Marketing strategies that explore the art and science of reaching ‘passive’ job seekers

Finding and hiring the best candidates today doesn’t have to be as costly and time consuming as it once was. Today’s best candidates are not active job seekers, but rather people passively open to considering changing jobs. They’re already employed, and may even be happy in their current positions. They may not even realize they’re open to considering their next career move—until something catches their eye and sparks their interest.

That’s what we do so well. Our audience relies on us for our daily business news coverage and our annual Top Workplaces program, in which we showcase the Oregon and Southwest Washington businesses that earn the highest employee satisfaction scores each year. Because we’re a premium news publisher, advertising within our trusted news environment produces substantially higher recall and response scores than advertising on nonpremium sites.

And it’s a well-qualified, well-educated audience: Over four in nine of subscribers to The Oregonian and readers on OregonLive are college graduates and that number increases to over three in four who have had some college experience.¹

But reaching an active, well-educated audience is only half the story. We employ unique data profiles, curated from our audiences’ browsing and content consumption habits and third-party data, to help businesses cost-effectively target and reach the passive candidates they need. No matter what type of position you’re hiring, from filling the warehouse to the boardroom, we’re able to cost-effectively reach and convert just the precise number of both active and passive prospects to become your next successful hire.

Source: 1. Scarborough 2021 R2; Base: Portland DMA (28 counties); Target: A18+ and The Oregonian INA + OregonLive in the last 30 days.