6 Lessons Learned About Word-of-Mouth Recruiting
Discover the transformative power of word-of-mouth recruiting with insights directly from seasoned professionals. This article unveils key strategies for leveraging personal networks and fostering a culture that thrives on referrals. Learn how to optimize the recruiting process and build lasting relationships that benefit both recruiters and candidates alike.
- Prioritize Candidate Experience in Recruiting
- Look After Your People
- Shape Internal Culture for Referrals
- Ask Candidates for Recommendations
- Cultivate Authentic Employee Advocates
- Build Long-Term Relationships Through Word-of-Mouth
Prioritize Candidate Experience in Recruiting
I'd say I understand and prioritized the value of candidate experience in word-of-mouth recruiting. In my experience, word-of-mouth recruiting seems focused mostly on employees and misses the value in leveraging a Net Promoter Score system for candidates who went through a recruitment process. I believe there's a lot of value in ensuring every candidate you interact with has a better feeling about your company after every interaction.
Look After Your People
Look after your people, and they will be your best advocates. I wish I had known which tools to use early on so that they could easily share their experiences. Building strong relationships with those who have positive things to say about your company can significantly amplify your reach. If you have easy-to-use tools and access to them, your advocates will be able to shout from the rooftops. I recommend proactively gathering testimonials, creating shareable content, and implementing a referral program. This will encourage enthusiastic employees and brand ambassadors to spread the word, leading to more effective word-of-mouth recruiting. Track and acknowledge every referral so that people feel valued. It is essential to make sure that the process is personable, not robotic.
Shape Internal Culture for Referrals
When we first started working with word-of-mouth recruiting, I had underestimated how much your internal culture shapes what people say about your organization. I'd assumed that would be enough: have a good reputation and have solid opportunities to offer. In practice, though, the best referrals just happen as a natural outgrowth when your team likes coming to work.
My advice will be this: don't focus on asking for referrals, per se; create an environment where people want to refer you. That is where the real investing takes place—in your people, in their feedback, in making them feel important. Let your employees be happy, and they become your most natural ambassadors. For word-of-mouth recruiting, when not forced, is a natural flow of how great it is with your company.
Ask Candidates for Recommendations
Word of mouth recruiting can be incredibly powerful. However much you might know your market as a recruiter, you won't have that practical understanding of who the best candidates are compared to someone who has worked directly with them.
Asking candidates who aren't interested themselves for recommendations is a great idea. I'd recommend making sure the role seems as attractive as possible to the person you'd like to refer - of course they are only going to share their network if they feel the role is worth sharing.
Phrasing the question in a certain way can help eg, "Is there anyone you can think of who would appreciate a call about this opportunity?" is better than "Can you recommend someone?" as the former reinforces why it might be in their interests to recommend someone.
Make sure you're suitably grateful to the referrer and consider buying them a thoughtful present if their recommendation results in a placement.
Cultivate Authentic Employee Advocates
While it might seem like a simple "tell your friends" strategy, word-of-mouth recruiting relies heavily on your existing employees being authentic advocates. I assumed that offering a referral bonus would be enough to incentivize my team to spread the word. Still, I quickly learned that enthusiasm for sharing job opportunities isn't generated solely by monetary rewards. It stems from genuine pride in where they work and a belief in the company's values. Before expecting employees to become recruiters, you must create an environment where they want to share their positive experiences. This environment should foster open communication, recognize and reward contributions, and build a culture of trust and respect. Early on, I realized that my rushed attempt at implementing a referral program felt forced and inauthentic.
I advise any business leader leveraging word-of-mouth recruiting to focus on cultivating a favorable internal environment before anything else. This foundation includes communicating your company's mission, vision, and values to ensure everyone is on the same page. It also involves listening to feedback, addressing concerns promptly, celebrating big and small successes, and fostering a sense of community within the workplace. When employees feel valued and respected, they're more likely to speak highly of their experiences and organically recommend their company to others in their network. Candidates who come through word-of-mouth are often a better cultural fit because they've received firsthand insights into the company's values and work environment from a trusted source.
Furthermore, implementing a structured, transparent referral program after establishing a positive culture is crucial. Clearly outline the referral process, including eligibility criteria, bonus structures, and timelines. Make it easy for employees to submit referrals through a dedicated online portal. Regularly communicate the program's success and highlight employee contributions. This communication keeps the program top-of-mind, reinforces its value, and encourages continued participation. Remember, a successful word-of-mouth recruiting strategy isn't just about filling open positions; it's about building a strong employer brand and creating a network of enthusiastic advocates. When your employees become your biggest champions, you'll unlock a robust and sustainable recruiting engine that delivers exceptional talent and reinforces your positive brand image.
Build Long-Term Relationships Through Word-of-Mouth
Word-of-mouth recruiting is a win-win situation that helps build long-term relationships and is beneficial for both the organization and the consultancy. Through word-of-mouth recruiting, the position requirements and expectations are already aligned, which cuts short the lead time in understanding any new client, resulting in a quick turnaround time. In my opinion, everyone should try to switch to word-of-mouth recruiting, compared to standard portals, to have a high success rate and build a fruitful long-term relationship.