When we talk about Future of Work job candidates, it’s often in the context of active recruiting through direct sourcing initiatives, talent marketplaces, or online recruiting platforms. With the transition to skills-based hiring, attracting and selecting the right candidate is even more critical in meeting enterprise goals. As such, it may be time to expand the talent pipeline and include passive job seekers. This candidate segment can lie under the recruitment radar among the hundreds of active job applicants vying for coveted organizational roles.
Passive but Silently Active
Who are passive job candidates? These mostly employed individuals are not currently looking for employment opportunities. Many are happy in their place of work, but should the right career opportunity present itself, they could be persuaded to leave. According to Zippia, an online job recruiting firm, 73% of potential candidates are passive job seekers. And a considerable 87% of these candidates are open to the new job opportunities provided by active recruitment.
Attract an Active Response
Attracting passive job candidates relies on initiatives that are already cornerstones of the Future of Work paradigm. Diversity, equity, and inclusion (DE&I) programs are attractive to this recruitment segment because they want to work for employers that are progressive and supportive of various causes and lifestyles. Thus, it is imperative that organizations promote their DE&I efforts and results on social media and corporate communications for wide exposure. LinkedIn shared that a total of 134.5 million users regularly uses the platform every day. In addition, more than 48% of LinkedIn users are active each month. Enterprises should be using the platform to expand their reach in the marketplace, promote programs that capture company culture, and solicit users who are interested in employment or organizational programs.
With more enterprises restricting remote work, it is job flexibility and remote/hybrid models that continue to resonate with employees and many job seekers. Now is the time to capitalize on that fact and emphasize that the enterprise fully supports work/life balance and remote/flexible scheduling. Employees who previously enjoyed those benefits but are facing restrictions or revised policies may be more open to recruitment inquiries. At the very least, now is the time to communicate with current and potential employees about the intent to remain a remote/hybrid workplace.
Actively Recruit Passive Candidates
Shifting now from attracting passive candidates to actively recruiting them, there are several strategies identified by the Society for Human Resource Management (SHRM) to accomplish that objective.
Social Media
Whether it’s LinkedIn, Facebook, or association online job boards, social media’s reach is unparalleled. LinkedIn for example, offers recruiter subscriptions to best leverage the platform’s community. According to SHRM, “Another way to find passive job seekers on LinkedIn is to use the ‘advanced people search’ tool and enter your criteria for the ideal candidate for a job that is or will be available at your organization.”
Content Exposure
Establish a company blog to share industry trends and information that business professionals in the field can turn to. It positions the enterprise as thought-leading and engaged with the sector, which can attract passive job candidates looking for best-in-class employers.
Targeted Marketing Collateral
When passive job candidates are identified, the enterprise can target specific materials to them that speak to programs or benefits candidates would find attractive. Market those DE&I initiatives or hybrid work models as a reason to consider working for the enterprise.
Employee Referral Programs
Employees can serve as a critical extension of an organization’s recruitment strategy. With an employee referral program, outreach can occur via social media channels or through personal communication. Often, there are perks, such as a bonus for referrals that result in a hire. More importantly, an employee referral program promotes employee engagement and can lead to recruitment cost and time savings.
Seek What You Need
Passive does not mean uninterested. It is the responsibility of HR and business leaders to seek out recruitment opportunities and cultivate relationships with job candidates who possess skills and capabilities that could be a competitive differentiator for the organization. In my own professional life, I was a passive job candidate who received a LinkedIn invitation from Ardent Partners’ founder and chief research officer Andrew Bartolini to explore a potential job opportunity with his firm. I was not actively applying or networking for new employment opportunities. However, after two months of casual conversations with Andrew and his team, the position we discussed was an ideal fit with my background and professional passions. And here we are. Passive candidates need a reason to walk through the door. Show them the reasons why.
