How to Build an Employer Brand That Attracts Passive Candidates
Most great candidates aren’t actively job hunting – they’re already employed and relatively satisfied. These “passive candidates” won’t be scrolling through job boards, but they will consider new opportunities if the right one comes along. The challenge for employers is to make their organisation appealing enough that passive talent takes notice. That’s where a strong employer brand comes in.
- Define and Communicate Your Employee Value Proposition (EVP)
Your EVP is the unique mix of benefits, culture, and opportunities you offer employees. It should answer the question: “Why should someone work here rather than anywhere else?”
Tip: Go beyond salary. Highlight career development, flexibility, culture, and purpose. Ensure your EVP is reflected in all recruitment marketing, your careers site, and employee communications.
- Showcase Real Employee Stories
Passive candidates are more likely to trust authentic voices than corporate statements. Sharing real stories from your employees helps humanise your brand and shows what it’s really like to work for you.
Tip: Use short videos, blog posts, and social media takeovers to let employees share their experiences in their own words.
- Build a Strong Online Presence
Passive candidates will research your company before engaging. Your website, LinkedIn page, Glassdoor reviews, and social media channels all form part of their first impression.
Tip: Keep content fresh, respond to reviews, and share updates that show your culture, achievements, and people.
- Engage With Industry Communities
Don’t wait for candidates to come to you – go where they are. Being visible in professional communities and industry events positions you as a thought leader and trusted employer.
Tip: Sponsor events, speak at conferences, or contribute to relevant online groups.
- Offer Value Before You’re Hiring
Passive candidates don’t want to feel like they’re being “sold” a job. Instead, offer content and interactions that are valuable in their own right – such as career advice, industry insights, or free learning resources.
Tip: Host webinars, create thought leadership content, or share practical tips that show you care about professional growth, not just recruitment.
- Maintain Long-Term Relationships
Attracting passive candidates is a long game. Keep in touch with potential hires even if there’s no immediate role. This way, when they’re ready for a move, your company is top of mind.
Tip: Use talent communities, regular email updates, or personalised LinkedIn messages to stay connected.
Final Thought
A strong employer brand isn’t built overnight. It’s the result of consistent, authentic communication and a genuine commitment to employee experience. By defining your EVP, telling real stories, staying visible, and building trust over time, you’ll attract passive candidates who aren’t just looking for a job – they’re looking for your job.