The Top of the Funnel Builds your ROI

When hiring goals aren’t being met, the instinctive response is often to push harder on conversion.

More ads. More retargeting. More optimization.

But many talent teams are discovering a hard truth: you can’t convert people who never discovered you in the first place.

The Middle-of-the-Funnel Trap

Traditional recruiting strategies heavily favor the middle of the funnel:

• Career site visitors

• Retargeted candidates

• Past applicants

This audience is valuable, but finite.

Over time, focusing too heavily here leads to diminishing returns. You’re showing more messages to the same people, more often, with marginal gains.

Meanwhile, the largest audience sits outside your funnel entirely:

• Passive talent

• “Open but not applying” professionals

• People who don’t follow your brand channels

This group doesn’t respond to job ads, but they do respond to people.

Discovery Is a People Problem, Not a Platform Problem

Creators excel at discovery because they don’t feel like distribution.

Their content shows up in feeds as insight, not advertising. As perspective, not promotion.

That’s why creator-led recruiting drives net new traffic, not recycled impressions.

Creators introduce your brand to candidates who would never visit your careers page on their own. They make the opportunity visible before intent exists.

This is how modern discovery works.

Why You Don’t Need to “Pick the Right Influencer”

Another outdated assumption: success depends on choosing the perfect creator.

In reality, creator recruiting works because of network effect.

Multiple trusted voices sharing relevant opportunities to distinct, engaged audiences creates:

• Broader reach

• More authentic repetition

• Faster credibility

This isn’t influencer marketing. It’s peer-powered discovery.

When talent teams stop thinking in terms of single spokespeople and start thinking in networks, scale becomes possible without sacrificing trust.

Discovery First. Conversion Second.

High-performing recruiting funnels don’t start with applications.

They start with awareness that feels earned.

When discovery is handled by people job seekers already trust, conversion becomes easier — and cheaper — downstream.

You don’t need more pressure on the funnel.

You need more people opening it.