Hiring great people is tough at the best of times and in a talent shortage, it can feel near impossible. Employers across the UK, US, and Europe report that finding qualified candidates is a major challenge. In fact, around 80% of UK employers are struggling to find the talent they need, and globally about three-quarters of employers face the same problem. That’s not to say changes in the dynamic don’t exist, as most recently we have seen an increase in the number of candidates open to or seeking work, but even with available talent, the challenges still exist.
With more job openings than suitable applicants in many fields, HR professionals and hiring managers have to consider and be creative about how they source and attract talent. This post will explore practical strategies for finding quality candidates, compare the most effective sourcing channels for permanent vs. contract hiring, and share tips on improving your employer brand to draw more applicants.
Sourcing Quality Talent
When candidate supply is tight, a traditional “post a job and wait” approach often won’t cut it. Even if the candidate market is more buoyant it’s questionable whether this is still the best approach, and certainly shouldn’t be the exclusive approach.
You’ll need to proactively seek out talent and build relationships well before roles even open. Here are some strategies to find high-quality candidates:
- Tap into Passive Talent
Research shows over 7 in 10 potential candidates are passive, meaning they’re employed and not actively looking on job boards. These individuals won’t see your job ad, but they may be open to the right opportunity if you reach out. Sourcing passive talent involves identifying people with the skills you need (often via LinkedIn or industry networks) and contacting them with a personalised message about what your role offers. It takes finesse, passive candidates are choosy, but engaging this hidden talent pool is crucial when active applicants are scarce. Consider dedicating time each week to passive candidate outreach or using a recruitment agency, like NEUTRA that specialises in headhunting passive talent. - Build Long-Term Talent Pipelines
Don’t start from scratch each time a vacancy opens. Instead, cultivate a talent pipeline. A network or database of potential candidates who could be great fits for future roles. This might include past applicants who nearly got hired, people you’ve met at networking events, former interns, or promising individuals you’ve spotted online. Stay in touch with them periodically (for example, send an update about your company or a friendly check-in on their career progress). That way, when a position arises, you have warm contacts to approach. Developing a continuous talent pipeline of both active and passive candidates allows you to fill hard-to-fill positions faster and improve overall hiring outcomes. Building a pipeline is a long-term strategy, but it significantly boosts your resilience in a talent shortage. First map out the skillsets and disciplines (particularly those you know you will recruit), then modern Applicant Tracking Systems or CRM tools can help organise these contacts and automate some outreach. - Get Creative with Sourcing (especially for underrepresented or hard-to-find candidates)
Standard channels may not yield diverse or specialised talent, so think outside the box. If you’re struggling to find candidates with certain backgrounds or skills, go where those people congregate. For example, attend industry meetups or webinars; participate in online communities or forums related to the skill (such as within Technology GitHub for developers or Dribbble for designers); and partner with professional associations, universities, or community groups. These avenues can connect you with candidates who aren’t active on mainstream job sites. - Additionally, if you haven’t already, engage your current employees in referral programs. Employees might know great people in their networks who you’d never reach otherwise. The key is to broaden your search beyond the usual sources and solid referral programme allows you to do this. Not only can this uncover “hidden gem” candidates, it also improves diversity. Lack of diversity is cited by a third of recruiters (34%) as a barrier in sourcing talent, so expanding into new communities helps address that gap. By proactively building relationships with candidates from different backgrounds, you’ll build a richer talent pool and strengthen your employer’s reputation for inclusivity.
- Prioritise Quality over Quantity
In a shortage, you might receive fewer applications, but they can be higher quality if you target the right audience. Define clearly what “quality” means for the role (the must-have skills, experiences, and traits) and focus your sourcing efforts there. This may involve tighter screening of inbound applicants and spending more time per candidate in outbound search. Also, consider “adjacent” talent, candidates who may not have the exact experience but have transferable skills and high potential. In a constrained market, an open mind can lead to excellent hires who just needed a chance to pivot into your industry.
It’s worth noting that 61% of UK recruiters say the biggest barrier to hiring is simply a shortage of qualified candidates, according to a 2024 survey. This means every company is fishing in the same small pond. To succeed, you’ll need to make that pond bigger (by tapping into passive talent and new pools) and fish smarter (with pipelines and creative tactics). By implementing the approaches above and treating recruitment as an always-on activity rather than a reactive one, you can uncover quality candidates.
