They are many, they often have valuable skills, and they are open to offers but will never send you their resume. How do you attract a passive job seeker?
1. Think differently
As Jean-Baptiste Audrerie, marketing director and psychologist at SPB Organizational Psychology, states, “we must break with conventional wisdom. It's not because a person is not actively seeking employment that they are not receptive or attentive to what is going on.” As the world of work changes, so does recruiting. We must therefore think differently and adapt to new channels being offered: with Facebook, LinkedIn and Twitter in the lead.
2. Adopt a proactive and strategic approach
Traditional recruitment techniques do not generate the same interest from passive and active candidates. To find that rare gem, you must adopt a proactive and strategic approach that shows searchers what the company has to offer them.
3. Develop your employer brand
Through targeted publications on LinkedIn, where you can easily spot a potential candidate for example, you can work upstream to interest passive seekers in the company’s culture, its values and achievements. You must develop an active strategy that gives visibility without going through the traditional job search medium.
4. Use tact and subtlety
If the person is really passive, they may refuse any job offer that comes their way. Instead of requesting an interview, have a phone conversation where you can discuss career change, opportunities for advancement or professional development for example. This gives them more chances to be interested. Audrerie is clear on that. “Your urgent need is not theirs.” You must accompany the candidate in their decision-making process without force.
5. Adopt a personalized approach
At the rate exchanges are made, a tailored approach is required when contacting a candidate. Passive searchers will not respond to a general e-mail. You have to capture and hold their attention by demonstrating a real interest in addressing their profile.
6. Be genuine and sincere
No job is perfect and passive candidates are well aware of that fact. Communication with any potential candidate is an important bond of trust where you have to be open and honest. You must find the right tone to inform on all aspects of the job being offered, good and bad alike.
7. Be prepared
Properly prepare and review the arguments you intend to use to convince the candidate is essential, as they will certainly have questions and concerns that need to be addressed, once the contact is established. So, be ready to respond and to put forward the position’s merits.
8. Answering some questions
Even if the applicant has no direct questions, you must make sure that the following five questions have been answered:
- what will they be doing;
- what will they learn;
- what will they accomplish;
- who will they be working with;
- and how will their work be rewarded and recognized.
9. Find a good ambassador
The right ambassador must approach the passive candidate. “In some cases, the best recruiter can be a team member, a mentor or manager who has, above all, professional credibility,” says Jean-Baptiste Audrerie.
10. Be patient and persevere
You must not forget that passive candidates are not necessarily in the mindset of changing jobs. It is normal that they will not say yes at the first opportunity. Patience and perseverance are key!