Did you know that nearly 79 percent of the U.S. workforces are passive candidates? These are candidates who are currently employed and not actively seeking work but are open to hearing about other job opportunities. Not only do they have jobs, but they are also generally satisfied with their current position, Hire Velocity explains in an article. “But if the right offer came along, a significant majority of these employees would be willing to talk with a recruiter and consider a new position.”

Today, there is a widespread shortage and intense competition in healthcare. According to the Bureau of Labor Statistics in 2016, the unemployment rate for the healthcare sector was only at 2.9 percent, compared to 4.7 percent for all U.S. professions. As a result, sometimes the best place to find the talent you need is to look to those that are already employed.

Some of the reasons why employers consider passive candidates as some of the best-hidden talent are:

1. They are the best when it comes to qualifying for a specific skill set;
2. Candidates won’t be interviewing with other employers, so less competition;
3. And candidates are unlikely to stretch the truth about their skills on their resumes.

However, before considering a recruitment strategy for passive candidates, you must keep in mind that recruiting passive candidates requires a different approach than recruiting active candidates. As mentioned above, they are often content with their current job. Experts suggest identifying their key points of concern and sell them not just a job, but rather a long-term opportunity.

Here are a few practices you should consider.

1. Focus on Culture and Career Growth

In LinkedIn’s 2017 Global Recruiting Trends report, candidates reveal that companies can pique their interest if they talk about career growth and company culture. In order to persuade a passive candidate, you will need to sell your organization as a long-term opportunity for a better career path. Most passive candidates won’t be persuaded by superficial reasons such as higher pay or better job titles, and if they are, they may not stay long and be a right fit for your organization.

2. Invest in Employer Branding

Eighty percent of talent leaders agree that employer branding has a significant impact on their ability to hire great talent. It enables organizations to communicate with current and potential employees about why they’re the place they want to work. It’s about convincing candidates that what your organization has to offer is better than what they have now or than what the competition is offering, says John Fleischauer, Talent Attraction Manager at Halogen Software, a cloud-based intelligent talent management solution. “For top candidates, choosing which job opportunity to pursue is not just about the job itself. It’s about clearly articulating how they can contribute to the organization and what they get in return,” Fleischauer says.

3. Build Brand Ambassadors

The most effective recruiting is often done by a company’s own employees. In fact, a SkilledUp article states that employee referrals yield the highest application-to-hire conversion rate, and referral hires are generally happier at their job and likely to stay longer.

“Making sure employees are happy, motivated, rewarded and encouraged is the best way to create [brand] ambassadors for your company,” says Eric Friedman, CEO of eSkill Corporation, a web-based skills testing for pre-employment and training. “They’re just touting your horn to everyone, including people you might contact about a position later. They can also bring in top talent through referrals, since they are glad to suggest the company as a great place to work.”

4. Ensure a Positive Candidate Experience

Providing a positive candidate experience is important, especially when you’re the one scouting the candidate. According to a report on Monster, 33 percent of candidates with a negative experience intended to share it publicly on social media; furthermore, 41 percent of candidates who had a poor overall experience intended to move onto another employer. Just keep in mind, every interaction within the candidate experience will impact your company’s overall brand, favorably or not, says Matt Doucette, Global Head of Talent Acquisition at Monster. Even a well-written confirmation email can help you build a community of people who remain interested in your company for years to come, regardless of the outcome of their job application, Doucette says.

Is recruiting passive candidates part of your recruitment strategy? How has it helped your healthcare organization attract and hire top talent? Please share in the comments section below. We’d love to hear from you!