Active job seekers aren’t the only fish in the talent pool. In fact, some of the most qualified, high-performing professionals aren’t even looking. They’re what we call passive candidates, people who are gainfully employed and not actively on the hunt… but who would make a move for the right opportunity.
So, how do you capture the attention of someone who isn’t looking? The secret weapon behind this? Employer branding.
Why Target Passive Candidates in the First Place?
Here’s the thing: passive candidates often bring serious value. Many are already excelling in roles similar to the ones you’re hiring for. They’re likely loyal, skilled, and in demand. But because these candidates aren’t job-hunting, traditional job ads won’t reach them. You’ve got to play the long game and that’s where employer branding steps in.
Your employer brand is your company’s reputation as a place to work. And when it’s done right, it does a powerful job of attracting talent, including those not actively seeking a new gig.
What Do Passive Candidates Want?
Before diving into strategy, let’s pause and think about what actually motivates a passive candidate to make a move. It’s almost never “just the paycheck.” Candidates (especially those who aren’t actively looking) want to know:
- Does this company offer meaningful and/or interesting work?
- Will I have flexibility and a healthy work-life balance?
- Is the culture supportive and inclusive?
- Will this move align with my personal and professional goals?
- Am I going to be respected and heard?
Now the question is: how do you communicate all that? Through thoughtful, intentional employer branding.
Use Employer Branding to Make a Passive Candidate Curious
You’re not trying to hard sell here. This isn’t about blasting out job postings. It’s about creating consistent, authentic touch points that make someone say, “Huh… I’d like to work there someday.”
1. Craft a Standout Employee Value Proposition (EVP)
Think of your EVP as the “why” behind your company. Why should someone choose to work for you over a competitor, or stay at all?
A strong EVP reflects your company’s personality and values. It should answer questions like:
- What does your company stand for?
- How do you support growth and development?
- What makes your culture truly unique?
2. Tell Real Stories from Real Employees
Too many companies still post vague promises like “We’re like a family!” That just doesn’t cut it anymore.
Instead, spotlight actual employees talking in their own words. Whether it’s a video interview, a behind-the-scenes reel, or a written Q&A, let your people do the talking. Help passive candidates see themselves in your team.
Try showcasing:
- A day-in-the-life series from employees in hard-to-fill roles
- Stories of career growth or internal moves
- Personal experiences of inclusion, flexibility, or overcoming challenges
These stories build trust. Nobody trusts marketing buzzwords, but they do trust humans.
3. Build a Magnetic Careers Site
When a passive candidate finally googles your company, what do they find?
Your careers page should be more than a dumping ground for job listings. It’s the perfect place to reinforce your employer brand. Think beyond the “jobs” tab and focus on content like:
- Videos about your culture and values
- Employee spotlights and blog posts
- Clear information about benefits, growth opportunities, and flexible work policies
Tip: Keep the language casual and friendly, not corporate. You’re speaking to humans, not robots.
4. Stay Social, But Strategic
Passive candidates scroll LinkedIn during breaks just like everyone else. If they come across a compelling post from your company, that’s a win.
Consistency is key here. Share content that gives a peek behind the curtain and paints a clear picture of what it’s like to work with you. Some ideas to schedule into your calendar:
- Culture moments, from town halls to volunteer days
- Leadership insights (hello, thought leadership!)
- Job sneak peeks with team makeover reels, not dry job listings
Make it human. Make it scroll-stopping. Passive candidates won’t engage if your posts sound like something ChatGPT wrote in 5 seconds.
5. Engage Through Talent Nurturing
Just because someone isn’t ready to apply now doesn’t mean they won’t be later. That’s where talent nurturing comes in.
Build a pipeline of passive candidates by inviting them into your world. How? Offer valuable content like:
- Career advice newsletters
- Webinars or behind-the-scenes virtual tours
- Invites to open houses, meetups, or digital coffee chats with your team
Over time, those occasional email opens and LinkedIn likes can turn into job applications.
Bonus: Introduce High Value Initiatives That Stand Out
One of the most powerful ways to spark interest from passive candidates is through high value initiatives – bold, people-first policies that show your company truly walks the talk. These aren’t small perks like free snacks or ping pong tables; they’re structural commitments that directly improve employees’ lives and reinforce your values.
Think of initiatives like:
- A four-day work week → signaling trust, efficiency, and a commitment to work-life balance.
- Remote-first or “work from anywhere” policies → proving that flexibility isn’t just a buzzword.
- Unlimited paid time off (backed by a culture that actually encourages it) → showing you prioritize wellbeing over presenteeism.
- Equity or profit-sharing models → aligning success of the company with the success of employees.
- Personal development budgets or sabbatical programs → investing in long-term growth, not just short-term output.
What makes these initiatives “high value” isn’t only the benefit itself, but the leadership backing and cultural embrace behind them. When executives openly model and support these practices, they move from being “nice ideas” to core parts of the employee experience.
For passive candidates, these initiatives act like magnets. They make people pause, look closer, and ask: “If this company really does that, what else are they doing differently?” That curiosity is the first step in shifting a passive professional into an active applicant.
Final Thought: Keep It Real & Consistent
Passive candidates aren’t impressed by flashy campaigns if they can’t see what’s truly behind them. Your employer brand should mirror your actual employee experience. If your branding screams “we value inclusion” but your reviews on Glassdoor say otherwise, people will spot the disconnect from a mile away.
Authenticity and consistency are your two best friends in attracting passive talent. If you back up your messaging with real stories, great culture, and a meaningful mission people will notice, even if they weren’t looking to switch jobs that day.
Remember, employer branding isn’t a “one and done” campaign. It’s a long-term strategy that pays off not just in attraction, but in retention, too.
Looking for Next Steps?
Want to build a stronger passive candidate pipeline? Start by auditing your employer brand. Ask your employees what drew them to your company and what would make them leave. The answers might surprise you, and they’ll definitely help you grow.
For more information and insights on employer branding, check out our other articles under the Employer Branding category page.
Need more help sharpening your strategy? Let’s talk.
