Adapting to Evolving Funnel of Recruiting
By Rick Welling and Sgt. 1st Class Jeremy Barbaresi, USAREC, Doctrine Division
Feb. 9, 2015
There is a lot of talk about the death of the recruiting funnel.
It is not dead, it has evolved.
The recruiting funnel described in USAREC Manual 3-30, Recruiting Company Operations, is still the traditional application at the tactical level.
However, the recruiting force can no longer simply view the funnel in terms of processing applicants from initial contact to enlistment. They must now recognize it as part of a much bigger component; a strategic funnel. This funnel depicts the need for better communication between Army marketers and Future Soldiers.
America is in the digital age – phones, computers, tablets, etc. An Army applicant no longer travels straight down the traditional funnel.
Now leads and prospects come in and out of the funnel at different stages — often before speaking to a recruiter. With such unpredictable behaviors, the traditional recruiting funnel no longer accurately depicts the all-inclusive flow of processing. It now represents only a small piece of the journey a lead takes on his way to becoming a Soldier.
The level of influence marketing has at each stage of the process, and the scope at which marketing influences a lead prior to his initial contact with a recruiter has changed the funnel.
Marketing now plays a much larger role in awareness, since applicants have so much control and information available instantaneously at their fingertips.
Sometimes a recruiter’s first contact with a prospect will not occur until midway through the funnel, well after the prospect has already deliberated and considered enlistment. It’s important to have wide-open lines of communication between the recruiter and marketing personnel, and be synched and coherent with the same message at all times.
Once a lead’s curiosity is peaked in today’s environment of instant gratification, he expects to immediately gather information. He does this through online search engines, posting questions on discussion boards, and YouTube videos. With the plethora of digital information available, there’s no longer a need or desire for a lead to seek out a subject matter expert. In many cases, leads think they already have all the information needed to make an educated decision prior to ever talking to a recruiter. It is imperative recruiters know exactly what message Army marketers are sending. Recruiters and marketing personnel must work together to guide leads through the funnel to a clear intent to list.
Marketing does not stop there. Marketing never stops. Once a person enlists, recruiters and marketers must ensure Future Soldiers ship.
The modern funnel will help marketing personnel and recruiters understand the new process for more effective engagement at every stage.
Awareness Stage
Almost everyone has been exposed to the Army, whether from a referral, social media advertising, a Google search, TV commercial, movie, video game, etc. The more they see about the Army and hear the message, the more conscious they become. Some of this exposure may be negative or inaccurate. Recruiters must be ready with correct information to combat false information.
Interest Stage
Something about the Army brand and message resonates with the lead and he decides to seek more information. It is vital for recruiters and marketers to offer consistent, current messages at this stage. This can be a make-or- break moment for a potential prospect. Proper execution is imperative.
Consideration Stage
At this stage, the lead is considering the Army as a viable option and is likely gathering more information and discussing it with others, but may still be avoiding direct contact with a recruiter.
This is the time when marketing must drive the prospect through the funnel by keeping him motivated through static content. This is also the point at which meticulous shaping operations will yield returns on investments and cold prospecting is most likely to garner interviews.
Intent Stage
The intent stage is where recruiting art plays a vital role in the subsequent stages. Now that marketing has built the foundation, a recruiter needs to set an appointment, tell his Army story, and secure a commitment. An effective Army interview leads a prospect from the consideration stage to the intent stage.
Always remember, recruiters are leaders first. Even though it is possible to push a prospect into a commitment, one who is led to that decision will be more resolved to fulfill the obligation.
Action/Commitment Stage
The Army interview is the heart and soul and most critical function of the recruiting process. An effective interview not only inspires applicants to enlist, but cements a commitment to fulfill their obligation.
Applicants led through the enlistment process make better, more loyal, more resolute Future Soldiers. Recruiters must ensure they’ve created relationships of trust to prepare for the next stage.
Evangelism Stage
This is more than just a fervent Future Soldier program. Dedicated Future Soldiers attend initial entry training and become Soldiers. Their Future Soldier experience leaves a lasting and enduring impression throughout their Army careers. Think of this stage as molding Future Soldiers and Soldiers into free and lasting Army marketers constantly proclaiming the benefits they’ve reaped from Army service, thus, guiding others into the funnel.
Recruiters must get away from the traditional notion that the funnel begins when they make contact with a lead and ends when their Future Soldier ships to training.
The recruiting funnel is now part of a much bigger process, and it must be viewed as a small component to a much larger funnel. Leaders in recruiting and marketing personnel must recognize these changes and adapt.
