In today’s competitive landscape, Human Resources is no longer just a support function—it’s a strategic powerhouse driving organizational growth. As businesses focus on building high-functioning teams, HR professionals are adopting proven sales techniques to attract, engage, and retain top talent. Enter the People & Culture Funnel, an innovative approach that mirrors the traditional sales funnel but is tailored for HR functions.

Today, we’ll walk you through each stage of the People & Culture Funnel—Awareness, Consideration, Conversion, Loyalty, and Advocacy—and explore how using sales and marketing principles can transform your HR strategy.

Stage 1: Awareness and Attraction

In sales, the top of the funnel is where you capture the attention of potential customers. In HR, this is where you attract potential candidates and build employer awareness.

Compensation as a Sales Tool

At the Awareness stage, candidates are drawn to your company based on how well you communicate your value proposition, and compensation plays a huge role here. Think of compensation like a product that needs to be sold, not just presented.

Imagine you’re at a car dealership. The salesperson doesn’t just throw random numbers at you; they craft an offer that feels personalized. This is exactly what HR professionals need to do with compensation packages. It’s not just about offering a salary; it’s about presenting the full value of working for your company—benefits, growth opportunities, flexibility—all packaged in a way that resonates with the candidate’s needs.

Using proven sales techniques like understanding your candidate’s desires and pain points allows you to position your offer as the solution to their career goals. This approach ensures you attract the right talent who feels personally connected to the opportunity, much like a well-crafted sales pitch brings in the perfect customer.

Stage 2: Consideration and Intent

Once candidates are aware of your company, they enter the Consideration stage, where they evaluate their options and weigh the pros and cons of joining your team. This is where HR professionals need to engage and convince candidates to move forward.

Onboarding - The Customer Experience of HR

The first hands-on experience candidates will have with your company is through the onboarding process. Think of onboarding as a customer’s first interaction after purchasing a product—the unboxing moment. The packaging, instructions, and follow-up create an emotional experience that confirms their choice.

Similarly, a seamless, well-structured onboarding process makes new hires feel valued and sets the stage for long-term engagement. By using proven sales techniques like storytelling, where you share your company’s mission and the role the employee plays in it, you create an emotional connection. New hires should feel like they’re part of something bigger than just a job.

A great onboarding process isn’t just about policies and paperwork—it’s about ensuring that employees are excited and aligned with the company from day one. In sales, brands that create loyalty early on through great experiences keep customers for the long term. In HR, onboarding is where loyalty starts.

Stage 3: Conversion

The Conversion stage is where you turn prospects into new hires. In sales, this is the moment a customer decides to purchase; in HR, it’s when a candidate accepts an offer and begins their journey with your company.

Benefits and Compensation - Your Value Proposition

At this stage, the candidate has one key question: Why should I choose your company? This is where benefits and compensation packages play a crucial role, just like the final value proposition in a sales pitch.

Sales teams know that the total value of an offering goes beyond the price tag—it’s about the full experience. HR professionals need to take the same approach with compensation. You’re not just offering a salary; you’re offering a total package that includes benefits, career development, work-life balance, and growth opportunities. Highlight the full value of what it means to work at your company, and you’ll convert top talent.

By using proven sales techniques like showcasing the complete value of the offer, you turn candidates into committed new hires. Just as sales teams craft their pitch to close deals, HR must craft their offers to bring in the best talent.

Stage 4: Loyalty

Once candidates are converted into employees, the focus shifts to Loyalty. In sales, loyalty is built by providing excellent customer service and nurturing relationships. In HR, the same is true—you must engage, recognize, and support your employees to keep them invested.

Engaging Employees with Continuous Feedback

Imagine being a customer who never hears from a brand after purchasing a product. You’d feel neglected, right? The same happens with employees when they don’t receive continuous feedback or recognition.

Using proven sales techniques like personalized follow-ups and continuous engagement helps build loyalty with employees. Regular feedback sessions, clear growth paths, and authentic recognition programs foster a sense of belonging and motivation. Employees who feel valued are far more likely to stay loyal and continue contributing to the company’s success.

This stage is all about retention. Just as sales teams work to keep customers coming back, HR professionals must build an environment that keeps employees engaged, ensuring they’re in it for the long haul.

Stage 5: Advocacy

The final stage of the People & Culture Funnel is Advocacy. In sales, this is when loyal customers become brand ambassadors, spreading the word and bringing in new customers. In HR, advocacy is when engaged employees become advocates for your employer brand, helping to attract new talent and build your company’s reputation.

Referral Programs - Turning Employees into Advocates

Happy customers refer others, and in HR, happy employees do the same. Referral programs are your opportunity to turn engaged employees into advocates who help bring in high-quality talent. Just like a great sales team leverages customer recommendations to drive sales, HR can leverage employees to spread the word about your company.

Using proven sales techniques like incentivizing referrals and recognizing employees for their advocacy can transform your employees into your most powerful recruiting tool. When employees feel proud to work for your company, they naturally recommend it to others, making recruitment more authentic and efficient.

Referral programs aren’t just about bonuses—they’re about creating a culture of advocacy, where employees are excited to share their positive experience and help bring in top talent.

The People & Culture Funnel isn’t just a new approach to HR—it’s a game-changing strategy that aligns HR functions with proven sales techniques. By understanding how each stage of the funnel works and applying sales principles to attract, convert, and retain top talent, HR professionals can transform their organizations into thriving, high-functioning teams.

Just as sales professionals focus on creating loyal customers, HR professionals should focus on creating engaged, motivated employees who will advocate for your company’s success. By viewing HR as a strategic, sales-driven function, you’ll not only attract the best talent but also build a culture of loyalty and advocacy that drives long-term organizational growth.

Now is the time to embrace the People & Culture Funnel and turn your HR strategy into a powerful engine for success.