Capturing Passive Job Seekers: How Do You Get Their Attention?

By: Todd McCormick
Date: 7/1/2008

When it comes time to take a close look at the current candidate pool, it comes as no surprise that two distinct audiences of job seekers exist: those who are actively pursuing a new position and those who are passively interested in changing roles. While both categories of job candidate are essential to pursue when searching for the "right" candidate to fill a role, they are two distinct audiences and should be approached and viewed in different ways.

On one side of the coin are active job seekers, the ones who are consistently applying for positions on online job boards, networking frequently and vigorously sending out their resumes. These job seekers are the most likely candidates to target for a particular opening. They are a captive audience and there are no questions about their intentions; you know that they are looking for a new position.

Flip the coin over, and you'll find the passive job seeker. This portion of the candidate pool is not actively pursuing a new position and is content in their current role. Some say that one of the best qualities of the passive job seeker is that they are currently holding down a steady position and are more likely to wait for the "right" role to come their way instead of jumping at the next position they see. Though passive job seekers may not actively be pursuing a new job, they are not opposed to hearing about opportunities. In fact, according to a recent CareerBuilder. com survey of nearly 3,000 hiring managers, 50 percent of employed workers say that although they are not actively looking, they would be open to a new job. "Passive job seekers are very important to the success of our company," said David McAnally, Managing Partner of Hire Dynamics Rx, the pharmacy staffing and placement division of Hire Dynamics. "We feel that locating and building a relationship with passive job seekers is one of the tasks that our clients expect us to do - specifically. We work hard to build relationships with anyone who is a passive job seeker so that they will remember us when they decide to become an active job seeker." With so many quality passive candidates out there and in demand, how can you break through the clutter and get their attention?

Be in the Right Places
Understanding passive job seekers' habits can be helpful in determining how best to reach them. Capturing passive job seekers online can prove to be a successful tactic, as nearly a quarter (23 percent) of passive job seekers learn about possible new opportunities through online resources. Networking is another way that passive job seekers come across positions (19 percent), so you may want to participate in networking events or sit on the board of a relevant organization. Hire Dynamics Rx gets in front of passive job seekers by sending out quarterly newsletters, attending pharmacy association events and hosting their own special events branded as "Pharmacist Appreciation Nights." "These events create positive name recognition for our company and build relationships with passive job seekers," said McAnally.

Be Upfront
When approaching passive job seekers about a new position, not providing enough of the right details or being unclear about the position can deter a candidate's interest. In fact, nearly three-in-ten (29 percent) of passive job seekers surveyed say the failure to include a salary range for a position would be an immediate deterrent. Other turnoffs include the failure to provide the company name and background information (16 percent) and unclear or nondescriptive titles for positions (15 percent).

Be Realistic
Passive job seekers may not want an elaborate song and dance about how great the position is or to hear about inflated earnings potential. Instead, they would rather be approached with a realistic salary range. One-in-ten passive job seekers would be turned off by the promise of an overthe- top salary, so be sure to keep the potential salary range in check when discussing a position.

Be Competitive
Don't forget to highlight your client's perks to potential candidates, as it will help set them apart from other
mployers. Does your client have a career path program in place? Or outstanding learning and training opportunities? Passive job seekers revealed that good career advancement opportunities (51 percent), a company's stability and growth potential (47 percent) and training and learning opportunities (38 percent) are the most important assets of a new position, and communicating these assets can help you stay competitive.

Todd McCormick is the President of CareerBuilder.com's Recruiter Business Unit and Canadian Operations. He can be contacted at 312-698-0830 or by email at todd.mccormick@ careerbuilder.com.