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How can you creatively reach passive job seekers in recruitment advertising?

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Passive job seekers are those who are not actively looking for a new job, but might be open to new opportunities if they come across them. They are often high-quality candidates who are satisfied with their current roles, but could be persuaded by a better offer. However, they are also harder to reach and engage with traditional recruitment advertising methods, such as job boards, career fairs, or cold emails. How can you creatively reach passive job seekers in recruitment advertising? Here are some tips to help you stand out from the crowd and spark their interest.

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1 Use social media strategically

Social media platforms, such as LinkedIn, Facebook, Twitter, or Instagram, are great ways to showcase your employer brand, culture, and values, and to attract passive job seekers who might be following you or your employees online. However, you need to use social media strategically, not just to post job openings or generic company updates. You need to create and share content that is relevant, engaging, and authentic, and that showcases your unique selling points as an employer. For example, you could share employee stories, testimonials, or videos, highlight your social impact or innovation projects, or host live Q&A sessions or webinars with your leaders or experts. You could also use social media to interact with your target audience, by commenting on their posts, joining relevant groups or hashtags, or inviting them to participate in polls or surveys.

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Vu Nguyen

BMM - LeadGen - Business Development - Mobile & Web Growth - Data Analytics
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Leverage engaging content such as storytelling about company culture, showcase employee testimonials, use targeted social media ads, host virtual events or webinars, and explore partnerships with industry influencers or relevant organizations to expand reach

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Nneka Enurah

VP, Brand Partnerships @ Mass Appeal | Building innovative partnerships around content, community & culture | Black@ADCOLOR Leadership Committee, ForbesBLK Member, Speaker
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Make sure your content is engaging/shareable and be sure to highlight your company culture so that job seekers can see themselves working at your company someday.

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Usama Shahzad

Gold Medalist ?? | Social Media Manager | Top Social Media Marketing Voice??| Branding and Advertising | Campaign Management | Social Media & Marketing Management
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Using social media strategically is essential for attracting passive job seekers. It's not just about posting job openings; it's about showcasing your employer brand and creating engaging content that resonates with your audience. By sharing authentic stories, testimonials, and insights into your company culture, you can capture the interest of passive candidates who may be following you online. Additionally, interacting with your audience through comments, groups, and polls helps build relationships and fosters a sense of community. This proactive approach on social media can significantly enhance your recruitment efforts and attract top talent to your organization.

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Jane Kelly Alves Pereira

Especialista Linhas de crédito e investimentos I Gerente de negócios I Executivo de Vendas
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Utilize as redes sociais para compartilhar oportunidades de emprego e conteúdo relevante sobre sua empresa. Inclua hashtags e palavras-chave específicas para aumentar a visibilidade entre os candidatos passivos.

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2 Create a referral program

One of the most effective and creative ways to reach passive job seekers is to leverage your existing employees' networks. Your employees are your best ambassadors, and they can help you spread the word about your company and your job openings to their friends, family, or former colleagues. You can create a referral program that rewards your employees for referring qualified candidates, and that makes it easy for them to share your job ads or career site links on their social media profiles or via email. You can also encourage your employees to write reviews or testimonials on platforms like Glassdoor or Indeed, or to share their positive experiences working for your company on their personal blogs or podcasts.

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Evgeny Popov
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Always Create a referral program: To creatively engage passive job seekers in recruitment, implement a referral program that incentivizes current employees to recommend qualified candidates, tapping into their networks. Utilize targeted content marketing and storytelling across social media and professional platforms to showcase company culture and career opportunities, appealing to those not actively job hunting. Engaging industry influencers to share your content can also extend reach, attracting passive candidates by highlighting your employer brand.

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3 Craft personalized messages

If you want to reach out to passive job seekers directly, you need to craft personalized messages that capture their attention and curiosity. You need to do your research and find out as much as you can about their background, skills, interests, and goals, and tailor your message accordingly. You need to avoid generic or spammy messages that sound like mass emails or sales pitches, and instead focus on what value you can offer them, and what challenges or opportunities they might face in their current or future roles. You need to also use a friendly and conversational tone, and avoid being too pushy or aggressive. You need to aim to build a rapport and a relationship with them, and to invite them to learn more about your company and your job opening, rather than asking them to apply right away.

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Usama Shahzad

Gold Medalist ?? | Social Media Manager | Top Social Media Marketing Voice??| Branding and Advertising | Campaign Management | Social Media & Marketing Management
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Crafting personalized messages is crucial for reaching passive job seekers effectively. Instead of sending generic messages, take the time to research their background, skills, and interests, and tailor your message accordingly.

