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As all good recruiters know, approaching passive candidates requires a different skillset altogether. This particular group of ‘yet to actively search’ workers are a hard nut to crack when it comes to grabbing attention and building relationships. Yes we can chalk it up to the fact that they’re happy in their current positions and are simply not interested but that’s probably not the whole truth. You see there’s a chunk of rogue recruiters who haven’t given these passive candidates the most fantastic outreach experience, in fact they’ve been downright creepy in their attempts. And they’ve made it even harder for real recruiters to attract potential job seekers.
There’s a massive candidate pool at our fingertips these days and it’s all too easy to get used to just throwing a net out there and settling for the fact that you at least tried. Poor show. Blanket emails, requests for confidential info and a lazy/non-existent approach to doing homework has given some recruiters a less than stellar track record when it comes to approaching passive talent. But it doesn’t have to be that way.
It’s a tough gig to attract and engage passive candidates but it can be done with some bad habit breaking and a renewed attention to detail. Ditch the overeager / under personalised approach and opt for best practice meets inventive digging…
Please the passive & approach talent like a pro.
The damage a bad first impression can do is rarely repaired. A sloppy first attempt to make contact can lead to social media shunning, a poor reputation and of course the loss of a top talent candidate. Set the scene and bar for future communications, it’s your responsibility and it should be your only concern straight off the bat. Here’s a few pointers for nailing that initial outreach and turning passive into active.
- Avoid work contact avenues like the plague.
Nothing is as spam worthy as an email sent to a passive candidate’s work email. Avoid at all costs reaching out to potential talent via their work email, phone etc. Email is a great way to establish that first connection but its benefits come from the fact that they can reviewed at the candidate’s leisure. And there’s nowhere like a busy workplace to prompt a ‘Delete’ action. Also the workplace can be a tricky place to really get to grips with an email’s content, over the shoulder reading can create a fearful culture. Always aim to get your mitts on a personal email address.
- Send a proper email.
Not everyone can send a good email. There’s an aspect of panic and ‘meh’-ness when it comes to recruiter emails. They often just bulk-send and only expect a certain percentage to actually engage so they go for quantity over quality. Don’t. Stagger your email approach into stages and keep it concise.
- Step 1 : Get the subject line right.
Nothing too fancy and don’t try to create some cheesy attention grabber. There’s a few schools of thought on what works best, many just opt for the name of your current employer as an intrigue-prompter. Whatever you go for, keep it compelling and clear.
- Step 2 : Be clear about the What, Who and Why.
Don’t kick things off with an intro, this stranger doesn’t need/want to know your name. Go straight in with what you can do for them and why you are reaching out to them specifically. Expand on the intro aspect by talking about some of the resources/connections you have to their industry and how they can help them evolve their career.
- Step 3 : Outline an obvious CTA (Call to Action).
Ending the email with ‘contact me if you’re interested’ won’t inspire much action. Instead be specific and ask them if you can call/meet them on a particular day at a specific time.
- Step 4: Wait 4-5 days and Follow up.
Be sure to tell them that this is a follow up to an email you previously sent. Just paraphrase your initial mini-pitch and offer them a revised CTA.
- Do not pitch.
The first impression is not the place to sell the big opportunity. Now is a time to reassure the candidates that you, the recruiter, are a worthy and valuable source so go in with talk of your reputation and credentials before talking about careers. This is a human person you’re talking to, not a robot candidate, so treat them like that. Engage and listen, really listen, to what they say.
- Do your homework.
It’s the number one thing that puts off passive candidates and yet it’s the easiest thing to avoid. A little light research can be the difference between a shun and a sign up. Read their resume, scour their LinkedIn, anything that paints a picture of who the candidate is personally and professionally. Refer to personal, unique aspects when you reach out as it shows you’ve made a real effort.
- Add a context.
Personalisation is success 101. Whenever you email, leave a voicemail or meet face-to-face be sure to drop in a context. Whether it’s a blog post of theirs you noticed, a recommendation you noted on LinkedIn or a mutual connection you share, drop that into the conversation and let that be at the centre of your communications. It’s something that gives you weight as a professional and it makes you memorable now and in the future.
- Search for a specific talent as opposed to a seeker.
It’s a simple way to get round the idea that you’re just another recruiter looking to fill your books. When you reach out to passive talent, talk about them as a talent, a skill, rather than a mere candidate. Right away it shows that you’re not just number focused and it’ll inject some light flattery into the process. After all, we all like to be noticed for our talents.
Essentially, this approach is founded on good practice and treating prospective candidates as people. Apply the same principals to the reach out as you do to the recruitment process itself - personalisation, clarity, insight into culture and honesty.
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