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Power of One-to-ManyEmpowering your Employees to be Brand Ambassadors
Michelle RifeBrightEdge, Sr. Director Global Talent Acquisition
Agenda• Introduction • Power in Numbers• Getting Started• Do’s and Don’ts – Best Practices• Referrals and Employment Brand• Looking Ahead• Q & A
INTRODUCTION
“ Recruiting usually requires more than you alone can do,
so I've found that collaborative recruiting and having a culture
that recruits the A players is the best way. “
Steve Jobs
Michelle Rife• 20 + years in Talent Acquisition• Specialty: pre-IPO, growth companies• 1 IPO ; 2 Acquisitions• Building Global Companies / Global Teams
• Leader in SEO and Content Performance Marketing • Company Founded 2007 • Came out of Stealth Mode June 2010• Top VC Investors - $70+ MM in funding• 300 Global Employees 2015• 8,500 Brands / 1,000 Customers 2015• Unique Corporate Partnerships
Quick Facts -
:
Question -
Employee Referrals are your best Recruiting Tool – are you
leveraging them today?How are you doing?
POWER IN NUMBERS
By the NumbersApplications by Source * Hires by Source *
* Source: Jobvite Index 2014
Employee Networks
Employee Networks - Size Matters
10,000 Employees = 4,000,000 Contacts
1,000 Employees = 400,000 Contacts
100 Employees =
40,000 Contacts
According to LinkedIn: The average employee has over 400 contacts across their professional and social networks
Power of “one”
1 Recruiters
100 employees
40,400 potential
candidates
“Employees hired through Employee Referrals are hired 55% faster than those who came through a career site.”
Jobvite Brand Index 2014
What Employers are Saying
Less Time to Hire Less Expensive to Hire Better Cultural Fit Hire Ratio / Yield Better Quality of Hire0
10
20
30
40
50
60
70
80
90
100
67%
51%
70%
20% or 1 in 5
88 %
Employee Referrals
Employee Referrals
* Source: Jobvite
BrightEdge – By the Numbers• # of Employees Referrals hired 2014:
16 (10% of all hires)• # of Employee Referrals hires to date 2015:
20 (40% of all hires)• How did that Happen? …..
We embraced the following Best Practices
GETTING STARTED
“Successful Employee Referral Programs must be strategized and socialized like
any new initiative before launching to ensure your messaging is
properly aligned with your overall Employment Strategy.”
Employee Referrals: Policy vs. Program
Policy• Who is eligible• What is earned• How much is paid • When it is paid • What are the rules
Program• What are the Goals• How you Measure
Success• How you Follow up • How you Communicate• Tools you use
Employee Referrals: Starting Point• Most referrals are activated when a candidate
reaches out to the Employee• It is seldom the Employee who triggers the
referral process through their own networks• If you can revert the typical referral process
and fuse Social Media, you will have an Army of Employees acting as Mini-Recruiters
Goal: Make everyone a Recruiter
Referral vs. Recommendation• Referral = any name, contact info, profile • Recommendation = someone the Employee
knows and believes is a great culture fit for the company
• Does it matter?– Not really, both can result in a great hire – But, preference is to the recommendation
DO’S AND DON’TS
Communication is Key • One of the reasons Employees don’t often refer their
talented friends is because the company isn’t communicating the importance of the Employee Referral Program
• In fact, studies show 60% of Employees expressed willingness to participate in an Employee Referral Program*
• However, only 23% actually do so, because their company doesn’t actively promote the program*
* HR Magazine Article
Basic Rules of Engagement - #1There are certain rules you need to follow to ensure everyone gets on board and stays there:Getting Started:• DO: Get new hires involved right away • DO: Meet 1:1 with Employees to show they matter to go over their
networks• DON’T: Make it complicated, keep it simple, without too many rules• DO: Make it easy to submit Referrals• DO: Encouraging everyone’s participation• DON’T: Require participation• DO: Include everyone, in the ERP eligibility, regardless of position
(Manager level & below)
Basic Rules of Engagement - #2After the Launch:• DO: Provide feedback on all Referrals, whether successful or not• DO: Publicly recognizing those Employees who provide
successful Referrals – do it regularly and enthusiastically!• DO: Promptly pay, if financial incentives are involved• DON’T: Get discouraged if it takes time to get going• DO: Keep reinforcing with Execs, Manager and Employees• DO: Leverage Social Media• DO: Make it FUN!!!
Leverage the Tools you Have• Jobvite Publisher - Every Employee • Company LinkedIn, Facebook, Twitter• Company Website - Make it easy to apply• Email / Inmail Campaigns - Promote Referrals• Internal Teams & Recruiters - A players know
other A players• Management Team Support
Always Remember
When Employees allow you to tap into their Social Networks, they are
trusting you with one of their most valuable assets –
their reputation…guard and respect it
as you would your own
REFERRALS AND EMPLOYMENT BRAND
Exposing your brand, through Employees, to their networks,
is the Holy Grail of recruitment
Leverage Employee’s Social Media to Promote the Brand
Brand Ambassadors Social Media plays a huge role in launching
a successful Employee Referral Program
by transforming your workforce into “Employer Brand Ambassadors”, throughout the Social World,
reaching their relevant contacts and the Passive Talent Market
Promote the Brand • Having your brand talked about on Social Media is every company’s
dream• Even if your Employees fail to bring in any qualified leads, they are still
spreading your Employer Brand – This is GOOD!• Encourage Employees to regularly publish Company Updates, News,
Blogs etc. to LinkedIn, Facebook and Twitter to get the conversation started
• If your Employees are committed to the program, they will:– be actively trying to sell your company as an Employer of Choice – because they are on the inside, speaking from experience, they are more likely
to be taken seriously vs. any recruitment messages you produce yourself
LOOKING AHEAD
Employee Referrals = Retention
Referrals = Cultural Fit
Referrals = ROI & Low Cost per Hire• 88% of Employers rate Employee Referrals above
all other sources for generating the best return on investment *
• Average Cost per Hire:– Employee Referral Hire = $3,000 – $5,000 per hire– Agency Hire = 20% - 25% (average fee) or $20,000 - $25,000 (based on base salary of $100,000)
*Source: Jobvite
Referrals = Increased Length of Employment
*Source: Jobvite
Key Benefits of Employee ReferralsEmployee Referrals can benefit the organization by:
Reducing Time to Fill: Shortened by 10+ days Reducing Hiring Costs: vs. other methods Increased longevity of Hire: 47% of referrals stay 3+ years more vs.
only 14% of those hired from Job Boards Strengthening Company Culture: Referrals are better cultural matches Building Employer Brand and Credibility: More exposure to Social
Media Getting Employees more Engaged: Improved Retention &
Commitment
Ultimately achieving Company Goals and Scaling the Business
Key Things to Remember• The Social Network belongs to the Employee - not the company
– Be respectful if someone does not want to participate• Not all Referrals will be qualified
– Regardless, speak with them• Encourage “A” players to reach out to their Network First
– “A” players know other “A” players• Not all Connections are “close” Connections
– Recruiters may have to do the “heavy lifting” to connect and qualify• Try and gain as much info about the Referral up front
– Helps to pre-qualify• Candidate Experience for Referrals is even more critical
– Treat them with respect and timely follow up Be Transparent and Communicate with Employees
throughout the process
Finally…
Celebrate Employees who Refer Candidates!
Your Name HereCompany Name Here, Position Title HereEmail Here
THANK YOU!
Contact Information:Michelle RifeSr. Director Global Talent [email protected]
Questions and Answers