Don't Be Scared to Ask Your Team for More Diverse Referrals

Guest Post
Friend of Drafted

Originally posted on the Predictive Index blog and edited for the Drafted blog

Employee referrals are known to result in more efficient hiring but tend to get a bad reputation for diversity. U.S. companies hire 29 percent of their workforce through referrals—and at least 88 percent of employers love employee referrals. At companies like Ernst & Young, referrals can account for up to 45 percent of non-entry level hires, according to The New York Times. But the one question on every talent leader's mind - how do we get more diverse referrals?

Every week we see something in the news reminding us that most businesses have a ways to go when it comes to diversity and inclusion in the workplace. Take a look at these survey results showing the percentage of women within various companies—on the low side we see 23 percent with a median of 39.5 percent.

If you’re in the recruiting and talent business (i.e. any business), it’s not unusual to hear something like: “We want fewer referrals, because we’re focusing on diversity, since you know, birds of a feather…”

There is truth to this idea. Research says people tend to refer people like themselves, so naturally, some recruiters and employers believe that having a healthy referral program is unhealthy for their diversity and inclusion initiatives.

However, saying you don’t want more employee referrals for diversity reasons is throwing the baby out with the bathwater. More referrals doesn’t mean less diversity, necessarily. You can accomplish your workplace diversity goals by being more thoughtful about your referral program, instead of just abandoning it.

Here are four ways you can create a diverse employee referral program at your company:

How to get more diverse referrals? JUST ASK.

Research from the Kapor Center suggested that you can turn referrals in favor of diversity by strongly encouraging not just any referrals, but diverse referrals. It seems so obvious once you think about it. If you want more diverse referrals, just ask.

Ask for diverse employee referrals to increase diversity

Further, the Kapor Center’s studies also found that offering a referral bonus specifically for underrepresented minorities moves the needle more than several other popular methods. These include the appointment of a Chief Diversity Officer (a popular Silicon Valley band-aid) as well as unconscious bias training, which can potentially have the opposite effect. As Harvard sociologist Frank Dobbin said to Vox, “Training can bring bias to the surface … it can activate stereotypes.”

Ask for leads, not referrals

This HBR article talks about how Pinterest, a premier tech company in Silicon Valley, was able to move the needle on their workforce diversity efforts with a very simple trick. Instead of asking for “referrals” (a word that carries a lot of weight), they asked employees for “loose referrals” or “leads” and let the recruiting team decide whether the candidate made the cut.

As Candice Morgan, Head of Diversity at Pinterest, said in the article: “We found that people tend to refer job candidates who look like themselves, so we decided to ask people for loose connections and leads instead of referrals.”

This way they were able to combat unconscious bias that might play into referrals, and also get a broader, more diverse set of candidates at the top of the funnel.

Ask minorities and Under Represented Groups for referrals

If you’re not convinced yet and still don’t think there’s a cure for “birds of the same feather,” there’s an obvious solution: ask a better set of birds. In business, few things are as important as hiring well. Actively seeking out people from different walks of life and origins can only strengthen your company. Why? Because they bring different perspectives. Be proactive find groups of people that are under represented at your company and actively seek them out.

Ask your community

40 percent of all referrals originate from a non-employee source. This means that someone has to network his or her way through the community to one of your employees in order to get referred. So why not make it easier for great people to find you by adding an external referral program to your sourcing efforts?

Now, if you want all the good parts of referrals (trusted source, higher response rates, better candidate engagement, faster time-to-hire, lower cost-per-hire, etc.) but don’t want people that look and smell exactly like your employees, a no-brainer would be to simply ask people that aren’t your employees.

Every company has a community—friends, family, investors, customers, social media followers, and so on. With the right personalized and targeted messaging, you can engage different parts of your community in helping you find the best talent from a variety of places.

You have the tools and resources at your finger tips - go forth and ASK for more diverse referrals from your team and community. You can do it!

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