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Case Study: How Chatbots Power Georgia Pacific's Modern Employee Referral Program

Published by Ryan O'Donnell on

The Problem:

Unemployment has reached a 17-year low and companies are struggling to hire and retain workers, according to Business Insider. Filling jobs in a timely manner is critical to operating a successful business. With a tight labor market, business leaders need to have a strategy for recruiting and retaining their employees.

At Georgia Pacific, recruiting teams were stuck handling employee referrals manually in their email inboxes and spreadsheets. Their applicant tracking system at the time, Taleo, and their CRM, Jobvite, was unable to provide a solution for employee referrals.

With over 35,000 employees, the way they handles employee referrals wasn't working. They were looking to partner with a solution provider who was able to offer an innovative solution which could support a high quality employee and candidate experience.

The Solution:

Employees hired through employee referrals consistently outperform hires from other sources such as job boards or recruiting agencies. Numerous studies have shown employee referrals are hired up to 50% faster and remain employed up to twice as long. A simple employee referral program can be an effective way to recruit and retain employees.

By leveraging an automated chatbot to assist their recruiting teams, Georgia Pacific was able to send an email and text-message campaigns to their employees. Email proved more effective with their corporate employees. However, their manufacturing employees responded significantly higher to text based outreach

Over 30% of invited employees sent at least one referral. One employee who had experienced the company's prior solution shared her feedback on the new solution powered by EmployUs:

“This new tool is amazing and so easy to use! I have such a large network and often want to refer colleagues to GP but never found an easy way to do so. The other GP referral website is not as easy to use and I would have to search jobs or locations then copy and send a link. This works so much better and is so easy, especially since I do not have to send the follow up link any more to our open positions.”

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