A strong, efficient employee referral program is a win-win-win for all parties involved, but growing one and watching it be executed seamlessly is no easy task. Whether you have an Employee Referral Program already in place that could use some dusting off, or you’re starting from scratch, we’ve got three tips you can roll out this week — even if still in quarantine.
Keep it Simple
Seems obvious, right? But the workings of most employee referral programs can be a little convoluted and complicated — more so than they should be. Anything too exhaustive and you’ll have customers opt-out right off the bat. Make it easy to understand and even easier to execute on and you can expect success.
This goes not only for how the program itself works, but also for the promotion of the program. Promotion is one of the most important parts of making a referral program successful, but that doesn’t mean that it has to be extremely complex. Focus on ensuring all new customers receive a rolling invite so that they are being told about the program. Then, make it a practice to mention it in a variety of other places, like email signatures, monthly newsletters, invoices, and more. Keeping it simple and as low-lift as possible will ensure it’s complete adoption while also giving customers the opportunity to join when and how they want to.
Set a Goal, then Work It
Again, this one may seem obvious, but often this goal isn’t communicated, documented somewhere or revisited. If you’re serious about getting referrals rolling, consider committing to an all-team sit-down and devising the goal — together. Get a grasp on the level of enthusiasm and engagement you might expect from your team. Start by tapping into how wide the net of their personal contacts, then encourage them to start brainstorming who their contacts have access to and how much that can be of benefit to your business endeavors. This works great for B2B businesses, but what about B2C companies?
Similarly, by making sure your staff is constantly talking about it with your customers and making it available everywhere (website, print media, email signatures, etc.) you keep it in front of everyone. It really is a culture shift, not just a piece of software or a monthly email.
Just like any marketing execution, you don’t just want to have a referral program with no expectations or goals. Think about the rate that you normally close prospects that come from referrals, look at the cost of your referral program (including any software you’re using, incentives being paid out, and any paid promotional efforts) and make sure that the program makes good sense for the business from an ROI standpoint.
Ensure Referrals are Accurately Incentivized
Some of the biggest complaints we’ve seen from customers who have had bad experiences with referral programs in the past stem from poor incentive tracking or fulfillment. If you say you’re going to give something to someone for a referral, it’s extremely important that you do that.
Sometimes this happens because you simply don’t have a process or software solution to track these referrals. That’s where companies like us come in. Our software is literally built to help you track, scale, and fulfill referral programs. We’ll help you build and map a process that works for your business to ensure that incentives are easily fulfilled and that your customers love sending people your way.
If your advocates receive a personalized, timely “thank you” plus their incentive, they’re extremely likely to continue referring people your way.
Have questions? Want more tips? Get in touch with WarmUp, where we provide quality marketing referral services to launch your startup or grow your business. We look forward to chatting with you!