A passive opportunity

Greg Wyatt • June 18, 2026

What follows is an updated Chapter 32 of A Career Breakdown Kit (2026). It examines the nonsense argument that passive candidates are better than active candidates.


It also examines why that perception happens, and what you can learn from it to present yourself as a more compelling candidate.


Because, after all, recruitment is psychology. And the hardest psychology to master is your own.


32 - A passive opportunity

 

Speak to headhunters and many will say that passive candidates are inherently better than active candidates.


Active means you are actively looking for another job.


Passive means you aren’t yet may be open to conversation.


The argument goes further stating that something like 80% of the candidate marketplace is passive, while only 20% actively apply for adverts.


Therefore, if you recruit only through advertising, you will miss out on a huge chunk of viable candidates.


This isn’t a terminology I like - I use ‘problem awareness’ as a differentiator instead.


It doesn’t help that, in the market we are currently in, adverts can receive 100s of applications, few of which are viable candidates.


If an employer doesn’t think adverts are effective, and that candidates are likely to be passive, they may not even advertise, instead relying on activities like headhunting.


If all you do is rely on active channels such as adverts, you limit your opportunity.


There are two elements to the active / passive argument that are worth talking about.


The first is how you come across the vacancy.


The second is how you are assessed for the vacancy.


How recruiters look for passive candidates


Recruiters take an inbound and outbound approach to filling vacancies.


Using the argument above, only Active candidates are inbound, whereas Passive candidates are found through outbound work such as headhunting.


Outbound work is more controllable because the recruiter only contacts candidates who meet their specific criteria, typically through


LinkedIn, CV databases (job boards and agency), networking, referrals and headhunting. I differentiate headhunting from LinkedIn, because anyone can headhunt on LinkedIn using recruiter licence, but proper headhunting should work across multiple channels and involve more rigour throughout.


I know because I trained in a headhunting firm that enjoyed a strong reputation well before LinkedIn was invented. And those additional channels are just as effective today - if not more so because of how democratised LinkedIn has become.


To be found like a Passive candidate you have to take advantage of the channels used by recruiters.


I take a whole of market approach across all inbound and outbound channels where appropriate.


Early last year, I had a Talent Acquisition vacancy that went live, although we hadn’t finalised the job description.


We agreed that I would only speak to out of work TA folk in London (of which there are many), because the ambiguity of the brief would be less problematic.


I didn’t advertise for the same reason.


I took the same approach I would to target passive candidates, only concentrating on out-of-work active candidates instead.


We had a shortlist of 6 qualified candidates, and another 6 on the backburner. No one else would know this vacancy existed due to its lack of visibility.


I recruited it by ordinary means, without advertising.


Of course, that vacancy was cancelled, such had been the way of 2025.


How to get found like a passive candidate


This is simpler than you might think and comes down to understanding how we look for candidates, then optimising your visibility in kind. I call this principle inversion.


I’ve written advice on each in part three (edit for this newsletter: you'll see many of these chapters published for free in previous editions).

Each of these reflects how I might look for candidates without advertising: optimising for LinkedIn Recruiter licence, CV databases and other data repositories; asking for referrals in thin markets; networking; direct research into incubator companies; industry events and so on.


Not all of these are replicable, and the balance of what is effective relies on your specific market conditions.


Why passive candidates can be more appealing at interview


Passive candidates are already in a suitable job that is at least adequate. To move would have to be for good reason.


Which means they may only interview for roles they are closely aligned to and have the freedom to walk away from.


This combination of detachment and alignment makes a compelling proposition.


Passive candidates are typically in fewer recruitment processes than active candidates, often only one, which allows employers better odds of them accepting an offer.


How many recruitment processes are you in? If you had the nice problem of having two or more offers to choose between, how many could you accept?


This is a real and quantifiable risk for employers - is there an argument to reduce this risk by only offering candidates who are only in one process?


This risk links to the emerging situation of automated AI optimised applications. When employers have a high volume of homogenous applications designed to 'beat the ATS', the entire application base loses credibility. A candidate found through headhunting immediately has the semblance of being more real, even if all they did was optimise their LinkedIn profile.


Yet another reason why the myth of 'ATS compliance' will work against you, given passive candidates haven't even read those articles and get hired with CVs that look similar to the ones you used to use.


