Why Likability Isn’t Enough to Win New Recruiting Business

A lot of recruiters assume that being likable online is what drives new business.

That’s why you see so many selfies, life updates, and feel-good posts.

And to be fair that logic makes sense if most of your business comes from referrals.

But here’s the problem:

Referrals come from people who’ve already experienced your competence.

They know you deliver.

But when you’re marketing to people who haven’t worked with you yet?

Likability doesn’t close deals.

New buyers don’t have proof yet.

They’re not wondering,
“Do I like this person?”

They’re asking,
“Can this person solve my hiring problem?”

That means your content has to reflect:

• What you do differently

• Why your process actually works

• How you deliver better outcomes than the last agency they used

It’s not about being flashy.

It’s about showing that you have experience, pattern recognition, and a system that works in their environment.

When you do that, you build credibility with people who didn’t know you yesterday.

And that’s what turns strangers into clients.

Likability might get you noticed.

But competence is what makes people trust you enough to buy.