3 Ways To Target Passive Candidates With Your Employer Brand

3 Ways To Target Passive Candidates With Your Employer Brand

Michael Altiero

There are many reasons why recruiting seems harder today than ever before, but passive job seekers might be the number one cause. These are candidates who are currently employed and not actively looking for a new job, but may be interested if approached with the right opportunity.

Many recruiters struggle with trying to attract and recruit this group (which makes up as much as 75% of global job seekers), but luckily there is a secret weapon you can deploy to reach them: your employer brand.

When used correctly, your company’s employer brand can help you not only attract active job seekers, but also target the much sought after passive ones. How can this be done you might be asking? Let’s find out!

1. Own Your Glassdoor Account

There is more information available to candidates today than ever before, which is making researching a company easier for job seekers. One outlet that every job seeker I have ever met takes at least a quick glance at is Glassdoor. And one mistake that some companies make is not owning and actively managing their account.

If you manage to spark the interest of a passive candidate and she happens to check your company on Glassdoor, only to find an unmanaged page with poor reviews, odds are you have completely lost any hope of getting her to apply.

Instead, be sure to claim your account and have someone who is in charge of maintaining it. Add pictures and videos, summaries, and any other branding tools that can help make your page stand out in a positive way. It will only help your chances of attracting passive candidates.

2. Use Google Analytics To Your Advantage

One of the best resources around today is Google Analytics. Many recruiters and talent acquisition professionals don’t think this tool was built for them, but you’d be mistaken! As a recruiter, there are a lot of things you can learn from Google Analytics, including areas to improve your branding.

For recruiters, there are a few vital data points you can monitor that can help tweak your employer branding strategy. These include:

  • Which pages candidates are entering on
  • Which pages candidates are leaving from
  • Your most effective inbound recruiting channels
    • Social media, organic search, email, etc.
  • Time on site/page
  • Bounce rate

Gathering data from Google Analytics can tell you certain pages where you should add more employer branding content. This data will also tell you if your branding is working or not. You never know when a passive job seeker might stumble onto your website.

If your strategy isn’t working, try tweaking it by using the data you have collected. And if you aren’t sure how to create or tweak your content, that segues nicely into our third way to use employer branding to attract passive candidates…

3. Work With Your Marketing Department

 We recently released the findings from our first-ever State Of Employer Branding survey. Of all the data we gathered, one of the more surprising stats we found was that 72% of HR professionals said they partner with marketing for employer branding initiatives. In reality, that number should be closer to 100%.

Recruiting is becoming more and more like digital marketing, which means your talent acquisition team shouldn’t be afraid to reach out to their marketing counterparts for assistance. Working with marketing can have numerous benefits that will only aid in your recruiting efforts, and lead to business success.

Try collaborating on content creation (especially targeted content for passive candidates!) and help with digital media channels like social networks and blogs. Great content is the backbone of inbound recruiting, which will not only help you recruit passive candidates, but active job seekers as well.

Get Passive Job Seekers Behind Your Employer Brand

Employer branding is more important than ever before, especially for attracting and recruiting passive candidates. But the tools are all in place for your recruiting team to turn the tables on your competition (and possibly steal some talent!) by creating a brand that appeals to passive job seekers.

Interested in the topic of employer branding? Check out our new eBook, The 2016 State of Employer Branding. This eBook is key for companies both starting or well into their employer branding journey:

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