Appealing to passive candidates is crucial for the Public Service because the people with the deepest subject expertise, strongest policy experience, and most relevant institutional knowledge are often already in secure roles and not actively job-hunting. Relying only on active applicants limits the talent pool and can produce weaker shortlists, especially in a competitive Canberra market.
But the highly structured, merit-based system of APS recruiting can be tough – it must always be transparent, fair, and defensible at every step. Good recruitment practices will always consider both talent pools – the ones who are looking, and the ones who aren’t.
Attracting those passive candidates takes more than a job ad – because they’re not looking at those. Let’s look at 5 tips to help hiring managers in the APS attract these hidden gems.
1. Develop a Strong Employer Brand
If you’ve ever been responsible for hiring anyone, you know how important employer brand is. It’s the thing that makes a candidate pick up the phone with excitement – or skip over your job at altogether. It’s what makes someone smile or wince when they hear the Department name. And people are out there building it for you – whether you like it or not.
Your job is to proactively create a clear and attractive employer identity that embodies the values and mission of the Australian Public Service. Use your website, social media platforms, and employee
testimonials to highlight why working with you is a fantastic choice. Show off what makes
your department or agency a great place to work – so you’re always in the back of someone’s mind.
2. Cultivate an Engaging Online Presence
Don’t let outdated websites and social media profiles lose you passive candidates. Share success stories, thought leadership articles, and community engagement activities to showcase the positive aspects of working in the APS. An appealing online presence will capture the attention of passive candidates and leave a lasting impression. Work closely with your social media manager to make sure the online presence of the Department is always working in your favour.
3. Tap into Professional Networking Platforms
Passive candidates are more likely to respond to engagement on professional networking sites like LinkedIn rather than traditional job boards. Make the most of these platforms by actively engaging with industry professionals, joining relevant discussions, and showcasing the benefits of a career in the APS. The work you put in “off-season” – when you’re not hiring – will pay off when you are…especially when it comes to attracting excellent candidates who aren’t even looking.
4. Leverage Employee Referrals
Passive candidates often consider opportunities recommended by people they trust. Your existing employees can be a powerful resource for recruitment. Implement an employee referral program that rewards staff for referring potential candidates. Referrals often lead to high-quality hires who are more likely to fit well within the APS culture.
5. Engage with Passive Candidates Strategically
When reaching out to passive candidates, it’s crucial to take a personalised approach. Understand their professional goals and motivations by conducting thorough research. Craft tailored messages that highlight how the APS can offer unique growth opportunities, challenging projects, or a better work-life balance. This personalised touch can make all the difference in sparking their interest.
Final thoughts
When the APS engages passive candidates, it widens access to high-calibre talent, strengthens diversity of thought, and reduces the risk of settling for “available” rather than “ideal.” It also helps agencies move faster when roles open, because relationships and interest have already been built long before a vacancy is advertised.