As many regions continue to face record low levels of unemployment, more talent leaders are considering a shift of resources towards sourcing passive candidates. In doing so, it is important to understand the main differences between active and passive job candidates. Active job candidates have a determined need for a different job, and have intentions to find one. Passive job candidates have no such need, and are likely not prepared to consider a new job opportunity. However, should a compelling enough case be made, passive candidates will change employers.
Sourcing passive candidates for your roles can often result in higher quality hires. These workers often have stronger and more stable employment histories and be less inclined to turnover, when compared to an active jobseeker willing to accept the first available position, regardless of employer fit.
Talent acquisition and HR professionals may find it challenging to identify and engage these passive candidates, let alone interview them. This post features some innovative strategies designed for more successful recruitment outcomes.
Build a Strong Employer Brand
There are various methods for targeting passive candidates through your employer brand.
Importance of a compelling employer value proposition
Create a compelling employer value proposition (EVP) that outlines the benefits of your job opportunity. In your proposition, list the reasons why these candidates should leave their current roles to work for your organization. For example, a higher salary, improved benefits, and opportunities for advancement.
Leveraging social media and digital platforms
Regularly include your EVP in organic and sponsored posts across multiple social and digital media platforms like Facebook, LinkedIn, Twitter, etc. Even if passive candidates aren’t actively checking job boards or social media, someone might share your post to others in their network.
Showcasing company culture and employee testimonials
When presenting available opportunities and supporting recruiting material, recruiters should leverage your EVP, employee testimonials, and other values that positively distinguish your role from the passive candidate’s current one.
Utilizing Data-Driven Recruitment Strategies
Using data-driven strategies will help when targeting passive candidates.
Identifying potential passive candidates through data analytics
There are several data analytics and tech platforms that can effectivley identify suitable passive candidates for your company. These tools crawl LinkedIn and other websites to scrape candidates that meet specific qualifications for your role.
Leveraging AI and machine learning in recruitment
Analytics platforms that utilize AI and machine learning can provide a more granular level of insights about passive candidates, helping you clearly identify the right candidates for your company.
Engaging Passive Candidates through Personalized Outreach
Once you have identified some passive candidates for your company, it’s time to reach out to them.
Importance of personalized communication
Effective personalized communications will substantially increase the odds of passive candidates responding to your outreach efforts. Simple practices like addressing candidates by their first name, referring to their specific employment experience, certifications, or education builds credibility and significantly improves candidate response rate. Crafting communications in a conversational manner is essential.
Utilizing professional networks and referrals
Private messages through social platforms are effective but consider communicating with passive candidates through professional networks, organizations, and associations as well. Engage active members requesting their recommendation of individuals that have the qualifications and experience you are looking for. Individuals are more likely to take your job opportunity seriously when it is coming from within their trusted network.
Engaging passive candidates through industry events and webinars
You can also engage passive candidates at industry events and webinars. Individuals might be more receptive to opportunities presented in this less confrontational manner.
Nurturing Long-Term Relationships with Passive Candidates
Building an effective passive candidate strategy is a long term investment. Unlike active jobseeker campaigns that can be turned off and on as needs change, passive candidate campaigns should remain active at all times.
Because it may take some time for passive candidates to commit themselves to your opportunity, consistent re-engagement is essential to success. Regularly informing passive candidates about news and developments in your company will keep your job opportunity at the front of their minds. Over time, these individuals will learn more about your organization and what it stands for.
Encourage open communication and feedback
Consider asking passive candidates to provide feedback about your company and its opportunities. This open communication can often result in the passive candidate reconsidering your available role.
Strategies for Targeting Passive Candidates: Conclusion
If your company wants to attract passive candidates, you’ll want to target them with innovative strategies. These techniques include getting to know passive candidates, building a strong employer brand, utilizing data-driven technologies, using personalized communication, and nurturing long-term relationships. Directors and VPs of talent acquisition and HR professionals should implement these strategies for more successful recruitment outcomes.
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