How to attract and recruit passive candidates
In today’s competitive job market, passive candidates could be the key to sourcing your next new hire.
Finding the perfect candidate for an open position can be a daunting task. But what if your ideal candidate isn’t actively seeking a new role? It’s time to take the initiative. Passive candidates - individuals not currently looking for a job - can be a viable, and often very successful option for sourcing talent.
In this article, we’ll explore how to recruit passive candidates, including who they are, the difference between passive and active candidates, and effective strategies to attract and engage them. We’ll also discuss the pros and cons of targeting passive talent and when it's most appropriate to consider this approach.
What are passive candidates?
Passive candidates are employed individuals who are not actively seeking a new job but may be open to the right opportunity. They often possess in-demand skills and experience, making them highly desirable to employers. Passive candidates can be a valuable source of talent, particularly for companies seeking to fill niche roles or struggling to attract the right applicants.
Why are passive candidates important?
Passive candidates are becoming a crucial source of top talent in many industries and should play a key part in building a successful talent acquisition strategy.
It helps to look at passive candidates as a vast pool of potential talent with the valuable skills and experience you require, without being limited to simply those that have been able to find and apply for your roles.
Becoming proactive about identifying and engaging with passive candidates can help you build a strong talent pipeline and be prepared for future hiring needs.
With a significant portion of the workforce not actively seeking new opportunities but being open to hearing about new ones, passive candidates can unlock a number of exciting opportunities for your business.
Higher Quality Hires
- Proven Track Record: Passive candidates often have a proven track record of success in their current roles, which is one of the things that makes them so desirable as candidates. A proven-track record can reduce the risks associated with a wrong hire and increase the likelihood of them also being successful in the role you have available for them.
- Access to Specialised Skills: Passive candidates often possess specialised skills and experience that may be difficult to find in the active job market.
- Cultural Fit: By actively targeting passive candidates, you can identify individuals who align with your company culture and values, leading to higher job satisfaction and retention rates.
Strategic Advantage
- The First Move: By proactively reaching out to passive candidates, you can secure top talent before your competitors even know they're available. This can give you a significant competitive edge.
- Talent Pipeline Building: Building proactive relationships with passive candidates can create a strong talent pipeline for future hiring needs, ensuring a steady supply of qualified individuals.
- Strong Employer Brand: Actively seeking out and engaging with top talent, even when they're not actively looking, can enhance your company's reputation as an employer of choice. This can attract more high-quality candidates in the future. For example, a passive candidate you reach out to now may not be ready to move but may actively seek out roles with your organisation later.
Long-Term Benefits
- Increased Employee Morale: Hiring top-tier talent can boost employee morale and create a more positive work environment.
- Improved Company Performance: High-quality hires can contribute to increased productivity, innovation, and overall business success.
- Reduced Employee Turnover – and Costs: With a staggering 1 in 5 new hires quitting within the first 45 days of a new job, getting your hire right from the start is key to avoiding loss of time and productivity associated with churn, and reducing re-hiring spend. Passive candidates often exhibit higher levels of job satisfaction and commitment. By hiring individuals who are genuinely interested in the role and aligned with your company culture, you can improve employee retention and reduce absenteeism rates (Harvard Business Review).
What is the difference between passive & active candidates?
In simple terms, the main difference between active and passive candidates is whether the individual is looking for a job or not. Active candidates are actively seeking new jobs, applying for new positions and are open to recruiter outreach. They're often dissatisfied with their current roles or looking for a new opportunity to develop or progress and are responsive to job applications. In contrast, passive candidates are not actively seeking new jobs and may be less receptive to unsolicited outreach. They're employed and often satisfied with their current roles, potentially requiring more effort and creativity to engage.
1. Passive Candidate Recruitment
Key characteristics of passive candidates include:
- Not actively job hunting: They're not browsing job boards for example so unlikely to see your roles advertised.
- Content with current role: They're generally satisfied with their current position which is why they’re not currently looking for a new job – but not always! They might not know which position they would want next.
- Open to opportunities: They may be open to leaving their current position for a better opportunity, but only if it's a significant improvement – likely in pay, benefits or development opportunities.
