Build trust. Start conversations. Win talent—without the hard sell.
In today’s talent market, some of the best candidates aren’t the ones submitting applications. They’re already employed, relatively satisfied, and not actively job hunting. But that doesn’t mean they’re off the market. In fact, LinkedIn research shows that 70% of the global workforce is made up of passive talent—professionals who would consider a new role if the right opportunity came along.
The challenge? Engaging them without sounding transactional, pushy, or like every other recruiter in their inbox.
Here’s how hiring managers, recruiters, and HR professionals can approach passive candidate engagement with more tact, strategy, and success.
1. Start With a Warm Introduction—Not a Cold Pitch
A generic message about a “great opportunity” isn’t going to cut it. Today’s top professionals can sniff out a templated message a mile away, and many tune them out immediately.
The key to standing out is personalization. Before reaching out, spend a few minutes looking into their work—review recent projects, LinkedIn posts, portfolios, or shared connections. Then reference something meaningful in your initial message to show genuine interest and intent.
Instead of diving into the job details right away, open the door to a conversation. For example, if the candidate gave a recent conference talk or wrote an article, mention what you found compelling and ask a thoughtful follow-up question. This positions you as someone who values their expertise—not just someone looking to fill a role.
Even a small effort at personalization can dramatically increase your response rate and lay the groundwork for a more authentic conversation.
2. Make It About Them, Not Just the Role
Passive candidates aren’t scrolling job boards every day. They aren’t urgently looking to leave their roles, so they need a compelling reason to engage—beyond just title and salary.
Instead of launching into what you need from them, frame the opportunity in terms of what they might gain. This might include exposure to new challenges, leadership potential, the ability to work on meaningful problems, a chance to contribute to a growing company, or alignment with their long-term career goals.
Highlighting how your role or company aligns with what they’ve expressed interest in—even indirectly—can make your outreach feel intentional rather than opportunistic.
According to LinkedIn’s 2023 Global Talent Trends report, candidates are nearly three times more likely to respond to outreach that references how the opportunity aligns with their values, interests, or aspirations.
Think of it this way: you’re not selling a job. You’re starting a conversation about their career trajectory—and how your organization might support it.
3. Keep It Human and Low Pressure
One of the biggest turn-offs for passive candidates is the feeling of being thrown into a sales pitch or pressured to apply before they’re ready. A better approach is to lower the stakes and invite them into a casual, exploratory conversation—no commitments required.
Framing your outreach as an informal conversation or a mutual exchange of ideas can disarm the natural skepticism that comes with recruiter outreach. Phrases like “open to a quick conversation” or “just wanted to learn more about your experience” signal that you’re not pushing an agenda—you’re offering a chance to connect.
This creates a space where passive candidates feel comfortable expressing interest, asking questions, or even saying, “not now,” without feeling like they’re letting you down. And that’s okay—because building the relationship is the long-term goal.
It’s also important to clarify that you respect their time and interest level. If they’re not ready now, you’ve planted a seed for future engagement—and made a positive impression in the process.
4. Highlight Your Employer Brand (Before You Reach Out)
If a candidate hears from you and doesn’t recognize your company—or worse, has heard negative things—it makes engagement an uphill battle. That’s why your employer brand should be working in the background long before any individual outreach happens.
This includes maintaining a strong presence on LinkedIn and Glassdoor, keeping your careers page up to date, and encouraging your current employees to share what it’s like to work at your company. Showcasing your team, culture, projects, and values helps candidates form an impression of your organization before they ever hear from you.
According to Edelman’s Trust Barometer, employees are three times more trusted than executives when it comes to sharing what it’s actually like to work at a company. That means authentic posts from team members can have a greater impact on attracting passive talent than anything crafted by the marketing team.
When your employer brand tells a compelling, consistent story about who you are and why people love working with you, passive candidates are more likely to respond—and more excited to engage.
5. Stay Connected—Even If the Answer is “Not Now”
Just because someone says “not interested” today doesn’t mean they won’t be a perfect fit six months down the line. In fact, some of the best hires come from nurturing relationships over time.
Instead of closing the book, keep the door open. Add the candidate to a talent pool, send occasional check-ins, or share relevant updates that might interest them—like a recent product launch, funding round, or thought leadership piece from your leadership team.
These gentle touchpoints can keep your organization top-of-mind without overwhelming or spamming their inbox. The key is quality over quantity—reach out when you have something meaningful to say, not just to remind them you exist.
By building this type of relationship, you become a trusted contact—not just another recruiter. And when the timing is right, your message won’t be ignored—it will be welcomed.
Final Thought: Think Like a Relationship Builder, Not a Recruiter
The future of recruitment is rooted in relationships, not transactions. Hiring the right people—especially those who aren’t actively searching—requires patience, empathy, and a genuine interest in their career journey.
When you approach passive candidates as people first, not leads or placements, you create a far more engaging and respectful experience. And that often leads to stronger hires, better culture fit, and long-term retention.
Engaging passive talent isn’t about chasing people—it’s about creating opportunities worth being curious about. The more thoughtfully you show up, the more likely they’ll want to learn more.
