Join us for a webinar to learn how to build the ultimate referral program in 9 simple steps. Joshua Zywien, Content Manager at SmashFly Mallory Brown, Content Marketing Manager at Glassdoor

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9 Steps to Building a
Referral Program That Lands"
Happy Hires
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#HappyHires

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Featured Speakers
Mallory Brown
Content Marketing Manager
at Glassdoor
Josh Zywien
Content Manager
at SmashFly

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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

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The Talent Landscape Has Shifted

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Source: Glassdoor.com Site Survey, January 2016

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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

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Leadership Is Rightfully Concerned
ACCORDING TO RESEARCH BY PWC:
Source: PricewaterhouseCoopers, 17th Annual Global CEO Survey, January 2016

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We Had a Remarkable Year for Hiring
Source: Bureau of Labor Statistics
AMERICA’S FALLING UNEMPLOYMENT RATE

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Hiring Became Tougher Than Ever
TRENDS IN AVERAGE LENGTH OF INTERVIEW PROCESS (2010-2014)
Source: Glassdoor Economic Research

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Why Referrals Are Essential for"
Employer Branding and Recruiting

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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

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Referral Hires Have Greater Job Satisfaction"
and Stay Longer at Companies
Source: Jobvite Index, accessed December 2016

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A Referral Program Helps"
You Find Quality Candidates Faster
Source: Undercover Recruiter, accessed December 2016

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9 Steps to a Top Notch"
Employee Referral Program

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"
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

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Investing in Your Brand

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"
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

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Provide the Data

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"
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

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"
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

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"
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:

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"
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:

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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

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"
Broaden your "
referral network.
7
Source: SmashFly, Beyond Employees: Employee Referral Programs
Redefined, 2015
Companies that
reach beyond
employees get

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"
Measure your
success.
8
Source: SmashFly, ERP Survey, 2015

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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

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"
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:

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Key Takeaways

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Key Takeaways
Invest in your brand and refine over time
Keep it simple
Build relationships through timely, targeted nurture
Measure in order to improve
1
2
3
4

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Mallory Brown
Content Marketing Manager
at Glassdoor
Josh Zywien
Content Manager
at SmashFly

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