August 25, 2016
You may have noticed that developing relationships are pretty important to us here at Contactually, and we believe that developing relationships can be crucial for all different types of businesses. Most of the time we're teaching you how to get referrals to people who are potential clients of yours using your network. This time I'll be taking you step by step through how to get referrals of a different kind: recruitment referrals.
Recruiting is core to any business. You can't do amazing work for your clients without having amazing people to do it. If you're a lawyer, you need to hire great paralegals. If you're a real estate broker you need agents to sell properties.
In the world of recruiting, referrals reign. If you need some convincing check out this infographic created by Jobvite, a respected applicant tracking technology company. The stat that jumps out to me; 40% of referred candidates are hired, yet referrals only make up 7% of total applications. As a business owner, the relationships of your employees are an asset that can lead you to hiring great people. Those you hire through referrals will cost you less money to hire, will be better quality candidates, and they'll stay at your company for longer. When you add all that in the mix, investing in relationships is a no brainer for this side of your business as well.
"But Bradley, how do I get people in my company to recruit?" This admittedly can be a bit tricky. You need to make it really easy for them to execute and not something that creates more work for them. They've already got busy lives and busy jobs. Reaching out to their networks needs to be just a few clicks for them. Additionally, you need to make it worth their while. Having a referral bonus that's given to one of your people if they refer someone who is hired solves that problem. At Contactually, we double down on that referral bonus with a donation to a charity of the referrers choice as well. Making it easy and incentivising reaching out to their networks are two ways to make this happen in your business.
Having a referral bonus is all well and good but if you want to be effective at generating referral for talented people, you're going to need to develop a repeatable process. To do this we asked our people to send a personal email to relevant LinkedIn contacts using Scalemail. Here's how we did it.
There are three parts to executing this process; preparation, execution, and follow up. To start your prep phase, go into Contactually and create a bucket named [POSITION TITLE] - Referral Contacts. Share the bucket with all of your employees. Once you've done that, go to your team library and create an email template for your employees to use for their Scalemail. Less thinking on their part makes it easier for them to execute.
The template should explain why the employee is reaching out and introduce them to yourself or whoever will be doing the actually recruiting. When they send the Scalemail we'll have them cc the recruiter so the recruiter can handle all the responses. The wording should ask the person if they know anyone who might be a fit for the role you're looking for. Don't worry. If the person you're contacting is a fit for the role and they're interested, they'll respond and let you know. Finally, add a custom field titled: [COMPANY NAME] Referrer. This will come in handy when we import these contacts into Contactually.
Have our employees log into their LinkedIn account and download a list of their contacts. LinkedIn will give you a list of all your contacts with first name, last name, company, job title, and email address. Once they've downloaded the list, they'll need to open it in Excel. There will be many columns that don't have any information in them. Delete all those columns. Then have them filter the header of the spreadsheet. We'll now be able to filter to just the job titles that make sense to reach out to.
Once they've filtered to the relevant LinkedIn contacts, have them copy those contacts and paste them into another tab of the spreadsheet. They'll want to look through this list to make sure they are comfortable emailing these people. At this point we need to add a column with the header Referrer. Write in the employee's name and copy it to every contact record. Save As the new tab as it's own worksheet in .CSV format so that we've now isolated all of the contacts that you want to reach out to.
We're ready to import. Have each person log into their Contactually account and import their list from their Contacts tab. Once they select the .CSV file, there will be an option to import the spreadsheet into a single bucket. Ask everyone to select the shared bucket you've already created. Double check that the columns are mapped to the correct fields in Contactually. Make sure you map the Referrer column with the employee's name to the custom field you created so you can easily find the group of contacts that employee entered with a search later on.
We want each person to get an email from the person they know to their personal email address. Before we do the scalemail we'll need to have each person add the email template from the team library. Just select the Library from the drop down in the top right corner of your account and then go to email templates. It's easy to add it from there.
Now for the fun part; Scalemail. To do this, each person should go to their contacts tab, select the shared bucket from the filters, and search their name to find the contacts they just imported. We'll select all of those contacts and then execute a Scalemail. (If there is more than 50 contacts they'll have to go to page 2 and do this again) Select the email template from the drop down list and add the recruiter to the cc field. Once they hit next, you'll have individualized emails set up for each contact that can then be sent. If your team wants to personalize the message further, go right ahead. It will increase the response rate. Otherwise hit send and wait for the responses to role in.
Following up is where you or your recruiter starts do what they do best; talk to people. Create a bucket called Responded. Add anyone who responds to the message to your Responded bucket. After a couple days you can Scalemail everyone who is still in the Referral Contacts bucket and not in the Responded bucket with a follow up message to the original. Keep working these people and watch the referrals fly in. You'll soon have more phone screens than you have time for on your calendar.