the secrets to turning passive candidates active

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Passive candidates are tricky – they’re not searching job boards or actively looking at

organizations, but at any moment, they could be enticed by the right opportunity from the

right employer brand.

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Passive Talent Takeaway #1

Passives are humans. Put your human hat on. If you won’t click it, neither will they.

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Email messages

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Passive Talent Takeaway #2

Your audience is thinking about your brand 100% less time than you think they are.

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Response Rate

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Open Rate

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Open Rate

Click rate

© 2016 SmashFly Technologies, Inc.26 © 2016 SmashFly Technologies, Inc.26If you send an email to 100 people, only about 20 people will even open it.

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And only 2 people will ever end up where we want them to, because we aren’t mastering the right audience at the right time with the right message.

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Passive Talent Takeaway #3

They’re not going to pay attention to you unless…You give them a reason to click.

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Passive Talent Takeaway #4

Understand their journey isn’t much better. They need more information than you think.

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Hello, my name is <name> and I am a recruiter on the <brand> Talent Team. I am currently working with one of our largest and fastest growing <category>, looking for a <role> for one of their offices. The office has gone through many management changes and we are looking for a true leader to bring stability to the group.

This person will be the lead <role> for all the customers and a background with <skill set> is essential. This person should also be comfortable as the lead <experience>. Clearly, the <role> will also need a thorough understanding of the components of <skill set> and walk in the door with that credibility under their belt. I am interested in talking to you about this opportunity.

My contact information is listed below. If you are interested, please respond directly. Even if you are not interested in making a move now, it would be great to get to know you and where you see the next steps in your career for future opportunities. Thank you for your time today and I look forward to hearing from you soon.

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• Industry insights

• Contributions your company is making to the industry

• Insights from your team

• Tips and tricks of the trade

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Passive Talent Takeaway #5

They just want to transact. Don’t make ittoo hard. You’ve got them don’t lose them.

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Save Join

Which one of these are you more likely to click on?

Research tells us that Join is more likely to be clicked.

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Join Join

Which one of these are you more likely to click on?

The brighter colored button will convert about 35% more clicks.

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JoinJoin

Which one of these are you more likely to click on?

When you make the button bigger, you can see a 10% increase in conversions.

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Submit my Application

Apply

Adding the word “my” as in Submit My Application produces a 90% increase in click through rates for consumer brands.

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Passive Talent Takeaway #5

They’ll know what to do, if you tell them what to do. Or, they’ll leave

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Increase in applications

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Passive Talent Takeaway #6

They can and want to be inspired. Tell themwhy this job is worth it.

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They’re customers after all

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Passive Talent Takeaway #7

They’re unique snowflakes. They want dialog. You must respond.

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The way we do things today isn’t engaging to passive talent. Lengthy job applications, processes that lead no where and a lack of

real authentic information that tells me what’s in it for me.

We have built walls and one size fits all experiences.

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We owe it to passives and all candidates an experience that is insightful and

meaningful. We owe them the information and insights into what it’s actually like to work at our company. We owe them a

dialog. We owe them connection.

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The relationship between talent and our employer brand is significant. Because

in the end, we both need each other.

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