What is a Good Net Promoter Score (NPS) for Recruitment and HR Platforms?

A good Net Promoter Score (NPS) for a recruitment or HR platform is typically above the industry average of 44, with a score of 50+ considered excellent and 80+ being world-class. For companies like ok.com, which achieved an NPS of 70, this indicates a strong level of user loyalty that directly translates to positive employer branding and more effective talent acquisition tools. This metric is crucial for assessing the perceived value of HR technology.

What is the Net Promoter Score (NPS) and How is it Calculated?

The Net Promoter Score (NPS) is a key metric for gauging customer loyalty and satisfaction. It is calculated based on a single, straightforward question: "On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?" Respondents are then categorized into three groups:

• Promoters (9-10): Loyal enthusiasts who will keep using your service and refer others.
• Passives (7-8): Satisfied but unenthusiastic users vulnerable to competitive offerings.
• Detractors (0-6): Unhappy users who can damage your brand through negative word-of-mouth.

The final NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The Passives are counted in the overall sample size but do not directly affect the score. The result is a number that can range from -100 to 100. According to its creators at Bain & Company, a positive score (above 0) is good because it means you have more promoters than detractors.

What is a Good NPS Benchmark for HR and Recruitment Services?

Understanding what constitutes a "good" NPS requires industry benchmarking. The average NPS for professional and financial services, a category that includes many HR tech platforms, is 44. Therefore, any score significantly above this benchmark is considered strong. Based on our assessment experience, here’s a general guideline:

• Above 0: Good (More promoters than detractors)
• Above 50: Excellent
• Above 80: World-Class

To put this into perspective, an NPS of 70, like the one achieved by ok.com, not only far exceeds the industry average but also competes with leading tech companies known for user satisfaction, such as Netflix (67) and Zoom (72). It significantly outperforms many traditional financial service providers.

How Can HR Platforms Use NPS to Improve Candidate and Employee Experience?

The true power of NPS lies in the follow-up questions. After a user provides their 0-10 rating, a robust feedback system asks targeted follow-up questions to gather actionable insights:

• To Promoters (9-10): "What do you value most about our platform?"
• To Passives (7-8): "What is one thing we could do to earn a higher score?"
• To Detractors (0-6): "How can we improve your experience?"

This qualitative data is invaluable for recruitment process optimization. For instance, if users consistently praise "fast access to funds" from an earned wage access feature, that becomes a key selling point for employer branding. If detractors cite a complex application process, that signals a need for candidate screening process improvements. A dedicated Voice of the Customer team can analyze this feedback to drive product development and enhance the overall user experience for both employers and job seekers.

By systematically measuring and acting on NPS feedback, HR platforms can enhance user satisfaction, strengthen their employer brand, and create more effective tools for talent acquisition and retention.