Employers relying on job boards risk missing the majority of the workforce, as concerns grow that traditional hiring methods are failing to attract high-quality candidates.
Recruitment strategies focused on active applicants are overlooking a large pool of passive talent, at a time when businesses are already struggling with skills shortages and rising application volumes.
The warning comes from recruitment marketing firm crooton, which said employers are competing for a shrinking proportion of candidates while ignoring those not actively searching for roles.
Speaking at a recent industry event, chief executive Stephen Anderson said many organisations were focusing too narrowly on job sites. “By focusing solely on active job boards, companies are fighting over a dwindling 27% of talent and ignoring the invisible market of passive candidates,” he said.
Volume rises but quality concerns remain
The comments reflect a wider issue in recruitment, where employers report being inundated with applications but struggling to identify suitable candidates.
The growth of AI tools has made it easier for jobseekers to apply for multiple roles quickly, increasing volume but not necessarily improving quality.
Anderson said this had changed the nature of hiring challenges. “AI has fueled a ‘Click-Apply’ culture that creates volume but not always quality.”
He said the problem often lies in how roles are targeted rather than how candidates are screened. “If you’re paying for unsuitable applications, you don’t have a screening problem, you have a targeting problem.”
Move towards targeted recruitment strategies
Employers are increasingly being encouraged to rethink how they reach candidates, particularly those who are not actively applying for jobs. It includes using data and marketing techniques to engage people in their everyday environments, rather than relying on job listings alone.
Anderson said understanding candidate behaviour was becoming more important. “The only way around this is to understand where your ideal candidates are and show up there.”
Industry analysts have noted a growing focus on “passive candidates”, who may be open to new opportunities but are not actively searching.
This group is often seen as critical in sectors facing shortages, including technology, engineering and healthcare.
Mobile and digital behaviour reshape hiring
Changing candidate behaviour is also influencing how employers design recruitment processes.
A growing proportion of applications are now made on mobile devices, requiring employers to ensure their hiring systems are accessible and easy to use.
Anderson said organisations that failed to adapt risked losing visibility. “With 68% of applications now mobile-first, non-mobile strategies are effectively invisible to the modern candidate.”
At the same time, employers are being encouraged to move beyond traditional metrics such as application numbers and focus instead on the quality and relevance of candidates.
Pressure to improve return on investment
With recruitment costs under scrutiny, employers are also being urged to improve the efficiency of their hiring strategies. Targeted approaches that focus on reaching the right candidates rather than attracting large volumes of applicants are gaining traction.
Anderson said a more focused approach could improve outcomes. “By attracting the right people, not just more people, you’ll achieve a far stronger return on investment.”
The message reflects broader changes in the labour market, where employers are under pressure to fill roles quickly while maintaining quality.
As hiring becomes more competitive, observers say the challenge for organisations will be to balance reach, efficiency and candidate experience in a rapidly evolving recruitment landscape.
William Furney is a Managing Editor at Black and White Trading Ltd based in Kingston upon Hull, UK. He is a prolific author and contributor at Workplace Wellbeing Professional, with over 127 published posts covering HR, employee engagement, and workplace wellbeing topics. His writing focuses on contemporary employment issues including pension schemes, employee health, financial struggles affecting workers, and broader workplace trends.
- William Furney
- William Furney
- William Furney
- William Furney
