by Mandy Green, Busy Coach
I talk to a lot of coaches who are Total Recruiting Solution Clients every week about needle moving actions that they should be taking to help get the commitments they need.
One strategy that I find not a lot of coaches are using is social proof.
What Is Social Proof & Why Does It Matter?
Social proof, a term coined by Robert Cialdini in his book “Influence: Science and Practice,” refers to the psychological concept that people are more likely to do something if they see others doing it.
Prospective athletes often look to their peers for validation and reassurance. Coach, are you using it at all?
The Psychology Behind Social Proof
- Herding Mentality: High school athletes often follow the lead of their peers. If they see other talented athletes committing to a particular college, they may assume it’s the best choice for them as well.
- Bandwagon Effect: Popular programs attract more interest. Athletes don’t want to miss out (FOMO) on being part of a successful and well-regarded team.
- Trust Signals: Testimonials from current team members, endorsements from alumni, and recognitions from notable figures in the sport serve as powerful trust signals that can influence recruits.
Benefits of Social Proof in Recruiting
- Increased Trust: Athletes are more likely to commit to a program that is trusted and endorsed by their peers.
- Enhanced Credibility: Testimonials and endorsements add legitimacy to the program.
- Boosted Conversions: The likelihood of a recruit committing increases when they see others have had positive experiences.
- Greater Engagement: Positive feedback and social media interactions generate buzz and encourage recruits to engage with the program.
Different Types & Examples of Social Proof
1. Testimonials from Current Players: Highlighting positive experiences from current team members can reassure recruits about the program’s environment and culture.
Example: Share video testimonials from current athletes discussing their growth and success since joining the team.
2. Alumni Success Stories: Showcasing the achievements of former players can illustrate the long-term benefits of joining the program.
Example: Feature stories of alumni who have gone on to professional careers or achieved significant milestones in their sport.
3. Social Media Engagement: High engagement on social media platforms can signal popularity and a supportive community.
Example: Regularly post updates, achievements, and highlights that get substantial likes, shares, and comments.
4. Awards and Recognition: Displaying awards and recognitions can build trust and showcase the program’s excellence.
Example: Highlight any league championships, coaching awards, or academic honors received by the team.
5. Influencer Endorsements: Partnerships with well-known athletes or coaches can significantly impact recruits’ perceptions.
Example: Have a professional athlete who graduated from the program share their positive experiences and encourage recruits to join.
How to Implement Social Proof Strategies
- Find the Right Brag Points: Focus on achievements that resonate with recruits. Highlight winning records, player development, and academic support.
- Collect Glowing Reviews: Regularly seek feedback from current players and alumni. Make it easy for them to provide testimonials through quick interviews or online forms.
- Put Those Brag Points to Work: Display testimonials prominently on the team’s website, social media pages, and in recruiting materials.
- Get the Conversation Going: Encourage current players to share their experiences on social media. Repost their content to amplify the message.
- Team Up with Influencers: Collaborate with popular athletes or sports influencers to promote the program. Their endorsements can reach a wider audience and lend credibility.
Social proof could be an indispensable tool in the college recruiting process.
By strategically leveraging testimonials, alumni success stories, social media engagement, and influencer endorsements, you can build trust, enhance credibility, and ultimately attract top talent to your program.
If you want to talk more about this, email Mandy at mandy@dantudor.com. She runs a monthly group called Recruiting Made Simple where they will be talking about how to plan, organize, optimize, and automate this topic in July. If you want to join the conversation, click the link. As a TCS client, you get this training for free (just a reminder).