You have written a good advert. The role is clear, the benefits are well presented, and you post it online with high hopes. A week later, your inbox is full, but most of the applications are not even close to what you need.
This is not unusual. The problem is not your advert. The problem is that the best people for the role never saw it in the first place.
Most SMEs only reach one type of candidate when they advertise. Yet there are two much larger groups of talent who rarely browse job boards but can make the biggest impact on your business. Understanding these hidden pools, and knowing how to reach them, is often the difference between hiring who is available and hiring who is exceptional.
The Three Types of Candidates
When it comes to the job market, not all candidates behave the same way. Broadly speaking, there are three groups.
1. Active Candidates
These are the people who are actively looking. They check Seek or Trade Me daily, update their CVs, and apply for roles as soon as they spot them. They are easy to reach, but competition is high because every employer is fishing in the same pool.
2. Semi-Passive Candidates
This group is not actively searching but they are open to a conversation. They are usually settled in a role they enjoy, yet they would consider moving if the right opportunity came along. That might be a chance to grow, make a bigger impact, or find a workplace that aligns better with their goals. Semi-passive candidates are often the strongest hires because they bring stability and commitment.
3. Passive Candidates
At the far end of the spectrum are people who are not looking at all. They are often excelling in their current role and may not have considered moving. Yet when approached thoughtfully, even passive candidates can be open to hearing about opportunities that truly fit their skills and aspirations. These individuals rarely appear on job boards but they can transform a business when engaged correctly.
Most small and medium businesses in New Zealand rely on advertising when they need to hire. It feels straightforward, and it seems cost effective. Write a job description, post it online, and wait for applicants to appear. The challenge is that advertising only reaches people who are already looking for a new role.
Semi-passive and passive candidates do not browse job boards, which means they never see the advert. These are often the very people SMEs want to hire, skilled engineers who are performing strongly in their current role, supply chain managers who are delivering results for a competitor, or operations leaders who are trusted by their teams and not looking for a move.
Take the example of a mid-sized manufacturer in Hamilton that needs a new Production Manager. If the business relies only on Seek, they may get applications from people wanting to step up into management but without the depth of leadership experience required. The high calibre Production Managers they really need are not scrolling adverts at night they are already managing a factory floor.
Another example is a logistics company in Tauranga looking for a warehouse optimisation specialist. The people who can truly improve systems and reduce costs are likely working in a competitor’s warehouse and have no reason to job hunt. Unless someone approaches them directly, they will never know the role exists.
This is why so many SMEs find themselves disappointed by the candidate pool from adverts alone. It is not that talent is unavailable, it is that the right people are not being reached through the usual channels.
The Hidden Value in These Pools
Semi-passive and passive candidates often prove to be the most valuable hires for SMEs. They bring more than just technical skills; they bring maturity, stability, and a track record of delivering results.
Semi-passive candidates are usually content in their roles, which means they are not desperate to move. When they do consider a new opportunity, it is because it genuinely aligns with their goals. This often leads to stronger commitment and longer tenure. For a growing SME, this reduces the risk of hiring someone who leaves after a short time.
Passive candidates can be even more transformative. These are often highly experienced specialists or leaders who are loyal to their current employer. Winning their interest takes a tailored approach and a role that truly excites them. When they do move, they bring deep knowledge and fresh thinking that can shift the performance of an entire team.
Consider the impact of securing a senior engineer who has been instrumental in developing a competitor’s new product line, or a supply chain manager who has successfully navigated the challenges of international freight delays. These people are rarely available on the open market, yet when engaged through the right channels they can create lasting advantages for an SME.
For smaller businesses where every hire has a significant impact, accessing these hidden pools can make the difference between steady progress and a leap forward.
How to Reach Them Without Wasting Time
Reaching semi-passive and passive candidates is not about luck, it is about method. These people are rarely scanning job ads, so finding them requires a different approach.
Some SMEs try to tap into their own networks or rely on word of mouth. While referrals can work, they are limited to who you already know and often do not produce enough options. Others may spend hours scrolling LinkedIn and sending messages, only to find that most go unanswered. For a time-poor owner or manager, this quickly becomes frustrating and unproductive.
Specialist recruiters approach it differently. At RecruitNet, every search begins with a detailed job brief that goes well beyond the position description. We dig into what the business truly needs — not just in terms of technical skills, but in leadership style, team fit, and long-term impact. This clarity shapes who we approach and how we speak to them.
Instead of casting a wide net, we build a targeted shortlist by actively mapping the market. That means identifying which companies employ the right people, understanding what motivates them, and approaching them with a conversation that feels relevant and respectful.
For an SME, this saves time and lifts quality. Rather than sorting through piles of unsuitable applications, you are presented with a small group of candidates who have been carefully selected, approached, and are genuinely interested in the role.
In Summary
Advertising will always play a role in hiring, but it is only one part of the picture. The best candidates — the ones with the skills, experience, and mindset to take your business forward — are often not actively looking. They are busy delivering results for someone else.
For SMEs, this creates a challenge. Relying on adverts alone means you only ever see a fraction of the market, while the people you really want remain out of reach. By looking beyond the job boards and accessing semi-passive and passive candidates, you open the door to a level of talent that can make a lasting impact.
At RecruitNet, we specialise in helping New Zealand SMEs find these people. Through targeted search and a thorough job briefing process, we connect you with candidates who may never have applied but are exactly who you need.
Consider RecruitNet
If you are tired of adverts delivering the wrong applicants, let’s talk. We can help you reach the candidates you will never find on a job board.