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© Glassdoor, Inc. 2017 #HappyHires
9 Steps to Building a Referral Program That Lands"
Happy Hires
Glassdoor is a registered trademark of Glassdoor Inc.
© Glassdoor, Inc. 2017 #HappyHires
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"
Webinar Tips for Attendees
© Glassdoor, Inc. 2017 #HappyHires
Featured Speakers
Mallory Brown Content Marketing Manager
at Glassdoor
Josh Zywien Content Manager
at SmashFly
© Glassdoor, Inc. 2017 #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
© Glassdoor, Inc. 2017 #HappyHires
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
© Glassdoor, Inc. 2017 #HappyHires
Leadership Is Rightfully Concerned ACCORDING TO RESEARCH BY PWC:
Source: PricewaterhouseCoopers, 17th Annual Global CEO Survey, January 2016
© Glassdoor, Inc. 2017 #HappyHires
We Had a Remarkable Year for Hiring
Source: Bureau of Labor Statistics
AMERICA’S FALLING UNEMPLOYMENT RATE
© Glassdoor, Inc. 2017 #HappyHires
Hiring Became Tougher Than Ever TRENDS IN AVERAGE LENGTH OF INTERVIEW PROCESS (2010-2014)
Source: Glassdoor Economic Research
© Glassdoor, Inc. 2017 #HappyHires
Why Referrals Are Essential for "Employer Branding and Recruiting
© Glassdoor, Inc. 2017 #HappyHires
Referrals Are Essential to"a 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
© Glassdoor, Inc. 2017 #HappyHires
Referral Hires Have Greater Job Satisfaction"and Stay Longer at Companies
Source: Jobvite Index, accessed December 2016
© Glassdoor, Inc. 2017 #HappyHires
A Referral Program Helps"You Find Quality Candidates Faster
Source: Undercover Recruiter, accessed December 2016
© Glassdoor, Inc. 2017 #HappyHires
"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
© Glassdoor, Inc. 2017 #HappyHires
"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
© Glassdoor, Inc. 2017 #HappyHires
"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
© Glassdoor, Inc. 2017 #HappyHires
"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
© Glassdoor, Inc. 2017 #HappyHires
"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:
© Glassdoor, Inc. 2017 #HappyHires
"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:
© Glassdoor, Inc. 2017 #HappyHires
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
© Glassdoor, Inc. 2017 #HappyHires
"Broaden your "referral network.
7
Source: SmashFly, Beyond Employees: Employee Referral Programs Redefined, 2015
Companies that reach beyond
employees get
© Glassdoor, Inc. 2017 #HappyHires
COMPARE KEY "REFERRAL METRICS TO "
OTHER SOURCES OF HIRE:
• Referral to hire ratio
• Time to hire
• Average cost per referral
TRACK EMPLOYEE AND "USER 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
© Glassdoor, Inc. 2017 #HappyHires
"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:
© Glassdoor, Inc. 2017 #HappyHires
Key Takeaways
Invest in your brand and refine over time
Keep it simple
Build relationships through timely, targeted nurture
Measure in order to improve
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3
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© Glassdoor, Inc. 2017 #HappyHires
Mallory Brown Content Marketing Manager
at Glassdoor
Josh Zywien Content Manager
at SmashFly