06:48
How we hire using the same funnel we use for lead generation
Tonight I wanted to show something a bit different.
We’re currently hiring a Framer web designer and developer, and instead of using a traditional Google Form, we’ve built the entire recruitment process using the same funnel tool we use for lead generation.
The results so far have been genuinely surprising — both in volume and quality.
In this video, I walk through exactly how we’ve structured the hiring funnel, why it works better than long-form applications, and why this approach is just as relevant for solar installers recruiting staff as it is for agencies.
This isn’t about being clever.
It’s about experience, clarity, and meeting people where they already are.
For context, this video was originally recorded on 8 January 2026, views & strategies may have changed since.
Featuring
Video transcript
Here is the transcript with timestamps removed and formatted into clean, justified-style paragraphs for easy reading and reuse:
So, we’re hiring for a Framer web designer and developer, and tonight I’m going to walk you through how we’re facilitating that process. This is potentially more relevant for other agencies, but it’s still incredibly applicable for solar installers that are looking to recruit, especially through digital or online channels such as LinkedIn, Twitter, Instagram, and Facebook. This is exactly how I do it.
Originally, we were going to use a Google Form — a long page with all the questions in one place — but instead we decided to use the same tool we send advertising traffic to for lead generation. We’re also using it for recruitment. This tool is called Perspective.
So far, we’ve received 57 applications with roughly a 17–23% completion rate from people clicking through the link. Honestly, it’s blown my mind. LinkedIn gave us around £40 in free ad spend, and beyond that we haven’t spent a penny. That means we’re effectively getting applications for less than £1 each. These aren’t low-quality applications either — we can already see some genuinely fantastic talent coming through. Thank you so much if you’ve already applied.
We can also see drop-off analysis question by question, but I’ll skip ahead for now. The first thing I want to show you is that we’ve embedded a video directly into the form. This is something that’s very difficult to do well with a Google Form. The video gives a really warm introduction to us as a business and to me personally.
Next, we ask for the applicant’s name. What’s important here is that Perspective allows us to use that name as a variable throughout the rest of the form. For example, we can say, “Great to meet you, Jude. Please share your portfolio or recent work.” We can continue using their name throughout the process, which makes the experience feel much more personal. It feels like someone is actually speaking to them directly, rather than them filling out a generic, boilerplate form.
These are the questions we run applicants through. The platform also allows us to automatically send messages or emails when someone reaches a certain stage in the hiring pipeline. For example, when a new application comes in, we send a thank-you email, and we can personalise that email using the same variables.
We can also see traffic sources and performance data. Everything online now has to be designed mobile-first. Around 56% of people are on mobile devices. If we used a massive Google Form, it would feel clunky, involve endless scrolling, and create a poor user experience. In contrast, a mobile-first funnel like this guides people smoothly through the process. It almost gamifies the experience with question numbers and a progress bar at the bottom.
I’ll show you the contacts section, making sure names are blurred. We have columns for new candidates, disqualified candidates, people who look promising but need more information, those we’ve requested information from, qualified applicants, interview scheduled, interview complete, paid trial requested, paid trial complete, and eventually hired.
I’ll keep you updated on how this process goes. I can’t wait to start interviewing because there are some genuinely excellent applicants in here. This is especially exciting as it’s our first full-time hire. We’ve used subcontractors in the past, but the performance we’re seeing and the demand for websites has given us the confidence to bring someone on full-time.
This is a slightly different video to usual, but I hope it’s useful. Even for installers looking to hire, this tool could be an absolute game changer. There’ll be a link on this post, so go check it out. I appreciate your time, and I’ll see you in the next one.
Other resources
1:26
Can I pay via commission?
2:22
What kind of installer is the right fit?
0:16
What is the minimum installation volume required to work with you?
1:27
What growth can I expect from you?
1:46
Why run ads if we have referrals?
1:43
How much does it cost to work together?
1:31
Why is your minimum ad spend £2,500 per month?
2:30
What ROI should I expect from our campaigns?
1:24
How quickly should I expect results?
0:42
What is your contract structure / notice period?
3:12
Why do you cost more than other agencies?
1:31
Do you offer locational exclusivity?
1:15
What do I do if I'm not ready to work with you yet?
0:17
How long does a discovery call take?
1:09
What do we cover on a discovery call?
1:07
Do I need to make a decision on the discovery call?
1:08
How do I prepare for our call?
1:47
Why does every decision maker need to be on the call?
1:11
Do you really have limited capacity?
3:15
Why can't I just do this in-house?
2:08
Who actually works on my account?
0:44
How deep is your experience in renewables marketing?
0:41
What makes you different from my local, generalist agency?
0:31
Why does each one of your team members have a dedicated role?
0:29
How do you deliver consistent results?
0:50
How is your team structured and how will it grow?
0:21
Why do you limit how many clients you take on each month?
0:53
What standards do you hold yourselves to?
0:46
Why should I trust you with my growth?
0:31
Why do you not track hours / bill by the hour?
1:00
What do you actually film on a shoot day?
0:53
How should I prepare for my shoot?
0:15
How often do you need to film new ads?
0:23
Why do higher spenders need more ads?
0:41
How many sites do you film in one day, and why so many?
0:19
What does a shoot day look like?