The Most Effective Sourcing Channels for Permanent vs Contract Roles
Not all hiring channels are equal, and their effectiveness can vary for permanent staff versus contract hires. A “sourcing channel” could be anything from an online platform to a personal network or agency. The trick is to use the right mix of channels for your needs. From our experience, let’s break down some of the most effective sourcing avenues and how they compare, so you can allocate your time and budget wisely.
LinkedIn and Professional Networks
It’s no surprise that LinkedIn is a go-to channel for recruiters globally. With tens of millions of users in the UK and hundreds of millions in the US and Europe, LinkedIn provides access to a vast talent pool of both active and passive candidates. For permanent positions, LinkedIn’s proactive search (using LinkedIn Recruiter or even just manual searches and InMails) are highly effective for specialist roles. You can filter by location, skills, job titles, etc., to find exactly the profiles you need. LinkedIn is equally useful for contract hiring, many contractors maintain an up-to-date LinkedIn profile to showcase their expertise and availability. Additionally, professional networks and industry-specific forums allow you to engage with communities of experts. Most employers consider LinkedIn and similar professional networks indispensable; for example, 91% of UK employers now use some form of social media to attract talent, which includes professional networking platforms.
Use LinkedIn to source, post jobs, but also to share content about your company and build connections, this boosts your employer brand (more on that soon) and keeps your company on potential candidates’ radar.
Employee Referrals
One of the consistently top-yielding channels for quality hires is referrals from your current employees. Your team likely knows other talented people in their fields. When they refer someone, that candidate comes with a personal endorsement and often a better understanding of your company culture. It’s no wonder that 90% of companies recruit new hires through employee referrals, making it one of the most widely used methods. For permanent hires, referrals can produce excellent long-term employees who mesh well with the team. For contract hires, referrals are also valuable where an employee or fellow contractor might recommend a trusted former colleague or friend for a short-term project, giving you a pre-vetted option.
To maximise this channel, establish a formal referral program: make sure employees know what roles are open, make referring easy, and consider offering incentives (bonuses, gift cards, recognition) if their referral is hired. The most important factor is to deliver a good experience to referred candidates; even if you don’t hire them, treating them well will encourage employees to keep referring others. Referrals tend to have higher retention and performance on average, so this channel should be a cornerstone of your sourcing strategy.
Specialist Job Boards and Niche Platforms
Job boards remain a key part of the recruiting toolkit, but the key is choosing the right ones. General job boards (like Indeed, Total Jobs, CV Library or local equivalents) can generate a high volume of applicants. They can work for both permanent and contract hiring, though you may get unqualified applications to sift through. Niche job boards, on the other hand, target specific industries or job types for example, Technojobs or CWJobs for IT roles in the UK, Behance for tech design roles, Security Cleared jobs for Defence, Green Jobs for Environmental/Energy etc. These often yield more relevant candidates with the specific experience you need. There are also gig marketplaces and contractor platforms (Upwork, Freelancer.com, Toptal, etc.) which can be useful if you’re seeking contractors or freelancers for short-term work.
For hiring contractors, don’t overlook job boards that focus on contract and temp opportunities, many general sites allow you to filter or post as contract roles, and there are agencies and boards dedicated to interim roles. The effectiveness of job boards can vary: they tend to capture active job seekers, so you might not find the elusive passive stars here. Still, they are an important channel for advertising your roles publicly and should be part of a balanced approach.
Monitor which boards yield the best applicants for you and invest more in those (many companies find a Pareto principle where one or two boards provide the majority of good candidates). Also, ensure your job postings on these boards stand out and are SEO-optimised so the right people find them.
Recruitment Agencies and Headhunters
Partnering with recruitment agencies can significantly extend your reach, especially when internal resources are limited, when you’re hiring for very specialised roles or need a quick turnaround. Good agencies maintain their own talent pools and spend all day sourcing, which can save you time. They can be particularly helpful for contract hiring, as agencies often have contractors in their network ready to take on assignments (and they can handle payroll and admin for the contractor). For permanent roles, agencies (including headhunters or executive search firms) are valuable when you have a tough search, they will actively headhunt candidates and tap into passive talent on your behalf. Of course, agencies come with a fee, but their expertise can be worth it if it results in a high-quality hire you couldn’t find otherwise. In the UK, about 59% of businesses use recruitment agencies to help secure good staff, so you’re in good company if you enlist external recruiters.
