The Marketer

Earning the attention of passive candidates requires you (the recruiter) to put on the hat of a Marketer. 

Unlike active candidates, passive candidates have slightly more complex desires when they choose to explore an opportunity.

For instance, when evaluating a potential job opportunity, active candidates usually look for a reputable employer, a job with more responsibility, a salary increase and maybe a better work environment. Simple.

When a passive candidate gets approached about a job opportunity, they ask: 

“Why should I come work for you?”

Sure, they want the same things as an active candidate. However, given the number of employers that reach out to them, passive candidates know that if they start actively looking in the job market they could quite easily find opportunities that offer them more responsibility, money and a better work environment. 

So they get to ask, why? Why is your opportunity worth their attention?

What do passive candidates look for?

If a bigger job, more money, a better work environment and a reputable employer brand won’t get their attention, what will?

The Answer: Meaningful Work & Career Growth

These are the two factors passive candidates are most interested in when considering a new job opportunity.

And we shouldn't be surprised. Increasingly, today’s workforce comprises of Gen Y talent. Add to that a flipped job market where candidates have the power to pick their next job and it's no wonder great candidates are demanding more from their work.

Hence, if you’re trying to earn the attention of passive candidates your best strategy is to communicate: 

• why your opportunity offers them a chance to do more meaningful work and
• why your opportunity will give them a chance to rapidly grow their career

Answering; "Why should I come work for you?" is the marketing challenge of every recruiter and developing a compelling Job Pitch is the best way to tackle this challenge.