How do you attract and retain passive candidates with your employer brand and recruitment marketing?

To define a strong EVP, focus on the intersection of what your company does best, what your employees value most, and what sets you apart from competitors. Start by identifying your company's core strengths—this could be innovation, leadership, career growth opportunities, or a positive work environment. Then, gather insights from employees through surveys, interviews, or feedback sessions to understand their key motivators, whether it's personal development, work-life balance, recognition, or stability. Finally, analyze how your company differs from competitors. What unique benefits, values, or experiences can you offer that others can’t?

In my opinion, we attract and retain passive candidates by showcasing our strong employer brand through engaging content on social media, highlighting our company culture, values, and employee success stories. We also utilize targeted recruitment marketing campaigns to reach potential candidates and offering a compelling.

Based on my experience at Shopify and personal opinion, it is crucial to include specific EVP-related questions in exit interviews, alongside gathering feedback from current and potential employees. These questions should focus on understanding what could have been done to retain the departing employee and what factors attracted them to their new employer. Moreover, analyzing common themes and feedback from Glassdoor reviews can offer valuable insights for defining or refining your EVP.

At Finddle, I've noticed our team values flexible work hours. So, we recommend implementing a flexible schedule policy! Believe me, it works as we've seen a 20% increase in employee satisfaction and productivity.

Don't forget, your EVP should also be differentiated and distinctive to make you stand out in a crowded marketplace. It can be tempting to emulate what the market leaders are doing but in doing this you often strengthen their position.

In my experience, I have found that involving hiring managers and team members in sharing their positive experiences is essential for attracting passive candidates. By proactively showcasing their experiences and highlighting new opportunities within their teams, we can effectively capture the interest of passive candidates. This approach not only demonstrates the level of engagement and investment our employees have in the recruitment process but also reinforces the notion that Employer Brand activities extend beyond the dedicated Employer Brand team. Moreover, I have data to support the success of this approach in attracting passive candidates.

Personalize content to resonate with passive candidates. Highlight unique aspects of your culture and employee experiences. Use storytelling to humanize your brand and engage emotions. Leverage diverse channels to reach wider audiences. Regularly update content to maintain relevance. Remember, an authentic and compelling employer brand captivates passive candidates, prompting them to explore opportunities within your organization.

Personalized outreach is crucial when engaging with passive candidates, as it can significantly impact their response rate. Investing time thoroughly reviewing a candidate's LinkedIn profile and social media presence allows for creating tailored messages highlighting their specific achievements and demonstrating how they could be a perfect fit for your organization. These personalized messages prioritize our unique EVP and emphasize the factors that set us apart from their current employer, presenting us as the ideal next step in their career path. Drawing from my past experience as a Talent Sourcer and Recruitment Marketer, this personalized approach yields positive results, effectively capturing passive candidates' attention and interest.

To effectively segment and target passive candidates, focus on leveraging niche communities and online platforms where these professionals engage. Build trust by sharing relevant industry insights or valuable content rather than directly pitching jobs. Personalization is key—use data from platforms like GitHub, LinkedIn, or specialized forums to craft outreach that speaks directly to their skills and interests. Engaging them with tailored content, such as webinars or industry updates, ensures your brand stays top of mind for when they consider a career move. Finally, create opportunities for organic interaction through exclusive events or employee referrals.

Tailored messages are key in approaching passive talent. One of the worst things you can do for your company's brand as well as your sourcing efforts is send a message to someone who is "perfect for this job".....and it's completely unrelated to what they actually do. Read their LinkedIn profile or other information about someone and include specific details from your research on why you think they'd be great for a role.

You can actually also reach passive candidates at scale by using advertising on social media. This is a radically different approach than 1 to 1 outreach but will ensure you are able to reach a massive amount of people at a relative low cost (about €6 for 1000 impressions if you are focusing on the Meta and TikTok platform - LinkedIn will be significantly more expensive). Although there are quite a bit of restrictions on the Meta platforms (Facebook and Instagram) vs classical social media advertising (no age targeting, less targeting possibilities, etc) it is still the best way to ensure your brand is visible across a large group. And if you play your cards right, you can actually make this much less labour intensive vs personal outreach!

