There is a niche – and highly desirable – category of passive candidates (those not actively seeking new job opportunities) that are like talent gold in your talent acquisition strategy. But understanding what this passive candidate pool is looking for is like discovering the Holy Grail. These candidates are not actively sending out resumés or browsing job boards, but they could potentially be the hidden gems your organization needs to thrive. To successfully attract and engage with this elusive group – and integrate them into your talent pipeline – it’s crucial to know what they are prioritising in the recruitment process.
Here’s the likely scenario: Passive candidates already have a job. This doesn’t mean they aren’t interested in potential opportunities, but in many cases, passive talent recruitment allows candidates to hear about job offers from companies they may not have considered applying to.
These high-quality candidates need to be convinced that your long-term opportunity is superior to anything else they’re considering. –Lou Adler
What will pique the interest of passive talent enough to make them consider switching to a new opportunity? Here are 7 key factors to prioritise in your talent acquisition strategy:
#1 Company reputation and culture
Passive talent candidates are in a position where they can be highly selective about the organisations they consider working for. This brings employer brand, company reputation and workplace culture into the limelight; three elements that need to have a practical and measurable on-the-ground outworking.
These valuable candidates are looking for companies with a stellar reputation, positive reviews from current and former employees as well as a strong, inclusive company culture. To catch their attention your visible ‘employer CV’ needs to showcase your company’s values, mission, and workplace culture on your website and social media profiles. Highlighting employee testimonials, awards and recognition will also bolster your company’s appeal.
Just a brief aside on leveraging your social media channels: Although passive candidates typically use social media platforms as an opportunity to network with other professionals rather than search for job opportunities, if a company has a popular presence on one specific social media platform, make sure you maximise it by using this platform to browse and source these candidates.
#2 Challenging work and growth opportunities
Passive candidates are typically content in their current roles, so to entice them, you must present real opportunities for personal and professional growth. (This is what they value, way more than just a bump in salary). By emphasising challenging projects, the ongoing potential for skill development and career advancement within your organization, you are showing that your company is invested in its employees’ long-term success and professional career goals.
#3 Work-life balance
The 21st-century working world has significantly changed. The ‘Great Resignation’ has played a powerful role in a general work-life balance philosophy. For your recruitment process to attract these individuals, it needs to be intentional in not only reflecting this but also showcasing it as part of your company’s culture. If you can demonstrate that your company offers more flexible working practices than their current employer, your job offer is likely to be met with favourable consideration from a passive candidate.
When reaching out to these candidates, highlight your organization’s flexible work arrangements, call attention to remote work options and support for maintaining a healthy work-life balance, and promote any wellness initiatives or benefits that contribute to overall employee well-being.
#4 Professional development and learning
Although more challenging to recruit, the industry expertise and experience of passive talent candidates make them great assets to an organisation. But, attracting someone who is already satisfied with their current job is a tricky road to navigate. That being said, many passive candidates are motivated by opportunities to enhance their skills and knowledge.
Ensure that your passive talent recruitment strategy demonstrates a sustainable commitment to continuous learning and development and how your organization supports and invests in the growth of its employees. This could include showcasing training programmes, mentorship/coaching opportunities, attendance at industry conferences/expos, or tuition reimbursement options.
#5 Personalised communication
Reaching out to passive talent will always demand a more personalised approach. Generic messages are unlikely to capture their attention. Tailor your communications – phone call, email or in-person visit – to highlight why you believe they would be a valuable addition to your organization, addressing their unique skills, experiences, and career goals. A personalised touch demonstrates your genuine interest in them. Get the Head of Department who is looking to fill this post to make contact so that technical questions can be discussed at the right level.
#6 Networking and referrals
Passive candidates often rely on their professional networks to learn about new opportunities. Encourage employee referrals and maintain an active presence on professional networking platforms. Leveraging connections within your organization can help introduce passive talent to your company in a trusted and effective manner.
Industry-specific conferences, seminars and expos tend to draw in passive talent professionals who are looking to grow their skills and expand their niche networking pool.
As an employer or talent acquisition agent, your presence at these events allows you to initiate an individualised and organic networking connection with potential candidates.
#7 Stability and prospects
A unique trait among passive talent is a general aversion to job hopping. They tend to value stability and seek assurance about an organization’s future. Demonstrating the stability and prospects of your company vs their existing employer is an effective strategy for luring passive talent over. Be open and forthcoming when communicating your company’s financial health, long-term plans and growth prospects. Transparency about your organization’s stability can alleviate concerns and make your company a more attractive career destination for these candidates.
Decoding what passive candidates consider as crucial elements in the recruitment process is essential for successfully engaging with this valuable pool of potential hires. Piquing their interest and enticing them to explore the exciting possibilities your organization offers starts with a transformed and intentional talent acquisition strategy that appreciates what such quality talent can bring to your organisation, employer brand, workplace culture and future company success.