Passive candidates are those individuals gainfully employed by your competitors. They are likely loyal, happy experienced employees that are not necessarily looking to change companies and would need a solid reason to leave. And if you get their attention, you’ll have to work fast. They’re not willing to spend much time in the interview and hiring process (though they may take their sweet time making a decision).
Why specifically target passive candidates in the first place? Why not keep with your traditional recruiting through mediums such as classified listings and job postings, and assume it will reach the best candidates? First of all, 80 percent of any company’s recruiting budget is spent on traditional activities – meaning there are a lot of companies reaching out to candidates in the same fashion. Each minute of every day there are about 294,000 recruiters logged into online job boards grabbing active candidates and battling for the ever shrinking labor pool. Those who are in the market for a job may or may not notice those ads and apply with your company.
Those who aren’t in the market – passive candidates – aren’t looking and are thus completely unaware of your presence in these traditional outlets. It’s similar to being in the market for a new car. All of a sudden you start looking and noticing cars on the road. If you are not in the market for a new car, you’re not “aware” of advertising. The same goes with job hunting. If you’re in the market for a new job – you’re aware. Reaching passive candidates takes a different approach.
The first step is having a quality recruiter who will be able to make a positive and lasting impression. You need someone who not only understands your industry and what competitors are offering, but also has a keen understanding of what the passive candidate wants. A good recruiter for passive candidates needs to have the ability to sell the position, and outsell their current employer. Part of this is the ability to build strong relationships so the candidate not only remembers you and your company, but also trusts you and will refer others to you in the future.
Speaking of referrals, this is one of the best sources for passive candidates. Who do your internal associates know? What about your vendors and customers? Chances are someone you know has a business or personal relationship with the ideal candidate for your company. Establish an incentive program for referrals and see your candidate pool expand.
Another great recruiting method is encouraging your employees to attend networking events and association meetings. While picking up sales leads, have them keep their eyes open for potential associates for your open roles. This builds direct contacts in your industry or one very closely related, and breaks the ice of unfamiliarity. Remember that even event speakers and experts are not off limits for recruitment. While you’re at it, don’t be afraid to go after the employees of your competitors. Fact is, they’re doing the very same thing. Finally, utilize online networking sources such as LinkedIn or Pulse.
You know who to target and where to find them, but how do you reach them? Approach it with the knowledge that they’re not looking to move. Be sure to avoid asking why they’re interested in working for your company – they’re not. Do discovery first. What would potentially motivate them to move? What professional needs do they have that are not being met? What are their future goals? Then sell the opportunity based on how your position and the company culture fulfill those initiatives.
Next, be flexible. You want this person but he or she does not have to give you the time of day. Lose the tailored process, avoid assessments and applications, and bend over backwards to schedule convenient interview times. Now is not the time for reference checks either. Confidentiality is of utmost importance if you want a chance at securing this candidate.
Once you decide you want them, make an offer quickly. Encourage their potential manager and peers to make follow-up calls. The decision to change jobs when they’re not unhappy is a difficult one. Help make their decision to leave easier. Follow these practices, and the quality of your new hires will improve.
The source of this article is Pro Staff - Special Advertising Supplement to Workƒorce MANAGEMENT
