How to Increase Inbound Leads in Recruitment with Referrals
Build real trust that brings people back, and brings new people in.
In recruitment, inbound leads are the dream. They’re warmer, they move faster, and they often lead to better conversations. But while it’s easy to sit back and wait for referrals to roll in, the recruiters who really grow something sustainable take a more intentional approach.
Referrals aren’t just nice to have. They’re a sign you’re doing good work. And with the right habits, they can become one of the most consistent and reliable ways to grow your desk, from both sides of the market.
Here’s how to make them part of your everyday rhythm, not just a lucky bonus.
- Why referrals work so well in recruitment
- Types of referrals in recruitment
- How to increase candidate referrals
- How to increase client referrals
- Creating a referral culture in your team
Why referrals work so well in recruitment
Referrals come with trust already built in. Whether it’s someone recommending a friend for a role, or a client introducing you to another hiring manager, there’s an assumed level of credibility from the start, and that makes everything quicker, smoother, and more productive.
They’re also more efficient. Less of your time is spent convincing people to engage, and more of it is spent doing what you’re good at, matching great people to great roles.
Types of referral in recruitment
Candidate referrals
These are introductions to other job seekers, usually made by people you’ve placed, are currently working with, or have built trust with.
Why they matter:
- You get access to talent you might not find through job boards or LinkedIn.
- Referrals often lead to stronger cultural and technical matches.
- They help you build reach in niche or hard-to-fill areas.
Client referrals
These can come from clients introducing you to other departments, hiring managers, or businesses, usually off the back of a good hiring experience.
Why they matter:
- They’re often warm and open to hearing what you do.
- You may get access to roles before they hit the wider market.
- They help position you as a trusted partner, not just another supplier.
How to increase candidate referrals
1. Ask at the right moment
Timing is everything. The best time to ask is when someone’s feeling the value of what you’ve done, maybe that’s after you’ve secured them an interview, helped them land an offer, or advised them about their market value.
2. Make it easy to say yes
Be specific. Instead of “Do you know anyone looking?”, try:
“Do you know another project manager in Germany who might be open to a move soon?”
It gives people something concrete to think about, and it’s much more likely to trigger a useful intro.
3. Incentives help — but they’re not everything
A referral bonus can be a nice extra, but it’s rarely the reason people refer. Most do it because they trust you and believe you’ll look after the person they’re introducing. That trust needs to come first and incentives are just a top-up.
4. Follow up
Lots of people will say, “Let me think about it.” Then life gets in the way. A friendly check-in a few days later is often all it takes to turn good intentions into action.
How to increase client referrals
1. Know who your advocates are
Look for clients who’ve given strong feedback, come back to you multiple times, or mentioned you positively in meetings. They’re often happy to refer, but they’re busy people so they might need a nudge.
2. Be direct and keep it personal
You don’t need a formal script. Just something honest and tailored to the relationship, like:
“I’ve really enjoyed working with you on this, is there anyone else in the business growing their team who you think I should be speaking to?”
3. Make it easy for them to help
If someone’s open to introducing you, offer to draft a short message they can tweak or forward. The less effort it takes, the more likely it is to happen.
4. Lead with value, not asks
The best time to ask for a referral is after you’ve delivered something valuable – whether that’s helping them land a tricky hire, providing market insight, or just making the whole hiring process smoother.
How to create a referral culture in your team
Referrals shouldn’t just be a one-off tactic, they should be part of how your team operates every day.
Here’s how to make that happen:
- Train your team on how and when to ask for referrals
- Track what’s working so you can double down on the best approaches
- Celebrate the wins by giving internal shout-outs when someone brings in a referral
- Make it visible and use leaderboards or team goals to keep the momentum going
When referrals become a habit, not an afterthought, they start showing up more often and with better outcomes.
Referrals are one of the most powerful ways to grow a desk, not just because they’re warmer or faster, but because they’re built on something solid: trust.
So if you’re looking to grow, whether it’s your candidate network, your client base, or your reach in a niche market, start by building the kind of relationships people want to talk about.
Speaking of referrals…
We’re currently looking for experienced recruiters to join our team in Southampton/Portsmouth. Know anyone who might be a good fit? Refer them to us and get up to £1000. See Ts & Cs.
