So you're finally gaining some website traffic but still not generating many client or candidate leads. Turns out, just getting people to your website isn't enough.
In today’s competitive landscape, candidates rightfully expect you to earn their trust before they entrust you with their careers.
The same applies for clients. Why should they trust you ahead of the other 40 recruiters that have pitched them this week?
Follow the leader.
In Google’s UX Lead Gen Playbook, they list Social Proof as one of the key factors to optimising your homepage for lead generation.
They go on to quote from a Nielsen report:
“Increasing credibility: Users consider how others perceive content, services, and products that they find online. Adding an indication that other people, or even better, familiar people, like the content or product can remove decision-making uncertainty.”
In short, people trust endorsements from someone they can relate with. And your potential candidates and client are no different.
If leveraged properly, social proof has the power to turn your website traffic into real candidate and client leads. Which in turn, of course, drives more placements and more revenue.
Not sure where to begin?...
Read our list of the 7 most effective social proof examples below.
For the purposes of this list we talk about candidates, but remeber, the exact same applies for clients. They're people too :)
In the Nielsen report mentioned above, they state: "63% of consumers say they are more likely to buy from a website that displays reviews."
Let's put that into a recruitment perspective.
As a sought after candidate, browsing the internet for the best recruitment partner, who would you rather work with? An agency that has tons of positive feedback from past candidates or one that has no reviews at all?
Of course, the agency displaying great reviews has an advantage.
To win the trust of potential candidates, you should encourage your former candidates to leave reviews on a verified third-party platform. You can then display those reviews on your website (and start reaping the SEO benefits too).
One important distinction that's worth pointing out, is that people trust third-party verified reviews a lot more than something you can edit yourself.
This is sometimes a contentious one amongst recruiters. "Display my clients online, are you mad?"
If you have your client’s permission, then you should absolutely display their logos on your website.
A portfolio of high-profile client logos shows that your agency has successfully secured lucrative positions for past candidates. Your potential candidates are therefore a lot more likely to trust you to do the same for them.
Let’s face it, if a candidate comes to your website and sees logos of companies they really want to work for, then you’ve basically secured a new lead right there and then.
And when it comes to which ones to display, the bigger brand name the better. According to one study, high-profile client logos are 3 times more effective than low-profile ones.
With that being said, any client logos are better than none.
And for those of you a little worried about exposing your clients – the positives far outweigh the negatives.
And really, what are the negatives? Are you really worried about another agency coming to your website, seeing the client, and trying to poach them?
Reality check: your client is getting approached by other specialist recruiters every day. Your display of having a relationship is not going to change that or make it worse.
Have you ever seen a message like “100 other people are on this page right now” or “Tom007 made a purchase 2 hours ago”?
This is called live or dynamic data and it’s an incredibly powerful form of social proof that has the added benefit of creating urgency.
If you’ve got a live job board on your site (you 100% should have), then you’ve already got some live data.
You can take that a step further..
On your job openings, try displaying a live count of how many candidates have applied today/this week, or time since the last application, or average response time to applications.
All of which add validity to posts and create a sense of urgency for the viewer to apply.
Has your agency had coverage from any media outlets?
It could be a magazine, a TV ad, an industry blog or even a good old newspaper. If you’re not already showcasing these mentions on your website, you should do so right away.
There’s a reason why most successful companies put media mentions on their homepage: it is an effective way to highlight success.
An industry award is a prestigious achievement that enhances your reputation and makes your brand memorable.
For it to make the maximum impact, you need to put it in front of as many eyeballs as possible.
Where’s the best place to display industry awards? Your website.
Is your agency a member of the REC, APSCo, TEAM, The Recruitment Network, Chamber of Commerce, or any other recruitment or general business group, body or organisation?
If so, it's good to get their logos on your website too.
As with with awards, these memberships subconsciously create a feeling of trust with the user as they browse your site. And any trust you build is going to enhance your chance of a lead conversion.
We know search engines love user-generated content, well it turns out people do too!
User-generated content (UGC) is highly engaging and shareable. Why? Because users love consuming content made by other users like themselves.
Reviews are the most common form of UGC, but you can get creative for extra effective results.
How about asking your new starters to share a picture or video of their first day at their new job, maybe with some nice words to go with it. And have them tag you in it.
Pull that feed into your website and other social sites and you've got some UGC trust-building gold.
This list is by no means exhaustive. Social proof comes in many forms, and anything that demonstrates that others have trusted and had success with you will help you build trust with future candidates and clients.
If you're not using social proof yet then trying to implement all of the above at once is going to be overwhelming. Instead, start with something that you have already and build from there.
If you are using social proof on your website, let us know in the comments below how it's going and which is bringing you the most success.