Building a Referral Brand

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Information about Building a Referral Brand
Business & Mgmt

Published on July 23, 2009

Author: vedavyasa

Source: slideshare.net

Description

Building a Employee Referral Brand is like any other Brand building exercise. Think it is easy because employees are a captive audience ? Think again. Some simple thoughts to help.

Building a Referral Brand

Why do you need Employee Referrals ? Increased Referrals Indicates Happy Employees A better cultural fit of new joinees ‘ Reward’ and ‘Recognition’ Sense of pride in building workforce Increased Referrals Lesser time on sourcing for recruitment Lesser ‘selling’ of opportunity required Better ‘leads’ to ‘conversion’ ratio Optimized cost of sourcing

Increased Referrals

Indicates Happy Employees

A better cultural fit of new joinees

‘ Reward’ and ‘Recognition’

Sense of pride in building workforce

Increased Referrals

Lesser time on sourcing for recruitment

Lesser ‘selling’ of opportunity required

Better ‘leads’ to ‘conversion’ ratio

Optimized cost of sourcing

LET’S START

Understand the elements

Ask? Promotions/Communication Are your employees aware of the program ? Does you program/communication drive to Action? Are you communicating clearly and completely in the nest possible manner ? Employee Are your employees aware of the program and the need to refer ? Have you understood your employees’ priorities ? Have you gained their faith and trust? Are your employees sufficiently happy, satisfied and motivated to refer more employees ? Requirement Are you clear on what to ask for ? Are you clear on whom you wish to hire? Are you sure of when to ask your employees? Are you able to express your requirement in the best possible manner? System Is your recruitment/referral system user friendly? Does your system allow easy retrieval for both employee, candidate and recruiter? Does your system provide relevant status reports easily ? Recruitment Are your recruiters aware of the program/process? Are your recruiters geared to provide feedback? Are your recruiters motivated enough to focus on referrals? Is there a discipline to drive proper requirement expression, processing and feedback?

Promotions/Communication

Are your employees aware of the program ?

Does you program/communication drive to Action?

Are you communicating clearly and completely in the nest possible manner ?

Employee

Are your employees aware of the program and the need to refer ?

Have you understood your employees’ priorities ?

Have you gained their faith and trust?

Are your employees sufficiently happy, satisfied and motivated to refer more employees ?

Requirement

Are you clear on what to ask for ?

Are you clear on whom you wish to hire?

Are you sure of when to ask your employees?

Are you able to express your requirement in the best possible manner?

System

Is your recruitment/referral system user friendly?

Does your system allow easy retrieval for both employee, candidate and recruiter?

Does your system provide relevant status reports easily ?

Recruitment

Are your recruiters aware of the program/process?

Are your recruiters geared to provide feedback?

Are your recruiters motivated enough to focus on referrals?

Is there a discipline to drive proper requirement expression, processing and feedback?

Roles they play Customer, Indirect Stakeholder Owner, Beneficiary, Stakeholder, Driver Key Critical, Enabler Critical, Enabler Promotions/Communication Requirement Employee Recruitment System

TG Motivation Pride? Will your employees feel a sense of pride to refer candidates to your brand? Can you wait for this ? Money? Does monetary motivate employees to refer ? How much is enough ? Faith? Have users been delivered the faith through feedback, rewards? If user experience is not good, then what will make a difference? Need? Do your employees know your hiring plans well in advance ? Are they equipped to match your hiring patterns?

Pride?

Will your employees feel a sense of pride to refer candidates to your brand? Can you wait for this ?

Money?

Does monetary motivate employees to refer ? How much is enough ?

Faith?

Have users been delivered the faith through feedback, rewards? If user experience is not good, then what will make a difference?

Need?

Do your employees know your hiring plans well in advance ? Are they equipped to match your hiring patterns?

Remember Your employees are not staffing consultants They have their own work to do too They can make a choice Your referral program is a ‘experiential product’ One bad experience will be marketed faster than many good experiences

Your employees are not staffing consultants

They have their own work to do too

They can make a choice

Your referral program is a ‘experiential product’

One bad experience will be marketed faster than many good experiences

WHAT YOU COULD DO?

STICK TO THE BASICS Keep it Simple Simple program Simple system (as easy as the internet) Simple communication (keep it short, simple) Simple requirements (Keep it clear, specific)

Simple Have a Referral portal . Employees should be able to view opportunities, refer, share information with their networks, view status of their referral. Name you portal the same as the program Name your Program. Have regular email communication. Maintain the Brand consistently. Remember brands take time to be built Interact. In a people dependent process, people interaction is the best way to improve experience Feedback. Ensure proper and complete feedback is provided Time. Give employees enough time. Process in time. Feedback in time. Benefits on time What’s on the menu? Give clear and specific requirements. Give requirements that can be referred to

Build Your referral brand Portal Communication -Periodic Emails -Recruiter meets Recruiters - Response mechanism -Talk to employees -Referral cards(hand out visiting card sized cards to employees they meet) -Attend employee meets -information -Requirements -Reports Events -Create a referral fest -Make it a 360 degree campaign -Have it every year -Make employees a part of it Story -Build a story -have the story in all your communication -Carry the story forward System -Integrate with your referral portal -keep improving

KEEP THINKING… Employee Referral programs and Brands are long term plans [email_address]

Employee Referral programs and Brands are long term plans

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