How to target passive candidates and build talent pools proactively

Recruitment strategies usually target only active candidates although they form a small fraction of all the eligible candidates that can be considered for an opportunity. Active candidates are those who are actively looking for opportunities. The larger fraction of candidates, made up of passive candidates, are those who have very strong profiles but are not actively looking for new openings. They may or may not fit the requirements of a current opportunity but their credentials are topnotch. They may be gainfully employed  but it would be a mistake to ignore them. To take advantage of both types of candidates, organisations must design a targeted recruitment strategy that will help attract both types of candidates.

Why build a talent pool with passive candidates?

Finding, hiring and retaining talent is a very challenging task. Maintaining a ready pool of candidates is a smart way to manage this challenge. Passive candidates are already skilled at what they do and their skills are what make them sought-after candidates. An organisation can have a rich resource of talents and skills for future use by building a talent pool with both active and passive candidates. The larger the talent pool, the more stringent the selection process can be. And that leads to better hiring decisions. 

Passive candidates are easier to manage. They do not require continuous engagement and prefer to be contacted with relevant and attractive offers only. Further, active candidates do not remain active for too long. Strong candidates get hired quickly and are then out of the active candidate talent pool.  

How to build a pool of passive candidates

Here are some effective techniques to target passive candidates and build a talent pool:

1. List the qualities of the perfect candidate: The recruiting department can begin by deciding what skills and qualities are required. Listing out the skills of existing top performers is one way of doing that. This helps decide which passive candidates are worth tapping and what to look for during the evaluation process.
2. Find both active and passive candidates: Active candidates are usually not difficult to find since they seek out opportunities on popular platforms and apply. Passive candidates are not so easy to find and must be strategically searched for. Boolean searches can be used to find relevant resumes and social media can be the channel for contacting candidates directly. Suitable candidates can be found beyond job portals too. Strong candidates who had applied but were not selected earlier are a good source of passive candidates. 
3. Use AI to find candidates: Artificial intelligence (AI) can be used to find passive candidates efficiently and quickly. AI tools such as candidate matching, sourcing and screening work well. AI techniques can analyse data collected from various sources and predict the likelihood of candidates changing jobs. In fact, AI tools can search among existing employees too and find potential candidates for new opportunities. 
4. Set up a referral network: Passive candidates often share resumes with a network of social and professional contacts. Organisations can tap into this pool by creating referral programmes. Existing employees will know which passive candidates in their personal network would fit into the culture of the organisation and share only those resumes. Candidates often react better to opportunities presented by personal connections. 

5. Polish the employer brand image: Social media platforms can be effectively used to build a strong brand, communicate brand values and find candidates with strong profiles. Passive candidates are usually looking for more than higher salaries to jump ship. Future growth possibilities, promotion of diversity and CSR activities are all factors that may appeal to them. When organisational brand values align with their own, passive candidates are likely to be attracted to the organisation and express their interest. 
6. Communicate differently with active and passive candidates: Communicating with active candidates is quite straightforward. However, passive candidates are likely to consider an offer or opportunity only if it meets certain criteria. So it becomes necessary to present the opportunity in an interesting and exciting way, highlighting aspects of the role that might appeal to the candidate and explain why the candidate is a perfect fit for it. 

 A periodic personalised message with updates about current and future opportunities is one way to stay engaged with passive candidates. Well-written blogs about relevant topics are another way to attract a large section of readers, including passive candidates. Stay updated with the latest industry developments and use the right vocabulary to attract the right candidates.

7. Keep the application process simple: A complicated application process is more than likely to drive away a passive candidate. Such candidates are usually not desperate and can leave the application process midway. Organisations must offer a variety of avenues to apply for an opportunity. Also, they must have a structured interview process so that all candidates can be evaluated the same way.  
8. Attract passive candidates through intent and action: Recruiters must tailor opportunities to match candidates’ skills and interests. Passive candidates must be convinced that they are being approached sincerely before they agree to consider an opportunity. Outline how work-life balance will be maintained. A high remuneration is not enough to attract passive candidates. In fact, flexibility is one of the most coveted factors today.  

Active candidates can turn into passive candidates at any time; the label is not permanent. And not all passive candidates are better than active candidates. At the end of the day, it is just better to have a pool of talented people to dip into when a new opportunity comes up. Also, the final screening process should be unbiased and both kinds of candidates should be treated equally. 

Careernet helps organisations discover talent and build brand awareness. They provide a bridge to connect organisations with the right candidates and help clients build a talent pool that will enable them to fulfil their business goals and objectives.  

Write to us at sales@careernet.in for a demo.

Sarala Vanga

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