Austin Cooke


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Austin Cooke's Spring 2008 ERE Expo presentation

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  • Austin Cooke

    1. 1. Employee Referral Program Case Study 06/02/09 Company Confidential – VistaPrint © 2007 Austin Cooke Vice President, Global Recruiting April 1, 2008
    2. 2. The Company <ul><li>Target Market </li></ul><ul><ul><li>40 million “Small Office & Home Office” (SOHO) micro-businesses in North America & Europe </li></ul></ul><ul><ul><li>Estimated $19 billion annual market </li></ul></ul><ul><li>Powerful Advantages </li></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Internet direct marketing </li></ul></ul><ul><ul><li>Huge order volume </li></ul></ul><ul><ul><li>Lower costs </li></ul></ul><ul><li>Global Presence </li></ul><ul><ul><li>US Technology and Marketing Operations </li></ul></ul><ul><ul><ul><li>Lexington, Massachusetts </li></ul></ul></ul><ul><ul><li>European Marketing </li></ul></ul><ul><ul><ul><li>Barcelona, Spain </li></ul></ul></ul><ul><ul><li>Manufacturing </li></ul></ul><ul><ul><ul><li>Windsor, Canada </li></ul></ul></ul><ul><ul><ul><li>Venlo, Netherlands </li></ul></ul></ul><ul><ul><li>Customer Support Operations </li></ul></ul><ul><ul><ul><li>Montego Bay, Jamaica </li></ul></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007 06/02/09 Company Confidential – VistaPrint © 2007
    3. 3. What We Do 06/02/09 Company Confidential – VistaPrint © 2007 06/02/09 Company Confidential – VistaPrint © 2007 VistaPrint makes it easy for small businesses to get great looking design, print and marketing services at unbelievable prices
    4. 4. Helping Small Businesses Market Their Business 06/02/09 Company Confidential – VistaPrint © 2007 Business Cards Stationery Envelopes Presentation Folders Postcards Websites Note Pads Sticky Notes Checks T-Shirts Rubber Stamps Logos E-mail marketing Creative Services Pens added in last two years 2003 2007 Business Cards Business Cards
    5. 5. 30 Quarters of Hyper Growth <ul><li>“ VistaPrint is experiencing a secular growth phase that is allowing it to grow through the cyclical challenges of its competitors, which is one of the greatest signs of the emergence of an enduring and transformational business institution. ” Stifel Nicolaus & Co., February 2008 </li></ul><ul><li>“ [VistaPrint’s] growth rate beat Google’s. … a “category killer,” like Home Depot for its potential to reshape an industry. ” Rob Gavin, The Boston Globe – May 18, 2007 </li></ul><ul><li>“ More and more, VistaPrint looks like a classic supercompany, destined to rank with Dell, Starbucks, Amazon or eBay. ” Motley Fool – January 2007 </li></ul><ul><li>“ VistaPrint offers a classic case of disruptive innovation. ” InfoTrends/CapVentures in an un-sponsored white paper on VistaPrint, May 2005 </li></ul>06/02/09 Company Confidential – VistaPrint © 2007 $millions 2001 2008 Quarterly Revenue U.S. Non-U.S.
    6. 6. Our Challenge (7.15.06) <ul><ul><li>Hire the right people with the right skills to fuel the “hyper growth” engine of VistaPrint. </li></ul></ul><ul><ul><li>Keep the bar “ridiculously” high and don’t lower it! </li></ul></ul><ul><ul><li>Hire world-class engineers, analysts, and direct marketers globally </li></ul></ul><ul><ul><li>Recruit talent from top companies (Amazon, Microsoft, Capital One, etc.) </li></ul></ul><ul><ul><li>Hire from the best schools (Harvard, Princeton, MIT, CMU, etc.) </li></ul></ul><ul><ul><li>The team consisted of 1 full time recruiter and 4 contractors in Boston </li></ul></ul><ul><ul><li>Less than 19% of all hires came from employee referrals </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    7. 7. The Idea <ul><li>What if everyone in the company referred one person a year? </li></ul><ul><ul><li>We would grow the Recruiting Team from 5 to 740 recruiters overnight! </li></ul></ul><ul><ul><li>We would create a culture that encourages everyone to be responsible for recruiting (not just HR) </li></ul></ul><ul><ul><li>We would double the company’s headcount every year </li></ul></ul><ul><ul><li>We would empower our employees to be our culture gatekeepers </li></ul></ul><ul><ul><li>We would challenge our employees to find people they want to work with </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    8. 8. Our Concept <ul><li>Everyone Here is a Recruiter </li></ul>06/02/09 Company Confidential – VistaPrint © 2007
