In the race for talent, many companies limit themselves to sourcing active candidates. These candidates are actively searching for a job by checking job boards, setting up alerts on LinkedIn, asking around, and sending out resumes.
While these candidates are easy to find, they are a small segment of the talent pool. The rest are passive candidates.
Passive candidates have a job but feel open to new employment opportunities. However, you have to reach them where they are instead of holding up a sign for passerbys.
For that reason, targeting passive candidates isn’t as easy as sourcing active job seekers. However, it can yield impressive results.
The complexity of finding a perfect candidate is reinforced by a limited number of people actively seeking jobs. By turning your attention to passive candidates, you are increasing your chances of filling the position.
A Zippia survey found that 73% of professionals are passive job seekers. By avoiding passive candidates, you restrict your search to a little over a quarter of available job candidates. This shrinks your chances of finding the right candidate for the job.
By opening yourself up to passive candidates, you are increasing the effectiveness of your recruitment strategy while decreasing the time to fill.
Many of the best candidates leave the job market within 10 days of active job seeking. The reason is fierce competition between employers.
Since recruiting active candidates is more straightforward than targeting passive talent, many companies focus on the former. That makes your focus on passive candidates a competitive advantage.
While your competitors are fighting over top candidates in the active talent pool, you can also explore top-notch professionals who are still employed.
Active candidates often accept offers even if they don’t believe they are a perfect fit. In many cases, they are more focused on immediately getting a paycheck rather than contributing to the success of your business.
When passive candidates become interested in your company, they have enough time to research the position and evaluate its benefits.
Passive candidate recruitment involves honing a solid employer brand and building high-yielding relationships with potential employees. As you invest more effort in brand-building, you position your company as an employer of choice.
Reaching out to passive candidates requires a comprehensive strategy. However, before you start, you should be aware of some of the challenges in targeting passive candidates.
Key challenges include:
A common misconception about recruiting passive candidates is that they are always superior to active candidates. Such a point of view isn’t just erroneous. It could cause you to break the law.
In New Jersey, New York, Oregon, and Washington D.C., it is illegal to discriminate against candidates based on their employment status. In New Jersey and Oregon, you can’t publish advertisements that exclude the unemployed from applying. Meanwhile, in New York and Washington D.C., the unemployed are a protected class.
Accordingly, if you are focusing solely on passive candidates, you could be guilty of discrimination against the unemployed.
Even if you want to focus on passive candidates, you should still have your opening listed on a relevant job board to give active candidates a means of applying.
Recruitment marketing is a set of strategies aimed at attracting and engaging talent. Similar to traditional marketing, it involves comprehensive tactics that demonstrate the benefits of the role to candidates while building your brand.
A few tactics for using recruitment marketing to attract active and passive candidates include:
The main goal of recruitment marketing is to bring top talent to your doorstep without actively recruiting it. It works for both passive and active candidates.
While active candidates are easier to recruit, passive candidates may be more valuable. Implementing tactics that attract both types of candidates increases your chances of finding a perfect fit.
By balancing recruitment marketing between active and passive talent, you can create a holistic strategy that yields excellent results. Before you know it, you’ll fill your ranks with employees who can get the job done.