Definition
A potential job candidate who is not actively seeking new employment but may be open to the right opportunity if approached. Passive candidates typically make up the majority of the workforce.
UK Context
UK employment law does not restrict employers from approaching passive candidates, but GDPR applies to how candidate data is collected, stored, and processed. Recruiters must have a lawful basis for processing personal data when sourcing passive candidates, typically legitimate interest, and must provide privacy notices. The use of LinkedIn and professional databases for sourcing is standard practice in UK recruitment.
Best Practices
- Build and maintain a talent pipeline of potential candidates before roles open
- Personalise outreach messages to demonstrate genuine interest in the individual's background
- Focus on career opportunity and growth rather than leading with salary
- Ensure GDPR compliance when storing and processing passive candidate data
- Develop a strong employer brand that attracts passive interest through content, events, and employee advocacy
Frequently Asked Questions
What percentage of the workforce are passive candidates?
Research typically estimates that 70 to 80 percent of professionals are passive candidates who are not actively job searching. This means that employers who only advertise roles and wait for applications are missing the vast majority of potential talent.
How do you approach a passive candidate?
The most effective approaches are personalised, reference specific aspects of the candidate's experience, and focus on opportunity rather than hard selling the role. LinkedIn InMail, professional networking events, employee referrals, and industry conferences are common channels for initial contact.
Is it legal to contact passive candidates in the UK?
Yes, it is legal to approach passive candidates, but GDPR requires a lawful basis for processing their personal data. Legitimate interest is commonly used, but recruiters must provide a privacy notice and respect opt-out requests. Cold calling to personal numbers may also need to comply with PECR regulations.