The Jif Peanut Butter advertising campaign “Choosy Moms” has been around forever.
We all get why it has been so successful over the years: it appealed to the conscientious mother instead of the whining child. But even while targeting the buyer there’s room to go after another kind of buyer — the passive consumer.
In this old school Jif advertisement, one mother outs the other mother for believing that all peanut butter is the same. The Bad Mom in the ad is unsuspecting. She doesn’t even know she wants or needs Jif until she’s told she needs it. Perfect play on emotions, Jif.
The Bad Mom aka the passive consumer is a lot like your passive candidates. The passive candidate doesn’t know she wants a new job until someone tells her she needs one.
Passive candidates tend to be experienced and satisfied with their work-life balance. According to Jobvite, passive talent prospects are 120% more likely to want to make an impact.
What’s the best way to persuade a satisfied candidate then? Give them the attention they deserve. Wishin’ and hopin’ and thinkin’, won’t get them into your arms. Your staffing company needs to pay attention to passive candidates through marketing.
When we say market to your passive candidates, we mean spend the money to communicate with them. Surely, you realize the value of passive candidates and you haven’t really forgotten about them but them but really you have.
Marketing to these candidates could mean an ad campaign that encourages candidates to interact with you or the dollars it takes to reach them on social — either way — if you value them and convince them your community of recruiters and candidates are worth leaving their current position for they can be persuaded. The first step is admitting you’ve been forgetting about them in your marketing plan.
Need to learn more about marketing to this crucial target market? Of course you do, we just told you that you do. Fill out an assessment form and we’ll get back to you as soon as possible. Check back soon, we’re working on another post with more tips for marketing to candidates!