Compelling Branding: Showcase a positive culture and values. Engaging Content: Highlight mission, achievements, and projects. Social Media Presence: Active and authentic engagement on LinkedIn. Networking Events: Attend industry events for informal connections. Personalized Outreach: Tailor communication to showcase alignment. Employee Referrals: Leverage internal networks for referrals. Exclusive Opportunities: Offer previews of projects or exclusive events. Flexible Work Options: Highlight work flexibility and perks. Continuous Learning: Emphasize commitment to professional development. Recognition and Rewards: Showcase a culture of recognition and rewards.

Engaging passive candidates using content marketing has worked out the best in my experience. Regardless of whether you're a small/young startup or a place with large team to help you with more resourcefulness. Telling stories can be single-handedly managed and if you can do that in the right way, at least one source is sorted. I've used talent newsletters for connecting with my active and passive talent pool and it has worked wonders for us. There have been so many instances where the candidates called out reading our newsletter or even directly messaged on LinkedIn giving a shout-out for how they found this approach and content interesting.

Most companies overlook the most powerful way to nurture and engage candidates: building relationships. Your employees often network with passive candidates, but without a system to track these connections, valuable potential hires slip through the cracks when employees leave or lose touch. By implementing a tracking system, you can identify passive candidates already curious about your company and nurture those relationships intentionally — transforming them into future hires. If you recognize the potential in this approach, feel free to reach out — I’d be happy to help you get started.

Talent communities can be an excellent place to engage and nurture passive candidates. Create spaces where passive candidates can mingle with your team - no strings attached. Think Slack channels or LinkedIn groups focusing on industry talks, not just job listings. Here, conversations can flow and organically nurture interest and trust.

Agree! Here's how we do it at Finddle: We nurture passive candidates with personalized emails, social media updates, and invitations to our talent community.

I agree with this point. Also, the importance of clear communication throughout the hiring process and keeping candidates engaged during the decision-making stages. This approach ensures a positive candidate experience. Additionally, providing feedback to shortlisted candidates who did not receive an offer further enhances the candidate experience and contributes to a strong Employer Brand for the organization.

Passive candidates are not interested in taking extra steps, and this can actually make them less likely to engage with your recruitment process. When faced with additional hurdles or requirements they may decide that the effort is not worth the potential benefit. Therefore, it's essential to streamline the recruitment process and minimize barriers to entry, making it as seamless and appealing as possible for them to consider your offer. Additionally, leveraging technology to facilitate quick and easy communication, such as scheduling tools for interviews or chatbots for inquiries, can reduce the perceived effort required. By creating a positive and frictionless experience, you increase the likelihood of capturing their interest.

Parmi vos candidats passifs se trouvent deux populations trop souvent délaissées : - Vos anciens candidats - Vos anciens collaborateurs Peut-être sont ils en poste actuellement mais, s'ils ont porté attention une première fois à votre entreprise, il y a de grandes chances que cet intérêt se renouvelle. Prenez des nouvelles, dédiez leur un canal d'information (une newsletter par exemple) ou des événements, créez du contenu qui leur est directement adressé...

Le recrutement est un jeu de séduction alors pour attirer, il faut donner confiance et se mettre à l’épreuve pour convaincre de franchir le pas comme sur une plateforme de rencontres 😁

I agree with this point, though would clarify that 'retainment' is through the recruiting process vs as an employee. While the hiring experience can have a major impact on how someone enters an organization, the entire business needs to be invested in their success!

To better understand EVP, I often compare it with CVP (Customer Value Proposition): - Analogous to CVP, EVP articulates the unique benefits and experience a company promise to deliver to attract and retain talents - Just as CVP targets customers, EVP targets potential and current employees - EVP must align with the company’s strategic goals to attract and retain talents. It’s akin to how CVP aligns with the business goals to attract and retain customers EVP ensures consistency and clarity in how the value is communicated and perceived, much like how CVP works in consumer marketing.

Attracting and retaining passive candidates with your employer brand and recruitment marketing requires a strategic and engaging approach. Highlight your unique company culture, values, and employee success stories across all channels. Leverage social media, blogs, and videos to showcase day-to-day life at your company. Offer value through insightful content that addresses industry trends and career development. Build relationships by engaging with passive candidates through personalized outreach and networking events. Maintain consistent communication to keep your company top-of-mind. By creating an attractive and authentic employer brand, you can capture the interest of passive candidates and foster long-term engagement.

L'inbound recrutement est LA meilleure façon d'attirer des candidats passifs puisque vous semez des petits graines sur leur chemin... de sorte à ce qu'ils reviennent vers vous, lors qu'ils ne seront plus passifs.