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4 Experiment with different formats

Another way to creatively reach passive job seekers is to experiment with different formats and channels for your recruitment advertising. You need to think outside the box and try new ways to showcase your company and your job opportunities, and to appeal to different senses and emotions. For example, you could use podcasts, videos, or webinars to share your company story, culture, or vision, and to feature your employees or customers. You could use infographics, quizzes, or games to highlight your company values, benefits, or achievements, and to test your candidates' skills or knowledge. You could use chatbots, SMS, or WhatsApp to communicate with your candidates and to provide them with relevant information or feedback. You could also use offline methods, such as billboards, flyers, or events, to reach your local audience or to create a buzz around your brand.

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Promise Ave

Paid Media Executive | Certified LinkedIn Marketing Insider
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As someone building a business in recruitment marketing, one very overlooked tool is LinkedIn Ads. It’s by far the best platform and tool to meet passive and qualified candidates in one. Whether it’s a difficult job demanding specialised certifications or a certain years experience, or increasing your hiring pool with actual qualified candidates, LinkedIn Ads is the best and most underrated tool to use

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Evgeny Popov
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Always Experiment with different formats: To creatively engage passive job seekers, experiment with various advertising formats, such as interactive social media campaigns, engaging video content showcasing company culture, or informative webinars that provide value while subtly promoting career opportunities. Tailor content to align with the interests and professional challenges of your target audience, making it relevant and compelling even for those not actively looking for a job, thus capturing their attention and interest in your company.

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Nneka Enurah

VP, Brand Partnerships @ Mass Appeal | Building innovative partnerships around content, community & culture | Black@ADCOLOR Leadership Committee, ForbesBLK Member, Speaker
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Host Q&A sessions, webinars, or virtual events where job seekers can learn more about your company and industry. Interactive content not only provides valuable information but also encourages passive candidates to engage with your brand.

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5 Showcase your employee value proposition

Finally, one of the most creative and effective ways to reach passive job seekers is to showcase your employee value proposition (EVP), which is the unique combination of benefits, rewards, and opportunities that you offer to your employees in exchange for their contribution and performance. Your EVP is what sets you apart from your competitors, and what attracts and retains your talent. You need to communicate your EVP clearly and consistently across all your recruitment advertising channels and touchpoints, and to align it with your company mission, vision, and values. You need to also back up your EVP with real examples and evidence, such as employee testimonials, case studies, or awards. You need to show your passive job seekers why they should work for you, and what they can expect from you as an employer.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nneka Enurah

VP, Brand Partnerships @ Mass Appeal | Building innovative partnerships around content, community & culture | Black@ADCOLOR Leadership Committee, ForbesBLK Member, Speaker
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Also, this may seem obvious if you're already on this platform, but utilize, LinkedIn. Use features like LinkedIn Recruiter to identify and connect with professionals who match your desired criteria. Short videos from current employees are a great way to connect with potential candidates on the platform as well. And don't forget to regularly post updates about new openings, company news, and employee achievements to keep your brand top-of-mind.

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Jo?o Cardoso

Brand Strategist | Expert in (loading...) | Nice to meet you
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Creativity is the key. Use storytelling to showcase the company culture and career progression opportunities. Create compelling content like videos or blogs highlighting employee success stories and projects. Build ways to promote EGC and leverage social media platforms to share behind-the-scenes glimpses and promote job openings discreetly. Partner with industry influencers or host events (virtual or in person) to attract passive candidates. Personalized outreach through targeted emails or LinkedIn messages can also pique their interest, but only if you have money to spend. I guess, by offering valuable insights and fostering genuine connections, you'll captivate passive talent and stand out in the crowded job market.

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Usama Shahzad

Gold Medalist ?? | Social Media Manager | Top Social Media Marketing Voice??| Branding and Advertising | Campaign Management | Social Media & Marketing Management
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Compelling Stories: Share engaging narratives about your company. Social Media Presence: Showcase culture and achievements online. Informative Content: Create industry-related content. Networking Events: Host industry gatherings. Employee Referrals: Encourage staff to recommend candidates. Targeted Ads: Reach passive candidates online. Community Involvement: Participate in local events. Personalized Outreach: Tailor messages to individuals. Gamification: Make recruitment interactive. Creative Job Descriptions: Use engaging language in postings. These concise tactics can help attract passive job seekers effectively.

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How can you creatively reach passive job seekers in recruitment advertising?

1

2

3

4

5

6

1 Use social media strategically

2 Create a referral program

3 Craft personalized messages

4 Experiment with different formats

5 Showcase your employee value proposition

6 Here’s what else to consider

Advertising

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How can you creatively reach passive job seekers in recruitment advertising?

1

2

3

4

5

6

1 Use social media strategically

2 Create a referral program

3 Craft personalized messages

4 Experiment with different formats

5 Showcase your employee value proposition

6 Here’s what else to consider

Advertising

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