The Influence Loop: Swapping 'Push' for Organic 'Pull'
Whether you’re in marketing, or recruitment, we’re very fond of a funnel! It's logical, linear, it’s a step-by-step process that’s designed to push consumers or candidates toward a clear call to action. However, the funnel assumes everyone makes decisions the same way. And therein lies the problem: What if we don’t?
Why the Linear Funnel Failed Gen Z
They haven't just flipped it; they've completely reimagined it. Why? Because they use social media in a far more interconnected way than any other generation. It’s where they socialise, get their entertainment fix, how they find out what’s happening, how they learn to do anything. It’s where they shop, chat, compare, rate, research and relax. As Archrival, a US youth culture agency, summarised:
This generation is growing up with radically different priorities, influences and technology than previous ones, causing their path to purchase to blur.
Ultimately, Gen Z fundamentally behave differently. Which is why, in our space, we have been beating the drum about needing to rethink how we attract and connect with candidates - to swap the linear, pushing motion oft he funnel for the fluid, organic pull of the Influence Loop.
Out with the funnel
Inspired by the model Vogue & Archrival introduced for consumer marketing, the Influence Loop has no defined steps, no end, and no beginning. There’s four different entry points to discovering the brand and it flows in different directions. Instead of feeling pushed down a funnel or in one direction, the candidate is pulled towards different goals, depending on what they’re interested in.
The Loop in Action: Four Candidate Journeys
The beauty of the loop is that candidates enter wherever they are and flow to the next step organically.
- Inspiration: Be the source of change. The ultimate goal for a company is to be the source of change. The candidate wants you to inspire by telling them who you are, what you stand for, what roles or skills you’re looking for.
- Exploration: Be trusted. Here is where a company focuses on building trust – by being transparent and real. This is where the candidate will do their research to understand if they’re the right fit and to make sure that what you say, is what you do and are. And it’s consistent across different sources.
- Community: Be the connector. Community is all about connection and providing opportunities to connect in different ways, with different people. To help candidates feel they could belong and provide experiences for them to get to know you in real life that goes beyond an interview process.
- Loyalty: Be loved. Sure, this may feel a little uncomfortable for companies to think this way, but this is where winning hearts and minds really shows up. On the one hand it’s about openly inviting candidates and employees to be part your story and to empower them to tell theirs. On the other hand, it’s about creating experiences that surprise and delight and winning people over, even those that may not actually ever apply or want to work for you.
For example: A candidate finds your brand on TikTok(Inspiration), then immediately checks you Glassdoor reviews (Exploration),joins a live chat with an employee (Community), and finally advocates for your company even if they didn't take the job (Loyalty).
Three Non-Negotiable Rules for Embracing the Loop
To pull candidates in, you need to show up at every stage and in every way.
Rule 1: Stop Recycling Content (Design for the Platform).Gen Z has different priorities, and technology is a game-changer for how they are influenced and make decisions. You can’t just recycle the same content from LinkedIn to TikTok. Content must be intentionally designed to entertain, encourage participation, and build connection on the platform it lives on.
Rule 2: Stop Chasing Old Media - Go Where Gen Z Lives. The traditional media world is over; Gen Z doesn't live there. Be on the platforms where they are spending time: YouTube, Instagram, TikTok, and X.
Rule 3: Ditch the Singular CTA – Align to different goals instead. Your content strategy needs to stop thinking about a singular call to action and instead focus on addressing different questions based on each of the loop’s four goals: Inspiration, Exploration, Community, and Loyalty.
The future of employer branding is fluid, not linear.
Are you ready to ditch the pushy funnel and activate the organic pull of the Influence Loop?
