References provide information on the applicant not available from other sources. Some employers deny the value of references saying that references hesitate to criticize personal friends, or ex-employees. But the experienced employer reads between the lines, and sees where, for example, the weak candidate is not praised.
Personal contact is the best way to obtain information from references, since facial expressions and voice intonations reveal a great deal, and most people are more frank orally than in writing. When a reference is located at a distance, a telephone call may substitute for personal contact. Solicitation of written recommendations is the weakest approach and should be a last resort.
Applicants tend to name as references those on whom they can rely to speak in their favor. In addition, there is tendency for references to be biased in favor of an applicant. These tendencies are partially offset by contacting persons not listed as references but who know the applicant. These people often are excellent sources ‘for candid appraisals and fall into four classifications:
Present or former employers: These have observed the applicant under actual work conditions. However, many sales executives do not approach a present employer without the applicant’s permission.
Former customers: If applicants have selling experience, their former customers are in a position to assess sales ability. It is advisable to contact these individuals without the applicants’ assistance. This helps to avoid those who are personal friends of applicants.
Reputable citizens: If references suggested by the applicant are used, it is best first to contact those who are reputable, well known persons. Such people do not stake their reputations on those in whom they have little confidence.
Mutual acquaintances: Those who know both the applicant and the employer may give frank evaluations. What is even more important is that the employer is able to judge the worth of such evaluations.