    9. 9. Our Roadmap <ul><ul><li>We received enthusiastic support from VistaPrint leadership (CEO) </li></ul></ul><ul><ul><li>We developed trust with our people </li></ul></ul><ul><ul><li>We named the program </li></ul></ul><ul><ul><li>We offered clear & creative incentives </li></ul></ul><ul><ul><li>We aggressively marketed the program internally </li></ul></ul><ul><ul><li>We made the process easy & clear </li></ul></ul><ul><ul><li>We publicly recognized the people who participated </li></ul></ul><ul><ul><li>We started tracking and publishing referral metrics weekly </li></ul></ul><ul><ul><li>We got “spouses” and “significant others” involved </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    10. 10. The Roadmap <ul><li>We got leadership support </li></ul><ul><ul><li>Letter from the CEO announcing the importance of the program </li></ul></ul><ul><ul><li>Presentation at quarterly all-staff meeting </li></ul></ul><ul><ul><li>Managers talk about the program at staff meetings </li></ul></ul><ul><ul><li>Announcements at the “holiday party” </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    11. 11. The Roadmap <ul><li>We developed trust with our people </li></ul><ul><ul><li>We followed up with all referrals </li></ul></ul><ul><ul><li>We kept employees informed of their referral status </li></ul></ul><ul><ul><li>We provided open & honest feedback on all referrals </li></ul></ul><ul><ul><li>We dedicated significant time to recruiting internally </li></ul></ul><ul><ul><li>We created the 1 week rule within our team </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    12. 12. The Roadmap <ul><li>We named the program </li></ul><ul><ul><li>ERP means different things to different groups within our company </li></ul></ul><ul><ul><li>We chose a name that was easy to remember </li></ul></ul><ul><ul><li>We chose a name that was easy to refer to </li></ul></ul><ul><ul><li>We created a buzz with the name </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    13. 13. The Roadmap <ul><li>We offered clear and creative incentives </li></ul><ul><li>Monetary bonus </li></ul><ul><ul><ul><li>$1,500 flat fee (we experimented with a “hot jobs” list) </li></ul></ul></ul><ul><li>Monthly raffle </li></ul><ul><ul><ul><li>iPod Nano </li></ul></ul></ul><ul><ul><ul><li>$100 Visa gift card </li></ul></ul></ul><ul><li>Special incentives </li></ul><ul><ul><ul><li>2 tickets to Red Sox opening day </li></ul></ul></ul><ul><ul><ul><li>Recruiting team hosted, cooked and served breakfast </li></ul></ul></ul><ul><li>Grand Prize </li></ul><ul><ul><ul><li>Trip to Hawaii </li></ul></ul></ul><ul><ul><ul><li>54” Plasma TV with Bose Surround Sound </li></ul></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    14. 14. The Roadmap <ul><li>We marketed the program internally </li></ul>06/02/09 Company Confidential – VistaPrint © 2007 placed posters around the office desk drops for the launch hosted a company party sent postcards to employees’ homes sent weekly emails
    15. 15. The Roadmap <ul><li>We made the process clear & easy </li></ul><ul><ul><li>We clearly communicated open positions on a weekly basis </li></ul></ul><ul><ul><li>We provided clear & easy steps on how to submit referrals </li></ul></ul><ul><ul><li>We provided 1 point of contact for questions </li></ul></ul><ul><ul><ul><li>1 full-time marketer manages the program </li></ul></ul></ul><ul><ul><li>We provided clear & easy steps on how to submit referrals </li></ul></ul><ul><ul><ul><li>Given to new hires in orientation </li></ul></ul></ul><ul><ul><ul><li>Sent out weekly in email </li></ul></ul></ul><ul><ul><li>Rules and submission instructions are kept on the company intranet </li></ul></ul><ul><ul><li>Flat fee by geography </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    16. 16. The Roadmap <ul><li>We publicly recognized people who participated </li></ul><ul><ul><li>Each week we sent out an email with the names of people who had made referrals that week </li></ul></ul><ul><ul><li>We recognized new hires that were a result of a referral and named the employee who made the referral </li></ul></ul><ul><ul><li>All prizes were given away at high profile company events </li></ul></ul><ul><ul><li>We promoted the program with a DVD that featured employees who participated in the program </li></ul></ul><ul><ul><li>We displayed a running chart in the café that list all of the people eligible for the grand prize </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    17. 17. The Roadmap 06/02/09 Company Confidential – VistaPrint © 2007 Hire Sourcing Mix– January 07 to date Referral Program Starts (% of Total) July 06 to date We started tracking referral metrics
    18. 18. Program Killers <ul><ul><li>Lack of follow-up </li></ul></ul><ul><ul><li>Not knowing who to talk to </li></ul></ul><ul><ul><li>Not knowing how to submit </li></ul></ul><ul><ul><li>Not knowing what’s open </li></ul></ul><ul><ul><li>Making employees seek out their prize or bonus </li></ul></ul><ul><ul><li>Bad experiences </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    19. 19. Our Results <ul><ul><li>We increased our referral rate from 19% in July ‘06 to 46% to date </li></ul></ul>06/02/09 Company Confidential – VistaPrint © 2007
    20. 20. <ul><li>Questions? </li></ul>06/02/09 Company Confidential – VistaPrint © 2007