In a saturated talent market, where top professionals are either deeply entrenched in their current roles or inundated with job offers, the challenge for hiring managers and recruiters isn’t just finding the right talent—it’s attracting and engaging those elusive, passive candidates.

These individuals, who aren’t actively job hunting, make up a significant portion of the talent pool, with LinkedIn estimating that 70% of the global workforce consists of passive talent. While they might not be browsing job boards or submitting applications, they are still engaging with content—whether it’s industry news, thought leadership, or company updates. For organizations with ambitious hiring goals, content marketing offers a strategic avenue to connect with and draw in passive candidates over time.

At Abask Marketing, we specialize in recruitment marketing and have seen how a great content marketing strategy can make the difference between simply posting a job and building a pipeline of engaged, qualified candidates who are primed for future opportunities. Let’s explore the role of this marketing strategy in recruiting passive candidates, how it differs from conventional recruitment tactics, and the long-term value it brings to your overall talent acquisition strategy

Why Passive Candidates Matter

Passive candidates offer distinct advantages over active job seekers. While active candidates might be more easily accessible, passive candidates often have a higher level of expertise, more stability in their careers, and aren’t subject to the same market pressures as those actively looking for new opportunities. They tend to be well-employed and content with their current positions but open to new possibilities—especially those that present growth, development, or alignment with their personal values and long-term goals.

However, attracting passive candidates requires a different approach than recruiting active job seekers. While job boards and recruitment ads might work for active candidates, these strategies are less effective for passive talent. They aren’t scouring job postings but consuming content, staying engaged with industry news, and seeking professional growth. This is where content marketing plays a critical role.

The Power of Content Marketing in Recruitment

Content marketing is the practice of creating and distributing valuable, relevant content to attract and engage a specific audience. In recruitment, posting content helps build your brand, position your company as a thought leader, and provide insights into your organization’s culture and values—all without coming across as a hard sell.

One of the most critical elements of content marketing in recruitment is storytelling. When you share success stories of your employees, highlight your company culture, or showcase how your organization is making an impact in its field, you’re creating content that resonates with passive candidates on an emotional level. You’re not just selling a job; you’re presenting an opportunity for them to be a part of something bigger.

Read about using narratives in your content here!

70% of consumers prefer to learn about a company through custom content rather than advertising. This is just as true for passive job candidates, who are more likely to engage with and trust a company that offers valuable, authentic, and relevant content.

Building Your Employer Brand Through Content

A strong employer brand is essential for attracting passive candidates, and content marketing is one of the best ways to showcase it. When you consistently share engaging and authentic content about your company, you help shape the narrative of what it’s like to work there. This is important for passive candidates who may be considering a future move but want to ensure that their next employer aligns with their values and aspirations.

Think of employer branding as your company’s reputation in the job market. When passive candidates come across a company’s blog, social media posts, or thought leadership articles, they begin to form an impression. Are you a company that values innovation? Do you have a commitment to diversity and inclusion? Is there a strong emphasis on professional growth and work-life balance? These are the elements that passive candidates evaluate.

Most job seekers research a company’s reputation before applying. For passive candidates, this research often happens organically as they encounter your content over time, even before they consider making a career move. By consistently putting out content highlighting your culture, values, and employees’ successes, you help build trust and credibility with potential candidates who may not even know they’re interested in your company yet.

Types of Content That Engage Passive Candidates

To attract passive candidates, you need to focus on creating the right kinds of content. The goal is to provide them with valuable, insightful information that positions your company as a desirable place to work. Here are a few types of content that work particularly well for recruitment marketing:

1. Employee Stories: Share stories from current employees about their career journey, growth, and experiences working with your company. Authentic, human stories resonate deeply with passive candidates and can showcase your company culture in a relatable way.
2. Thought Leadership Articles: Publishing articles that position your company’s leaders as experts in their field helps build authority and trust. Passive candidates are more likely to consider a company where leadership is respected and seen as forward-thinking.
3. Behind-the-Scenes Content: Give potential candidates a glimpse into your workplace through videos, blogs, or social media posts. This content can showcase your company’s values, work environment, and day-to-day life.
4. Case Studies: Demonstrate the impact your employees are making by sharing case studies on how their work has driven success. This positions your company as a leader in its field and shows passive candidates that their work can make a meaningful difference.
5. Educational Content: Offer value by creating content that helps your audience solve a problem or learn something new, such as industry insights, how-to guides, or trend reports. This positions your brand as a thought leader and keeps passive candidates engaged.

The Long-Term Impact

Unlike traditional recruitment strategies, content marketing doesn’t provide instant results. It’s a long game. The goal is to build relationships with passive candidates over time, keeping your company at the top of their minds so that when they are ready to make a move, your organization is at the top of their list.

In a recruitment context, this means regularly producing and sharing high-quality content that keeps passive candidates engaged. It also means actively leveraging SEO, social media, and email marketing to ensure your content reaches the right audience at the right time. By developing a strong employer brand through consistent marketing, you’re not just attracting active job seekers; you’re laying the groundwork to attract passive candidates for years to come.

At Abask Marketing, we understand the challenge of engaging passive candidates in today’s competitive job market. Content marketing offers a unique, relationship-driven approach that aligns with the interests and values of these highly sought-after professionals. By focusing on building a strong employer brand, sharing authentic stories, and consistently providing valuable content, your company can establish a presence that attracts passive candidates—even when they’re not actively looking for a job.

Ready to attract top-tier passive candidates and transform your recruitment strategy? Schedule a free consultation with Abask Marketing today! Our experts will work with you to create a tailored marketing plan that builds your employer brand, engages passive talent, and helps you find the right candidates for your business. Don’t miss the opportunity to unlock the full potential of your talent pool—let’s get started!