To get the best results, choose agencies with a strong track record in your industry or the job function you’re hiring for, with a thorough process and a wide range of routes to candidates. Give them a clear brief of the role and your company culture, and maintain communication so both sides are aligned. It truly becomes a partnership, the agency acts as an ambassador of your employer brand in the talent market.
Social Media and Online Communities
Beyond LinkedIn, other social media and online communities can be surprisingly effective sourcing channels. Platforms like Facebook have dedicated groups for jobs in certain fields or locations, X (Twitter, as most people stll refer to it as!) can spread the word about openings through viral sharing, and even Instagram or TikTok might be useful for employer branding to attract talent. Niche communities on Reddit, Slack, Discord, or specialist forums can also connect you with people who have in-demand skills or unique backgrounds. For example, there might be a Slack community for freelance Design Engineers in Europe, or a Reddit thread for Developer jobs in London. Engaging in these communities (respectfully and genuinely, not just spamming job ads) can build relationships that eventually lead to hires. Social media is also powerful for showcasing your company’s personality and values, which draws people in (more on that in the employer branding section). The vast majority of employers recognise this, 91% of UK organisations use some form of social media to attract talent, and notably 82% report that social recruiting helps them reach passive candidates. This suggests that if you’re not leveraging social media, you could be missing out on a huge segment of candidates who might never see your careers page, but will notice an engaging LinkedIn post or an employee testimonial video on X.
For both permanent and contract roles, social sourcing can cast a wide net and target specific groups (thanks to hashtags, group memberships, etc.). Just be sure your messaging on these platforms is tailored to the audience and platform style, a casual X post is different from a professional LinkedIn update.
Talent Pools and Internal Candidates
One channel often overlooked is your internal talent and past applicants. Before spending heavily on external search, consider if any current employees could be promoted or shifted into the role, internal hires often ramp up faster and boost morale by showing career growth opportunities. Similarly, revisit your ATS for silver medalists (candidates who made it far in previous hiring processes) or runners-up from last time you filled a similar role. They may now have extra experience or renewed interest. This essentially taps into a talent pool you’ve already vetted to some degree. While not an external “channel” per se, building an internal talent marketplace or alumni network can reduce reliance on external hiring.
For contract needs, sometimes previous contractors or consultants who know your business can be rehired for new projects, maintain a good relationship with ex-contractors so you can bring them back when needed.
Comparing Permanent vs Contract Sourcing
In general, permanent roles justify a longer, more exhaustive search across multiple channels, since the hire is a long-term investment. You might lean more on channels that find culture fit and potential (referrals, careful LinkedIn sourcing, agencies for strategic hires). Contract roles, by contrast, often require a quick turnaround and are focused on specific skills, so you might prioritise speed and availability through agencies, contractor job boards, or your known freelancer network to get someone in the assignment fast. Contractors may also hang out in slightly different places (for instance, many freelancers advertise their services on LinkedIn or freelancer platforms, and they often network among themselves). That said, the lines are blurry, a good recruiting strategy will blend channels for both types and simply adjust the focus. Track the results of your sourcing efforts for perm vs contract hires separately if you can, as you might discover patterns (e.g., perhaps referrals and LinkedIn produce 90% of your perm hires, whereas agencies and job boards produce most of your contractors). Use those insights to continuously refine where you spend your energy.
To summarise this section, a multi-channel approach is vital. You want to leave no stone unturned: leverage your employees’ networks, broadcast on the right platforms, and engage help from specialists when needed. Data backs this up, companies having the most hiring success use a blend of channels rather than relying on just one. The mix that works best will depend on the role and market, but by diversifying your sourcing streams you’ll maximise your chances of finding those quality candidates, both permanent and contract, even in a tight talent market.
Improving Employer Branding to Attract More Applicants
Even the best sourcing strategy will struggle if candidates aren’t interested in your company when you reach them. This is where employer branding becomes crucial. Employer brand is essentially your reputation as an employer, what people think it’s like to work at your organisation. A strong employer brand can be a magnet that pulls in passive talent and encourages more applicants, whereas a weak or negative brand will actively repel candidates (sometimes without you even knowing).
