70% of the candidates are passive. How to target and attract them?

According to LinkedIn, 70% of the global workforce consists of passive talent—candidates who won’t actively apply for new job roles but are open to new opportunities. These individuals might not be browsing job boards or submitting resumes, but that doesn’t mean they aren’t interested in hearing about exciting opportunities. This is why it’s crucial to make sure your career site is appealing and has the ability to attract and convert these passive candidates.

So, what is the key to attracting passive candidates? A Well-Designed career site. Talent Board survey said that 53% of candidates listed a career page as the most valuable channel when job hunting.

The Benefits of a Well-Designed Career Page

A well-designed career page offers numerous benefits, including:

1. Attracting Top Talent: By showcasing your company's culture, values, and benefits, a well-crafted career page can help you stand out from other companies and attract the best candidates for your open positions.
2. Improved Candidate Experience: Making it easy for candidates to find and apply for open positions enhances the candidate experience. This can increase your applicant pool and improve your overall hiring process.‍
3. Building Employer Brand: Your career page can help build your employer brand by highlighting what it's like to work at your company. This can attract candidates who share your values and are a good fit for your organization.

Designing Your Career Page

A compelling career site is crucial for both passive and active candidates. It embodies your company’s essence and can be the deciding factor for candidates considering joining you. Your career site needs to be user-friendly, accessible, and should showcase everything potential candidates need to know about your business. This includes your company’s mission, values, culture, and the benefits you offer.

Highlight your employees with photos, videos, or team stories. This not only puts your employees in the spotlight but also showcases your company culture and workplace activities. Candidates want to see what it’s like to work at your company, and real stories from your employees can be incredibly persuasive.
When designing your career page, consider the following key elements:

• Employee Testimonials: Testimonials from current employees can provide a personal touch and give job seekers a sense of what it's like to work at your company.
• Company Culture: Showcase your company culture and values, including what it's like to work at your company and what makes your organization unique.
• Mobile-Friendly: Optimize your career page for mobile devices, as more job seekers are using their mobile devices to search for jobs.
• Use Your Own Talent Pool Even if a candidate isn’t right for a current role, they might be perfect for a future opening. By maintaining a proactive hiring approach, you could have a pool of candidates ready when a role opens up. Always provide a great candidate experience to ensure even those not hired view your company positively and consider it in the future.
• Use Video Content Video content is an incredibly powerful tool in recruitment. Use engaging videos to showcase your company culture, employee experiences, and workplace environment. Videos can create a personal connection and provide a realistic preview of what it’s like to work at your company. Consider creating videos that highlight a day in the life of different roles within your organization, interviews with current employees, and virtual tours of your office.
• Communicate Your Company Brand Clearly communicate your company brand and values through all your recruitment materials. Consistent branding helps create a strong identity that attracts candidates who align with your company culture. Use your career site, social media channels, and other platforms to tell your company’s story and highlight what makes it unique.
• Create a Personalized Candidate Experience Tailor the candidate experience to be personal and engaging. Provide clear communication, timely updates, and a smooth application process to make candidates feel valued and respected. Personalized emails, follow-ups, and a user-friendly application process can significantly enhance the candidate experience and make your company more attractive to potential hires.

Finally, to attract the 70% of passive candidates who are open to new opportunities, a well-designed career page is crucial. Such a page should showcase your company’s culture, values, and benefits, improving the candidate experience and building your employer brand. Highlight employee testimonials, ensure mobile-friendliness, and use engaging video content. Maintaining a proactive talent pool and clearly communicating your company brand through all recruitment materials can also help attract top talent. By creating a personalized and user-friendly candidate experience, your career site can effectively convert passive candidates into applicants.

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