A well-used maxim in hiring circles holds that “the best talent is already working.”  While the validity of this adage certainly depends on a number of factors, it speaks to the notion that people who are currently employed are somehow more desirable as job candidates than those who are not.  While they are more desirable candidates, they are also less attainable.  Candidates who are working are often in a position to be more selective about potential job changes.   

In a recent Forbes article, a focus on recruiting passive candidates was listed as a major HR trend expected in 2018.  Passive candidates are those who may be contemplating a job change or open to hearing about a new job opportunity but who are not engaged in a job search.  Active seekers, by comparison, are just that—actively pursuing a new employment situation because they are unemployed, facing layoff, or are highly dissatisfied with their jobs.  As competition for workers will likely remain strong for the foreseeable future, employers must be able to move beyond attracting active job seekers to those who are potentially open to something new if they are going to compete for strong talent. 

The recruiting approach for active versus passive job seekers is not the same.  While it has been estimated that up to 90% of currently employed workers are open to hearing about a new job, it cannot be assumed that that talent is tuned into typical job search information outlets. For employers to be successful in hiring passive job seekers, they must adopt different tactics to engage with candidates. Job boards, job fairs, and other more traditional approaches to recruitment may work well with motivated job seekers, but recruiters will come up short if they confine themselves to these methods.  It’s important to develop a passive recruitment strategy that includes defining how and where best to connect with passive seekers and to optimally interact with them. 

Below are four ways to improve success in recruiting passive candidates: 

1)     Understand what’s important to passive candidates

·        Make information readily available -  A 2016 LinkedIn survey on talent trends found that the biggest roadblock for passive candidates to get past in agreeing to pursue an opportunity is lack of information about the perspective employer and the job itself.  The more a potential applicant knows, the better he or she can gauge interest in an employer and the opportunity, leading to a stronger commitment to the selection process. 

·        Access to hiring managers - Research shows that candidates would prefer to interact directly with hiring managers over recruiters.  While this may not be practical in every case, enlisting the assistance of hiring managers to broadcast positions themselves, have initial conversations with candidates, and utilize their own networks for referrals will likely yield a stronger interest from passive candidates. 

·        Flexibility - Passive seekers, many of whom are busy with their current job, will likely be more willing to walk through the selection process if it affords some flexibility—for example, an abbreviated up-front application process, or willingness to schedule interviews around the candidate’s work obligations.   

2)     Creating awareness is key.  Passive job seekers may or may not be reviewing job postings, as active seekers would be.  It’s important to generate awareness of the company as an employer and of open positions through a multi-faceted approach to “get in front of” passive seekers.  These can include creating a strong social media presence where company information and job openings are presented regularly, involvement in professional networking groups, and employee referral programs.  It’s also important that the postings which are displayed are attractive, thorough, and inviting to apply.   

3)     Focus on building the relationship first.  Passive job seekers will likely not respond well to a recruitment process that is hurried.  Recruiters should expect a larger time investment in engaging passive talent than with active candidates.  Focusing on first discovering the candidate’s experience and professional interests before introducing a new job opportunity helps establish trust and buy-in from candidates who will have a lot to consider before making a job change. 

4)     Be patient but prepared to act.  Finally, be willing to extend the time a passive candidate needs to fully explore and feel comfortable with a potential job.  At the same time, when that candidate does commit to the selection process, it’s imperative that it be expeditious.  The hiring manager is a key partner with the talent acquisition team in establishing a timely and efficient process.  Delayed feedback and interviews that are perpetually rescheduled, for example, will likely leave candidates with a negative impression and ultimately, impact a passive candidate’s decision to accept or decline an extended offer. 

Source:  Ere.net, Forbes, Bullhorn

Dan Van Slambrook leads ASE’s Talent Acquisition Services team.  Contact him for more information about how ASE can assist with your organization’s recruiting needs.