Get more than referrals

Referrals are all important for recruiters. But it isn’t just asking for them, it is moving beyond that, as every recruiter asks fro recruiters. Your job is to give value!

First thing to think about: why would anyone want to give you a referral? It goes back to the old Brian Tracy idea, WIIFM: what’s in it for me? Think this question through when you are speaking to a candidate or client. What will they get if they give you a referral? Money, feel good, prestige, the emotion of helping? Whatever it is, that is what you need to start tapping into.

Second, what can you do to make a community? This may be a network of job seekers or those curious to the market or those that work with you as clients. Build a community of people who see you as an expert and build on that. What you’re looking for is a way to people to enter your sales cycle with no commitment (i.e., free). In exchange, you get their email or phone number.

Here are 3 easy ways to build a community:

1. A weekly or monthly newsletter. The point, again, is not to sell, but educate. Can you give advice to people on how to make a great looking resume? Your weekly interview tips. Your weekly tip on electronic networking (have you joined Linked in?).

2. You can take this up a notch to a teleconference and people can call in weekly. Use a service like www.freeconference.com. This is a U.S. Service, but if you search, there may be a Japan equivalent. This is free!

3. Have weekly or monthly seminars on the same subjects. If you are giving true value, people will see you as generous and want to be generous back.

Next, and this relates to the point above…and something I took away from Michael Port’s “Book Yourself Solid”: always have something to invite someone to. When you meet a candidate (or a client for that matter), ask them to an event...especially if it is one that you are hosting. “I know you’re not looking for a job, however, I would love to invite you to this event next week on writing effective resumes in English.” As you know, most people will not come alone to an event, but they will bring friends. Have a good sign in and follow-up system.

With above in place, getting referrals is a bit more easier when you use traditional methods such as:

1. Making sure to always get professional references from candidates. After all, you are a professional HR firm. You take and check references of all candidates. It does not need to be current boss, but 3 people who have worked with you. If a candidate won’t give you references, 9 times out of 10, they aren’t motivated and you won’t place them anyway.

2. Always ask for referrals. Most recruiters don’t even ask. They think they do, but they are very inconsistent. Nearly everyone including all the parents on my son’s soccer team, are working up to the questions: “What do you do? What five people should I know in your industry for training?”

3. Ask my favorite question, “I really want to expand my network and good people know other good people. What 5 people do you know that I should network with?” DON’T ask the dumb question: “Do you have any referrals?” Why would I give you any? You’ve not provided any value or service to me, I don’t know you, these people will compete for the job I want, and basically (your close-ended question) has elicited a big, fat, whopping “no”. You need to deserve the referral. Read the first point above again...

4. Always have an open job. Have jobs that are at different levels than your client and candidate and different industries. Then say, “Maybe you can help me (people love to help!). I have this position open for a junior accountant in fashion goods. If I wanted to know more about the fashion goods industry, what five people do you know that I should speak to?”

5. Have a referral awards system in place. What this means, is a signed piece of paper or some other point that says, when you get paid on a candidate you referred, you’ll give them a percentage. You would love to give out 10% of every placement you make if it means a 10% increase in placements! You do not need to go through your company. Trust me, you wouldn’t mind to take it out of your commission if you are getting referrals that lead to placements!