James Tucker from Britvic presents their employee referral programme at The FIRM's Cost Effective Resourcing Strategies Conference

1. Britvic Employee Referral Programme
James Tucker
GB Resourcing Manager
The FIRM Event - 26th April 2012

2. Agenda
 Background to Resourcing at Britvic
 The challenge for referrals
 The referral programme “The Circle of Trust”
 Key referral stats
 Some learnings
 And just in case you don’t know who we are …

3. Britvic Resourcing
 James Tucker – Me!
 In-house resourcing model since 2003 (originally through RPO until
2008)
 Team is targeted on CPH, Direct vs Agency, TTH, Customer
Satisfaction
 A mature model which has successfully driven down a fully loaded
CPH over the last 5 years:
2005/06 - £7926
2007/08 - £6822
2009/10 - £4266
2011/12 (YTD) - £2757
 GB Team consists of 8 FTE supported by the Talent Acquisition
Manager (Group) – Majority are ex Agency/Search consultants

4. The challenge for referrals
The existing referral programme was:
 Poorly communicated
 Poorly executed
 Had little take up – more of a background noise
We needed to:
 Raise the profile – by creating a theme
 Make it exciting and talked about
 Increase the number of referrals received and also manage the
referrals effectively

5. The Circle of Trust was born
 Inspired by the ‘circle of trust’ created by Robert de Niro’s character
in the movie ‘Meet the Parents’, we developed a fun and boldly-
executed concept using groupings of famous people where one
character was outside the circle of trust.
 Trust Vs Cash
 £500 referral card and entry into annual draw for £5k holiday
vouchers
 The campaign consisted of a two week teaser campaign supported
by additional collateral
 RAD award winner 2011

6. Teaser & Launch Campaign

7. Adaptable Creative

8. Relevant Collateral

9. Key referral Stats
Year No of No of Referral to % Total % Direct
referrals referred hire % Hires Hires
hires
07/08 160 27 17% 13% 22%
08/09 296 42 15% 21% 29%
09/10 504 58 12% 17% 24%
10/11 457 40 9% 11% (14%) 14% (18%)
 The launch of the Circle of Trust in 2009 increased the No of
referrals by 70% and successful No of referred hires by 38%
 As we encouraged referrals the success ratio dropped so we need
to focus on increasing quality of referral

10. Learnings/Challenges
 The initial referral programme in 2007 – 09 was functional but lacked
the engagement of the wider employee population
 By creating a theme and supporting collateral it brought life to the
programme
 Some areas (e.g. Sales) are more predisposed to referral schemes
than others (e.g. Marketing) – can you focus mini referral campaigns
on those functions
 Create a tight policy and process for those that are eligible for the
bounty
 Be sensitive to internal challenges – redundancies/cost cutting
 Be able to articulate the cost benefits to the referral programme
 Keep it fresh and evolving

11. Britvic Soft Drinks? Mixers & Juices??

12. Questions??

13. Original Business case
Inputs
Total annual hires 120
Promotion budget £10,000
Bounty value £500
Prize value £5,000
Breakeven - 5 hires Year 1 - 12 hires Year 2 - 24 hires Year 3 - 36 hires
Total annual hires 120 120 120 120
Assumption for number of hires through referral scheme 4% 10% 20% 30%
Number of hires through referral scheme 5 12 24 36
Bounty value to referee £500 £500 £500 £500
Prize value to referee £5,000 £5,000 £5,000 £5,000
Bounty + prize value £7,500 £11,000 £17,000 £23,000
Gross tax (assuming higher rate tax payer) 66.7% 66.7% 66.7% 66.7%
National Insurance 12.8% 12.8% 12.8% 12.8%
Promotion budget £10,000 £10,000 £10,000 £10,000
Grand Total (cost to Britvic) £23,463 £29,745 £40,515 £51,285
Average CPH (not including management fee) £5,226 £5,226 £5,226 £5,226
Average referral CPH (not including management fee) £4,693 £2,479 £1,688 £1,425
Annual saving £2,668 £32,967 £84,909 £136,851