What does "help them" actually refer to?

Solution 1:

You're supposed to get them to a higher level. (L3, to be exact).

The recruit may choose the opposing faction. I don't know if you get points for them if they do that. "Helping them" is not a particularly good idea in that case …

Solution 2:

Help them any way you can. Help them to evolve, give them staffs, tell them, what will be the next event, how can earn a badge, how to ask the local community, teach them to glyph.

Once, you choosed your fraction, you have responsibility for your team. (I hope that is the ENL :)

Show them the missions, tell them about banners, mission day, anomalies, back story, everything what you know about the game.

Thats all. Just help them.