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Get More Referrals with Facebook Recruitment
- 1. Get More Employee Referrals with Facebook Recruitment
- 3. Takeaways • Why Facebook? • Why Referrals? • How to Build an Effective ERP on Facebook • Get your Employees on Board • Set up your Facebook Presence to Attract Referral Candidates • How to Handle Referral Candidates
- 4. Go fishing where the fish are.
- 5. Why You Should Care about Employee Referrals
- 6. Build an Effective ERP with Facebook
- 7. What motivates employees to refer quality candidates? Source: Sticky HQ
- 8. Set up your Facebook Presence to Attract Referral Candidates
- 9. How to Handle Referral Candidates
- 11. Post Jobs on your Facebook page Candidates apply directly on Facebook or through your ATS. Jobs reposted through partners:
- 13. Thank You! • Questions? • Connect with us on Social Media to learn more about social recruitment http://www.facebook.com/IDforEmployers http://www.twitter.com/#!/IDforEmployers http://www.linkedin.com/company/identified https://plus.google.com/113207732250645259561/post s
Editor's Notes
- Thanks for joining. We’ll get started in just a few minutes as we wait for a couple more people to join.Reminder to record!!!!Hi everyone and thanks for joining us today for another installment of our social recruiting webinars. Our topic today is how to get more employee referrals with Facebook recruitment.All other webinars in this series are recorded and posted on our website at employers.identified.com/events.
- I’m Jennifer Picard, the Product Marketing Director here at Identified. I’m joined by Erik Kostelnik, our VP of Sales.Identified Employer Solutions are Facebook Recruiting Solutions for the social employer. Our tools include a Facebook job posting app and a Facebook sourcing tool. We’re currently offering an intro package to webinar attendees, so please indicate in the chat box if you’re interested in learning more about our Facebook recruiting solutions.But, for now, let’s get into the key takeaways from today’s presentation.
- This webinar should last approximately 30 minutes, with 15 minutes at the end for a Q&A session. Please feel free to ask questions throughout the webinar by typing them into the Q&A box to your right.Today, we’ll review why Facebook is imperative to your overall recruitment strategy, and how you can use it to increase referrals. During this webinar, we will discuss why you should care about employee referrals, how to build an effective Employee Referral Program on Facebook, how to get your employees on board, how to set up your Facebook presence to attract referral candidates,and how to best handle referral Candidates during the recruitment process.Let’s start off by discussing why Facebook is a great place to find referral candidates
- Facebook just passed 901 million members, making it the largest human database of all time. As you can see in this 2011 Forrester study, 96% of US adults who use social networking sites are on Facebook. Many of your employees have built their personal and professional networks on Facebook, and are likely to start their search for a referral candidate there. What’s more, the average Facebook user has 130 first degree connections, and nearly 17,000 second degree connections from which to help you finda referral.In case you haven’t heard, referrals are kind of a big deal.
- In 2011, Employee Referrals were the biggest source of external hires. That’s because they’reone of the most cost effective ways to attract quality candidates – the reward to employees who referred your new hire are usually about 80% lower than the cost of agency fees. Your employees can speak on your behalf to share your employment brand and show their connections why your company is a great place to work. Plus, your employees know your company's culture and your expectation of hires, so referral candidates are essentially screened for cultural fit.It's unlikely that you are going to be referred a poor candidate, because the person referring won't want this to reflect poorly on them if they did. Referrals are hired faster and stay longer because the new hire who was referred already knows someone in the organization and won’t feel completely alone when they start. Plus, getting referrals instead of applicants will have an impact on how many resumes you have to sift through in order to find the right hire.Here are some quick stats for you:According to ERE, A referral candidate is 54 times more likely to result in a hire than a candidate coming from a job board. Employees hired through referral have a 25% higher retention rate, according to aWorkforce Management & Ohio University StudyJobvite found that employee referrals get hired 55 percent faster than candidates from company career sites.Mind you, you cannot expect to make 100% of your hires through referrals, but companies that do it right can easily get 70% of their hires through referrals. So let’s see how you can utilize Facebook to get more referrals.
