73 percent of candidates are passive job seekers. We recently took to the Hire Value Inc. Twitter page to post a self-created meme revealing this statistic. SmartDreamers founder and CEO, Adrian Cernat actually thinks we may have underestimated this stat. On TheUndercoverRecruiter.com, he states that passive candidates make up closer to 80 percent of the workforce.

In other words, the majority of people who have jobs are looking – as long as the right role at the right company comes along at the right time. Targeting such individuals is what employer brand and recruitment marketing are all about.  

What can you to do convert someone from passive to active?

Go where your ideal candidates go.

According to the Society for Human Resource Management (SHRM), you’ll need to understand where and how they behave online; find out which websites and social media groups where they network and which blogs or chats they participate in, then you know what’s important to them in their chosen career paths.

“If you are looking for someone who can analyze big data, for example, target big data associations like the Data Science Association or the Association of Big Data Professionals, visit their job boards and attend their networking events and conferences,” advises SHRM’s website.

Highlight your interest in what they are working on.

Considering we define passive as someone who is currently working, we need to understand what may peak their interest. Start with a sincere interest in their work. What do they like most and what would they change?

Armed with this information, great recruiters know if we can offer something better like more exciting or interesting work.

“Since the majority of passive job seekers are currently employed, you have proof that they know their stuff right there,” writes Cernat, “Ask for a portfolio of current projects, or references to teammates just in case, of course. But as a general statement, if someone is a working programmer, they can likely program.”

Strengthen your employment brand.

Your employer brand can simply be described as your company’s reputation. For example, if you are big on employee development and employee recognition, job seekers need to know it. This could be the reason someone transitions from passive to active.

“Passive job seekers are often attracted to organizations with employment brands that align with their own goals and values,” says SHRM, “Examples of strong employment brands include employers that are known for their support of community involvement and ‘giving back’ through employee volunteering and company events…and a dedication to professional development and growth to invest in long-term employment and leadership opportunities.”

For more expert advice on how to build your employer brand, contact Hire Value Inc. today!

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