Build Skill — Referral Program Strategy Production Workflow

How to Use This Skill

Follow this workflow in order. Do not deploy a referral program before client approval is secured.

Step 1: Read Reference Data

Read the client's reference data file. Every proper noun must match.

Step 2: Read Upstream Deliverables

Read the position profile for this role. The referral communications must accurately describe what the role is and who would be a strong candidate. If the position profile doesn't exist yet, stop — the referral program cannot be designed without it.

Read the communication cascade. Understand who knows about the search, when each audience was informed, and what confidentiality constraints apply. The referral program launches only after the relevant audience has been notified through the cascade.

Step 3: Read the Extraction Interview

Routing Check

• Extraction available → proceed
• No extraction → stop. Go to 06-consultant-methodology.md first.

Step 4: Identify Gaps

Work through the Required Inputs table in 01-context.md. Common gaps:

• Audience not defined
• Incentive not discussed or not approved
• Communication channels not confirmed per audience
• Referral submission method not specified
• Acknowledgment protocol not captured
• Social media coordination not confirmed
• Referrer update protocol not defined

Document every gap.

Step 5: Stop — Present Gap Report to Advisor

Do not proceed until every gap is resolved. The incentive structure requires particular attention — it must have explicit client approval, not just practitioner assumption.

Step 6: Segment the Audience

Identify every group that will be asked for referrals. For each audience:

1. Who they are — Staff, board members, leadership, external stakeholders, specific departments
2. What they know — Have they been informed about the search? Through what channel?
3. What they can do — What networks do they have access to? What kind of candidates can they realistically identify?
4. Incentive eligibility — Are they eligible for a referral bonus? If not, what recognition do they receive?
5. Communication channel — Email, in-person meeting, announcement at a board meeting, Slack, etc.
6. Sequencing — When does their referral ask go out relative to other audiences?

Audience Segmentation Principles

Board members get a governance-framed ask. They're being asked to leverage professional networks on behalf of the organization they govern. The communication respects their role and time. Board members are typically not eligible for financial incentives.

Staff get a culture-framed ask. They know the organization from the inside. They can assess cultural fit in ways that outsiders can't. The communication acknowledges their insider knowledge and offers an incentive if one has been approved.

External stakeholders get a relationship-framed ask. They're being asked as a favor, not as a duty. The communication is warm, brief, and makes the submission process easy.

Step 7: Design the Incentive Structure

If a referral bonus is part of the program:

1. Amount — Confirmed by the client
2. Eligibility — Which audiences are eligible (typically staff; typically not board)
3. Payment trigger — What event activates payment (hire date, 90-day retention, etc.)
4. Payment method — Through payroll, separate check, etc.
5. Documentation — Written approval from the authorizing body

If no bonus: document the decision explicitly. The program may use non-monetary recognition instead — acknowledgment from the CEO, mention at a staff meeting, a thank-you communication.

Step 8: Draft Communications

For each audience, draft the referral communication.

Communication Components

1. Context — Why this role is open and why the organization is excited about filling it
2. The ask — What you're asking for: names, introductions, or both
3. Who to look for — Specific enough to filter. Derived from the position profile's must-haves. "Someone who has led a nonprofit through a leadership transition" not "someone who might be interested"
4. How to submit — Clear instructions: email this person, use this link, call this number
5. What happens next — What the referrer should expect after submitting a referral
6. Incentive details (if applicable) — Amount, conditions, eligibility
7. Confidentiality (if applicable) — What can and can't be shared outside this communication
8. Contact for questions — Who to reach out to with questions about the referral process

Social Media Content (if applicable)

If the program includes a social media announcement:

1. Draft content aligned with the client's social voice
2. Include a link to the position profile or an application method
3. Coordinate with the client's marketing/communications team
4. Get approval before posting

Step 9: Design the Referral Management Protocol

Acknowledgment

• Every referral receives an acknowledgment within 48 hours
• Acknowledgment confirms receipt and sets expectations ("We'll review their qualifications and reach out to them directly if they're a match. We'll keep you posted on the outcome.")

Routing

• Define how referrals enter the screening pipeline
• Referred candidates typically follow the same screening process as passive candidates but may skip the cold-outreach stage
• Referrals are tagged in the candidate tracker with the referrer's name and source

Referrer Updates

• Define what referrers learn at key milestones:
• Referral received → acknowledgment
• Candidate contacted → "We've reached out to [name]"
• Candidate advancing → "Thank you — [name] is in our process" (no specifics)
• Search concluded → "We've completed the search. Thank you for your referral."
• Define what referrers do NOT learn: evaluation details, scores, reasons for rejection, comparison to other candidates

Unqualified Referrals

• When a referred candidate doesn't meet must-have requirements:
• Acknowledge the referral regardless
• Thank the referrer
• Do not disparage the referred candidate to the referrer
• If the referrer asks why their referral didn't advance, keep it general: "We had a very specific set of requirements for this role, and we ultimately moved forward with candidates whose experience more closely aligned."

Step 10: Assemble the Program Package

Compile:

1. Program overview (purpose, audience, incentive, timeline)
2. Audience segmentation with communication assignments
3. Communication templates per audience
4. Position summary for referrers
5. Social media content (if applicable)
6. Referral submission instructions
7. Management protocol (acknowledgment, routing, updates)
8. Incentive documentation with approval
9. Timeline with cascade coordination

Step 11: Run Gate 2 QC

Run the Gate 2 checklist from 04-quality.md.

Step 12: Secure Client Approval

Present the complete program to the client for review and approval. The referral program does not deploy until:

• Communications are approved
• Incentive structure is authorized
• Social media content is approved by marketing/communications
• Launch timing is confirmed

Step 13: Deploy

After client approval, deploy communications per the sequencing plan. Track referrals as they come in.

When Building a Revision

When the search evolves (timeline extends, role requirements change, additional audiences should be activated):

1. Identify what changed
2. Update affected communications and protocol
3. Re-run Gate 2 QC
4. Get client re-approval for any substantive changes