By Rick Welling and Sgt. 1st Class Jeremy Barbaresi, USAREC, Doctrine Division
Feb. 9, 2015
There is a lot of talk about the death of the recruiting funnel.
It is not dead, it has evolved.
The recruiting funnel described in USAREC Manual 3-30, Recruiting Company Operations, is still the traditional application at the tactical level.
However, the recruiting force can no longer simply view the funnel in terms of processing applicants from initial contact to enlistment. They must now recognize it as part of a much bigger component; a strategic funnel. This funnel depicts the need for better communication between Army marketers and Future Soldiers.
America is in the digital age – phones, computers, tablets, etc. An Army applicant no longer travels straight down the traditional funnel.
Now leads and prospects come in and out of the funnel at different stages — often before speaking to a recruiter. With such unpredictable behaviors, the traditional recruiting funnel no longer accurately depicts the all-inclusive flow of processing. It now represents only a small piece of the journey a lead takes on his way to becoming a Soldier.
The level of influence marketing has at each stage of the process, and the scope at which marketing influences a lead prior to his initial contact with a recruiter has changed the funnel.
Marketing now plays a much larger role in awareness, since applicants have so much control and information available instantaneously at their fingertips.
Sometimes a recruiter’s first contact with a prospect will not occur until midway through the funnel, well after the prospect has already deliberated and considered enlistment. It’s important to have wide-open lines of communication between the recruiter and marketing personnel, and be synched and coherent with the same message at all times.
Once a lead’s curiosity is peaked in today’s environment of instant gratification, he expects to immediately gather information. He does this through online search engines, posting questions on discussion boards, and YouTube videos. With the plethora of digital information available, there’s no longer a need or desire for a lead to seek out a subject matter expert. In many cases, leads think they already have all the information needed to make an educated decision prior to ever talking to a recruiter. It is imperative recruiters know exactly what message Army marketers are sending. Recruiters and marketing personnel must work together to guide leads through the funnel to a clear intent to list.
Marketing does not stop there. Marketing never stops. Once a person enlists, recruiters and marketers must ensure Future Soldiers ship.
The modern funnel will help marketing personnel and recruiters understand the new process for more effective engagement at every stage.
Awareness Stage
Almost everyone has been exposed to the Army, whether from a referral, social media advertising, a Google search, TV commercial, movie, video game, etc. The more they see about the Army and hear the message, the more conscious they become. Some of this exposure may be negative or inaccurate. Recruiters must be ready with correct information to combat false information.
Interest Stage
Something about the Army brand and message resonates with the lead and he decides to seek more information. It is vital for recruiters and marketers to offer consistent, current messages at this stage. This can be a make-or- break moment for a potential prospect. Proper execution is imperative.
Consideration Stage
At this stage, the lead is considering the Army as a viable option and is likely gathering more information and discussing it with others, but may still be avoiding direct contact with a recruiter.
This is the time when marketing must drive the prospect through the funnel by keeping him motivated through static content. This is also the point at which meticulous shaping operations will yield returns on investments and cold prospecting is most likely to garner interviews.
Intent Stage
The intent stage is where recruiting art plays a vital role in the subsequent stages. Now that marketing has built the foundation, a recruiter needs to set an appointment, tell his Army story, and secure a commitment. An effective Army interview leads a prospect from the consideration stage to the intent stage.
Always remember, recruiters are leaders first. Even though it is possible to push a prospect into a commitment, one who is led to that decision will be more resolved to fulfill the obligation.
Action/Commitment Stage
The Army interview is the heart and soul and most critical function of the recruiting process. An effective interview not only inspires applicants to enlist, but cements a commitment to fulfill their obligation.
Applicants led through the enlistment process make better, more loyal, more resolute Future Soldiers. Recruiters must ensure they’ve created relationships of trust to prepare for the next stage.
Evangelism Stage
This is more than just a fervent Future Soldier program. Dedicated Future Soldiers attend initial entry training and become Soldiers. Their Future Soldier experience leaves a lasting and enduring impression throughout their Army careers. Think of this stage as molding Future Soldiers and Soldiers into free and lasting Army marketers constantly proclaiming the benefits they’ve reaped from Army service, thus, guiding others into the funnel.
Recruiters must get away from the traditional notion that the funnel begins when they make contact with a lead and ends when their Future Soldier ships to training.
The recruiting funnel is now part of a much bigger process, and it must be viewed as a small component to a much larger funnel. Leaders in recruiting and marketing personnel must recognize these changes and adapt.