First, references inform. They jumpstart or preeducate candidates so they can be informed before they select themselves out or in. And the candidate is better informed to opt in or opt out of the applicant stream. Second, references transfer trust from third parties to the candidate. It is one thing for Cisco to say , it is a great place to work on its jobs site and another to get the opinion of analysts at Hoover's .
Readers know the difference between a newspaper's news reportage and advertising sections.
Third, personal endorsement matters. Invite candidates into discussion with employees, alumni, and customers outside the staffing procedure. Cisco shows one way. So you can start engaging your candidate right from your job ad, building trust, knowledge, and rapport. It could boost conversion rates by reducing the number of candidates who would normally opt out and by preeducating those who would normally opt in.