So, you’ve built a great employer brand. People know your name, they’ve heard the stories, they’ve seen the posts. But here’s the thing: None of that matters if they can’t find you when they’re ready to move. That’s what physical availability is all about—being in the right place at the right time. Because if you’re not there, someone else will be.

The Store That’s Always Closed

Think about this: You’re craving a specific brand of coffee. It’s your favourite. You’ve heard great things about it, and you’re ready to buy. But when you finally get to the shop, it’s closed. Or worse, it’s out of stock. What do you do? You buy the next best thing.

That’s exactly what happens when your employer brand isn’t physically available to job seekers. They might love what they’ve heard about you, but if they can’t find you when they’re ready to apply, they’ll go somewhere else. And once they do, it’s game over.

Right Place, Right Time

Physical availability isn’t just about slapping your name and your ads on job boards. It’s about reaching people where they naturally spend their time, even when they’re not actively job hunting. Here’s how you connect with those passive job seekers in places they don’t expect.

Beyond Job Boards and Social Media: Sure, LinkedIn and job boards are important. But what about the platforms people use when they’re not even thinking about jobs? Advertise on podcasts that your industry listens to. Sponsor webinars or online courses where professionals are looking to upskill. Get your brand featured in newsletters that your target audience reads for industry news. If they’re listening to a popular tech podcast or reading an industry leader’s newsletter, your message can be that nudge that plants the seed of curiosity.

Targeted Display Ads and Remarketing: Use display ads on websites your ideal candidates go to for news, entertainment, or professional development. This could be industry blogs, online magazines, or even places like Reddit, where professionals talk about trends and challenges in their fields. Remarketing is key—keep your brand top of mind by showing ads to users who’ve visited your careers page or engaged with your content, even if they didn’t apply.

Industry-Specific Apps and Forums: Engage with communities where people share ideas and advice—Quora, Reddit, Slack communities. For tech talent, for example, think Stack Overflow or GitHub. Sponsoring relevant discussions or contributing valuable content can position your brand right in front of passive job seekers who might not be thinking about a career move—until they see what you’ve got to offer.

Branded Content in Unexpected Places: Think outside the box. Create branded content that isn’t an overt job ad but highlights your company’s expertise or culture. This could be a feature in an industry publication, a case study on a popular blog, or a co-branded webinar with an industry thought leader. When passive candidates see your brand associated with knowledge and thought leadership, you’re suddenly on their radar when they’re ready to move.

Easy to Find, Easy to Apply

You’ve caught their interest—now don’t lose it because of unnecessary barriers. Your brand needs to be not just accessible, but enticing and easy to engage with.

Engaging Content Experiences: Don’t just rely on traditional application processes. Create interactive experiences that allow potential candidates to engage with your brand in a low-pressure way. Think about virtual reality tours of your office, gamified assessments, or interactive quizzes about your company culture. They’re not looking to apply just yet, but if you can get them to engage with your brand in a fun, unexpected way, they’ll remember you when they’re ready.

Visibility Equals Opportunity: The more visible you are, the more opportunities you create. If a candidate has to dig through ten pages of a website to find a job opening, they’ll give up. Make sure your careers page is front and centre on your website. And don’t just list jobs—showcase your culture, your people, your perks. Make them want to apply.

Strategic Partnerships with Influencers and Content Creators: Partner with industry influencers or content creators who your target audience respects and follows. Sponsored content, guest blog posts, co-hosted webinars—when passive job seekers see a trusted voice talking about your company, it builds credibility and makes your brand more appealing.

Pop-Up Events and Experiential Marketing: Take your brand directly to where your talent is—literally. Host pop-up events in places where your ideal candidates might be, like industry conferences, music festivals, or even fitness events. These events don’t have to be about recruiting; they could showcase your company culture in a creative way. Imagine a “Coding for a Cause” hackathon at a popular conference or a branded lounge at a major industry event. It’s about creating memorable experiences that tie back to your brand.

Employee Advocacy with a Twist: Encourage your employees to share not just job openings, but their authentic experiences, passions, and projects on platforms where passive job seekers might stumble across them. A side project, a conference they’re speaking at, even a hobby that connects with your brand’s culture—when potential candidates see real employees living out your brand’s values, it makes your company feel more approachable and attractive.

Amplify Your Brand

And there’s your secret weapon: your employees. They’re already in the places you want to be. Their networks, their social circles, their online presence—it’s all an extension of your brand’s physical availability. But don’t just think of them as brand ambassadors—think of them as brand amplifiers. They’re the ones who can take your message further, louder, and more authentically than any ad campaign ever could.

Brand Amplification Through Employee Advocacy: Your employees aren’t just people who work for you; they’re the most credible voice your brand has. When they share their experiences, successes, and even challenges, it resonates in a way that no corporate communication ever could. Their networks, both online and offline, are your brand’s best chance to reach passive job seekers—the ones who trust a friend’s recommendation more than any recruitment ad.

Encourage your employees to share not just job openings but also the day-to-day realities of working at your company. Let them talk about the projects that excite them, the team dynamics, and the moments that make your workplace unique. Don’t script their messages—empower them to speak genuinely. The more authentic their voice, the more believable your brand becomes. And when your employees’ networks see this, your brand’s reach expands exponentially.

Leveraging Social Media and Professional Networks: Social media isn’t just a tool for your marketing team; it’s a powerful platform for brand amplification. You know that your people are already active on LinkedIn, Twitter, Instagram, and other platforms. Encourage them to share their professional achievements, company milestones, and personal stories about their work life. But take it a step further—provide them with the resources and content they can personalise and share, making it easier for them to amplify your brand naturally.

A post from a satisfied employee about a successful project or a great company event is worth more than any paid ad. It’s real, relatable, trustworthy. When potential candidates see these posts, they get a window into your company’s culture that’s far more convincing than any polished marketing message.

Creating a Culture of Sharing: Amplification happens when sharing becomes second nature. Create a culture where employees feel encouraged and excited to share their experiences. Recognise and reward those who do. Highlight their posts in internal communications, or even better, implement a formal employee advocacy program. The key is to make sharing an organic part of your company’s culture, not a forced marketing strategy.

Referral Programs as Amplification Tools: A good referral program doesn’t just incentivise your employees to bring in new talent—it turns them into powerful amplifiers of your brand. When your team believes in your company enough to recommend it to others, that endorsement carries significant weight. But don’t stop at just offering a bonus for referrals; make it a celebrated part of your culture. Share stories of successful referrals, recognise those who contribute to your hiring success, and keep the momentum going.

This isn’t just about filling positions—it’s about creating a continuous loop of brand amplification where your employees are motivated to share their positive experiences and attract like-minded talent. The authenticity of a referral from someone within the company beats any external message because it’s backed by real, lived experience.

Being There When It Counts

In the end, it’s not just about being known—it’s about being available. The best employer brand in the world means nothing if it’s hard to find. So, be there. Be where your talent is, make it easy for them to connect, and leverage every opportunity to be visible. Because if you’re not there when they’re ready, they’ll find someone who is.