Alison Owen
by Alison Owen
Recruitment Technology

Three key reasons why word of mouth will build your brand

Word Of Mouth

Word of mouth is still the most powerful advocate for your business. In a world where customers are four times more likely to buy when referred by a friend, the power of user-generated social media content should be harnessed by the recruitment industry.


Now everyone can tap into a global community - think TripAdvisor or Amazon reviews where everyone can self-publish their views - user-generated content is one of the key ways to build your brand.


Sharing testimonials from candidates who have had positive, first-hand experience of your recruitment agency or job board is a powerful way to use word of mouth - which, ultimately, will drive traffic and help boost SEO.


There are three main drivers:

  • Trust

  • Loyalty

  • Buzz


Trust: building brand ambassadors

Start with social media listening, which is critical to understand how your audience reacts to your brand. Engaging across the networks your customer use is a powerful way to build trust - even anonymous reviewers have a 70 percent trust rate when they post online about a brand.

Creating brand loyalty


Candidates are far more likely to develop a strong attachment to an organisation that’s recommended by their peers. Displaying candidate and client reviews of your company on your job description pages are a highly visual way to share testimonials with visitors to your site, .

Creating buzz around your brand


Social recognition is a powerful tool - look at the success of GoPro’s Everything We Make campaign - where fans were given the opportunity to submit photos and be featured in GoPro promotions. This gives the opportunity to cross-share social content across networks - so don’t hesitate to share someone’s positive comments from Facebook, for example, onto other networks such as Twitter and LinkedIn.



For tips on how to harness the power of user-generated content, download our free Recruiter's Guide to SEO.



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