- Not immediately available: Even those that are open to a new opportunity, will likely not be ready for an immediate start.
2. Active Candidate Recruitment
Key characteristics of active candidates include:
- Actively job hunting: They're regularly checking job boards and career sites, applying for positions and potentially networking with professionals in their field on social media.
- Dissatisfied with their role: They may be unemployed or unhappy with their current job – but not always.
- Proactive approach: They're taking the initiative to find new opportunities.
- Faster to hire: Some active candidates may already be out of work due to redundancy or career change or simply already handed their notice in and therefore may be available to start a new position quickly.
How to find passive candidates
1. Social media
Social media offers some of the best opportunities to find passive candidates, but with countless platforms vying for your attention it can be difficult to know where to start. While LinkedIn, Instagram, Facebook, Twitter, are the ones that probably come to mind, it's essential to focus your efforts on the platforms most relevant to your target audience. Consider your company's social media presence and the ideal candidate for the role.
LinkedIn is one of the best ways to find passive candidates. It could be argued that this is one of the reasons it was created! However, it is likely to be best for professional sectors. You can use advanced search filters to identify your ideal candidates with the specific skills, experience, and location you’re looking for. Don't just stalk profiles though; engage with them. Like their posts, comment on their articles, and send personalised messages when it’s time to reach out about a role. You could also follow your industry influencers to see who is active and commenting on their posts.
If your company is active on Instagram, it's a good place to start. Similarly, if you're seeking a creative candidate, platforms like Instagram or Behance might be best. For roles in B2C industries like retail or hospitality, Facebook or even TikTok could be a good tool for searching for passive candidates.
2. Networking events: IRL
Whilst the digital world is powerful, there’s nothing quite like connecting face-to-face (IRL). While passive candidates may not be actively searching for new opportunities, there are ways to meet them in person and build genuine connections. Conferences, workshops, and other relevant industry events are fantastic places to meet potential candidates face-to-face. Engage in meaningful conversations, exchange contact information, and follow up with a personalised email or LinkedIn message – even when there’s no specific role available.
Don't forget about alumni networks and professional associations too. These can be great sources of passive candidates, especially if you're looking for niche talent or experienced professionals in specific sectors. In the tech sector for example, attending a workshop for developers can help you meet passionate developers looking to brush up on their skills. Skill-specific events offer fantastic opportunities to connect with high-calibre passive candidates dedicated to continuous learning and development.
Don't underestimate the power of hosting your own industry event to grow your talent pool. You'll likely attract a mix of active and passive candidates, opening the door to exciting future possibilities. Think of it as cultivating a vibrant talent garden, nurturing connections that might bloom into future opportunities.
3. Employee referrals
Your current employees could be your best recruiters. They know your company culture inside and out, and they're invested in its success. Leveraging their networks can lead to high-quality hires who are a great cultural fit.
Consider implementing a referral programme and offer incentives, such as financial rewards, extra time off, or flexible working arrangements to motivate your people and help extend your reach.
When reaching out to your employees, be clear and concise. Outline the key responsibilities, required skills, and cultural fit for the role as well as clear guidelines on how to approach potential referrals. The more specific you are, the better equipped your employees will be to identify the most suitable candidates.
4. Specialised job boards
Paid platforms like LinkedIn Premium or specialised job boards can offer a more targeted approach to sourcing passive candidates. However, they can be costly. If you're on a budget, free platforms like Indeed or Glassdoor can be a good starting point. But remember, you'll need to invest more time and effort to sift through the noise and identify the right candidates.
5. Navigate your talent pool using an ATS
Don't overlook your existing talent pool, If you have an applicant tracking system (ATS), you may be missing previous applicants, right there in front of you. Whilst they may not have been the right fit for previous roles, they could be the perfect candidates for new openings.
Consider former employees who left on good terms. Their experience and familiarity with your company can make them valuable assets. Perhaps they left to pursue another opportunity that wasn’t available within your business at the time. Additionally, if you use contractors or freelancers, they might be interested in full-time positions, especially if they possess the skills you need and you can offer the right perks.
Remember, the key to successful passive candidate sourcing is a combination of strategy and creativity. These suggestions won’t work for every business, so choose what fits with your industry and culture.
