Recruiter partnerships can be a game-changer for your resume business because prospects referred to you by recruiters will originate from a warmer source. What does that mean exactly? The answer to this question can be summed up in 3 easy bullet points:
- First, these prospects are in an active job search
- Second, these prospects are in action mode
- Third, these prospects are being referred by a respected source
- Fourth, these prospects come to you with increased trust because you came to them “recommended”
In the prospect development module of this program, we talked about the “temp of prospects,” and how that has a direct impact on your close rates.
Individuals who pursue – or are being pursued by – a recruiter are in job-search mode (object in motion). They have reasons behind their motivation. They’re taking action and applying their energy to meeting their goals.
Let’s not compare this to someone who’s also in motion, but likely less motivated. For example, let’s take someone who recently performed a Google search and happened across your name, website, LinkedIn profile, etc. The terms that individuals use to find you play a VERY IMPORTANT ROLE in how well your services get welcomed. Those who typed in an organic search term, such as “who does free resume reviews” or happened on you using an odd search phrase, such as “businesses affiliated with the BBB,” aren’t the warmest leads or prospects for you. Your chance of closing these during your sales presentation? PROBABLY ZERO. There is an exception to this, however. Let’s say you’re leveraging a retargeting ad campaign through Google or someone search engine, well, that’s different. Your chances of closing those likely GOES UP FROM ZERO.
These visitors are good for a click but likely have little interest in buying.
If your goal is to get to that next financial rung, recruiter partnerships can result in a sizable chunk of new revenue.
Before we dive into our topic, here’s a bit of a disclaimer:
Let’s cover the terms used in the below content because terminology can get confusing.
Businesses (AKA advertisers) have gone from using names like “affiliate” and “affiliate programs” to “referrer” and “publisher,” with the programs being called “referral programs.”
We’re pointing this out because these terms are used interchangeably throughout the below resource. And because of this, we want you to understand whether we say affiliate, referrer, or publisher, we’re pointing to the same person. Hopefully, that makes sense. 😉
Recruiter Partnerships: Informal or Formal?
Informal recruiter partnerships are described as handshake agreements between two parties. With this type of relationship, there’s no contract or sophisticated software being used to track conversions.
Essentially, referrals are initiated by word-of-mouth with sales tracked manually. An informal system is much more cost-effective for you as a resume writer. However, referrers who promote your business are less welcoming to this model because referrer profits can fall through the cracks if not carefully monitored. An informal system can work, although tracking and issuing payments does get more complex to track the more partners you have.
A third-party SaaS generally manages formal referral partnerships (aka referral or affiliate programs) (software-as-a-service). The software places a cookie (tracking code) on the prospect’s device (e.g., computer, mobile phone) once a click has been made through the referrer’s/affiliate’s link. That cookie allows the software to track clicks and sales the prospect places with your business and provides the affiliate with earnings data.
1. Informal Recruiter Partnerships
First, let’s talk about informal recruiter partnerships because you can launch an informal system in less than a day.
As we said above, most informal recruiter partnerships are nothing more than verbal (handshake) agreements.
This means a resume writer approaches a recruiter and arranges to pay the recruiter a percentage of recruiter (referred) sales.
It’s that simple.
These informal arrangements between resume writers and recruiters are straightforward, cost-effective, and easy to start. You can secure recruiter partnerships with as many recruiters as you wish. There’s no limit.
92% of consumers trust referrals from people they know. – Nielsen.com
Are Handshake Agreements Ideal?
Yes, they can be. For many years, we used handshake agreements with recruiter partners with few issues.
As we mentioned, you can start with an informal program and transition to something more structured as your business grows.
Like everything else in your business, which one you start with will be dictated by your tolerance for risk, time to set up, and access to funds.
2. Formal Recruiter Partnerships
Now, let’s shift to the benefits of using formal referral software.
The most significant being:
- Gives your resume business more credibility.
- Provides you with tracking data that you can use to assess and improve your sales messaging, affiliate assets, and so on.
- Enables you to provide partners with seasonal and/or topical offers.
- Positions you to monitor qualified leads by lead source.
- Gives you the ability to manage and control your referral program in one location.
- Creates new traffic channels for your online property, which increases the more affiliates you sign up.
- Provides an interface your partners can use to monitor sales and payout reports.
- Raises the potential for up-sales and cross-sales.
- Helps streamline partner payments, which is important for both parties.
There are a few negatives too.
