4 Ways to Communicate Your Referral Program

If we want to engage our employees in an employee referral program, we first need to show them how to do it and why it is worth their time. Sending out the occasional mailing is not enough if we want to build genuine engagement. A well-managed program combines different communication channels and ways of interacting with employees.

1. Direct interaction

Employees will often require a more individual approach. In companies that run referral programs, it is common for HR departments to ask specific people for referrals. If we are looking for a developer with niche skills, why not ask our own developers for help?

When approaching an employee directly, we shouldn't settle for simply sending them a job posting. It is much more effective to ask: "Who are the three best Angular.js developers you know?" or "Of the people you worked with in your previous role, who was the most creative?".

In this context, the issue of communication with managers and team leaders is often emphasized. Their attitude towards the referral program can prove crucial. It is important that they support their team members in getting involved in recommending friends, and that they themselves feel the support of their superiors and the HR department. They need to know that the purpose of the whole endeavor translates into benefits for them.

Hence, we should avoid generalities that mean little to them. Let's try to speak the language of benefits, making it clear that we are aware of their needs and problems.

When using this kind of "prompt", let's not forget about recruiters. By the nature of their work, they have a large database of contacts, easy access to candidates and a natural tendency to remember people who may prove useful in future recruitment processes.

2. Intranet

A clear, attractive intranet page filled with practical information can be a good way to communicate the rules and the benefits of getting involved in referrals. It is also a good place to post tips and advice that will help employees prepare as well as possible to support recruitment processes.

It is also a good idea to provide contact details for the people responsible for overseeing the program. If employees have questions or doubts, ideally they should be resolved on an ongoing basis. Don't be afraid to highlight the most effective referrers on the intranet, or to treat it partly as an onboarding platform for those hired through referrals.

If the organization uses a dedicated tool — as is usually the case with the most effective referral programs — it is worth describing how it works. Videos work best, followed by infographics and photos. Text should be kept to a minimum. It is better to post three 3-minute videos than one 9-minute one.

Don't be afraid of creativity either. There is a lot of talk today about the candidate experience. Companies that want to attract recommendations should devote just as much attention to the referrer. The best referral programs have their own names, logos and catchy slogans. A consistent and attractive visual identity will certainly foster stronger engagement.

3. Ambient

Although modern referral systems do just fine without paper, when it comes to promotion you should also consider traditional advertising media, such as posters, leaflets, cardboard stands, roll-up banners or A-frame signs. Employees passing them every day will internalize the message encoded in them faster. The key here is to determine which form of communication will be most effective and where to place a given creative.

Experience teaches that nothing beats a note by the kettle or the coffee machine. It is also worth drawing on good ambient marketing practices. A Canadian company promoted a position in its Finance Department by leaving fake banknotes in more or less random places. On the back was a note: "You seem like someone who can dig money out of nowhere. That's exactly who we're looking for". The more interesting the content we create for our employees, the stronger their incentive to share it in...

4. Social media

Even assuming that the company we work for has excellent Internal Communications specialists, nothing will encourage employees to get involved like knowing that their colleagues are already doing it. Something as simple as a recorded testimonial from employees who received rewards — or a job — thanks to the referral system is enough. As a bonus, this kind of content helps us build the image of a modern organization that cares about its employees' needs.

If we have a LinkedIn group for employees (and/or alumni), it is worth sharing content there that helps people find their way around the referral system or encourages them to start recommending friends. If the referral mechanism is based on distributing links, as is the case with the ShareHire INSIDER system, the potential of social media becomes even greater. Every recommendation is made by sending links to job offers, which employees can post in professional groups on LinkedIn, interest groups on Facebook, or on their own Twitter feed, among other places. Other users of these platforms will inevitably interact with them by clicking "like", "share" or "comment". Each of these actions builds reach and generates additional views — completely free of charge.

Of course, the better the content, the greater the chances of engagement. Let's say that as part of our program, the company supports an animal shelter with 10% of the value of each reward for a successful referral. Then it is worth creating a graphic featuring a friendly dog with simple copy: "Thanks to our employees' engagement, we have already provided new homes for more than 100 animals. Learn more about our referral program."

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