In the world of marketing, we often talk about the sales funnel:
🔹 ToFu – Top of the Funnel
🔹 MoFu – Middle of the Funnel
🔹 BoFu – Bottom of the Funnel
But what if I told you this isn’t just for marketers?
This is the exact strategy that today’s job seekers need to understand.
Because in 2025, getting hired is not just about having qualifications.
It’s about how you show up, how people perceive you, and most importantly, how you build trust online—before you ever step into an interview.
Whether you’re a returning woman professional, a mid-career job seeker, or a seasoned executive, it’s time you stop treating your job search like a one-time task…
And start treating it like a brand journey.
Let’s break it down.
🔵 ToFu = Be Seen
Top of the Funnel: Visibility
At this stage, the goal is simple: get on the radar.
This is where 90% of job seekers go wrong.
They spend hours perfecting a resume… but no one’s actually seeing them.
🧠 Think about it:
You can’t get hired if recruiters don’t know you exist.
What ToFu Looks Like in Job Search:
✅ A well-optimized LinkedIn profile that clearly states your niche
✅ Content that reflects your knowledge, passion, and voice
✅ Sharing insights, commenting on industry posts, joining conversations
✅ Using the right hashtags and engaging in relevant groups
✅ Attending networking events and webinars (and actually connecting!)
📊 Stat to Note:
According to LinkedIn, over 70% of hires come from passive visibility—that means people being noticed before they even apply.
This is not about going viral.
It’s about being discoverable.
💡 TOFU mantra: Be where your industry is looking. Show up. Share something. Be seen.
🟡 MoFu = Be Trusted
Middle of the Funnel: Trust-Building
Now that you’re visible, the next step is building credibility.
In other words, why should they trust you?
Why should a recruiter, hiring manager, or potential client take you seriously?
This is where you go from “Hey, I’ve seen her posts” to “I think she’s the right fit for this role.”
What MoFu Looks Like in Job Search:
✅ Case studies or testimonials (even short stories from past roles)
✅ Strategic LinkedIn content: success stories, behind-the-scenes, learnings
✅ Sharing how you solve real problems in your field
✅ Clarifying your micro-niche and core offer
✅ Engaging in meaningful DMs and follow-ups
🌱 MoFu is about nurturing.
You're planting seeds in people’s minds:
“I trust her expertise.”
“She knows what she’s doing.”
“She’s done this before.”
📊 Stat to Note:
TrustRadius reports that 80% of B2B buyers trust user-generated content and expert recommendations more than ads.
Apply that to job seekers: People trust what you say and show—not just what you claim in a resume.
💡 MOFU mantra: Don't just say you’re good. Show them how you think.
🔴 BoFu = Be Hired
Bottom of the Funnel: Action & Conversion
This is the final stage—and the one everyone chases from the start.
But here’s the truth:
If you haven’t been seen (ToFu) or trusted (MoFu)—you’re skipping steps.
BoFu is not just sending resumes or applying to jobs randomly.
It’s about creating strategic, intentional opportunities for people to say:
“Let’s interview you.”
What BoFu Looks Like in Job Search:
✅ Tailored applications with a personal story & strategy
✅ Asking for referrals from people you’ve already built rapport with
✅ Sending value-based DMs: “Here’s how I think I can help your team…”
✅ Sharing portfolio work, video introductions, or frameworks
✅ Interview follow-up emails that reaffirm your brand
🛠️ This is where all the visibility and trust now converts into a real opportunity.
📊 Stat to Note:
Jobvite says that referred candidates are 15x more likely to be hired than applicants from job boards.
And who gets referred? People who are seen and trusted.
💡 BOFU mantra: Ask with context. Apply with clarity. Follow up with confidence.
🔁 Bonus Insight: The Funnel is a Loop
Here’s what most job seekers forget:
Even after you get the job, the funnel doesn’t end.
You continue to be visible → You continue to build trust → You create future opportunities.
That’s how you build a personal brand and stop relying on job applications for life.
You become the kind of professional who attracts roles, not just applies for them.
🎯 So What Should You Do Today?
Here’s a 3-step funnel-building challenge to apply now:
ToFu Action (Be Seen):
Post on LinkedIn this week about one career lesson that shaped you. Use a relevant hashtag and tag a peer.MoFu Action (Be Trusted):
Add a story-based “About” section on LinkedIn that explains your career journey and what you’re passionate about.BoFu Action (Be Hired):
Send a personalized message to a recruiter or industry connection, briefly mentioning your unique value and attaching your resume or portfolio.
✨ Final Thought
Too many people chase BoFu results (the job) without doing the ToFu and MoFu work.
But job search today is not a sprint.
It’s a smart, strategic funnel.
First, be seen.
Then, be trusted.
Finally, be hired.
The good news? You don’t need to shout to be noticed.
You just need to show up with clarity, consistency, and courage.
Let your story speak louder than your resume.
Let your content show your credibility.
And let your personal brand make you unforgettable.
Because in today’s world, visibility + trust = opportunity.
With you in your journey,
Nehha Seth
Career Revival Coach | LinkedIn Strategist
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