Let’s put it plainly: nearly 7 out of 10 candidates would refuse a job offer from a company with a bad reputation as an employer, even if they were unemployed. That’s a striking statistic, a great role with a high salary might still be turned down if your reviews are negative or your culture has a bad buzz. Conversely, 88% of job seekers do consider a company’s employer brand and reputation when deciding where to apply. In other words, candidates are researching you just as you’re researching them. For HR professionals and hiring managers, the take-away is that cultivating a positive, authentic employer brand is not a “nice to have”, it’s a core part of talent acquisition strategy, especially when talent is scarce. But also as important, is how you communicate this. Below are some tactics to boost your employer branding and attract more (and better) applicants:
- Showcase Your Culture and Values
People want to work for organisations whose values align with their own and where they can envision themselves thriving day-to-day. In fact, most candidates want to understand a company’s culture and values before accepting a permanent job offer. Don’t wait until the interview to talk about culture, proactively share it on platforms where candidates are looking. This could include a well-crafted “Careers” page on your website with photos and videos of your workplace and team, employee testimonials, and a clear mission statement. Highlight what makes your culture unique: do you value innovation, teamwork, customer service, diversity, community involvement? Use real stories to illustrate these values (for example, an article about your team volunteering day or a profile of an employee growth journey). Social media is a great place to showcase everyday culture as well, posts celebrating a team win, behind-the-scenes looks at company events, or “meet our team” spotlights give candidates a window into life at your company. Crucially, be authentic; today’s candidates (especially Gen Z) can sniff out inauthentic corporate messaging easily. If your culture is casual and fun, let that tone come through. If it’s fast-paced and ambitious, show the exciting projects people tackle. Authentic storytelling about your workplace can make candidates think “that seems like a place I’d like to be,” which is exactly the sentiment you want. - Leverage Platforms like LinkedIn and Glassdoor
As much as you might wish candidates would just look at your official website, many will head to third-party platforms for unfiltered insights. LinkedIn is one, where they might see posts from your employees or news about your company. Glassdoor is another key platform, candidates often read reviews to get a sense of pros and cons of working at your organisation. You should actively manage your presence on these sites. On LinkedIn, maintain an active Company Page with regular updates (not just job postings, but content that highlights culture, such as welcoming new hires or sharing a day-in-the-life). Encourage your employees to share or engage with these posts to extend the reach (employee advocacy can significantly amplify your employer brand messaging). On Glassdoor, take time to respond to reviews – both positive and negative. Candidates consider a company’s response to reviews important when evaluating an employer. A thoughtful, professional response to a negative review (e.g., thanking for feedback and explaining how you’re addressing the issue) can turn a potential off into a neutral or even a positive. It shows you listen and care. Also, if you haven’t done so, claim your employer profiles on sites like Glassdoor and Indeed and ensure the information (company description, benefits, photos) is up to date. These platforms often rank high on Google when someone searches “[Your Company] jobs” or “[Your Company] reviews,” so they are essentially part of your branding. A strong rating and responsive presence can entice more jobseekers to apply. - Use Content Marketing for Talent Attraction
Many companies market to customers, but you can also market to potential employees. Share content that would interest the kinds of candidates you’re targeting. For example, write blog posts or LinkedIn articles on topics related to your industry or technology stack, this can position your company as a thought leader and implicitly say “we work on cool, cutting-edge stuff.” You could create a short video series featuring different departments (“Two Minutes with the Tech Team” or “Meet Our Sales Reps”) where team members talk about what they do and what they love about it. Not only does this inform candidates, it also puts a human face on your company. Employee takeover posts on Instagram or Twitter can be fun (where an employee posts to the company account for a day). If you have designers or engineers on the team, encourage them to share projects or code on platforms like Dribbble or GitHub, other professionals see that and take note of where they work. Additionally, ensure any awards or recognition (e.g., “Great Place to Work” certification or local business awards) are publicised; these third-party endorsements boost credibility. All these content efforts build a narrative about your organisation that makes people want to be part of it. And when they do see a job opening, they’ll recall that positive content and be more inclined to send in their CV. - Engage Employees as Brand Ambassadors
