Why traffic is not the problem

When careers content earns attention but the path to action is weak, the fix is routing and proof—not more reach.

Most of this stuff is a routing problem dressed up as a creative one. The instinct is to add more reach or more polish; the more useful move is usually to look at where the message reaches the wrong audience, and where the journey lacks a decisive next step.

We tend to start with what the data is already saying, then design around the moments where decisions actually happen — not the ones that look impressive in a deck.