Enhance Your Hiring Strategy with ToFu, MoFu, BoFu

TOFU, MOFU, BOFU

Have you heard of it??

The chances are if you work outside marketing and sales, you might not have.?

So what is it?

ToFu, MoFu, BoFu is nothing to do with soybean curd but it could be a new way to think about your employer branding and talent attraction strategy.?

In marketing ToFu, MoFu and BoFu stand for top-of-funnel, middle-of-funnel and bottom-of-funnel, respectively.

In the context of employer branding and talent attraction, ToFu, MoFu, and BoFu offer a powerful framework for creating compelling content to attract top talent to your team.

People in the ToFu stage need educational content to build awareness and trust of your brand, while those in the MoFu stage require information that helps them evaluate their options. Finally people in the BoFu stage need persuasive content to make the final decision to apply or accept your offer.

Here’s a practical application of ToFu, MoFu, and BoFu in a hiring process:

Top of Funnel (ToFu):?

At this stage, the focus is on creating awareness and interest among potential candidates. You can leverage ToFu content by crafting engaging blog posts, social media content, and informative videos that highlight the company culture, values, and overall work environment. Hosting webinars or virtual events discussing industry trends and insights can also help establish the company as an authoritative and appealing employer.

Middle of Funnel (MoFu):

As candidates move into the MoFu stage, they are actively evaluating their options and seeking detailed information about the job role and/or the organisation. Here you could provide valuable content such as case studies, employee testimonials, and detailed job descriptions that outline specific responsibilities, growth opportunities, and the overall impact of the role within the company. Providing access to virtual office tours or hosting Q&A sessions with current employees can also help potential candidates gain a deeper understanding of the day-to-day operations and company dynamics.

Bottom of Funnel (BoFu):

In this critical stage, candidates are on the verge of making a decision - to apply or even accept an offer. You can leverage BoFu content by offering personalised messages, such as targeted emails or one-on-one conversations, emphasising the unique value proposition of the role and the benefits of joining the organisation.?

Providing detailed insights into the onboarding process, employee benefits, and career development opportunities can help candidates feel confident in their decision to accept the offer or apply for a role. In the later stage of your process, arranging meetings with key team members or organising a final round of interviews with senior leadership can further develop the candidate's commitment to the role and the organisation.

Strategically incorporating ToFu, MoFu, and BoFu content throughout your hiring process, can effectively engage potential candidates at different stages, cultivate their interest, and ultimately secure top talent for your organisation.

Do you integrate ToFu, MoFu, and BoFu into your hiring strategy?

If not, it might be beneficial to start a conversation with our talent attraction team. Exploring these concepts could help optimise your hiring strategy and significantly reduce your time to hire.?

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