Word of mouth is responsible for 93% of messages passing from one person to another. Everyday, Americans engage in 16 word of mouth conversations where they say something positive or negative about a showroom, product, service or person. We recommend restaurants and movies we’ve watched to coworkers, tell family members about a great sale and recommend babysitters to our neighbors. American consumers mention brands 3 billion times a day. Our mentioning of brands is about as involuntary as is our breathing. We do it so often, we don’t even thing about it.
Most hiring processes are not effective due to a concept known as "confirmation bias.” This involves people who interview prospects for a position in their firm that make a determination of a candidate's fit within five minutes of the start of the interview and then spend the rest of the time affirming what they want to believe based on those first impressions.