Effizienz & Effektivität von Empfehlungsprogrammen
Effizienz & Effektivität von Empfehlungsprogrammen
71% of all employers have an employee referral program – but after initial enthusiasm, engagement in many companies significantly declines after a few months. To sustainably attract top talent and keep your employees motivated to make referrals, more than occasional reminders are needed. With the right strategies, you can expand your referral program in the long term and consistently generate high participation.
Throughout our years of practical experience as founders of Sprad (our software specializes in employee referrals and talent management), we have repeatedly observed that only those referral programs that are strategically and consistently supported show sustainable success. We have derived three effective strategies from our customer projects that will help you keep your own employee referral program active and successful in the long term.
Strategy 1: Embed a Referral Culture from Onboarding
Publicly Appreciate Referred Employees
People love appreciation – make it a fixed part of your onboarding processes to openly appreciate new colleagues and highlight referrers. Make welcome greetings public (e.g., on LinkedIn or in the internal newsletter) and specifically mention the recommending person.
At one of our clients, the referral rate increased by over 40% after the introduction of public acknowledgments, as employees felt more strongly that they were making a decisive contribution to the company's development.
Make Onboarding a Concrete Referral Opportunity
Use the onboarding of new employees as an opportunity to kill two birds with one stone: Make the referral program an explicit topic during the introductory week and create a direct opportunity to make referrals. At the end of onboarding, offer a concrete opportunity for referral, e.g., through targeted questions or digital tools (such as Sprad), so that new colleagues actively think about potential candidates in their own network.
Strategy 2: Make Employee Referrals a Fixed Part of Your Corporate Culture
Fixed Rituals and Regularity for Lasting Engagement
Employee referrals can easily be forgotten in the daily work routine. Therefore, equip your program with fixed, regular actions and communication rituals:
- Quarterly reminders in internal newsletters and meetings
- Monthly official welcome announcements of new employees, including a reminder to actively make referrals
- Regular public recognition of top referrers (e.g., monthly in town hall meetings)
- Integration of short reminders about the referral program in the signatures of the HR department or as a brief note in out-of-office messages
- Annual awards with attractive prizes for the most active referrers in the workforce (e.g., additional vacation or family events)
By implementing these measures in the long term, a sustainable awareness of referrals is established in everyone's minds.
Numbers Speak for Themselves: An Example of Implementation
One of our clients was able to sustainably double the referral volume by introducing monthly top referral mentions in the internal newsletter. The public recognition alone brought a new dynamic to employees' willingness to refer.
Strategy 3: Deliberately Address Employee Referrals in Regular Employee Meetings
Referrals as a Fixed Component in Employee Meetings
In addition to regular communication in newsletters and events, our experience clearly shows: When managers actively and personally address the topic in direct exchanges, it is particularly sustainable. Make employee meetings explicitly the moment to ask for referrals or actively remind employees to make referrals:
- Discuss referrals in annual appraisal and feedback meetings, especially when employees are recognized or promoted.
- Managers address the topic of referrals directly with personal communication at team events or employee assemblies.
- Use employee check-ins and 1:1 meetings more regularly to proactively talk about the referral program.
Our practice shows: Managers who consciously promote referrals in personal conversations were able to record an average of 35% more referrals over the course of a year.
How a Software Solution Like Sprad Supports Your Program's Success
From our daily work with companies from various industries, we know that decision-makers often report that employee referrals fail due to administrative effort, low visibility, and lack of overview. A professional digital tool like our Sprad platform (to the Sprad website) helps you solve these challenges and consistently engage employees by:
- Digitizing and simplifying referrals and applications directly
- Minimizing administrative effort through automated processes
- Allowing employees transparency about what has become of their referrals.
In several practical cases, we were able to clearly observe: Companies that managed their referral program with software support achieved around 50% higher participation rates in the long term.
Continuously Improve Your Successful Referral Culture
Employee referrals are not a static career or company characteristic but the result of long-term, structural efforts. The strategies listed here, combined with appropriate tools, help you achieve sustainable success in talent recruiting.
I personally particularly appreciate the authentic value that well-running referral programs create for corporate culture and team cohesion. Employee referrals lead to happier colleagues and a closer team bond – this is one of the most beautiful results of this process.
FAQ: Frequently Asked Questions About Employee Referrals
What Rewards Work Best for Employee Referrals?
Incentives with real emotional value, such as exclusive experiences, special vacation days, or leisure activities for employees and family, have proven effective. Cash bonuses are also popular, although individual and emotional appreciation has the most lasting impact.
What Should the Referral Rate in a Company Be?
Statistics show: About 30% of all new hires through referrals is a very good value. Anything over 40% is already considered excellent and particularly sustainable.
What Should a Referral Software Ideally Provide?
Automated notifications, easy usability for employees, tracking of the current status of referrals, and transparency about bonuses are essential. Software like Sprad covers all these points.
Jürgen Ulbrich
Jürgen Ulbrich has more than a decade of experience in developing and leading high-performing teams and companies. As an expert in employee referral programs as well as feedback and performance processes, Jürgen has helped over 100 organizations optimize their talent acquisition and development strategies.