There is a more cynical side to the passive argument, which is that ‘only headhunters can access them.’ These uniquely skilled professionals sometimes rely on an obfuscated process. It’s a boon that employers don’t understand how they work. It can be advantageous not to represent active candidates at all.


I choose to lay my process bare and it’s only one way in which I look for candidates.


The passive candidate features that improve your odds


Detachment.


If you are out of work, typically you need a job, which can involve a number of compromises, rather than solely being interested in that one job for what it is.


Detaching yourself from the outcome of an application makes you a better candidate, because that freedom to walk is a strong negotiating position and informs the rest of your approach.


This same detachment can make knockback less damaging. Read up on detachment and Stoicism for more - some of which is covered in A resilient job search.


It's a classic quality of a successful salesperson.


Alignment.


It's completely understandable that you'll go for jobs that aren't strong fits if you need to get back into employment.


For every compromise you make, there will be candidates for whom that compromise is an attraction point.


Compromises which typically move you away from a core fit to being a candidate with transferable skills. Like for like, a less suitable candidate than those above.


Yes, employers could have the imagination to see how out of box candidates with transferable skills can be brilliant. Something that's out of your control.


If a role is of strong interest to you, articulate how your skills and aspirations apply to make you a core fit. If you can't, your odds will be lower.


This informs how you communicate throughout the process.


Accountability


It's easy to compromise on your requirements and expectations in a job search. Such as widening your salary band, and the jobs you'll apply for.


Unless you are in a skill short industry or have a connection that can refer you to a role, your odds drop the further away you move from ideal fit roles.


Stick to your guns. Don’t use up time and energy on unhelpful activity.


Intermediary representation


That's what we are as recruiters.


An effective recruiter does work behind the scenes to manage expectations, concerns and objections. Something that can improve your odds as a job seeker.


If you are in the fortunate position to be working with a recruiter that has your back, trust in the process.


The interview


How you execute your interviews is key. Read the interview chapters in Part Three.


Note: I've made a rare inclusion for the newsletter in this chapter, given others published are verbatim from the Summer update coming out soon. But I'm conscious some of these chapters rely on, lead into and are interconnected with other chapters in the book. It's why if you find these chapters helpful, you'll find the book more-so, as a reference kit for your career.



