Studies show that around 70% of employed individuals are open to new opportunities. These individuals, known as passive candidates, are not actively seeking jobs but could be persuaded to move for the right role. This group excludes active job seekers and those highly engaged or unable to consider a move. In today’s competitive market, relying on a standard job advert means missing out on a huge portion of this talent pool.
This is especially true in the Estates and Facilities sector. These professionals aren’t typically scrolling LinkedIn or job boards all day. They’re on-site, solving problems, meeting stakeholders, and keeping operations running smoothly. That doesn’t mean they wouldn’t consider a new role; they’re just not actively looking or advertising their interest.
Think of it like house hunting. You may be happy in your current home, but that doesn’t stop you from browsing Rightmove now and then. The same goes for jobs. A passive candidate might scroll through LinkedIn while commuting or relaxing at home, but unless the ad captures their attention, they won’t engage or apply, especially if their CV hasn’t been updated in years.
Too often, job adverts are just long lists of demands, missing salary information, and generic benefits like “bank holidays.”
No wonder candidates lose interest.
How to Change That
1. Use AIDA (Attention, Interest, Desire, Action)
Write adverts that first grab attention, build interest, create desire, and lead the reader to act.
2. Speak Directly to the Reader
Make your tone personal. Use “you” and address the reader’s perspective, not just the company’s needs.
3. Sell the Role, Not Just the Duties
You don’t need to tell a Head of Estates how to do their job. Focus on what’s in it for them.
4. Tell a Story
Describe your organisation’s journey, values, and where you’re headed. Show how this could benefit the reader and how they can be part of that story.
5. Highlight Real Benefits
Go beyond generic perks. Offer meaningful benefits, flexible working, professional development, or clear career progression.
6. Be Transparent About Salary
Salary information builds trust and filters out unqualified candidates early.
7. Simplify the Application Process
Don’t require lengthy forms or hoop-jumping early on. Passive candidates won’t bother. Make applying as frictionless as possible.
8. Make Contact Easy
Include a name and phone number for a hiring manager or HR contact. Allow candidates to enquire informally before committing to a CV rewrite.
Final Thoughts
The good news is that the Estates and Facilities candidates you seek do exist; you’ve just got to work on reaching and engaging them. By shifting how you write and present your job adverts, you’ll start reaching more of the 70% that your competitors are missing.
This is just one way that Sielo Search can help you tap into the entire talent pool. Need help writing compelling job adverts or sourcing passive candidates? Let’s talk. We solely specialise in Estates and Facilities recruitment, and we know how to find the talent others overlook.
