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Referral Programs
  More Creative Referrals
Ardienne Verhoeven with input of John Sullivan
Referral Programs
Make your referrals more creative

• Most referral programs are passive and cash reward driven
• Make them more proactive and value the contributions in a
  different way

• Nine creative ways of doing this (based on David Sullivan):
   1.   Give me 5!
   2.   Look for recognition
   3.   Make it visible
   4.   Other ways of rewarding
   5.   Continuously attention
   6.   Dare to ask others
   7.   Improve your communication plan
   8.   Make it work
   9.   Other ‘payments’
Referral Programs
1. Give me Five!
• Approaches key individuals and ask them directly to help "build
  the team“ by thinking back and providing the names of the
  five:
   •   Best managers they have ever had
   •   Best team leaders they have encountered or worked with
   •   Best former employees they would like to see return
   •   Best out-of-the-box thinkers
   •   Best problem solvers
   •   Best sales persons that consistently the competition in selling you
   •   Best mentors of junior employees
   •   Best people that worked well under pressure
   •   Best team players/co-workers
   •   Best forecasters
   •   Best at a particular skill
   •   Best professionals with international experience
   •   Best people with diverse backgrounds
   •   Best customer-service professionals encountered

• Plan a face-to-face meeting, individuals are more willing to
  provide names
Referral Programs
2. Look for recognition
Recognition is a powerful instrument.

• Recognition in a newsletter
  List the names of successful referrers prominently in your company newsletter. Where
  possible, try to write a profile of a few top referrers that includes tips and successful
  approaches.

• Thank-you calls
  Ask senior managers or even the most sr executive to directly call and thank individuals
  who made critical referrals


• Lunch with the ‘CEO’
  When your people are excited about the opportunities to spend time with senior
  executives, get the CEO to agree to a quarterly luncheon for those who have successfully
  referred candidates.
Referral Programs
3. Make it visible


•   Post charts
    Place charts or “thermometers” in places in and around your building to show the number
    of overall referrals that have been met.


•   Distributing reports
    When you have a company with competition, it might fit in your culture to distribute a
    report to all managers that ranks departmental performance on referrals.
Referral Programs
4. Different ways of rewarding
•   “You may choose"
    Ask the manager to give successful referrers “the choice " in an area that managers have
    discretion. This might include scheduling vacation, choice of a co-worker, preferred
    parking for a week or an opportunity to serve on a key project.

•   Appear in advertising
    Work with the advertising department to allow individuals who successfully refer an
    opportunity to appear in regular company product advertising. Some individuals find this
    exciting; the cost to the firm is minimal.

•   Hold a contest
    When it fits in your company culture: hold a contest among your employees to f.i.
    identify the best customer service people who they run across in their daily lives. A small
    prize can be given to the individual or the team that comes up with the most referral
    hires.

•   Manager's bonus
    Make the effectiveness of their team's referral effort part of a manager's bonus criteria.
Referral Programs
5. Continuously attention

•   Make it part of any travel reimbursement
    Seek out the person who runs your travel function and ask them to include a written
    statement in their communications with individuals who will soon attend conferences,
    seminars, or professional meetings. Request that the individual attending the conference
    accept responsibility for bringing back names of key individuals that they met at the
    event.

•   Banner at the bottom of every email
    Ask all employees to place a banner below their emails with a message like “Our company
    is looking for new employees. Please feel free and have a look at our open positions” with
    a link to the career site. Or even better specific vacancies or recruitment events.
Referral Programs
6. Dare to ask others

•   Ask new hires during orientation
    During orientation ask new hires to provide you with the names of key individuals both
    from their previous firm and from other firms.

•   Send a recruiting-culture message during orientation
    During the orientation, make it clear that you have a "recruiting culture" and that "every
    employee is expected to be a recruiter."

•   Ask interns
    If you're looking for college hires, ask your interns to be "talent scouts" when they return
    to campus. Ask them to identify the best people in their classes.
Referral Programs
7. Improve your communication plan


• Have a slogan
  One of the best ways to excite employees about referrals is to give
  them a theme or a slogan, just like a marketing or advertising slogan.
  Slogans remind people of the reason why they're referring.


• Work with marketing
  Because great marketing and advertising are critical to referral
  program success, it's important working together with these
  departments.
Referral Programs
8. Make it work!
•   Build the business case for line managers
    The primary roadblock to the success of any referral program is that managers don't see
    the impact that referrals have on their bottom lines. Work with the CFO's office to
    develop statistics to demonstrate the dollar impact that higher referral rates have.


•   Set targets
    Sometimes if it fits in your culture just raising expectations can cause an increase in
    referrals. For example, if you give each manager a target or quota for their team, quite
    often that serves as a sufficient motivator to increase referrals from that team.


•   Hire an intern to run it
    Though maybe not the first choice, let interns manage a significant part of the referral
    programs. Interns tend to be so excited and enthusiastic that they actually produce better
    results than recruiters who could see the assignment as a negative.
Referral Programs
9. “Other payments”
•   Provide a cheap gift
    Rather than a large cash reward, provide employees who successfully refer a $25 gift card,
    free movie tickets for the whole family, or something similar.

•   Vacation day
    Develop a program that gives a free Friday or Monday off for a successful referral on a key
    position or give the day off after three or five successful referrals.


•   Drawings or raffles
    Rather than giving individual bonuses, cut down your overall costs by offering a periodic
    drawing once a quarter for a fabulous trip, automobile lease, or other glamorous prize. This
    cause much excitement and result in a very good referral rates, provided that the prize is
    sufficiently exciting and the marketing is good enough to keep everyone aware of the contest.

