If you want to attract passive candidates who are not actively looking for new opportunities but are open to them, you need to present the right company and the right job vacancy to them.

These candidates might be interested in talking and could be drawn to your company as an employer.

An interesting finding is that 75% of millennials and Generation Z are equally or more interested in the company itself than the specific job they would be doing.

Not many companies provide all the information that people want to know about them, and agencies communicate even less.

To address this, you should have an EVP (Employer Value Proposition). If you have one, your company will likely be more attractive to job seekers.

If you use agencies, they have a good chance of attracting passive candidates who are not actively looking for job opportunities. These individuals usually don't respond to job advertisements and emails. However, if you engage with them and present your EVP, you might capture their interest.

It's also important to sell the company before selling the job. If a candidate is more excited about the company, they might not be swayed by counter-offers related to the job, such as a promotion or a salary increase.

This PDF document regarding EVP helps give us a steer on what to include in your EVP.