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Social Referrals and Technology


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Slides presented by Steve Boese on June 9, 2011 for an HCI Webcast on Social Referrals for Recruiting.

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Social Referrals and Technology

  1. 1. The Social Referral<br />Referrals Powered by Social Media<br />Steve Boese<br />June 9, 2011<br />
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  3. 3. 1: Hello<br />2: Sourcing<br />3: Context<br />4: Problems<br />5: Possibilities<br />6: Social<br />7: Goodbye<br />
  4. 4. Steve Boese<br />HR Technology Guy<br />Host of the HR Happy Hour Show<br />Writer on Fistful of Talent<br />Barbecue Enthusiast<br />
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  7. 7. Just over half of<br />all hires are<br />filled by internal<br />movement<br />Source – CareerXroads 2011 Source of Hire Report<br />
  8. 8. 27.5<br />Percent of external hires attributed to referrals<br />
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  19. 19. We know employee and other referral programs work. We strive to increase the percentage of external hires filled via referral and the numbers of individuals participating. <br />But… <br />(there is always a but…)<br /> <br />
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  21. 21. Problem 1:<br />Communication<br />What jobs are open (especially the critical ones)<br />What are the profiles<br />(not your lazy brother-in-law)<br />What is the progress/status<br />(chances are your referrers don’t know)<br />
  22. 22. Problem 2:<br />Alignment<br />Link to areas of business need<br />(targeted areas of pain with comms, incentives)<br />Not allowing everyone to play<br />(and not penalizing the party poopers)<br />Understanding the impact<br />(can’t I just use<br />
  23. 23. Problem 3:<br />Participation<br />People are busy<br />(especially the ‘important’ ones)<br />What’s In It for Me?<br />(I am tired of it too, but get over it)<br />Do I believe this IS a good place to work?<br />(this is kind of important)<br />
  24. 24. Problem 4:<br />Measurement<br />Statistics first<br />(numbers, qualified leads, interviews, offers)<br />What is the impact?<br />(cost reduction, time to fill, quality of hire)<br />How can we improve?<br />(without data, hard to refine)<br />
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  26. 26. Approach1:<br />Communication<br />Targeted communications<br />(connect critical job to business objectives, hot jobs, key markets)<br />Not all, but who<br />(make it clear who we are looking for, use algorithms to help)<br />Report and feedback<br />(central admin, referral portal, ease of use, priority interviews)<br />
  27. 27. Approach 2:<br />Alignment<br />Tell stories<br />(Joe, VP of Marketing, referred by Mary, Director of Sales)<br />Embrace the ecosystem<br />(you still try and sell to old customers, right?)<br />Give the stats<br />(chances are your referrers don’t know, tools will make this possible)<br />
  28. 28. Approach 3:<br />Participation<br />Make it simple to play<br />(email alerts, one-click referrals, easy tracking)<br />Clear value play<br />(cash, more effective team, recognition, ease of tracking – blend and serve)<br />Why do you love working here?<br />(at the core – making us all more successful)<br />
  29. 29. Approach 4:<br />Measurement<br />Tools for tracking activity<br />(can’t manage what you don’t measure, <br />sorry it’s true in this case)<br />Assess the impact<br />(baseline first, then measure and interpret)<br />Improve and Refine<br />(Data on activity and impact analysis are the guides)<br />
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  31. 31. What about social?<br />
  32. 32. Encouragement<br />You can’t really have an effective social referral program if your employees are not allowed, empowered, and encouraged to participate professionally with social technology.<br />‘Friend us on Facebook when you get home’ is not really a winning strategy<br />The most effective social referral programs will be a reflection and a hallmark of the most successful ‘social’ organizations.<br />
  33. 33. What’s worth sharing?<br />Beyond job listings, make sure you offer referral program participants other opportunities to share and create<br />Evolved social referral programs are like evolved social recruiting efforts – engagement, value, interaction<br />Use sharing tools, syndication, tutorials etc. to make it really easy to get employees to act as ambassadors.<br />
  34. 34. Manage the Networks<br />There are lots of options, opportunities, and considerations to assess with social referrals. Have at least one person to manage, coordinate, coach, and monitor.<br />Consider creating and providing training and coaching to help critical employees develop their networks that can be leveraged for referrals<br />Stay on top of what is working and what isn’t. Barriers are low, so be willing to experiment and adapt.<br />
  35. 35. Accept the inevitable<br />In social referral programs, and with social in general, there will be mistakes, slip-ups, embarrassments. (#weinergate, #kennethcole, #whateverhappenedtoday)<br />But using these as an excuse or barrier to participation is the easy way out, and a poor use of a valuable resource<br />Have a policy, create a central ‘go-to’ person, coach ‘em up, but don’t let fear or uncertainty lead to inaction<br />
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  37. 37. Let’s Review:<br />Sourcing is changing <br />(but slowly)<br />Referrals are critical<br />(and getting more complex to manage)<br />Tools can help manage, optimize, measure, and scale social referral programs<br />
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  40. 40. Don’t be a stranger….<br />Steve Boese - @SteveBoese<br /><br /><br /><br /><br />