Internal Communication

Rolling out a global referral program

While local employee referral programs were in existence, Toll did not have a Group standard. With a new incentivised program developed, Toll required an awareness campaign to promote to to all employees globally to improve referral hires and help reduce recruitment costs.         

A global campaign localised in 12 languages to ensure engagement

A survey was created and deployed globally to ascertain the most applicable channels to engage with internal talent. Creative concepts were developed, followed by final artwork of posters and screen backgrounds rolled out in 12 local language variations. A QR code was included as part of the designed artwork to allow employees to access a digital landing page directly from their smart phones.


Boosting employee referrals by 193%

The Referral campaign was brought to life by leveraging multiple ideas to provide awareness and drive action. One angle promoted the financial incentive upfront, while a follow-up idea played more on a colleague’s desire to grow the Toll team around them with more talented people just like them. A landing page was designed and copy-written to help educate employees on how the Referral program worked. While design artwork of posters and screen backgrounds was rolled out in 12 local language variations and featured a QR code to drive employees to the landing page to encourage action. In the 8 months, post launch, the QR code was scanned 1410 times by 1331 unique users and there was a 193% increase in average referrals (per month).

% increase in average referrals
in 8 months post launch
Belong Creative helped us create engaging material that could slot in seamlessly with our existing internal communication channels – posters, desktop wallpaper, screensavers and a landing page, which ensured we had multiple avenues to get in front of our team. The program has been a great success with over 21% of all hires coming from referrals.
Suzanne Doyle

Employer Brand Manager, Toll Group