Where Are All the Candidates? 4 Ways to Attract Passive Accounting Job Seekers

Because passive candidates are well-compensated and passionate about what they do, they have no desire to look for a job. Since they are always adding to their skill set, experience level, and accomplishments, passive candidates have employers and recruiters actively pursuing them. To stand out among all the others, you need to show passive candidates what you have to offer that others do not and how working for you will benefit them. Here are four ways to attract passive candidates.

1. Focus on Company Branding

Cultivate a brand that markets your company as a choice employer. For instance, focus on what makes employees choose your business over all others. Point out your flexible schedule, extensive employee benefits, stock options and competitive compensation. Mention remote work options, bonuses, professional development, and opportunities for advancement. Ask current and former employees to write company reviews on websites such as Glassdoor. Work toward being placed on top lists and other independent review articles that show your business in a positive light.

2. Engage on Social Media

Use social media to engage with followers. For instance, search for and qualify passive candidates on LinkedIn. Use their profile information to determine whether they possess the skills, experience, and qualifications you are looking for. You may even come across links to candidates’ websites or online portfolios. You also can participate in LinkedIn Groups in your industry to engage with potential candidates and introduce them to opportunities. Additionally, you can use LinkedIn Recruiter to target your search and reach out to passive candidates. Along with LinkedIn, you can create and share content, including job openings and company information, on Facebook, Twitter, and Instagram. Your followers can share content with their networks, promote your information, and encourage others to work for you. You may respond to comments and interact with potential candidates to build relationships and encourage interest in employment.

3. Ask for Employee Referrals

Encourage your employees to provide referrals. Because people typically associate with like-minded individuals, your best workers should be able to recommend other top performers. Also, since people enjoy working with others they know, referrals are more likely to accept an interview. They have greater access to insider information about company culture, job responsibilities, and other pertinent details that may help them during the interview. You may even create an employee referral program that rewards both parties when a successful hire has been employed for a specific length of time.

 4. Search Your Database

Use your database to search for past candidates who may be interested in a job change. If they interviewed with you before, they should know about the company, department and culture. Candidates also may have gained skills and experience that can benefit your business. Those who were treated well and impressed with your company will be more open to working with you.

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How to Get Responses from Passive Candidates

To a recruiter, passive candidates may seem like a golden opportunity to attract a professional with a strong sense of loyalty and above-board skills. The hardest part is often connecting with the elusive candidate without being too “sales” oriented. While it is possible to accomplish this on social networking sites like LinkedIn, recruiters must still tread carefully so that they do not scare off, intimidate, or – worse yet – annoy a passive candidate.

Many recruiters have equated passive candidate attraction to the dating world. You may like what you see, but taking that first step and talking to the passive candidate is the hardest. Failure to take action could mean losing a valuable person. Coming on too strong could ruin any chance you had to begin with.

Try these suggestions for reaching out to passive candidates and getting them to respond in a positive way.

Put yourself in the candidate’s shoes

What is it that you’re actually sending to passive candidates? If you’re not sure of how your initial messages may appear to a candidate, take the time to send a message to yourself – wait 24 hours, and then read it to get an initial impression.  Remember: These are people who are not actively looking for work opportunities, however with the right offer they may consider at least talking with you. Your initial communication with a passive candidate must be respectful of their time, and not overly pushy.

Explain who you are

Getting a message from an unknown source can be creepy to anyone. Be sure to explain in a non-threatening way who you are and why you were contacting a passive candidate. Keep your message warm and friendly. Make sure all of your social profiles are up-to-date, including your cover photo profile information and any open positions you are recruiting for. Remember: A candidate will immediately start searching for you online, so you want to shine in the best light.

Be complementary and specific

When a passive job seeker reviews your message, they will be able to tell immediately if it is a form letter or if you wrote it specifically to them. Review the candidate’s background carefully and compliment specific achievements that they’ve made. Recognize their value to appeal to their ego. If you have a common connection, make sure you indicate this in the message. Keep the message concise and discreet. Include your direct contact information. Let the candidate know you will be checking back with them within a specified amount of time.

Invite the candidate to self-schedule

Thanks to modern scheduling calendar software, it’s possible to invite the candidate to select a time that is convenient for them to talk with you about the career opportunity. This call to action can be very effective in getting a passive candidate to respond to your request. Clearly state that you want to find out what their career goals are and how you can help them accomplish this. This should appeal to any passive candidate who may be thinking about a career change in the near future.

Casey Accounting & Finance Resources, a winner of Inavero’s Best of Staffing® Client Award for the second consecutive year, can help your company meet all of its financial staffing needs.  From a recent survey, the feedback we received was: “I am pleased with the professional service provided by Casey Accounting & Finance Resources.”  Contact our award-winning team of financial recruiters today to get started!

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