SF Summit15 2A_One2Many_BrightEdge_5.8.15
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Summit'15 breakout presentation by Michelle Rife of BrightEdge - The Power of One-to-Many - San Francisco, May 8, 2015
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SF Summit15 2A_One2Many_BrightEdge_5.8.15
- 1. Power of One-‐to-‐Many Empowering your Employees to be Brand Ambassadors Michelle Rife BrightEdge, Sr. Director Global Talent AcquisiEon
- 2. Agenda • IntroducEon • Power in Numbers • GeHng Started • Do’s and Don’ts – Best PracEces • Referrals and Employment Brand • Looking Ahead • Q & A
- 3. INTRODUCTION
- 4. “ 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
- 5. Michelle Rife • 20 + years in Talent AcquisiEon • Specialty: pre-‐IPO, growth companies • 1 IPO ; 2 AcquisiEons • Building Global Companies / Global Teams
- 6. • 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 -‐ :
- 7. QuesEon -‐ Employee Referrals are your best RecruiEng Tool – are you leveraging them today? How are you doing?
- 9. By the Numbers ApplicaEons by Source * Hires by Source * * Source: Jobvite Index 2014
- 11. 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
- 12. Power of “one” 1 Recruiters 100 employees 40,400 potenEal candidates
- 13. “Employees hired through Employee Referrals are hired 55% faster than those who came through a career site.” Jobvite Brand Index 2014
- 14. 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
- 15. 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
- 16. GETTING STARTED
- 17. “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.”
- 18. 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
- 19. 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
- 20. Goal: Make everyone a Recruiter
- 21. 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
- 22. DO’S AND DON’TS
- 23. 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
- 24. Basic Rules of Engagement -‐ #1 There are certain rules you need to follow to ensure everyone gets on board and stays there: Geng 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)
- 25. 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!!!
- 26. 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
- 27. 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
- 28. REFERRALS AND EMPLOYMENT BRAND
- 29. Exposing your brand, through Employees, to their networks, is the Holy Grail of recruitment
- 30. Leverage Employee’s Social Media to Promote the Brand
- 31. 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
- 32. 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
- 33. LOOKING AHEAD
- 34. Employee Referrals = RetenEon
- 35. Referrals = Cultural Fit
- 36. 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
- 37. Referrals = Increased Length of Employment *Source: Jobvite
- 38. 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 Geng Employees more Engaged: Improved RetenEon & Commitment UlSmately achieving Company Goals and Scaling the Business
- 39. 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
- 40. Finally… Celebrate Employees who Refer Candidates!
- 41. Your Name Here Company Name Here, Position Title Here Email Here THANK YOU! Contact InformaSon: Michelle Rife Sr. Director Global Talent AcquisiSon BrightEdge mrife@brightedge.com