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How to Pick the Right Person for the Job (When AI Is Doing the Interviewing) Your customers aren't just asking friends for recommendations anymore. They...
Your customers aren't just asking friends for recommendations anymore. They're asking ChatGPT, Claude, and Perplexity who to hire for important jobs. And AI assistants are surprisingly picky about who they suggest.
When someone types "I need a reliable plumber" or "who's a good tax accountant near me," AI doesn't just throw out random names. It evaluates businesses the same way you'd evaluate a potential hire — looking for evidence of competence, reliability, and trustworthiness.
The difference is, AI moves fast. It doesn't have time for long conversations or gut feelings. It needs clear, verifiable proof that you're worth recommending.
Think of every AI query as a job interview. Someone needs help, and AI is trying to match them with the right person. Here's what AI looks for in its evaluation:
Can you actually do the job? AI scans for clear descriptions of your services, your experience, and your expertise. Vague statements like "full-service solutions" don't cut it. AI wants to see "residential plumbing repair," "small business tax preparation," or "wedding photography for outdoor venues."
Are you currently available? AI checks for signs that you're actively in business. Recent content, updated contact information, and fresh reviews signal that you're open and operational. A website that hasn't been touched since 2022 suggests you might not be.
Do others vouch for you? Just like checking references, AI looks for third-party validation. Reviews, mentions on other websites, and consistent information across platforms all serve as character references.
Can you communicate clearly? If AI can't understand what you do from your content, it assumes potential customers won't either. Clear, specific information about your services demonstrates that you can explain things well — an important quality in any service provider.
When evaluating whether to recommend a business, AI essentially runs through a mental checklist. Many businesses stumble on these basic questions:
"What exactly does this business do?" Surprisingly hard to answer for many websites. If your homepage says "We help businesses succeed with innovative solutions," AI has no idea what to do with that. But "We install and repair HVAC systems for residential homes" gives AI something concrete to work with.
"Who do they serve?" AI wants to match the right business with the right customer. "Small businesses in transition" is too vague. "Restaurants opening their second location" is specific enough for AI to make good matches.
"How do I contact them?" AI looks for consistent phone numbers, addresses, and hours across all platforms. Conflicting information makes AI hesitate to recommend you.
"Are they good at what they do?" This is where reviews, testimonials, and examples of your work come in. AI doesn't need you to be perfect, but it needs evidence that you deliver what you promise.
Here's something counterintuitive: the more specific you are about what you do, the more often AI will recommend you. Most businesses think broader is better, but AI thinks the opposite.
When someone asks for "a good lawyer," AI has thousands of options and no clear way to choose. But when someone asks for "a lawyer who handles small business contract disputes," AI can quickly identify the few businesses that clearly specialize in that area.
The same logic applies to every industry. "Marketing consultant" competes with everyone. "Marketing consultant for dental practices" competes with a much smaller group and gets recommended for a very specific need.
This doesn't mean narrowing your actual business — it means being clear about your specialties and the types of clients you serve best.
AI doesn't have time for flashy marketing materials or impressive office photos. It looks for simple, verifiable signals that you're legitimate and competent:
Consistency. Your business name, phone number, and address should match across your website, Google Business Profile, and any other platforms where you're listed. Discrepancies make AI nervous.
Recency. Fresh content, recent reviews, and updated information suggest an active business. AI is less likely to recommend businesses that seem dormant.
Specificity. Detailed service descriptions, clear pricing information, and specific examples of your work all signal expertise. Generalities suggest you might not know your own business that well.
External validation. Mentions on other websites, directory listings, and citations from industry sources all serve as third-party endorsements.
The key to getting recommended by AI is making your case clearly and factually. AI doesn't respond to emotional appeals or marketing hyperbole. It responds to clear information and verifiable facts.
Instead of "We're passionate about delivering exceptional customer experiences," try "We respond to service calls within 2 hours and provide written estimates before starting any work over $200."
Instead of "Award-winning team of professionals," try "Licensed electrical contractors with 15 years of experience in residential wiring and panel upgrades."
The difference isn't just about AI — it's about giving potential customers the specific information they need to make decisions. AI just happens to prefer the same clear, factual communication that good customers appreciate.
When AI is doing the interviewing, the businesses that get recommended are the ones that make it easy to understand what they do, who they serve, and why they're qualified for the job. No fancy marketing required — just clear, honest information about what makes you worth hiring.