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Power of One-‐to-‐Many Empowering your Employees to be Brand Ambassadors
Michelle Rife BrightEdge, Sr. Director Global Talent AcquisiEon
Agenda • IntroducEon • Power in Numbers • GeHng Started • Do’s and Don’ts – Best PracEces • Referrals and Employment Brand • Looking Ahead • Q & A
“ Recrui)ng usually requires more than you alone can do,
so I've found that collabora)ve recrui)ng and having a culture
that recruits the A players is the best way. “
Steve Jobs
Michelle Rife • 20 + years in Talent AcquisiEon • Specialty: pre-‐IPO, growth companies • 1 IPO ; 2 AcquisiEons • Building Global Companies / Global Teams
• Leader in SEO and Content Performance MarkeEng • 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 -‐
:
QuesEon -‐
Employee Referrals are your best RecruiEng Tool – are you
leveraging them today? How are you doing?
Employee Networks -‐ Size Magers 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
“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
67%
51%
70%
20% or 1 in 5
88 %
0
10
20
30
40
50
60
70
80
90
100
Less Time to Hire Less Expensive to Hire Beger Cultural Fit Hire RaEo / Yield Beger Quality of Hire
Employee Referrals
Employee Referrals
* Source: Jobvite
BrightEdge – By the Numbers • # of Employees Referrals hired 2014:
Ø 16 (10% of all hires) • # of Employee Referrals hires to date 2015:
Ø 20 (40% of all hires) • How did that Happen? …..
We embraced the following Best PracSces
“Successful Employee Referral Programs must be strategized and socialized like any new iniEaEve 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: StarEng Point • Most referrals are acEvated 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 acEng as Mini-‐Recruiters
Referral vs. RecommendaEon • Referral = any name, contact info, profile • RecommendaSon = someone the Employee knows and believes is a great culture fit for the company
• Does it maYer? – Not really, both can result in a great hire – But, preference is to the recommendaEon
CommunicaEon is Key • One of the reasons Employees don’t oren refer their talented friends is because the company isn’t communicaSng the importance of the Employee Referral Program
• In fact, studies show 60% of Employees expressed willingness to parEcipate in an Employee Referral Program*
• However, only 23% actually do so, because their company doesn’t acEvely promote the program*
* HR Magazine ArEcle
Basic Rules of Engagement -‐ #1 There are certain rules you need to follow to ensure everyone gets on board and stays there: Ge\ng Started: • DO: Get new hires involved right away • DO: Meet 1:1 with Employees to show they mager 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 parEcipaEon • DON’T: Require parEcipaEon • DO: Include everyone, in the ERP eligibility, regardless of posiEon
(Manager level & below)
Basic Rules of Engagement -‐ #2 A]er 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 enthusias)cally! • DO: Promptly pay, if financial incenEves are involved • DON’T: Get discouraged if it takes Eme 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, Twiger • 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
trusSng you with one of their most valuable assets –
their reputa)on… guard and respect it
as you would your own
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
sEll spreading your Employer Brand – This is GOOD! • Encourage Employees to regularly publish Company Updates,
News, Blogs etc. to LinkedIn, Facebook and Twiger to get the conversaEon started
• If your Employees are commiged to the program, they will: – be acEvely 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
Referrals = ROI & Low Cost per Hire • 88% of Employers rate Employee Referrals above all other sources for generaSng 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
Key Benefits of Employee Referrals Employee Referrals can benefit the organizaSon by:
Ø Reducing Time to Fill: Shortened by 10+ days Ø Reducing Hiring Costs: vs. other methods Ø Increased longevity of Hire: 47% of referrals stay 3+ years more vs. only 14% of those hired from Job Boards
Ø Strengthening Company Culture: Referrals are beger cultural matches
Ø Building Employer Brand and Credibility: More exposure to Social Media
Ø Ge\ng Employees more Engaged: Improved RetenEon & Commitment
UlSmately achieving Company Goals and Scaling the Business
Key Things to Remember • The Social Network belongs to the Employee -‐ not the company
– Be respecwul if someone does not want to parEcipate • 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 ConnecSons are “close” ConnecSons
– Recruiters may have to do the “heavy liring” 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 criScal
– Treat them with respect and Emely follow up Be Transparent and Communicate with Employees
throughout the process
Your Name Here Company Name Here, Position Title Here Email Here
THANK YOU!
Contact InformaSon: Michelle Rife Sr. Director Global Talent AcquisiSon BrightEdge [email protected]