Passive Job Seekers - Where to find them and how to engage them

Last week we discussed passive vs. active job seekers. In case you missed it, we defined active job seekers as currently or actively preparing to apply to new roles. We defined passive as open to new positions but aren't actively applying.

Most recruitment marketing focuses on active job seekers and for a good reason. These individuals are the most likely to engage and ultimately apply for the roles you're trying to fill. These workers use job boards, check your career pages, and talk to others on various social media platforms to look for roles. However, we also defined last week that the pool of passive job seekers is larger, so we must remember them.

How to attract passive job seekers

Since passive job seekers are not using the typical recruitment marketing channels, you must get more creative to reach them. The other thing to remember is that these workers aren't actively looking for a role, so simply providing them with a list of jobs to apply for won't work. So what channels and tactics work best for passive job seekers?

Facebook and Social channels

One of the best channels for passive job seekers is Facebook. You can target users by location and interest to find the right audience. I know several companies that use Facebook as their primary channel for recruiting because they need a specific role (e.g., Nursing, Drivers, etc.) and can identify those users, even if they aren't actively looking for a position.?

Industry and Career Development content

If you're always recruiting for a specific skill set (e.g., copywriters), one way to acquire many passive job seekers is to publish an industry or career development blog. Workers are looking for free resources to help them improve their craft, especially related to their industry. As users sign up and use your content, you gain a highly targeted audience who you know is invested in advancing their careers within the space. When it comes time for them to look for their next role, you can be the one to facilitate that.?

Past Employees?

One overlooked group is past employees. Past employees can be a fantastic opportunity for passive candidates if they leave on good terms. These candidates know your processes, and you know what kind of worker you can expect. Often these workers have acquired new skills to leverage for your company. If you need to make a strong hire quickly, there are few better places to look than your past employees.?

So if we know where to find passive job seekers, can you market to them the same way?

No, and this is the biggest mistake I see recruitment marketers make. They believe they can send it to any passive job seeker because they have an open role. This is a great way to turn candidates off.?

When marketing to passive candidates, you need to remember three things:

1. Why is this role better than their current one??- Remember, this job seeker isn't looking for a new role, so you better understand why this role is better than the one they have. Can you offer more pay? Better flexibility? A shorter commute or no commute (i.e., remote)? A better title? Too many passive candidates get offered jobs below their current salary. This is the fastest way to get an unsubscribe
2. Low friction is a must?- While I continue to advocate for a frictionless hiring process across the board, this is a requirement for passive candidates. If you expect them to spend hours going through an ATS and pre-interview assessments, think again. You reached out to these candidates who were happy in their current roles for a reason. Make it easy on them.
3. Your timing may not match their timing?- Just because you have an open role today doesn't mean that candidate is ready to leave their current employer. Don't burn this bridge if the timing is off because you might want to connect with them again. An interested candidate, but bad timing can be valuable for a future hire.

As a recap, while active job seekers should be the bulk of your time, budget, and focus, passive seekers can greatly supplement your active candidate strategy. To succeed with passive candidates, ensure you use the right channels and understand how to engage with them.?