•   Referral dinner
    Hold a once- or twice-a-year dinner to celebrate those who have made successful referrals.If
    you can afford it, allowing spouses or family to attend can also be a nice touch, and you could
    also ask them to be referral sources.
this works wonders!
info@workwonders.nl
www.workwonders.nl

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Creative referrals

  • 1. Referral Programs More Creative Referrals Ardienne Verhoeven with input of John Sullivan
  • 2. Referral Programs Make your referrals more creative • Most referral programs are passive and cash reward driven • Make them more proactive and value the contributions in a different way • Nine creative ways of doing this (based on David Sullivan): 1. Give me 5! 2. Look for recognition 3. Make it visible 4. Other ways of rewarding 5. Continuously attention 6. Dare to ask others 7. Improve your communication plan 8. Make it work 9. Other ‘payments’
  • 3. Referral Programs 1. Give me Five! • Approaches key individuals and ask them directly to help "build the team“ by thinking back and providing the names of the five: • Best managers they have ever had • Best team leaders they have encountered or worked with • Best former employees they would like to see return • Best out-of-the-box thinkers • Best problem solvers • Best sales persons that consistently the competition in selling you • Best mentors of junior employees • Best people that worked well under pressure • Best team players/co-workers • Best forecasters • Best at a particular skill • Best professionals with international experience • Best people with diverse backgrounds • Best customer-service professionals encountered • Plan a face-to-face meeting, individuals are more willing to provide names
  • 4. Referral Programs 2. Look for recognition Recognition is a powerful instrument. • Recognition in a newsletter List the names of successful referrers prominently in your company newsletter. Where possible, try to write a profile of a few top referrers that includes tips and successful approaches. • Thank-you calls Ask senior managers or even the most sr executive to directly call and thank individuals who made critical referrals • Lunch with the ‘CEO’ When your people are excited about the opportunities to spend time with senior executives, get the CEO to agree to a quarterly luncheon for those who have successfully referred candidates.
  • 5. Referral Programs 3. Make it visible • Post charts Place charts or “thermometers” in places in and around your building to show the number of overall referrals that have been met. • Distributing reports When you have a company with competition, it might fit in your culture to distribute a report to all managers that ranks departmental performance on referrals.
  • 6. Referral Programs 4. Different ways of rewarding • “You may choose" Ask the manager to give successful referrers “the choice " in an area that managers have discretion. This might include scheduling vacation, choice of a co-worker, preferred parking for a week or an opportunity to serve on a key project. • Appear in advertising Work with the advertising department to allow individuals who successfully refer an opportunity to appear in regular company product advertising. Some individuals find this exciting; the cost to the firm is minimal. • Hold a contest When it fits in your company culture: hold a contest among your employees to f.i. identify the best customer service people who they run across in their daily lives. A small prize can be given to the individual or the team that comes up with the most referral hires. • Manager's bonus Make the effectiveness of their team's referral effort part of a manager's bonus criteria.
  • 7. Referral Programs 5. Continuously attention • Make it part of any travel reimbursement Seek out the person who runs your travel function and ask them to include a written statement in their communications with individuals who will soon attend conferences, seminars, or professional meetings. Request that the individual attending the conference accept responsibility for bringing back names of key individuals that they met at the event. • Banner at the bottom of every email Ask all employees to place a banner below their emails with a message like “Our company is looking for new employees. Please feel free and have a look at our open positions” with a link to the career site. Or even better specific vacancies or recruitment events.
  • 8. Referral Programs 6. Dare to ask others • Ask new hires during orientation During orientation ask new hires to provide you with the names of key individuals both from their previous firm and from other firms. • Send a recruiting-culture message during orientation During the orientation, make it clear that you have a "recruiting culture" and that "every employee is expected to be a recruiter." • Ask interns If you're looking for college hires, ask your interns to be "talent scouts" when they return to campus. Ask them to identify the best people in their classes.
  • 9. Referral Programs 7. Improve your communication plan • Have a slogan One of the best ways to excite employees about referrals is to give them a theme or a slogan, just like a marketing or advertising slogan. Slogans remind people of the reason why they're referring. • Work with marketing Because great marketing and advertising are critical to referral program success, it's important working together with these departments.
  • 10. Referral Programs 8. Make it work! • Build the business case for line managers The primary roadblock to the success of any referral program is that managers don't see the impact that referrals have on their bottom lines. Work with the CFO's office to develop statistics to demonstrate the dollar impact that higher referral rates have. • Set targets Sometimes if it fits in your culture just raising expectations can cause an increase in referrals. For example, if you give each manager a target or quota for their team, quite often that serves as a sufficient motivator to increase referrals from that team. • Hire an intern to run it Though maybe not the first choice, let interns manage a significant part of the referral programs. Interns tend to be so excited and enthusiastic that they actually produce better results than recruiters who could see the assignment as a negative.
  • 11. Referral Programs 9. “Other payments” • Provide a cheap gift Rather than a large cash reward, provide employees who successfully refer a $25 gift card, free movie tickets for the whole family, or something similar. • Vacation day Develop a program that gives a free Friday or Monday off for a successful referral on a key position or give the day off after three or five successful referrals. • Drawings or raffles Rather than giving individual bonuses, cut down your overall costs by offering a periodic drawing once a quarter for a fabulous trip, automobile lease, or other glamorous prize. This cause much excitement and result in a very good referral rates, provided that the prize is sufficiently exciting and the marketing is good enough to keep everyone aware of the contest. • Referral dinner Hold a once- or twice-a-year dinner to celebrate those who have made successful referrals.If you can afford it, allowing spouses or family to attend can also be a nice touch, and you could also ask them to be referral sources.