Conversion Inversion: Why The Whole Funnel Matters

In my mother-in-law’s dining room hangs a sign.

“It takes a long time to make old friends” it says, and is so midwestern it may as well say ‘ope’.

But what it means is developing deep, meaningful friendships takes a significant amount of time and shared experiences over a long period.

The same can be said of talent marketing; if you’re only focused on immediate, bottom-of-funnel applications, you’re missing out on building valuable connections with future candidates.

But we need to talk about conversion inversion or how the higher up in the marketing funnel you go, the lower your conversion rates will be.

In an industry that has been main-lining bottom-of-funnel job board leads for 30 years, it can be a little jarring seeing lower conversion rates. But just like it takes a long time to make old friends, it takes a second to build out active candidate pools.

But don’t get worried, it all works together to create a better marketing engine.

The numbers tell a story

In talent marketing, we see a clear pattern in engagement rates across different channels.

Display advertising at the top of the funnel typically sees click-through rates (CTR) of 0.2-0.4%.

Move down to Google Search ads, where intent is higher, and those numbers jump to 4-8% CTR with conversion rates of 2-5%.

These numbers make perfect sense when you think about it.

Someone actively searching for “software developer jobs in Denver” is much more likely to click and apply than someone who sees a display ad while reading their favorite tech blog.

But here’s the thing – both touchpoints matter.

Why? Because both touchpoints fulfill a goal of their stage in the marketing funnel.

The top of the funnel is all about building awareness. And below that is Attraction and Interest and the perfect zone to place an ad where intent is higher.

Let’s talk about catcher’s mitts

If you can suspend belief for a second and think of talent marketing like a great catcher in a baseball game.

That catcher (shoutout to Yadier Molina) needs to be able to catch a variety of pitches throughout the game. Because catching a two-seam fastball is different than an off-speed slider.

Now think of the candidates that arrive at your website. They have varying levels of intent, so why only accommodate one?

Here are a few examples:

• The “Just Looking” Browser: Might sign up for job alerts to stay in the loop
• The “Bad Day at Work” Visitor: Ready to fill out an application right the F now
• The “Career Research” Mode: Interested in learning more about your company culture
• The “Passive but Curious” Talent: Might follow your company on social media

Having multiple conversion paths is the key. From job alert signups to quick apply, being ready to engage with talent, wherever they are on their journey, is key.

The job board misconception

Here’s a common myth we need to bust: that programmatic display advertising and search campaigns are direct replacements for job boards. They’re not – and they shouldn’t be.

Job boards are like the convenience store of hiring – they’re easy, accessible, and serve a clear purpose.

But just as you wouldn’t build your entire diet around convenience store hot dogs, you shouldn’t build your entire talent marketing strategy around job boards alone.

The most effective talent marketing strategies use job boards as part of a broader mix.

They complement them with targeted advertising, engaging career sites, and proactive candidate engagement tools.

Let’s build a sustainable talent pipeline

Success in talent marketing isn’t about any single conversion point – it’s about building a consistent, multi-channel presence that engages candidates throughout their career journey.

Here’s how to think about it:

1. Accept that different channels serve different purposes
2. Set appropriate expectations for conversion rates at each funnel stage
3. Focus on engagement quality, not just quantity
4. Build infrastructure to nurture relationships over time
5. Measure success across the entire funnel, not just at the bottom

Remember, today’s top-of-funnel engagement could be tomorrow’s perfect hire. The key is being present, being patient, and being prepared to engage when the timing is right.

The talent marketing funnel isn’t just a funnel – it’s a relationship-building machine. And like any good relationship, it takes time, attention, and the right mix of approaches to make it work.

Remember, it takes a long time to make old friends…