Promoting Your Recruitment Referral Program in Your Dental Practice

In my last article, I went into what it takes to design a recruitment referral program for a dental practice, to include goal setting, establishing the program and taking a strategic approach. However, an employee referral program (ERP) doesn’t work in a vacuum. It takes the support of your entire practice team. In part two of this comprehensive guide, I’ll delve into how you can effectively promote your ERP and foster ongoing engagement.

Strategies for Promoting Your Recruitment Referral Program

Promoting your ERP begins with a clear, exciting launch and continues with sustained efforts to keep the program in the spotlight.

Here’s a few ways to kick things off and maintain interest.

1.Hold a Launch Event

Organize an event to mark the start of your ERP. This could be an in-person meeting, a virtual webinar, or even a fun social gathering. The goal is to explain the program’s benefits, how it works, and the incentives involved. Make it interactive; include a Q&A session, testimonials from employees who have successfully referred candidates in the past, or even a live demonstration on how to submit a referral.

2.Grab Attention with Marketing Materials

Create eye-catching marketing materials to spread the word about your ERP. This can include posters in shared areas, flyers in employee mailboxes, emails with detailed information, and even branded swag that promotes the program. Ensure your messaging highlights the benefits of participating, such as the rewards, the positive impact on the practice, and the opportunity to help shape the team by referring qualified candidates.

3.Keep Your Team Updated

Keep the program top of mind for employees with regular communications. This could be through email newsletters, updates in team meetings, or posts on internal social media platforms. Share successes of the program, such as the number of referrals received, stories about referred employees who are thriving, and reminders of the incentives available.

Maintaining Engagement and Keeping Your ERP Top of Mind

Keeping your team engaged with the ERP after the initial launch requires creativity, recognition, and transparency.

Here are strategies to keep engagement levels high:

By implementing these promotion and engagement strategies, you can create a vibrant ERP that becomes a key component of your dental practice’s hiring strategy. An engaged team is more likely to participate actively, leading to more high-quality referrals and successful hires who fit well with your practice’s culture and values.

Ensure every team member understands the ERP, including its goals, benefits, operational mechanisms, and desired candidate profiles. This foundational clarity empowers employees to make valuable referrals. You can even host instructional sessions or workshops to guide employees through the ERP process, including referral submission, candidate criteria, and rewards.

It may also help to develop and distribute a Frequently Asked Questions (FAQ) document for quick program reference. Stress the importance of referring candidates who fit both the role's requirements and the practice's culture. Discuss the positive impact of exemplary hires on practice operations and the work environment. Be sure to offer clear guidelines for identifying ideal candidates, balancing technical skills and soft skills. Finally, illustrate the value of quality referrals through successful referral examples.

Equip your employees with tips and strategies for networking effectively, both online and offline. Encourage them to think about their professional and personal networks as potential sources of referrals.

Here are some training areas that will also improve their ability to provide the best referrals.

• Social media use: Offer guidance on how to use social media platforms professionally to network and identify potential referrals.


• Elevator pitch training: Help employees craft an "elevator pitch" about your practice that they can use when talking to potential referrals. This pitch should highlight the benefits of working at your practice, the supportive work environment, and any unique selling points.


• Communication skills development: Enhance your team’s communication skills by offering training on how to approach potential candidates and articulate the opportunities available at your practice. Effective communication can make the difference in convincing a high-quality candidate to consider a position.


• Workshops: Consider conducting workshops focused on effective communication techniques, including how to listen actively, convey enthusiasm, and provide meaningful information about the practice and the role.

If you're using a specific software or platform for your ERP, provide comprehensive training on how to use it. Ensure everyone knows how to submit referrals, track the status of their referrals, and access any necessary information about the program.

Organize demonstration sessions where employees can see firsthand how to navigate the ERP software or platform. Include practical exercises like submitting a mock referral. Make sure there are easily accessible resources for troubleshooting or questions about the ERP platform, such as a helpdesk or dedicated IT support person.

Continuously Improving Your ERP

ERP training shouldn’t be a one-time event. Offer periodic refresher courses or updates when there are changes to the program or to recruitment priorities. Schedule annual or bi-annual training sessions to update the team on any changes to the ERP and re-emphasize the importance of quality referrals.

Also, keep in mind that your team is a valuable source for improving your ERP. Encourage feedback from your team about the ERP and the training provided. Use this feedback to make adjustments and improvements, ensuring the training remains relevant and effective. Conduct surveys or hold focus groups to gather feedback on the ERP training sessions, asking what was helpful and what could be improved.

By investing in comprehensive training and promotion for your recruitment referral program, you empower your employees to become effective ambassadors for your dental practice, equipped to bring in high-quality referrals. This not only enhances the success of your ERP but also contributes to a more engaged and proactive workplace culture.