0:25
How far in advance should I plan my shoot?
0:31
What should I expect if I've never been on camera before?
0:32
Why do you put more emphasis on authenticity than scripting?
0:26
How fast can you turnaround the content from the shoot?
25:21
Who works in your creative team?
3:09
How do you combat creative fatigue?
1:19
Why do you push video ads over image ads?
1:21
What do I actually need to say on camera?
1:25
How do you decide on the messaging for my ads?
2:11
Why do you not script the shoots?
0:56
How do I make sure I get good leads from my ads?
0:47
How do you come up with ad ideas?
4:30
How do you know an ad idea will actually perform?
6:39
Who is on your creative team?
0:26
Why won't you run a campaign without video ads?
1:18
How fast do solar ads actually work?
1:10
Why do Facebook Ads work so well with Solar?
1:13
How do you decide which ads to scale?
1:21
What cost per lead will I get?
0:51
How scalable are Facebook Ads?
0:45
Do Meta Ads still work in competitive areas?
2:40
Are the leads exclusive to us?
4:56
Why your Meta ads are failing in 2026
5:56
How small funnel changes are cutting solar lead costs in half
4:57
What actually happens on a Solar on Steroids discovery call
9:21
Why low production solar ads are outperforming everything else
3:45
How to choose which solar and battery products to sell
8:18
Why speed decides whether Meta solar leads close or disappear
3:59
Why you do not need to be entertaining for solar ads to work
4:57
Why solar installers get better on camera over time
1:12
Solar on Steroids 2025 mastermind event
14:10
Why authenticity beats scripts in solar ads
11:46
The four ad types that actually work for solar
18:04
Breaking down a high performing solar ad, frame by frame
15:21
Why solar installers need to niche down to win
12:58
How we avoid failed solar video shoots
14:32
Why most Meta ad accounts collapse over time
18:41
What it’s actually like working with us (start to finish)
17:02
Why our clients stay (and why we barely lose any)
1:13
We’re hiring videographer / director hybrids (UK-wide)
13:41
Why educational solar ads drive £15k average deals
15:04
Why this solar ad worked immediately after launch
11:22
What I actually do on solar video shoot days
12:18
Why this local solar ad converts so well
14:26
What actually happens on a solar video shoot day
13:12
How to stand out with video ads (even if you do it yourself)
09:48
Why we covered client ad spend and nearly broke ourselves
06:09
Why attribution massively underreports Meta ads impact
04:46
Why I’m not allowed in our clients’ ad accounts
05:12
Why creative testing decides long-term Meta ads success
11:03
Why video-first marketing doesn’t kill differentiation
10:41
Why we haven’t lost a client in almost two years
08:36
Why we charge a setup fee for Meta ads
07:58
Why cost per lead is a misleading metric in solar
08:27
Why multi-channel marketing outperforms single-channel ads
08:11
Why speed to lead changes solar sales performance
06:54
Why dynamic headlines change funnel conversion rates
09:02
Why always booking a follow-up improves solar close rates
03:18
How leveraging bigger brands improves ad engagement
07:46
Why our Meta ads campaigns perform before they even optimise
5:06
Should you call solar leads in the evening?
9:12
Why great service is the real driver of solar reviews
4:09
Why following up more often isn’t being annoying
6:18
How conditional logic improves solar lead quality
3:41
Why local solar installers win by being relatable
8:57
UTM parameters explained for solar installers
6:42
Why Meta ads should nurture solar leads, not just generate them
3:58
The funnel question that filters serious solar buyers
2:46
The solar growth document we’ve spent 50+ hours building
8:44
How to use animations without hurting solar website conversions
9:18
Why organic content still matters for solar installers
4:32
Where to send Meta ads if you want higher-quality solar leads
11:18
Why systems have to come before scaling solar leads
10:56
Why solar ROI should be shown before the quote
18:27
How i’d start solar marketing from scratch in 2025
12:41
Time in the market beats timing the market for solar
9:52
Why location pages work so well for solar installers
14:08
You don’t need much traffic to make solar websites profitable
11:34
Why we changed the first question in our solar funnels
6:21
UK solar demand Is about to spike (this changes everything)
7:58
How to stop blocking your solar leads from converting
10:14
What actually converts above the fold for residential solar
14:32
A tour of the biggest residential solar website we’ve ever built
06:12
The one-star review strategy that builds instant trust
09:12
Why being yourself works better than “performance” in solar ads
06:58
Why solar installers should collaborate, not compete
08:58
Why multi-touchpoint marketing beats better ads
05:06
Why “free” ruins solar lead quality
09:21
How to score commercial solar leads (properly)
11:11
Why top-of-funnel solar ads can produce cheaper leads long-term
07:54
Solar installers: your reviews are hurting you
09:47
Why entry-point installs beat solar-first sales
10:18
Why video is the most reusable sales asset in solar
09:12
Why solar case study pages convert better than service pages
08:26
Residential vs commercial solar intent isn’t what you think
11:02
Why most solar proposals kill deals before they’re read
08:41
Why solar websites don’t convert (and it’s not the forms)
07:58
The simplest funnel change we’ve ever made
09:34
Speed to lead is why social solar leads don’t convert
47:18
What we’ve actually been doing to generate solar demand