By Greg Wyatt • November 11, 2026
I've written many variations on the article below, over the years, and it seems sensible to revisit given the UK government's announcements around salary transparency. On the whole, I'm for it, with the many advantages it brings. But like a lot of things in recruitment, there is a more involved discussion to be had, especially when this fix treats the symptoms, not the rot. That's not to say the fix isn't worth doing, just that it won't fix many of the problems underlying a lack of transparency. This article is a little dated, in terms of the research shared, but I think the points are as relevant as ever. Originally published May 2023 Salary on the Job Description? Yes, the headline is trolling. The question should be ‘salary on the job advert?’ You wouldn’t confuse a job description with an advert, would you? This is a subject rife with disagreement around ethics and practicality, and worth broaching again considering recent campaigns in the UK to increase salary transparency and ban the ‘what’s your current salary?’ question. Let’s focus on some practicalities first, based on UK research I ran last year for my “Accessing a Candidate Short Market” guide:  Job boards can penalise you for not listing salary. As of December 2021, Totaljobs penalises adverts that don’t list salary, and these aren’t sent out as job alerts to candidates (who may be passive). These adverts are considered sub-standard. Unlisted salaries attract fewer qualified applications. This was estimated to be between 20% and 45% fewer, across the job boards I talked to. LinkedIn reported that not only can you expect more applications, you may also expect better-qualified applications when the salary is advertised. My work supporting senior job seekers confirms this - many would not apply to adverts that had no salary or "competitive salary" because they felt this was a waste of their time. There is less emphasis on salary negotiation from the candidate side, due to transparency in pay. This is a key part of equity, relating to gender, race and intersectional identity. According to Payscale 's research, white men are most likely to negotiate the highest salary. It’s simple – if you advertise vacancies and don’t list salary, you risk receiving fewer, less suitable applications. Then there’s the ethical question, where a common argument is that there is ‘no ethical reason that salaries can’t be listed’. Now, while I’m a proponent for advertising salaries, where possible, I think this ethical argument isn’t the right one - ‘can’t be’ is a strong statement. I think a better question is ‘how does this do harm’ when establishing reasons for not listing salary. This balances pragmatism with the most important aspect of ethics. It can be a complicated question too in scenarios like this: How do you establish salary transparency for job families across multiple regions where the local pay is established by HQ in one country? Currency exchange rates and cost of living mean that a fair salary one day may not be the next, therefore flexibility in not listing salary may be ethically the right thing to do if the intent is right. What about new vacancies that serve to solve a business problem and can be recruited at different levels? What about practical situations like recruiting hard-to-fill vacancies during a wider redundancy programme, whereby listing a salary would create concern in unrelated areas of that unsettled business? It's not always as simple a question as we’d like to think. If you’re facing a complex situation in advertising a role, I recommend describing your stance in the advert itself, if you legitimately can’t state the salary. At the same time, as we’ve seen in the US, legislation to enforce salary transparency creates situations such as Netflix apparently advertising a range of $90-900k. Who does that help? The problem with this kind of legislation is that companies can comply while continuing the behaviour that led to the legislation in the first place. It’s palliative, rather than treating unfairness at its root. We should also consider the unforeseen consequence of salary transparency, such as this research which appears to show a reduced link between performance and pay: Influence of Pay Transparency Helping candidates negotiate better pay or terms is a privilege I enjoy. And there's more to understanding someone's existing remuneration than simply establishing whether they can afford to move. Sometimes these conversations reveal that someone is being underpaid. With evidence of what their experience and contribution might command elsewhere, they can go back to their current employer and make the case for a pay rise. That might mean they decide not to move at all. Which is a perfectly good outcome for them, even if it isn't for the vacancy in the short term. It also opens up the counteroffer conversation early. If their employer could resolve the reason they're considering leaving, I'd rather understand that before they accept an offer elsewhere. There's a benefit for prospective employers too. A new employer may budget £52,000 for a role, believing that to be market rate, based on historic data. But if conversations with suitably experienced candidates reveal that their existing remuneration, expectations and other opportunities consistently indicate otherwise, there's good reason to revise either the budget or the requirements. If that budget does prove unrealistic, and it's the same budget other team members are measured against, it can also create the argument to revisit everyone's salaries - subject to affordability, of course. After all, it's cheaper to retain fairly paid staff with all the knowledge they have than to replace them. Of course, conversations with candidates aren't a substitute for proper salary benchmarking. But they can reveal problems that wouldn't otherwise be apparent. There are also situations where understanding the whole package matters. What if someone currently receives a 16% pension contribution and moves to a role offering a 10% pay rise but only a 5% pension? Car allowances, RSUs, tax-efficient packages? Remuneration is a more involved conversation than simply salary. And none of this means someone's existing salary should determine what they're worth to their next employer. If their previous salary was unfair, using it to determine their next salary risks perpetuating that unfairness. And if an employer routinely offers a 15% increase on previous earnings, the new salary may have little relationship to the contribution that person can make. It makes sense to pay commensurately with contribution and capability, rather than what may be irrelevant history. So I understand the reasons for wanting to ban questions about previous salary. They're often used badly. But I think there's an important distinction between asking to establish someone's worth and asking to understand their circumstances. One can perpetuate unfairness. The other can help identify and correct it. If legislation restricts these conversations, I'll adapt how I offer this support. But I'd hope any restrictions recognise the difference between using salary history to determine an offer and voluntarily discussing remuneration to help someone make better decisions. I hope you’ve found these thoughts helpful to start a broader conversation in your business. My thoughts aren’t set in stone, so please let me know your opinions if you disagree. Thanks for reading. Regards, Greg p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services: Commercial, operational and technical leadership recruitment Manage part or all of your recruitment on an individually designed basis for one client Outplacement support Email me on greg.wyatt@bwrecruitment.co.uk if you'd like to discuss.
