In the past few weeks, I posted three times on LinkedIn on behalf of people who weren’t candidates in any active search I was running.
One was a Data Analyst with a BSc in Computer Science and Statistics who was in a time-sensitive situation and needed work immediately. Another was an Anthropology graduate looking for fieldwork in the archaeological and environmental space. The third was a PMP-certified Project Coordinator with an MBA and a strong background in multi-stakeholder programs.
No fee involved in any of them. No client on the other end. Just three people I believed in enough to put my name behind publicly.
Three People, Three Very Different Situations
These three people had almost nothing in common on paper.
The Data Analyst had 18 months of relationship with me. We’d stayed in touch since our first conversation, and I’d gotten to know her skills, her work ethic, and what she was looking for. When her situation became urgent, I didn’t hesitate. That post got 45 likes and 9 reposts, which tells me the story resonated.
The Anthropology graduate was earlier in her career, just finishing a degree. She had a foundation in research, GIS, data analysis, and report writing. Calgary-based, open to fieldwork, and looking for someone to help her get in front of the right people.
The Project Coordinator had years of program experience across tech and innovation environments, plus an MBA and PMP designation. She was exploring new opportunities and needed visibility in a market where her background didn’t fit neatly into one category.
Different industries. Different career stages. Different needs. But what they had in common was how they showed up in the relationship. And that’s what made me willing to advocate.
What Made Me Post for Each of Them
I don’t advocate for everyone who asks. That’s not because I don’t care. It’s because when I post publicly on someone’s behalf, my reputation is attached. If the person doesn’t follow through, doesn’t show up well, or isn’t what I represented, that reflects on me.
So what did these three people do that earned it?
They didn’t wait until they were desperate to build the connection. Each of them had invested time in the relationship before they needed something from it. The Data Analyst and I had been talking for a year and a half. That’s not a cold outreach followed by a favour request. That’s a real relationship.
They were clear about what they were looking for. Not “anything.” Not “whatever’s out there.” The Anthropology graduate knew she wanted archaeological assessments and environmental work. The Project Coordinator could articulate what she’d done, what she was good at, and what kind of environment she wanted next.
And they were responsive and professional in every interaction. When I reached out, they got back to me. When I asked for details, they had them ready. They made it easy to help them.
That combination matters more than most people think.
“Open to Opportunities” vs. Worth Advocating For
I hear “I’m open to opportunities” all the time. It’s one of the most common things candidates say when they reach out to a recruiter.
But “open to opportunities” is passive. It puts the burden on the other person to figure out what you want and how to help you. It’s vague, and vague is hard to act on.
Being worth advocating for is different. It means you’ve built enough trust that someone will put their professional reputation behind you without hesitating.
That distinction matters because advocacy opens doors that applications can’t. I wrote in April about why recruiters help people they can’t bill for. That post explained the recruiter’s side of the equation. This is the candidate’s side: what makes you the person others want to go to bat for?
At the senior level especially, most roles are filled through conversations, referrals, and relationships, not job postings. The professionals who understand how senior careers actually work know that reputation and advocacy carry more weight than any application.
What Recruiters Actually Risk When They Advocate
This is the part most people don’t think about.
When I post publicly for someone, I’m saying: I know this person. I believe in their ability. I’m putting my credibility on the line to help them.
If that person turns out to be unresponsive, unprofessional, or not what I described, the damage isn’t to them. It’s to me. My network trusts my judgment, and every public endorsement either reinforces that trust or chips away at it.
That’s why advocacy is selective. It’s not a service you can request. It’s something you earn over time through consistent, professional behaviour.
I’ve written before about the difference between referring and advocating. A referral is passive: here’s a name, good luck. Advocacy is active: I know this person, I vouch for them, and I’m putting my name behind the introduction. That distinction matters. And it only works when it’s authentic.
How to Build the Kind of Relationship That Leads to Advocacy
If you’re a candidate reading this and thinking, “I want people to advocate for me,” here’s what I’d tell you.
Start before you need help
The best time to build a relationship with a recruiter is when there’s no urgency. Not when you’ve just been let go. Not when you’re two weeks from a deadline. Before.
The Data Analyst didn’t call me for the first time when she was in trouble. We’d been talking for 18 months. That history is what made me act immediately when her situation changed.
Be specific about what you’re looking for
“I’m open to anything” is not helpful. It sounds flexible, but it actually makes it harder for someone to help you. The clearer you are about what you want, what you’re good at, and what kind of environment fits you, the easier it is for people to connect you with the right opportunity.
Stay in touch between job searches
A quick message every few months goes a long way:
- An update on what you’re working on
- A congratulations on something you saw on LinkedIn
- A question about what the market looks like in your area
These small touchpoints keep the relationship warm. Following up and staying visible is one of the most underrated career habits I see.
Be responsive when someone reaches out on your behalf
If I make an introduction for you and the other person doesn’t hear back for a week, that reflects on both of us. Responsiveness signals professionalism. It also signals that you value the effort someone is making on your behalf.
Make it easy to help you
Have your details ready. Know your story. Be able to articulate what you’ve done and what you’re looking for in a few clear sentences. The people I advocate for are the ones who don’t make me guess.
This Isn’t Just About Recruiters
The same principles apply to colleagues, mentors, former managers, and industry contacts.
In a market like Calgary, where the energy and industrial community is tight-knit and relationships carry real weight, being someone others want to advocate for is one of the most valuable career assets you can build. People talk. Reputations spread. And when an opportunity comes up that isn’t posted anywhere, the first question is usually: “Who do we know?”
If you’re the person who comes to mind in that moment, it’s because of how you’ve shown up over time. Not because of one great interview or a polished resume, but because of consistency, professionalism, and the kind of trust that only builds through repeated interaction.
Research from Harvard Business Review shows that proactive relationship investment consistently outperforms reactive approaches in retention and hiring. The same principle applies to your career: the connections you build before you need them are the ones that create the most value.
The three people I posted for this month earned that advocacy. Each of them did it differently, at different career stages, in different fields. But the pattern was the same.
Ready for a Conversation?
Build the relationship before you need it. Be the kind of professional others want to put their name behind. And be specific about what you’re looking for so the people in your corner know how to help.
At Debbie Mastel & Associates, this is how we’ve always worked. Relationships first. Results follow.
If you want to connect, about an opportunity, about the market, or just to introduce yourself, I’m always open to a conversation.
What Makes Someone Worth Advocating For FAQs
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How do I get a recruiter to advocate for me?
You don’t “get” someone to advocate for you. You earn it by building a relationship over time, being clear about what you’re looking for, staying in touch, and being professional in every interaction. Advocacy is a byproduct of trust, not a transaction.
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What’s the difference between a referral and advocacy?
A referral is passive: someone passes along your name. Advocacy is active: someone puts their professional reputation behind you, vouches for your ability, and actively works to create an opportunity on your behalf. Advocacy carries more weight because it involves more risk for the person doing it.
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Should I stay in touch with a recruiter even when I’m not looking?
Yes. The relationship you build between job searches is what makes a recruiter think of you when something interesting comes up. A quick check-in every few months keeps you on their radar and signals that you value the connection, not just the service.
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Can early-career professionals build advocacy relationships?
Yes. The Anthropology graduate I posted for is a good example. She’s early in her career, but she was clear about what she wanted, professional in her communication, and proactive about staying connected. Career stage matters less than how you show up.
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Why do some people get more help from their network than others?
Usually it comes down to three things: they invested in relationships before they needed them, they were specific about what they were looking for, and they made it easy for others to help. The people who show up consistently and professionally are the ones others want to support.