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• April 1, 2008Company Confidential – VistaPrint © 2007 1
Austin CookeVice President, Global Recruiting
Employee Referral ProgramCase Study
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The CompanyTarget Market
o 40 million “Small Office & Home Office” (SOHO) micro-businesses in North America & Europe
o Estimated $19 billion annual marketPowerful Advantages
o Technologyo Internet direct marketingo Huge order volumeo Lower costs
Global Presenceo US Technology and Marketing
Operations• Lexington, Massachusetts
o European Marketing• Barcelona, Spain
o Manufacturing• Windsor, Canada• Venlo, Netherlands
o Customer Support Operations• Montego Bay, Jamaica
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What We DoVistaPrint makes it easy for small businesses to get great looking design, print and marketing services at unbelievable prices
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Helping Small Businesses Market Their Business
Business Cards
Stationery
Envelopes
Presentation Folders
Postcards
Websites
Note Pads
Sticky Notes
Checks
T-Shirts
Rubber Stamps
Logos
E-mail marketing
CreativeServices
Pens
added in last two years
2003
2007
Business Cards
Business Cards
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30 Quarters of Hyper Growth“VistaPrint is experiencing a secular
growth phase that is allowing it to grow through the cyclical challenges of its competitors, which is one of the greatest signs of the emergence of an enduring and transformational business institution.” Stifel Nicolaus & Co., February 2008
“[VistaPrint’s] growth rate beat Google’s. … a “category killer,” like Home Depot for its potential to reshape an industry.” Rob Gavin, The Boston Globe – May 18, 2007
“More and more, VistaPrint looks like a classic supercompany, destined to rank with Dell, Starbucks, Amazon or eBay.” Motley Fool – January 2007
“VistaPrint offers a classic case of disruptive innovation.”InfoTrends/CapVentures in an un-sponsored white paper on VistaPrint, May 2005
$mill
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U.S.Non-U.S.
2001 2008
Quarterly Revenue
$0
$20
$40
$60
$80
$100
$120
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Our Challenge (7.15.06)o Hire the right people with the right skills to fuel the “hyper
growth” engine of VistaPrint.
o Keep the bar “ridiculously” high and don’t lower it! o Hire world-class engineers, analysts, and direct marketers
globallyo Recruit talent from top companies (Amazon, Microsoft,
Capital One, etc.)o Hire from the best schools (Harvard, Princeton, MIT, CMU,
etc.) o At the time the team consisted of 1 full time recruiter and 4
contractors o Less than *19% of all hires came from employee referrals
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The IdeaWhat if everyone in the company referred one person a year?
o We would grow the Recruiting Team from 5 to 740 recruiters overnight!
o We would create a culture that encourages everyone to be responsible for recruiting (not just HR)
o We would double the company’s headcount every yearo We would empower our employees to be our culture
gatekeeperso We would challenge our employees to find people they want to
work with
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Our Roadmapo We needed to get our leadership involved in the
programo We needed to build trust back with our employeeso We needed to name the program o We needed to market the program internallyo We needed the referral submission process to be easy
& clearo We needed to recognize people who participateo We needed to start to tracking and publishing referral
metrics o We need incentives that are easy to understando We needed to get “significant others” involved in the
programo We needed to keep educating our people
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Our ConceptEveryone Here is a Recruiter
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The RoadmapWe got leadership support
o Letter from the CEO announcing the importance of the program
o Presentations at all quarterly all-staff meetingo Managers encourage and support the program at team
meetingso Announcements at the “holiday party”
Everyone here is a recruiter!Employee Referral Program
Lexington program launched October 19, 2006Barcelona program launched January 23, 2007Windsor, Venlo and Jamaica launching soon
Since the Lexington program launchNumbers reflective of Lexington only.
• We have received 322 resumes
• We grew our company with 51 employee referral hires
• We increased the referral rate from 19% to 42%
Program MVPs with the most referralsChris GrassoRachel HickeyTom Giannini
Employees with Multiple hiresDave Miller
Mark AndersonTom GianniniAustin Cooke*Janet Holian*
*not eligible for bonus or prize
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The RoadmapWe developed trust with our people
o We followed up with every referral!o We kept employees informed on their referral statuso We provided open feedback on all referralso We dedicated “significant” time to recruiting internallyo We created a 3 day rule within our team
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The RoadmapWe named the program
o ERP means different things to different groups within our company
o We chose a name that was easy to remembero We chose a name that was easy to refer too We created a buzz with the name
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The RoadmapWe marketed the program internally
placed posters around the
office
desk drops for the launch
hosted a company party
sent postcards to employees’ homes
sent weekly emails
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The RoadmapWe made the process clear & easy
o We clearly communicate all open positions on a weekly basiso We provided 1 point of contact for all questions
• Hired a “marketer” who manages the program o We provide clear & easy directions on how to submit referrals
• Mailed to all new hires before they start• Reviewed with all new employees at orientation• Sent out in weekly email for each geography
o Rules and submission instructions are kept on the company intranet
o Flat fee’s by geography to make it easy and clear!o All marketing material includes internet address for the
program
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The RoadmapWe publicly recognize people who participate
o Each week we sent out an email with the names of people who had made referrals that week
o We recognized new hires that were a result of a referral and named the employee who made the referral
o All prizes are given away at high profile company eventso We promote the program with a DVD that featured employees
who participated in the program o We display a running charts in public places that list all of the
people eligible for the grand prize
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The Roadmap
0%10%20%30%40%50%60%70%80%90%
Q3 07 Q4 07 Q1 08 Q2 08 Q3 08
Referrals AgenciesNetworking Job Boards
Hire Sourcing Mix– January 07 to date
Referral Program Starts (% of Total) July 06 to date
We track & publish referral metrics
Referrals AgenciesNetworking Job Boards
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The Roadmap
We offered clear and creative incentives• Monetary bonus
• Flat fee’s by geography (we experimented with a “hot jobs” list)
• Monthly raffle • iPod Nano• $100 Visa gift card• 2 tickets to Red Sox opening day• Show tickets
•Team Prize •Recruiting team hosted, cooked and served breakfast• Grand Prize
• Trip to Hawaii • 54” Plasma TV with Bose Surround Sound
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Program Killerso Referrals have a bad candidate experienceo Recruiters don’t follow-up with candidates or employees o Employees are asked to push out jobso Employees don’t know who to talk with about a
particular jobo Employees don’t know how to submit a referral o Employees don’t know what positions are open (or will
be) o Employees don’t know what to do with a lead o The program is not constantly marketed internally o Consistently making employees seek out their bonus
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Our Results
We increased our referral rate from
19% in July ‘06 to 46% to date