Your current employees are arguably the most credible and powerful messengers of your employer brand. Candidates trust what employees say about a company more than what the company says about itself. A simple but effective step is to involve employees in sharing job postings on their personal LinkedIn/Facebook with a note of why they think it’s a great place to work. You can also feature employees in testimonials or blog posts (as mentioned above). Some firms create “employee ambassador” programs where select staff are given more license and content to share about the company culture on social media. The authenticity of an engineer tweeting “Proud of what my team delivered this week at [Company]!” is gold, it both attracts peers and reinforces to that employee why their work matters. Another idea is to encourage employees to refer others (tying back to the referrals channel); when employees talk to friends about opportunities, they are spreading your brand story. Ensure that your internal culture is strong, things like recognising achievements, offering growth opportunities, and fostering an inclusive environment because a positive internal culture naturally translates into employees recommending your company externally. Word-of-mouth can’t be bought, but it can be earned by treating your people well. And nothing attracts talent like a bunch of happy employees telling the world how great their company is. - Emphasise Your EVP (Employee Value Proposition)
Employer branding isn’t just fluff and social media, at its core it’s about the substance of what you offer as an employer. This is often called the EVP. It covers tangible aspects like compensation, benefits, flexibility, career development opportunities, and job security, as well as intangible aspects like company purpose, work environment, and leadership style. In a competitive talent market, it’s important to communicate your EVP clearly. Why should someone choose your company over others? For instance, maybe you offer unparalleled learning opportunities (great for ambitious junior talent), or perhaps you have a mission that socially conscious candidates would resonate with, or you provide the flexibility of remote work that experienced candidates now demand. Make sure these selling points come through in your job descriptions, career site, and interviews. A strong employer brand backed by a clear EVP can even overcome other shortcomings. Candidates might take a slightly lower salary if they believe in the mission and see growth potential. As a bonus, companies with a strong employer brand often find they can hire faster and even save on recruitment costs. Studies have shown that investing in employer branding can reduce time-to-hire by up to 50% and lead to a significant increase in the quality of applicants. It’s truly an investment that pays off in attracting and converting the talent you need.
One more point to consider: all the branding in the world won’t help if the candidate’s actual experience with your hiring process is poor. Candidate experience, from the first contact or application, through interviews, to feedback and onboarding plays a role in your reputation. A clunky application system or lack of communication can frustrate applicants, who might then ghost offers or share negative impressions with peers.
Aim to provide a respectful, engaging process for every candidate. As the saying goes, treat candidates as you would your customers. Not only will this improve your immediate hiring outcomes, it also boosts your brand via word-of-mouth.
Remember, a positive employer brand is especially important to passive candidates those high-quality individuals who aren’t actively job hunting will only make a move if they’re truly impressed by what they hear and see about your company. By strengthening your brand, you give them that compelling reason to consider you.
Conclusion
Talent sourcing and attraction is both an art and a science, particularly in today’s climate of talent shortages. HR professionals, talent teams and hiring managers must wear many hats, part detective, exploring every nook and cranny for great candidates; part marketer, promoting the opportunity and company allure; and part concierge, ensuring candidates’ journey from interest to offer is smooth and positive. The key themes we discussed in proactively seeking quality candidates (especially the passive ones) even when they’re not applying, leveraging the right mix of sourcing channels for the role type, and investing in employer branding all work together to boost hiring success.
None of these are one-off tasks. They require a consistent, sustained effort. Building talent pipelines and communities takes time, but yields steady rewards. Evaluating sourcing channel effectiveness is an ongoing process of trial, measurement, and refinement. And employer branding is an ever-evolving project, as you continuously align the image you present to the reality of the workplace you cultivate. The payoff, however, is huge. Companies that excel in these areas not only fill roles faster, they attract better talent, strengthen their workforce, and even save costs in the long run. A strong employer brand can dramatically lower cost-per-hire and increase employee retention, creating a positive cycle where happy employees further enhance the brand.
NEUTRA has witnessed these dynamics across the UK, US, and European markets. The challenges might differ slightly by region or industry, but the fundamentals remain true: finding great people is hard work, but with creative sourcing and a compelling employer brand, you can find that talent. We advise our clients to stay proactive and candidate-centric, always think about where the talent you need spends time, and how your company is perceived through their eyes. Implement some of the strategies discussed above, and you’ll put yourself in a much stronger position to secure the permanent and contract talent you’re looking for.
The tide changes between a “hirers” and “candidate’s market,” but those employers who put in the extra effort to seek out talent and show why their opportunity is special are the ones winning hires all the time. By tapping into passive talent pools, diversifying your sourcing channels, and showcasing an authentic, attractive employer brand, you’ll boost your recruitment results and build the team you need to succeed, even when everyone else is struggling to hire and that’s a real competitive advantage.
Good luck, and happy hiring!