- Social networks are a great resource for helping you find referral candidates, but you can’t really expect your employees to wait until they get home to search for referral candidates – it’s just not going to happen. Permission to use Facebook, Twitter, and other social tools during the workday will get people enthused about the program – so make sure your company allows access to social channels. Make sure you have a formal social media policy in place to ensure that your employees are using social media effectively, and not abusing their privileges. You should educate employees and managers on how to use social networks for professional purposes and encourage them to get involved. Some employees may need help creating a profile, growing their network or understanding how you want them to promote your company. If you have the resources, appoint an internal social media expert to act as a go-to for any guidance that might be needed.Then, make sure you use social channels to alert your employees about job openings for which you’d like referrals. Start online conversations about open positions and share company news so your internal promoters are in the know and ready to share with their personal networks. A great way to do this is to set up a closed Facebook group for employees interested in your social referral program. Since we’re a small company, I post jobs to Identified’s HQ group (which you can see here), to ask my coworkers if they have any friends interested in working in the marketing department for the summer. Larger companies may choose to set up a separate page, just for referrals. Any of your employees interested in the referral program could join the group and get alerts when you post something. They can also ask questions, request follow up, and maybe even get updates from you regarding the status of the job opening. The group can be whatever you want to make of it.You may also choose to post job openings on your Facebook company page, through your Twitter handle and/or on LinkedIn - so asking your employees to follow these various social channels is yet another way to communicate with them online.Once your employees have been notified of open positions, ask them to utilize the same social channels you posted on to reach out to selected contacts to tell them about the job, or update their statuseswith info on the job. Encourage them to not only do big broadcasts but contact people directly if they think the person is suitable for the role and will fit in with your company culture. Some companies choose to make this process even easier for their employees by sending out “lazy tweets” – where you provide them with an example of what they could say, and allow them to add their own personal touch, if they want.Although the screenshot above asks my coworkers to send applicants directly to my Facebook job posting, many companies might also like to ask the referring employee to fill out a form for each candidate they refer. Ask them how well they know their friend, and what they think of them to gauge the quality of the applicant.You may also want to think about restricting your employees to referring a maximum of three people per role. They may have more than three friends which could be a good fit, but ask them to only submit the best three. This encourages them to really think about the people that they refer, and will increase the quality of the referees who come your way.Now that you know how to ask for referrals, let’s discuss what you can do to improve your chances of getting them.
- Sticky HQ did a survey to find out what motivates employees to refer quality candidates, and found that the highest ranked incentive was a simple public recognition. As a close second, money was considered of equal value to a simple thank you. Next were days off and reward in product.It may make sense to do a similar survey internally, to find out what will incent people to refer quality candidates. Just make sure to equate the value of the reward to the value of the hire. If you’re spending thousands on agency fees to fill the role and are only paying out a couple hundred for referrals, don’t expect to see great results. It’s common practice to pay between $1000-2500 per hired referral. I’ve recently also heard about companies giving a smaller monetary reward for just referring a qualified candidate- whether they were hired or not. This gives your employees immediate gratification, and doesn’t punish them if the person they hired was qualified, but just not hired for a reason outside of their control. This amount is usually around $25, and equals out to the same amount of referral bonuses as the larger rewards.Some companies have gotten creative with their rewards, and use different giveaways including: cars, boats, and home renovations.A company called Quintiles gave cash rewards and entered referring employees into a grand prize drawing for an exclusive trip of their choice with National Geographic Expeditions.This approach heightened engagement and employee referrals began to constantly rise. Three winnerswere randomly picked at the close of the fourth quarter. The theme was well received and emphasized their culture valuing adventure and experience, as well as encouraging world knowledge and culture sharing. The next reward is a trip to the 2012 Summer Olympics in London, which reinforces the concepts of value of competition, being the best, pushing the limits, global cultures all coming together for positive reasons, and valuing experiences and memories. They are looking for the world’s best talent — just like the Olympics attracts.Regardless of the rewards, if you want your employees to participate, you have to make it simple and keep your employees involved in the process. That means laying out the process, including what to expect. You should also make it easy to refer someone. That’s where Facebook comes in.
