrer must be able to provide First name, Surname, Phone Number & Email address
A referral will not be eligible if a candidate has already been assessed for a role in the last 6 months
A referral is not eligible if already connected or had been in contact with a member of the Talent Acquisition team within the last 6 months
Referrals are submitted via the Referrals Portal for a specific role. If a candidate is referred by more than one person, the referral fee will be paid to the referrer who has submitted the candidate first
Jan Feb March April May June July August Sep Oct Nov Dec
2014
2015
Pull-up Banners across Sites (artwork varies depending onsites)
Countdown: Wkly Career Email
Pull-up Banners across Sites (artwork varies depending on sites)
Posters: Make a Packet / Juicy Bonus
Summer: Weekly Career Possibilities Email
Autumn: Weekly Career Possibilities Email
Xmas Email
Posters: Dew a Bonus / Oats So Simple
Posters: Do Us a Quaver / Squeeze your Network
Posters Make a Packet / Juicy Bonus
Posters: Dew a Bonus / Oats So Simple
Posters: Do Us a Quaver / Squeeze your Network
Summer: Weekly Career Possibilities EmailAutumn :Weekly Career
Possibilities EmailSpring: Weekly Career Possibilities Email
Screen saver – Ad Hoc (whenever available)
Screen saver – Ad Hoc (whenever available)
Xmas Eamil
Communications timeline
We had fun with our brands
We implemented a weekly comms plan to ensure sustainability 5. Evaluating & Sustaining the
Solution
We give greater recognition to colleagues who submit successful referrals
What has the impact been so far?
• Fantastic feedback from our stakeholders
• Lots of external interest generated from LinkedIn sharing
• Number of candidates successfully referred as risen from 15% to 20% since we re launched the programme
• We have hired 1 in 3 of all of our referrals
• The referral programme is the 2nd most effective way of attracting talent to our business
• We’re now rolling the programme out across Europe
What went well?
Actual launch went well – logistically all the right materials were in all the right locations!
TA adopting the right behavioural approach to ensure we are always promoting the referral scheme
Materials (posters, banners, emails) used very well received by the business – never seen materials like ours, had fun with our brands, demonstrated a sense of humour
Less focus on ‘big bang’ launch and lots of freebies and more focus on personal recognition for the referrer with simple things like thank you cards and a sustained approach to marketing
Buy in from functions/wider HR was fantastic, we gave them what they wanted in terms of a simple policy/process
Results - upped referrals by 5% - still a way to go which shows importance of sustainability. Professional hiring – not just volume
External recognition for the scheme - Shortlisted as finalists for two externally recognised awardsBest employee referral strategy - http://inhouserecruitmentawards.co.uk/2014-finalists/Best Employee Referral Programme - http://www.thefirmawards.com/
What would we do different?
Would have engaged with the global team sooner
Engage local comms team earlier, we got lucky because they liked our creatives
Recommended Reading
http://www.careerbuildercommunications.com/pdf/referralbook.pdf
http://www.slideshare.net/firmnetwork
Questions?