Britvic Employee Referral Programme

James Tucker

GB Resourcing Manager

The FIRM Event - 26th April 2012

Agenda

Background to Resourcing at Britvic

The challenge for referrals

The referral programme “The Circle of Trust”

Key referral stats

Some learnings

And just in case you don’t know who we are …

Britvic Resourcing

James Tucker – Me!

In-house resourcing model since 2003 (originally through RPO until 2008)

Team is targeted on CPH, Direct vs Agency, TTH, Customer Satisfaction

A mature model which has successfully driven down a fully loaded CPH over the last 5 years:

2005/06 - £7926

2007/08 - £6822

2009/10 - £4266

2011/12 (YTD) - £2757

GB Team consists of 8 FTE supported by the Talent Acquisition Manager (Group) – Majority are ex Agency/Search consultants

The challenge for referrals

The existing referral programme was:

Poorly communicated

Poorly executed

Had little take up – more of a background noise

We needed to:

Raise the profile – by creating a theme

Make it exciting and talked about

Increase the number of referrals received and also manage the referrals effectively

The Circle of Trust was born

Inspired by the ‘circle of trust’ created by Robert de Niro’s character in the movie ‘Meet the Parents’, we developed a fun and boldly-executed concept using groupings of famous people where one character was outside the circle of trust.

Trust Vs Cash

£500 referral card and entry into annual draw for £5k holiday vouchers

The campaign consisted of a two week teaser campaign supported by additional collateral

RAD award winner 2011

Teaser & Launch Campaign

Adaptable Creative

Relevant Collateral

Key referral Stats

The launch of the Circle of Trust in 2009 increased the No of referrals by 70% and successful No of referred hires by 38%

As we encouraged referrals the success ratio dropped so we need to focus on increasing quality of referral

Year No of referrals

No of referred hires

Referral to hire %

% Total Hires

% Direct Hires

07/08 160 27 17% 13% 22%

08/09 296 42 15% 21% 29%

09/10 504 58 12% 17% 24%

10/11 457 40 9% 11% (14%) 14% (18%)

Learnings/Challenges

The initial referral programme in 2007 – 09 was functional but lacked the engagement of the wider employee population

By creating a theme and supporting collateral it brought life to the programme

Some areas (e.g. Sales) are more predisposed to referral schemes than others (e.g. Marketing) – can you focus mini referral campaigns on those functions

Create a tight policy and process for those that are eligible for the bounty

Be sensitive to internal challenges – redundancies/cost cutting

Be able to articulate the cost benefits to the referral programme

Keep it fresh and evolving

Britvic Soft Drinks? Mixers & Juices??

Questions??

Original Business case

Breakeven - 5 hires Year 1 - 12 hires Year 2 - 24 hires Year 3 - 36 hiresTotal annual hires 120 120 120 120Assumption for number of hires through referral scheme 4% 10% 20% 30%Number of hires through referral scheme 5 12 24 36

Bounty value to referee £500 £500 £500 £500Prize value to referee £5,000 £5,000 £5,000 £5,000

Bounty + prize value £7,500 £11,000 £17,000 £23,000

Gross tax (assuming higher rate tax payer) 66.7% 66.7% 66.7% 66.7%National Insurance 12.8% 12.8% 12.8% 12.8%Promotion budget £10,000 £10,000 £10,000 £10,000

Grand Total (cost to Britvic) £23,463 £29,745 £40,515 £51,285

Average CPH (not including management fee) £5,226 £5,226 £5,226 £5,226Average referral CPH (not including management fee) £4,693 £2,479 £1,688 £1,425

Annual saving £2,668 £32,967 £84,909 £136,851

InputsTotal annual hires 120Promotion budget £10,000Bounty value £500Prize value £5,000