- You should always use the same medium to contact candidates that you use to attract them. For example, if you want your employees to send an email to their contacts to find referrals, you should send them an email asking for them. Using one medium to direct people to another medium is just confusing and lessens the chance that they will follow through. The same holds true on Facebook. If you’re going to ask people to reach out to their Facebook network of friends and family to help you find referral candidates, you should ask them to do so - on Facebook. Also, because your employees are finding candidates on Facebook, you should allow those candidates to apply on Facebook, so that you’re not taking anyone off the medium they’re already using.As we discussed earlier, a Facebook group is an easy way to communicate with your internal employees about job openings – you can post your jobs, ask for referrals, and send the location of the application. If you can keep all of this on Facebook – even better.As a best practice, you would ideally want to lead your referral candidates to your Facebook Business Page to see the job description and apply. Job Posting Apps, like Identified TalentLink, make this easy. After you install the app, jobs can be pulled straight from your ATS, or you can use TalentLink like an ATS and post jobs on your page like you would on any other site.To get the most out of your page, you should also work on conveying your employment brand to attract candidates. Add pictures of your employees, your office, and company events to paint a picture of what working for your company would be like. You can also add videos to your page – for your more important positions, you may want to create a video with the hiring manager introducing the company, the position, and what the ideal candidate would look like. You may also want to take an office tour, and ask some of the other people in the hiring department what they like about their job. You also want to make sure that you’re posting valuable content on your Timeline which will appeal to referral candidates. This may include articles from your employer blog or third party blogs, press releases about your company’s successes, and milestones that you are proud of.This gives the referral candidate additional information about your opportunity, which is particularly helpful if your employees are sending you passive candidates. Since passive candidates are generally considered to be happily employed, they may need this extra reassurance that your opportunity is worth considering.Once you’ve gotten your employees enthused about your referral program and attracted some great candidates, you need to handle them appropriately to keep your successes going.
- You must respond to all of your referrals, otherwise the effort you put into employment branding will have been wasted. These are your employees’ friends and connections – don’t abuse them, and don’t waste them. Although it’s a good practice to give every candidate a great experience, it is more important to respond to referrals than ordinary applicants.If you don’t, your employees won’t refer any more candidates to you, and you miss out on all the great benefits described in the beginning of this presentation. It would also reflect poorly on you, your business, and the person making the referral – actually creating an un-referral, where the person who received the referral highlights their poor experience with your company to their peers.Keep your employees involved in the process. Notify them of the hiring process. Let them know if their contact has (or has not) expressed interest in the job. If they refer someone that’s not a great fit, help them understand, more clearly, what you’re looking for.That’s it for todays’ presentation, please go ahead and ask your questions in the chat box to your right and we’ll try to get to all of them today. While we’re waiting on a few more to come in, we’re going to do a quick review of Identified’s Employer Solutions.
- Identified has created Facebook recruiting solutions for the social employer to compliment your existing recruiting strategies. Our solutions include a job posting app for your Facebook Company or Career page and a sourcing tool that helps you professionalize personal Facebook connections and search through existing networks. Let’s take a look.
- TalentLinkis a Facebook job posting app for your Business Page.TalentLink helps you increase your job views and drive candidates to your jobs because jobs can be shared through social media, pulled by aggregators, and indexed by search engines. Candidates can apply with a cover letter and resume without ever leaving Facebook, or the app can integrate with your ATS to pull jobs and redirect interested candidates.
- ProSearch is our sourcing tool which allows you to search Facebook profiles with filtering, ranking and relevance.You can also download resumes, message candidates, and see how you are connected to the candidates through your company’s employees. Start with a free user profile at identified.com or let us know if you’re interested in a ProSearch subscription. We’re currently running a 4 month promotional trial for ProSearch and TalentLink, so let us know if you’d be interested in trying it out.
- Thanks for joining us today, our next webinar will be on Tuesday, May 22, at 11am PST and we’d like to get your feedback on which topics are the most interesting to you. Please choose one of the topics listed in the poll, or write your own in the chat box. Let’s get to some of the questions while you’re all doing the poll. Please type your questions into the Q&A box to your right, and I’ll try to get to all of them.