While there is a lack of active job seekers in the construction industry, passive job seekers can solve a company's labor shortage problem. They may even ask for a job when there isn’t an opening.

Passive job seekers do exist. They are currently employed, rock-star team members who want a different place to work, but aren’t actively searching. They let their friends and family know they want something different. They may even ask for help in finding their next opportunity.

Some of these passive job seekers may follow a company on social media or their website, waiting for the opportunity to apply. They want a place where they align with the culture and goals of the company. They aren’t willing to give up on their current position yet, even though they want something they perceive as better.

An estimated 51 percent of actively employed workers are looking to switch jobs. With these numbers, there isn’t a shortage of labor, even in the construction industry. They just aren’t being drawn to the available openings.

Future employees are no different than customers. Instead of trading dollars for a product, they trade their time and talents for pay. If a company can attract and retain customers by providing them with an amazing experience, they’ll be able to do the same with prospective employees.

“The best-run hiring process in the world won’t be able to overcome bad word of mouth about what it’s like to work for a particular company,” according to U.S. News. Putting effort into managing an online reputation and exposing new groups of people to the brand will help find the passive job seeker who is willing to apply without a job posting.

Following are ways to attract active and passive job seekers to the company.

1. Build a Careers Page

A website’s careers page should employ search engine optimization (SEO) to make sure job seekers can find it. The page design should allow applicants to apply for an open position or general consideration in the same visit. The page should also include more than job postings; company videos, employee testimonials and social media accounts are good ways to start.

2. Advertise the Company

Use social media to promote a team lunch, the annual picnic or any other celebration. Use Facebook, Twitter, LinkedIn and Instagram to attract candidates. Encourage employees to post pictures and follow-ups on personal social media sites.

3. Always Be Hiring

Companies miss a golden opportunity when they only post open positions. Every company has a few poor-performing employees they’d like to replace if it were easy to find a candidate. By always keeping an open position, the passive job seeker may see an opportunity to make a change. If they aren’t a fit, they may know someone who is.

4. Share Employee Testimonials

Existing employees are the best-kept secret for recruiting great people. Ask the model employees to record a video testimonial or share their experience on social media. Find the next testimonial opportunity when an employee shares something positive.

5. Build an Employee Referral Program

Employee referrals are another source of good candidates. Great people know great people. Existing team members understand the culture and mission and can communicate it well. A good referral program can cost less than advertising job openings. Referral rewards can include cash, travel and paid time off.

Offer open referral programs too. Ask non-employees whom they know who may be interested in making a change. Other people who may refer someone could include:

• Customers;
• College interns;
• Outside consultants;
• Employee family members;
• Former candidates who declined offers;
• Former employees who left in good standing; and
• Suppliers.

6. Repurpose Vehicle Wraps

A wrapped vehicle is a mobile advertisement for the company. Use it to let passive job seekers know there is an opening and it’s easy to apply. Show them there’s always a place for someone wanting to switch companies.

Unsolicited Applications

It takes time to put this type of marketing machine into place. Although the construction industry is preparing for a labor shortage, reframing the hiring process may relieve some of the problems. Getting people to leave their current job because of a promise for something better requires the company to promote the culture and the team. It can happen when these steps and others are made to attract great employees.