It’s simply no longer enough to publish and post your job posting to the masses or to tweet out that single job. Candidates have choices and by publishing a job posting for 30 days during which time you are hiring, you are limiting yourself to a community of active not passive candidates. You are also missing out reaching those passive candidates the remaining 435 days of the year when you don’t have an active job posting. 
Passive candidates are more likely those purple squirrels or productivity unicorns who careful dip their toes into the job search waters extremely careful of the job, company and role they select. They don’t publicly promote their interest in exploring their options. They keep their search extremely private.
These passive purple squirrels are extremely rare and its likely hard for you to identify them by simply viewing a job application, resume or LinkedIn profile alone.  This, in my mind is one of the most attractive reasons to building a talent community versus the old way of spray and pray recruiting.
We build a talent community to not just recruit those purple squirrels, but establish a brand and build a long-term relationship. Regardless of your role at an organization whether its senior leadership, hiring manager, HR or recruiter, turnover should be something you all own and be concerned with. Each of us is involved in one aspect or another of the employee life cycle. They are all intertwined in some capacity.
This talent community is one that is important as the global war for talent is becoming more competitive by the day. Engaging passive talent becomes more important as the competition and noise increases. It’s hard for good candidates to search among the cluttered and overwhelming job market today.
·      Relevant & Engaging Conversations. The focus is on them. Solving a solution to a problem with the future goal of having that purple squirrel apply and interview for a job opening at your company. (Great idea: create an online open house.
·      Relevant & Engaging Content. Great content starts with understand the needs of your target audience. What answers do you have at your disposal to the questions they seek. (Great idea: Offer a Silicon Valley Salary Negotiation Guide.)
·      Trust. A community where job seekers feel like they are getting access to the people, information and resources. Candidates regardless of their skill and experience are treated with respect and are valued. We live in the Yelp economy now. (Great idea: TalentCircles platform allows recruiters to leave extensive notes in the system regardless of which recruiter is engaging the candidate.)
·      Respect. Of a candidate’s time contribution and the potential resoures and information they bring. It can be a simple follow up and thank via email. (Great idea: simple workflow document or inforgraphic that provides the job seeker the hiring process and expectations.)
It’s the little things that really capture the attention of any job seeker but especially those passive purple squirrel ones. By focusing on going the extra mile now, you can really set yourself apart from the competition for your best and most qualified passive candidate and future employee. 
Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s is the Chief Blogger & Founder of Blogging4Jobs. You can follow her on Twitter @jmillermerrell  

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