The biggest is the time investment required to set up and produce the assets (e.g., banners, buttons, calls-to-action).
Having a referral program seems easy enough, but like any other aspect of your business, it requires promotions on your part.
Making matters worse is that some people will sign up and never send prospects.
Here are two banner examples for a resume-writing service:
Referral/affiliate software worth checking out includes:
- LeadDyno
- Purply
- CommissionJunction (CJ)
- Tapfiliate
- Pepperjam
How to Find Recruiter Partnerships
#1 Your first strategy could be to pursue partnerships through LinkedIn.
Begin by sending connection requests to recruiters.
Your goal, in the beginning, is not only to increase the number of recruiters in your LinkedIn network but also to connect with the “right type” of recruiters.
For example, when college graduates are your ideal client, recruiters who source new grads would make the best connections for you.
Simple enough, right?
Once a connection is made, this could be a good time to ask about a recruiter partnership. You don’t need a very detailed message. Something like this might be enough:
Hey there, Jim! Thanks for connecting with me here on LinkedIn. As a recruiter, I’m sure that you happen upon people who need help writing and optimizing their resumes. Would you be open to a referral partnership? I’d be happy to provide you with a few details, such as amount I’d pay you per referred sale.
Do you need to upgrade your LinkedIn account to send messages like these?
You may wish to upgrade to get more monthly InMail™. However, you could get far just by using the starter InMail and messaging alternatives that LinkedIn provides at the free membership level.
Be prepared to answer follow-up questions from recruiters.
Questions about money include:
- How much will you pay for referrals?
- How often do you issue referral checks?
- What’s your money-back policy for referred clients?
Questions about your skills include:
- How many years of experience do you have writing resumes?
- Do you have a few resume examples you could send?
- Who is your ideal customer?
You might get asked a few deep-dive questions, such as:
- How does your service differ?
- What’s your process for working with new clients?
- How do you handle difficult clients?
#2 Your second strategy could be publishing a page on your site announcing that you’re interested in recruiter partnerships.
When writing the content, focus on “what’s in it for them.”
A great place to start is by describing your typical sale amount and proposed revenue for recruiters.
Also, outline what services you pay recruiters for (e.g., resume writing, interview prep) and what you DO NOT pay out for (e.g., book sales, webinars, and resume updates).
Word-of-mouth is seen by 74% of consumers as a key influencer in purchasing decisions. – MediaBistro.com
#3 Your third strategy could be mailing a simple postcard designed using basic software (Word, PowerPoint, Canva) and printed from your computer.
When you don’t have advertising dollars set aside waiting for a rainy day, mailing a low-cost postcard is a low-key yet effective way to attract new recruiter partners.
A postcard could send potential recruiter partners to a landing (sign up form) page or call/email you for more details.
Here’s an example postcard to get you started:
BONUS: #4 strategy!
Think beyond recruiters too.
Much of this article talks about attracting referrals from recruiters.
However, there are referral channels to consider too:
- Fellow Resume Writers
- Career/Interview Coaches
- Career Counselors
- Industry Organizations
- Clients
- Prospects
Current/past clients and fellow resume writers can generate the most revenue for you.
Give Your Recruiter Partners Everything They Need to Succeed
Failing to educate and onboard new recruiter partners is a missed opportunity if you don’t take it. Walk your partners through each step of your program. Explain and give reasons for what you’re recommending; e.g., use “Do this now … and this is why …” statements. Before you start a formal or informal program, have a few resources available to help referrers succeed. Minimally, one or two email templates and various-sized banners or buttons are a good start.
You could then expand to offer:
- Articles
- Social Media Posts
- Landing Page Copy
- Downloadable Lead Magnets
Common Questions About Recruiter Partnerships
1. What’s a typical amount to offer recruiters?
From those we’ve surveyed, 10% is about right. However, you could MORE REFERRING RECRUITERS by offering a sizably higher referral rates; e.g., 15% to 30%.
2. How often should you pay referrers?
You have two options for pay consistency: first, pay recruiters once you’ve completed each client’s project, or second, pay recruiters monthly or quarterly. The latter is best for recruiters who send you higher volumes of prospects and clients. There are accounting benefits to both.
3. What’s the best way to issue payments?
PayPal or an online bank check is sufficient. There are benefits to paying online now, however. According to the IRS, you can avoid issuing 1099s to partners by using an electronic payment portal, such as PayPal. Not having to issue 1099s to your recruiters at the end of the year will certainly save you (or your accountant) some hassle.
