Did you know that more than 70% of the global workforce is made up of passive talent?
These are professionals who aren’t actively job-hunting, but they would make a move for the right opportunity.
However, 79% of passive talent uses social media instead of job boards in their job search.
And that’s exactly where you need to reach them.
But here’s the thing—formal, static job posts won’t grab their attention. To connect with passive candidates, you need a dynamic, engaging strategy built for the scroll.
Not sure how to make that happen?
In this blog, we’ll walk you through seven proven strategies to connect with passive candidates on social media—without being pushy or salesy.
Let’s get into it and turn those casual scrollers into your next top hires.
How do you reach Passive Candidates on Social Media?
Post Content That Solves Their Problems
Passive candidates don’t want a job post. They want value.
If your feed looks like a list of open roles, people will scroll right past it. To grab their attention, give them something useful.
Start by asking:
What do people in our industry care about? What keeps them curious or frustrated?
Then, create content that answers those questions.
Here are three types that work:
- Industry insights: Share trends before they hit mainstream. Talk about shifts in tech stacks, changes in compliance, or new tools gaining traction.
- Career growth tips: Teach them how to move up without switching jobs. You’re not just hiring—you’re helping them grow.
- Salary or skills data: Data-backed posts with charts or quick stats get bookmarked and shared, keeping your brand in their feed longer.
Don’t overthink formats. A LinkedIn text post, a short carousel, or a quick clip can go a long way.
What matters is relevance.
When passive candidates on social media see your content helping them solve problems, they start remembering your name. And when a new opportunity pops up, that brand recall matters.
This isn’t lead gen. It’s trust-building.
Make Your Employees the Heroes
People trust people—not brands.
If you want to attract the attention of passive candidates on social media, make your team the center of attention.
Your employees already have networks filled with others in the same industry. Their voices feel real, and that makes a big difference.
Start with simple stories:
- A photo from someone’s first day with a short caption about why they joined.
- A post about a project win, written by the team that delivered it.
- A quick video on “what I love about working here.”
Keep it casual. The goal is to make someone watching think, “I’d want to work with that person.”
To do this well, build an internal system:
- Ask employees to share moments from their work week.
- Offer templates or caption starters so it’s easy for them.
- Recognize and reshare their content from the company page.
If you have employees who have already posted on LinkedIn, support them. Give them a spotlight or a small incentive to keep going.
Employee voices create credibility. And when passive candidates on social media see someone like them thriving at your company, it makes them stop and think.
That’s where the interest starts.
Use Social Listening to Spot Opportunities
Passive candidates talk online. You just have to know where to look.
They’re not announcing they want a job. But they might post about feeling burned out, not getting promoted, or wanting to learn new skills.
These are signals. If you’re listening, you can act.
Start with:
- Hashtags: Monitor tags your target talent uses. Think #DevLife, #MarketingTips, #UXDesign.
- Comments on competitors’ posts: People often engage with content from places they wish they worked at.
- Trending discussions: Platforms like Reddit, Twitter, or even niche Facebook groups are filled with real thoughts about work.
Use tools like Sprout Social, Brand24, or even LinkedIn’s search bar to stay tuned in.
The goal isn’t to jump into every thread. It’s to understand what people care about, what frustrates them, and where your company can fit in.
You’ll start spotting patterns. For example, if engineers keep complaining about long hours at a big firm, and your culture supports work-life balance, that’s your angle.
When you know what passive candidates on social media are thinking, you can speak their language better. That’s how real conversations begin.
Turn Comments into Conversations
Comments are where passive interest becomes real curiosity.
A lot of passive candidates on social media won’t respond to DMs. But they might drop a like or leave a casual comment on a post.
That’s your opening.
Instead of letting it sit, respond. Ask a follow-up question. Add a helpful resource. Say something human, not scripted.
Example:
- Someone comments, “This is so true,” on a post about career burnout.
→ You reply: “Right? Our engineering team has been testing some new ways to avoid it. Want me to share what’s worked?”
It’s not about selling the job. It’s about building a connection.
Train your recruiting and marketing teams to check comments daily. Use a shared doc or Slack channel to track warm leads. If someone keeps popping up in your notifications, they’re watching. Keep talking.
When the time feels right, you can slide into their DMs—but only after you’ve built a thread of trust in the public.
Passive candidates on social media engage first where it feels safe. That’s usually in the comments. If you’re active there, you’re already ahead.
Share Day in the Life Stories That Feel Real
People want to see the job before they even consider it.
That’s why “day in the life” content works so well. It lets passive candidates on social media picture themselves at your company without any pressure.
