The most powerful type of social proof for HR consultants

A quick article from me today 🙂

In 1984, a phycology professor called Dr. Robert Cialdini released a book called Influence.

In marketing circles, this book is a holy grail because it was the first of its kind to explain the phycology behind why people say yes, and how to apply these principles to your business.

 Just a heads up, I remember it being a very dry read. So don’t feel like you have to read it.

Inside the book, Dr Cialdini breaks these principles down into ‘6 weapons of influence’ and coined the term ‘social proof’ for the very first time.

This is how the book explains social proof:

When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.

 Whenever I try to explain social proof I always use choosing a restaurant on holiday as an example.

You’re in a new place with no understanding of the restaurant’s reputations. You walk along the harbour or sea front on the hunt for some lovely dinner. (Imagine…)

As you walk along, you see restaurants that are full of life and others that are not.

What restaurant are you more likely to want to go to?

The one that is busiest of course.

Because we assume that it is the best restaurant to go to as the most amount of people has chosen to go there. This is exactly what social proof is all about.

1. Testimonials

Typically provided by clients, but you might give them the odd edit.

2. Reviews

Left by clients on external sites like Google, Facebook or Trustpilot. As a result, you cannot edit these.

3. Case studies

You create a story based on your client and how your service has helped them.

Drum roll…Reviews.

Why? Because they’re the most believable. Everyone knows you can edit and manipulate a testimonial or case study. But a review left on Google, Facebook of Trustpilot is perceived as genuine and is the most powerful type of social proof you can use in your marketing.

 The most powerful way to use reviews in your marketing is by taking a screenshot of the review on the original platform, whether that’s FB, Google or Trustpilot and putting it on your website (or other marketing materials) with a link back to source.

You should have reviews scattered across every single page on your website, ensuring they are very close to call to actions. Like your contact form, or link to online diary.

Without sounding too obvious, the easiest way to get more reviews is by asking for them in a systemised way. If you can automate this in your CRM even better.

And to ensure you get the best reviews possible, it’s important to ask clients when they are at their happiest with your service.

Here are some great times to ask for a review:

1. In your first 90 days with them (you are in your honey moon period with them still and they’re likely to be at their happiest)

2. When you’ve just completed a big project for them

3. When you’ve completed a quarterly or strategic review with them and everything seems to be going well

What’s the best way to ask for a review?

If you can ask your client in person, you’ll get the best results because they’ll feel more obliged to help you out. But don’t be disheartened if they don’t. Some will and some won’t.

You can then always back this up with email, with a link to the review platform.

Here’s a sentence I always like to use:

“Hi, we’re always looking for more clients like you. How would you feel about leaving a review for us on Google? All you have to do is click here and just leave a review in your own words. We really appreciate that. Thank you very much.”

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If you would like some help with marketing your HR consultancy, please get in touch with me today.