By Greg Wyatt • November 5, 2026
It's interesting revisiting this article from 3 years ago, especially now AI products are more embedded in market. If anything my view on AI is more polarised, bringing many new opportunites, brand new problems, as well as the existential angst many are talking about. For me, codifying my experience with AI tools means I can help more people, while freeing up my time to do more human work. It's certainly helped with job seeker support, and increasingly so in my recruitment work. Mainly it's giving me more time to talk to people, and when homogenous AI applications at scale are one new problem, as well as the increasing threat of deep fake interviews, in person conversations might be a necessary exnovation (just googled that - what a great word that I will now abuse at scale). While the article below has dated somewhat, I think the threat it assesses has never been more pertinent. I've said for some time that AI might be the death of knowledge and judgement, even so far as 'meaning', something that this recent research also indicates . Importantly the research doesn't say the recommendations were wrong, just how they were followed. Read that article and think about how AI recommendations on applications relate. I've certainly found them more problematic, so far, than the old school ATS style ranking and filtering - because of the false confidence they convey, especially when dealing with non-traditional applications. Things may improve, or so is promised. And while words might be the first facility of LLM, they are still the core facility, given all it does is determine the most probable answer in its outputs (I know I'm being reductive, some of the developments from AI are amazing). Whereas words should be the consequence of thoughts, lead to the development of thought, and distil ideas in a way you can act on. Much like job adverts should be the consequence of effective job analysis, rather than a polished word that lacks meaning. The greatest risk for me in recruitment isn't so much the answers AI offers, but that we become so reliant we forget to ask better questions. I've edited down the previous article, but if you're curious, you can see it here . September 2023 I’d commented about my hearing on a social media post on deafness. ‘Have you looked into these hearing aids - they’re designed to overcome head shadow’, came the impromptu reply from a hearing aid specialist. Head shadow? Not a phrase I’d heard before, despite having no hearing on one side, which effectively creates a sound-free shadow to my right. See, when I had mumps at 18 months it killed the vestibulocochlear nerve in my right ear and damaged the one on the left. But it was my balance that showed the nursery assistants that something was wrong - I kept falling over for no reason. I expect they thought my slow response was normal naughty-boyness. Balance, intermittently poor audio processing, energy required to maintain attention in noisy environments and that bloody tinnitus - all these issues are far more annoying than not being able to hear in one ear. That and not being able to tell where sounds come from. “Over here, Greg!” is the most useless call on a football pitch. And the head shadow thing? Well, it’s never been an issue - I just turn my head when in conversation. It might look like I’m turning to kiss you, but it’s just a conversation I want honest. Sure I miss out on certain audio cues, but it’s rarely an issue. Anyway, curious as I am I looked into the £4,000 hearing aid that solves head shadow by placing a microphone on the deaf ear and projecting it into the the good ear. Quite the brute force tech solution and one I’m sure some benefit from. But the key issue is one of reverb. While the product is good, it would impact the quality of sound in my good ear, which seems a pointless trade-off for me, when my process of life is more effective than shiny tech. It’s ironic that I consider myself highly excitable when it comes to technology developments, yet I’m never an early adopter. Because I always ask myself, other than giddiness, what problems does this solve and how will it enhance my life. And so it is for AI in recruitment, and the shininess of tech in general. They are positioned as solving problems, and indeed they do, but in many cases, it’s the wrong problem that detracts us from the real opportunities for better processes. Simpler administration, speed and scale are clear benefits. And some of these AI-branded automations are excellent. The Star Trek-style auto-translator makes me giddy. As does the sales bot conversation-as-a-human sales video that’s doing the rounds. But AI for writing? What problem does that solve? For me, it depends on what you consider sales to be. Is sales pitching a generic message and hoping someone will bite? Or is sales laying out the facts so that the right person can reach an objective decision? A decision which might mean getting in touch, or changing their view on what needs recruiting. For the former AI writing seems to solve a problem. The words are certainly better, but the message is even worse. Yes: prompting. But if you can prompt the right message, why aren’t you just writing it, so that you embed that knowledge for use across other mediums - conversations, meetings and so on? While AI writing does not meet the requirements for the second type of sales. You can only do this by establishing the right facts from a briefing, consultation or interview. Then interpret this with meaning to the right people so that it creates the right impact. Sales as data visualisation, if you will. And if AI doesn’t work for sales in this way, why would it work for content or marketing? I think the answer depends on whether you value contextual insight or not. Until AI is better at asking questions that create meaningful conversation, it’s a non-starter for me. I say until because this hesitation will be moot in the next year or so. Because it isn’t what AI is now that’s the opportunity - it’s what’s coming soon. I can’t wait to see what’s next. Until then, AI, for writing, is a question of in one ear and out of the other. Which, if you’re deaf in the one, is quite the problem. Go learn copywriting instead, and listen to how it transforms your approach to recruitment. Then layer tech on top, when it’s ready. Thanks for reading. Regards, Greg p.s. If you like good recruitment and you need help with it in the UK, drop me a line. DM on LinkedIn, email greg.wyatt@bwrecruitment.co.uk , whichever you prefer.