Communicating Your Employee Referral Program
Ever wonder how a strong communication plan impacts your Employee Referral Program? Done correctly, your communications will create excitement prior to the program launch, at launch and post-launch. Communications should link the business objectives of the program to the What’s In It For Me message for the participant.
Develop a Game Plan for Your Employee Referral Program Communications
Start by developing a game plan. Think about the deliverables that will help create excitement about the program. Develop a Message Matrix by audience detailing the types of messages needed for each audience and the associated value statement.
- Prior to launch, you want to inform the audience about what is coming, why it matters to them and help attract the target participants with What’s In It For Me messaging.
- At launch, you want participants to log into the site, connect their social networks, refer contacts and become familiar with the capabilities of your Employee Referral Program.
- Post launch, your goal is to inform your target audience, help attract new participants and keep the current participants engaged. Communicate (different) messaging about new postings to each potential audience segment.
Create a content asset list and define how those assets will be delivered. This will help you in your execution of the communication plan. Examples of assets are:
- At-a-glance guides that show program guidelines and site information
- Pre-announcement emails that build excitement and explain the value of an Employee Referral Program
- Posters that can be placed throughout the company, building excitement
- Case studies, after all, employees want to hear from other employees about what worked
- FAQs that are placed on the program website
- Executive messaging statements
Communications will help your participants have a better understanding of the strategic and tactical advantages that an Employee Referral Program will help your organization achieve in winning the war on talent.
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About the Author
Deb Broderson comes to Perks with 30 years of diverse experience leading channel marketing, marketing operations and program management teams within the technology industry. Deb has provided strategic direction to Fortune 500 clients, developed and executed global, multi-channel, go-to-market strategies and created worldwide field marketing organizations. Deb has worked on both the agency and client-side of the business, providing a well-rounded perspective to client challenges. Deb was honored as one of the Top 50 Channel Chiefs in North America by CRN.More Content by Deb Broderson