Net Promoter Score (NPS) is a survey score built on one question: how likely are you to recommend us to a friend or colleague, from 0 to 10. The score is the percentage of 9s and 10s minus the percentage of 0s to 6s.
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A survey score built on one question: how likely are you to recommend us, from 0 to 10. Agencies run it with clients and candidates; the score is the percentage of 9s and 10s minus the percentage of 0s to 6s.
People who answer 9 or 10 are promoters, 7 or 8 are passives, and 0 to 6 are detractors. Passives count in the total but not in either group. The result runs from minus 100, where everyone is a detractor, to plus 100, where everyone is a promoter. The question is simple enough that most people answer it in seconds.
NPS was introduced by Fred Reichheld of Bain and Company in a 2003 Harvard Business Review article. It spread because it is short and easy to compare over time. Most surveys add a follow up question asking why the person gave that score, and that answer is often more useful than the number. Staffing firms often run NPS separately for clients, placed candidates or contractors, and sometimes for all applicants.
Formula: NPS = (percentage of respondents scoring 9 or 10) minus (percentage scoring 0 to 6)
Why it matters to recruiters
Agencies compete on service, and NPS gives a simple way to see whether clients and candidates would send others your way. Tracking it by recruiter, branch or client shows where service slips. The comments point to fixable problems such as slow feedback or poor communication. Because referrals are a big source of new business, a rising score is often an early sign of growth.
An example from a recruiting desk
Eighty placed contractors answer a staffing agency's survey. 44 answer 9 or 10, 20 answer 7 or 8, and 16 answer 0 to 6. That is 55% promoters minus 20% detractors, for an NPS of 35. Several detractors mention late paychecks in their first week, so the agency fixes its timesheet process and runs the survey again next quarter.
Tips that help
Always ask a follow up “why” question after the score.
Survey at set moments, such as 30 days after placement, for fair comparisons.
Track your own score over time rather than chasing outside benchmarks.
Close the loop by contacting detractors and fixing what they raise.
Mistakes to avoid
Treating NPS as a percentage when it is a score from minus 100 to plus 100.
Surveying tiny groups and reading big meaning into small swings.
Frequently asked questions
What is a good NPS score?
Any score above zero means more promoters than detractors. What counts as good varies widely by industry and survey method, so your own trend over time is the most reliable guide.
What is the difference between NPS and eNPS?
NPS asks customers, clients or candidates whether they would recommend you. Employee Net Promoter Score (eNPS) asks employees whether they would recommend the company as a place to work. The math is the same.
How often should a staffing agency run NPS?
Many agencies survey at fixed moments, such as after placement or at the end of an assignment, plus a client survey once or twice a year. Consistent timing makes scores comparable.
