The Hidden Talent Pipeline You’ve Been Ignoring: Passive Candidates in the Feed

Here’s the secret: most people open TikTok or LinkedIn to escape their jobs, not find new ones.

And that’s exactly why they’re the perfect audience.

Passive candidates — the people who aren’t actively looking — make up the majority of your next best hires. But they’ll never see your job ad on a job board. They’ll see it in the feed, told by someone they already follow.

That’s the power of creator marketing for recruiting. It inserts your brand into moments of curiosity, boredom, or inspiration — and turns those moments into opportunity.

We’ve seen creators spark thousands of clicks from people who had no intention of applying anywhere. But when a trusted voice says, “This job looks cool — and the company seems solid,” they listen.

That’s how job discovery happens. Not from search bars, but from scrolls.

The hidden pipeline is right there — you just have to show up in the right stories.