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How to build your hidden-pipeline before you’re behind
If your talent-acquisition strategy still looks like: “post job ad → wait for applicants → hope someone good shows up,” then you’re playing catch-up. Because in 2025 the war for talent isn’t being won by who posts first. It’s being won by who engages passive talent — the folks who aren’t actively job hunting, but would move for the right opportunity. According to LHH, “engaging passive talent will become a key talent-acquisition skill.” LHH+2Rally® Recruitment Marketing+2
Here’s the honest truth: If you’re sourcing only active applicants, you’re competing in the shallow end of the pool. The deeper, richer talent lives elsewhere — and MomUp is here to help you reach it.
Why Passive Talent Matters (and Why Now)
The talent gap hasn’t gone away
In 2025, about 76% of employers report difficulty filling roles. SocialTalent That means even in a “cooling” market, the supply of qualified candidates remains tight.
The hidden majority
According to some sources, roughly 70% of the global workforce is passive talent — not actively applying, but open to something better. Apollo Technical LLC+1
In other words: If you’re only targeting that 30% actively applying, you’re missing out on the 70% who may be your best hire.
Traditional sourcing doesn’t cut it anymore
The usual “job-board ad + generic social post + hope” approach is losing power. As one recruitment marketer puts it:
“Most employers still don’t have a defined strategy to reach the passive majority.” Rally® Recruitment Marketing
That means your competitors who do build pipelines will have an advantage.
What “Passive Talent Engagement” Actually Looks Like
Build and maintain a pipeline, not just when you have roles
One of the biggest differentiators is treating your talent-community like a live asset, not a one-time inbox. That means: ongoing outreach, content, relationship-building. The moment you wait until you have a role, you’re behind.
Keep warm relationships
For passive talent, the move is not about “we have a job now” — it’s about “we’ve been watching you, thinking about you, here’s why you matter.” Engage with them over time: newsletters, events, talent-community groups, branded content that resonates.
Think about overlooked pools
Here’s where MomUp’s expertise shines. Passive talent isn’t just “senior engineers not looking” — it includes overlooked but high-value segments like women re-entering the workforce post-childbirth, professionals who took a break, caregivers ready for their next chapter. Because guess what? They’re not actively applying (therefore “passive”), but they’re rich with experience, ready to move, and your competitors might ignore them.
Steps for Companies to Win the Passive Talent Game
1. Define your passive-talent personas
Don’t treat all candidates the same. Map out segments: e.g., “experienced marketing manager, currently in stable role, seeking better flexibility”; “mom returning after 3-year career break, ready for leadership again.” Know where they are, what they care about, how they talk.
2. Build a brand and message that resonates before “hire now”
Your employer brand needs to speak to these people before you ask them to apply. Highlight culture, flexibility, growth paths, inclusive leadership, real stories of returners. Content matters: blogs, social posts, video testimonials, events.
3. Engage consistently across time and channels
Passive talent may not check your careers page. They may scroll social media, listen to podcasts, attend industry events, follow thought-leadership. Meet them where they are, not just on job boards. Use email, social, referrals, alumni networks, community content.
4. Make outreach personalized and meaningful
Generic “we’re hiring” messages won’t cut it. Use messaging that acknowledges their role, their current situation, their possible next step. Show you know them. Invite conversation, not just a link to a job.
5. Measure what counts
Don’t just track “applications.” For passive talent: track pipeline size, engagement metrics (event attendance, content opens), talent-community growth, conversion from passive to engaged to applicant.
6. Design roles and processes that appeal
When you identify these segments (especially returners, flexible talent), design roles that consider their priorities: outcome-based job descriptions, flexible schedules, clear growth path, inclusive culture.
What Happens If You Don’t?
You’llkeep fighting over the same active-applicant pool — more competition, higher cost-per-hire, lower retention.- You may fill roles, but you’ll miss high-potential candidates who were never reached.
- You’ll lag competitors who built pipelines and relationships ahead of time.
- And for overlooked pools (working moms, returners) you’ll face reputational risk if you treat them as an afterthought (or ad-hoc hire) versus a strategic talent segment.
MomUp’s Advantage & How We Help
At MomUp, we specialise in helping companies build pipelines of overlooked, high-potential talent — particularly women returning to work, professionals reprioritising flexibility, and career reinvention cases. If you partner with us, you’ll:
- Gain access to a curated network of passive talent ready for the right opportunity.
- Get guidance on talent-community strategy, content planning, outreach cadence.
- Be equipped to design roles and experiences that are engaging for passive segments.
- Receive metrics and insights tailored to passive-pipeline performance.
Ready to stop chasing active applicants and start winning the war for passive talent? Partner with MomUp. Book a free 30-minute consultation with our team to map your passive-talent strategy. Let’s build your pipeline before you have a job opening.
