Sourcing, employer brand and screening
Step 1 / 4·Active and passive candidates
0/4 steps done
Learning objectives — after this module you will:
- Choose sourcing channels that fit the role
- Understand EVP and the role of employer brand
- Screen CVs consistently and with less bias
Active and passive candidates
Pick the right channel for the candidate you need.
Most people who are good at a job are NOT looking for one. They're PASSIVE candidates — content where they are, but open if the opportunity is compelling enough. Job adverts only reach the ACTIVE group already searching.
That's why, for scarce roles, posting and waiting almost always fails — you're fishing in a very small pond.
Channels and when to use them
| Channel | Reaches | Best for |
|---|---|---|
| Job adverts | Active candidates | Common roles with plentiful supply |
| Employee referrals | Both groups | Almost any role — usually the best quality and retention |
| Direct sourcing | Passive candidates | Scarce, specialist roles |
| Networks & professional communities | Passive candidates | Specialist roles with their own communities |
| Search partners | Passive candidates | Senior or confidential roles |
The most underrated channel: referrals
Referred candidates typically have higher offer rates, ramp up faster and stay longer — because the referrer pre-screened for both capability and fit. If your referral scheme isn't working, it's usually not the bonus: it's that employees DON'T KNOW what roles are open.
Key takeaway: Good people usually aren't job-hunting — scarce roles need direct sourcing, and referrals are the strongest channel.