An evaluation found that reverse marketing is more likely to be used by high-performing providers (DEEWR, 2010). Jobseekers who are reverse marketed are more likely to be referred to a job and more likely to achieve a job placement, even though this type of referral has a slightly lower rate of conversion of referrals to placements. Although reverse marketing can be an effective tool, the “cold calling” of employers without a specific reverse marketing strategy or for a particular job may dilute the value of this type of intervention, and it is in principle not funded by the purchaser of employment services.