Corporates drive referral programmes on social media.
Originally published in The Hindu by Liffy Thomas
Don’t be surprised if you receive a job offer on WhatsApp — a real job offer.
There is no novelty about companies getting their employees to don the additional role of recruiters. Job referral programmes have become extremely common.
What is spanking-new is that corporates have found a convenient, well-connected venue to run these programmes — it is called social media.
There are two levels in which they usually do this: At the most basic level, they get employees to share details about vacancies in their social media groups.
The next level involves the engagement of professional agencies that can drive referral programmes on behalf of corporates.
While encouraging their employees to function as “recruiters”, some corporates equip them for the task by providing them with shareable multi-media about the jobs. Any such material is likely to have the company’s logo.
However, a majority of the corporates keep it brief, by providing details about the job in a simple format, and along with a contact person to connect with.
Last year, when ICICI Prudential Life Insurance wanted to hire a unit manager for its Kerala region, it sought professional help to promote referral hiring via WhatsApp.
Ferns N Petals, a flowers and gifting company, has been using LinkedIn, Facebook and WhatsApp, in that order, to tap talent.
Without attaching any incentive for its referral programme, the company has 33% of hiring done through referrals, says Nishant Madhukar, HR Head, Ferns N Petals.
At an IT services company, employee referral programmes are becoming more digital-driven.
This year, for instance, the company is targeting its employees’ WhatsApp network to extend the reach.
In some cases, referral programmes are promoted by companies among select employees, via social media.
The company identifies active employees who bring them referrals, which is driven through internal WhatsApp groups.
One of the main advantages of using WhatsApp as a medium has to do with the fact that it is more personalised communication.
Sudarsan Ravi, founder and CEO of RippleHire, an employee referral product, says companies have been accelerating the referral process through social media, and WhatsApp, in particular.
The talent you are looking for may be concentrated in your WhatsApp groups.
For example, if you are an IIT alumnus, your WhatsApp group with other alumni group may be a good source to tap for the required talent, says Ravi, adding that “employees are helping build talent among passive candidates.”
However, there are recruitment professionals who think using social media as a recruiting tool in this manner, can be akin to punching in the air, especially if the information is not shared right.
There can be so many other messages, of a different nature, that would be competing with the “job postings”.
However, most recruitment professionals believe this can be a quick way to reach prospective candidates, provided the choice of group where it is shared is well thought-out.
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FAQs
1. Why are companies running referral programs on social media?
Social media platforms offer reach, speed, and access to passive talent pools. Companies are using platforms like WhatsApp, LinkedIn, and Facebook to get their job listings in front of more potential candidates through employee networks.
2. How effective is WhatsApp for employee referrals?
WhatsApp allows personalized communication, making it easier to engage trusted networks. Employees can share job listings directly with alumni groups, friends, and communities, improving the chances of quality referrals.
3. Do companies offer incentives for referrals made via social media?
Not always. As shown in the Ferns N Petals example, companies can still see up to 33% of their hires through referrals even without formal incentives, thanks to the ease and trust of social sharing.
4. What are the risks of promoting jobs on WhatsApp or social media?
Messages can easily get lost in noise or be ignored if not shared with the right audience. That’s why companies often equip employees with clear, concise job cards or multimedia assets for better engagement.
5. Can referral programs be successful without external agencies?
Yes. While some companies use agencies to manage social referral campaigns, many achieve success by empowering internal teams with tools and direction to share job openings effectively.
6. How does RippleHire support social media referral programs?
RippleHire helps organizations streamline employee referrals across digital channels, including WhatsApp. It allows recruiters to mobilize employees and tap into passive talent networks with structured tracking and engagement tools.
