Passive candidates are tricky – they’re not searching job boards or actively looking at organizations, but at any moment, they could be enticed by the right opportunity from the right employer brand.

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Turning Passives Active
Presented by
Tracey Parsons
Recruitment Marketing Practice
SmashFly
Be the brand they are looking for or…
What’s in it for them

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Passive candidates are tricky – they’re not
searching job boards or actively looking at
organizations, but at any moment, they could
be enticed by the right opportunity from the
right employer brand.

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Passive Talent Takeaway #1
Passives are humans. Put your human hat on.
If you won’t click it, neither will they.

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Audience
Message
Time

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100Email messages

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3!

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Audience
Message
Time

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Audience

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Message

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Time

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Audience
Message
Time

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#sorrynotsorry

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Context
Think about

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Passive Talent Takeaway #2
Your audience is thinking about your brand
100% less time than you think they are.

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25%Response Rate

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19.92%Open Rate

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19.92%
Open Rate
2.32%Click rate

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Passive Talent Takeaway #3
They’re not going to pay attention to you unless…
You give them a reason to click.

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People you know

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Stuff you need to do

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Valuable info

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3!

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Audience
Message
Time

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Passive Talent Takeaway #4
Understand their journey isn’t much better.
They need more information than you think.

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Hello, my name is <name> and I am a recruiter on the <brand> Talent Team.
I am currently working with one of our largest and fastest growing <category>,
looking for a <role> for one of their offices. The office has gone through many
management changes and we are looking for a true leader to bring stability to
the group.
This person will be the lead <role> for all the customers and a background
with <skill set> is essential. This person should also be comfortable as the
lead <experience>. Clearly, the <role> will also need a thorough
understanding of the components of <skill set> and walk in the door with that
credibility under their belt. I am interested in talking to you about this
opportunity.
My contact information is listed below. If you are interested, please respond
directly. Even if you are not interested in making a move now, it would be
great to get to know you and where you see the next steps in your career for
future opportunities. Thank you for your time today and I look forward to
hearing from you soon.

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Content that matters
• Industry insights
• Contributions your company is making to the industry
• Insights from your team
• Tips and tricks of the trade

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Where do they
come from?
Cool, but…

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Amplify

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Audience
Message
Time

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Passive Talent Takeaway #5
They just want to transact. Don’t make it
too hard. You’ve got them don’t lose them.

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Save Join

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Join Join

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JoinJoin

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Submit my
Application
Apply

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Passive Talent Takeaway #5
They’ll know what to do, if you tell them what to do.
Or, they’ll leave

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Manage the execution of advertising
campaigns using internal and external
assets to drive sales, engage customers and
enhance the brand image of the <brand>.
Oversee advertising and collateral creative
including television, radio, out-of-home, e-
mail, web, print, collateral design and
premium items.
Plan and manage annual advertising
budget in a manner that most effectively
and efficiently deploys the organization’s
resources to achieve the stated goals and
objectives.
<I’ve stopped reading by now>

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Example: Job Descriptions

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“Though I know there is substantial automation behind the scenes,
your process appears more communicative which demonstrates
greater respect for the applicant.”
“The job description made me feel like I would fit in”
“ I cannot believe how this is positioned, it’s so inclusive.”

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293%Increase in applications

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Passive Talent Takeaway #6
They can and want to be inspired. Tell them
why this job is worth it.

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Missed
Opportunity

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Are you for real?!?!

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Acknowledge
Apologize
Act

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What’s going on?
They’re customers after all

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Passive Talent Takeaway #7
They’re unique snowflakes.
They want dialog. You must respond.

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