How to engage passive candidates
Remember, passive candidates aren't actively seeking a new job. They're content in their current role, so you'll need to go the extra mile to pique their interest. Here are some tips:
1. Use personalised messages
In your initial outreach, you’ll want to clearly outline the role or roles you have available, emphasising how they align with their career goals and leverages their skills. Remember, they're not actively seeking a new job, so your message needs to be persuasive, enthusiastic, and concise.
- Tailored Messages: Use platforms like LinkedIn to send personalised messages, comment on their posts, or engage in relevant discussions. Craft messages that directly addresses the candidate's specific skills and experience. Highlight how their unique qualifications align with your company's needs.
- Email Campaigns: Create targeted email campaigns to nurture relationships with potential candidates. Offer valuable content, such as industry insights or company updates.
2. Build a relationship with the candidate long term
After your initial contact, try and stay in touch with the candidate if appropriate. Avoid bombarding them with messages, as this can come across as pushy. You could encourage them to follow your company's social media channels to stay informed about your latest projects and company culture.
Even if the candidates you reach out to are not interested in an immediate opportunity, by staying connected and understanding their career aspirations, you can position yourself as their go-to recruiter for future roles.
- Stay Connected: Maintain regular communication, even if there isn't an immediate job opening.
- Share Industry Insights: Send relevant articles, blog posts, or whitepapers to demonstrate your expertise and keep them engaged.
- Attend Industry Events: Network with potential candidates at conferences, workshops, and other professional gatherings.
3. Deliver value to the candidate
Deliver value by being transparent about your company and the benefits you offer such as workplace wellbeing.
It might be beneficial in your initial outreach to highlight your company's unique selling points, such as recent awards or innovative projects – if you have a good employer score on Glassdoor, that’s also a good one to mention.
- Offer Career Advice: Provide guidance on career development and job search strategies.
- Share Company Culture: Highlight your company's unique culture, values, and employee benefits - things like flexible working policies, workplace wellbeing initiatives, employee discounts and other perks.
- Provide Opportunities for Professional Development: Offer webinars, workshops, or mentorship programmes to help candidates upskill or communicate your organisation’s reputation for internal mobility and progression. Talk about any learning and development programmes your organisation provides.
4. Always cater to the candidate’s needs
Take the lead in reaching out to the candidate and be accommodating to their schedule, whether it's a weekday lunch, a weekend brunch, or an after-hours video call. Keep the initial stages as informal as possible. Avoid overwhelming the candidate with paperwork and lengthy application processes. Buy them coffee or even lunch! Small gestures can go a long way in showing you respect their time.
- Flexible Scheduling: Be accommodating to the candidate's schedule, offering flexible meeting times and formats.
- Low-Pressure Approach: Avoid aggressive sales tactics and instead focus on building a genuine connection.
- Personalised Candidate Experience: Treat each candidate as an individual and tailor your approach accordingly.
Benefits of recruiting passive candidates
Builds an external pipeline of candidates
By proactively building relationships with passive candidates, you can create a strong pipeline of top talent. This can be especially beneficial for companies with high turnover or unpredictable hiring needs.
Reduces time to hire
Passive candidates may be more open to quick decisions, as they're not actively job searching. This can significantly reduce the time it takes to fill a role, especially for urgent or specialised positions.
Reduced cost-per-hire
By targeting passive candidates, you can reduce the time and resources spent on traditional recruiting methods, such as job boards and recruitment agencies.
Source and manage your candidates with our Applicant Tracking System
In today's competitive job market, passive candidates represent a valuable pool of talent. By understanding their unique needs and preferences, and by employing effective strategies, you can successfully engage and hire top-tier talent.
Applicant tracking is part of our wider suite of HR software. Our applicant tracking software lets you streamline your passive candidate recruitment process and make the most of your talent acquisition efforts, helping you identify, engage, and hire the best talent, both active and passive.
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You might also be interested in:
- Improving recruitment and selection: A guide for hiring teams
- How to attract employees with benefits
- Building a successful talent acquisition strategy
- How to build employer brand in recruitment
- The vital role of employer branding in talent acquisition
- Ways to become and employer of choice
- Employee value prop examples