Skip the polished promo videos and go with short clips, photos, or carousels that show the real stuff.
Think:
- A morning check-in with coffee and Slack messages.
- A team standup with laughs and inside jokes.
- How they tackle a tough project or stay calm under a tight deadline.
- Ending the day with a walk, a playlist, or a good sign-off message.
The goal isn’t to make your company look perfect. It’s to make it feel familiar.
Use Instagram Stories, LinkedIn posts, or even TikTok for this kind of content. You don’t need fancy editing. Just a steady phone and someone willing to narrate their day.
When you tell honest stories, you build emotional connections, which turn passive candidates into followers.
Over time, they’ll keep watching. They’ll get attached. And when a role opens up, they’ll already feel like they know you.
Personalize Outreach Without Sounding Like a Bot
Generic messages get ignored. Personal ones start conversations.
Most passive candidates on social media won’t reply to “We’re hiring, interested?” But they might respond if you show them you actually read their profile.
Start by doing a quick scan:
- What content are they engaging with?
- Have they posted about work wins or challenges?
- Do they follow certain thought leaders or companies?
Then, build your message around that. Keep it short, casual, and specific.
Example: “Hey, I saw your post about solving [problem]. It’s a really smart workaround. We’ve been working on something similar here. I’d love to swap notes if you’re ever up for a quick chat.”
That’s it. No links. No job titles. No pressure.
If they reply, you can ask for more. Share something valuable before you ask for anything: a relevant article, a project your team is tackling, or an invite to a virtual event.
The more natural the conversation feels, the more likely they’ll remember you later.
Passive candidates on social media respond to relevance. Not automation. Write like a person talking to another person. That’s how trust starts.
Keep a Warm Talent Pool Active
Getting noticed is only step one. Staying remembered is the goal.
Most passive candidates on social media won’t be ready to move right now. But they might be ready in six months. If you don’t stay in touch, they’ll forget you.
This is where a warm talent pool makes a difference.
Start small. You can:
- Invite engaged candidates to a private LinkedIn group or Slack channel.
- Send a monthly update with team wins, new roles, and industry news.
- Offer early access to job openings or exclusive events.
Don’t treat it like a newsletter. Make it feel like a VIP feed. Keep the tone relaxed. Add value with every touch.
This doesn’t have to be managed manually. Tools like RecurPost can help schedule content across platforms, keeping your brand visible without overwhelming your team.
Over time, you’re not just keeping candidates warm. You’re building a mini-community of people who know your brand, like your people, and might one day say yes.
Passive candidates on social media don’t jump fast. But if you stay consistent, you’ll be the first they reach out to when it’s time.
Final Thoughts: Make Passive Interest Work Like a Funnel
Engaging passive candidates on social media isn’t just about one great post or a clever message. It’s about setting up a system that quietly pulls talent closer, even when they’re not looking.
Think of your efforts like a funnel:
- At the top, you’re building awareness with useful content and relatable stories.
- In the middle, you’re warming interest through conversations and subtle signals.
- At the bottom, you’re keeping relationships alive until the right opportunity clicks.
Most companies focus only on the bottom, so they lose out.
The big shift? Stop waiting for candidates to apply. Start giving them reasons to remember you.
You won’t just find great people if you’re consistent, relevant, and human across every step.
You’ll already have their attention when you need them most.
The companies winning the talent game tomorrow are the ones starting that process today.
FAQs
- What platforms actually work best for passive candidates?
It depends on your industry. LinkedIn is the go-to for most professionals. But don’t ignore Instagram, especially if you’re hiring creatives, marketers, or Gen Z talent. For engineers, Reddit and GitHub can be goldmines. Start where your people already hang out.
- How often should we post to stay at the top of our minds?
Aim for 3 to 5 times a week. It keeps your brand active without spamming. You don’t need to talk about jobs every time. Mix in culture, career tips, and thought leadership. It’s about staying visible, not pushing roles.
- We don’t have a big employer brand team. Can we still do this well?
Yes. Start small. Pick one platform. Identify two or three team members who already post regularly and support them.
- How do we know if our content is actually reaching passive candidates?
Watch engagement quality, not just likes. Are you seeing reactions from people outside your company? Are they viewing your profiles or commenting with questions? Use platform insights to track impressions and shares. Over time, your talent team will start hearing, “I’ve been following your posts for a while.”
- What’s the best way to keep passive candidates warm without being annoying?
Give more than you ask. Share updates, invite them to webinars, send them early access to roles, or check in with something useful. Avoid asking, “Are you looking yet?” too often. Keep the tone friendly and low-pressure.