I must say that I have very conflicting feelings with referrals. I totally understand they are a great way of getting great people, and they are probably not us

I must say that I have very conflicting feelings with referrals. I totally understand they are a great way of getting great people, and they are probably not used enough. On the other, referral bonuses feels wrong for me. I had recommended people that has been hired in my company, but I've never cared about the bonus (to the point of saying to our recruiter "forget about referral process, just contact him and tell him I'm sending you"), to my eyes I am helping a friend, not making a business transaction. I understand that referrals have a lot of value, but I don't know how to make them more common without being pushy and uncomfortable...