Inclusive Sourcing: Effective Strategies and Innovative Approaches
By: Tim Cynova // Published: October 12, 2024
“Where do you find great candidates?”
…asks a friend of mine imagining that there's some magical place to post they don’t know about yet.
Finding great candidates can be an adventure filled with opportunities to explore and test new ideas, deepen community connections, learn, and iterate. It can also be a nail bitingly stressful and anxious time... for everyone involved. Over the years, my colleague Katrina Donald and I have discovered some helpful approaches to this aspect of search that we're excited to share.
Whether you're a seasoned HR pro or an HR-is-accidentally-on-your-plate pro, we collected our reflections on recent experiments in this video and excerpted a few highlights below.
Sourcing, of course, is just one piece of the hiring process. Download the project management plan we use to guide our executive searches. Or, sign up for our online Inclusive Hiring course where we go into more detail about each stage of our process.
An invitation to reframe…
Think of Sourcing as a Marketing Campaign
If you were selling tickets to an event, you wouldn’t post one advertisement and expect it to sell out (I mean, unless you’re Beyoncé or Taylor Swift), so why do we more or less approach sourcing candidates that way? Post a job ad, share it once on the company’s socials, and then hope for the best in an “if you post it they will apply” kinda way.
Inclusive sourcing isn’t just about where you post or who applies necessarily; it’s about reimagining the entire ecosystem of how your organization attracts and interacts with talented people. Approach your search like you would a marketing campaign. Think about your organization’s special sauce, openly share information, leverage all your digital and multimedia assets, make it engaging and intriguing, connect with your communities, and center kindness. Treat this more as relationship building than an one-off transactional interaction. Who knows, after all, if the person who sees your ad is the right person for this job, your next one, or if they know someone who would be a great match.
The goal in sourcing is to make sure that as many potential candidates find out about your job opening, feel welcome and unburdened to apply, and find the process transparent and supportive. With a holistic approach like this, you can build a group of amazing people with whom to explore the opportunity.
1. From Passive to Active Sourcing
We've all been there—posting a job on the usual platforms and waiting, and waiting, only to find the candidate pool isn't as aligned with the role as we'd hoped. This is what I’d call “passive sourcing.”
Passive sourcing—just listing a position on a job board or two—might not build the pool you’re hoping for. Instead, shift from passive to active sourcing. Unpack the knowledge, skills, and experience of your ideal candidates for this particular role, then think about where they are — not just physically but in terms of the digital spaces they occupy — and what might resonate with them to pique their interest in the role.
Another challenge with passive sourcing is that your ad is but a brief moment in someone’s day; it flies across feeds with literally a thousand other things competing for a potential candidate’s attention. (Consider using an Empathy Mapping approach to tune in to where your ideal candidates might look for or learn about their next role.) Alumni networks, niche industry forums, and affinity groups can often be better places to post than the more generalized job boards. Or, even better, post to all of the above. (It probably costs more but so does a failed search, especially when you factor in time, energy, and opportunity costs.)
Specialized Job Boards: These are a starting places to share. Consider niche platforms tailored to specific industries or roles. For instance, if you're in the arts, platforms like the NYFA in New York or Springboard for the Arts in Minnesota can connect you with passionate sector-specific professionals. (When we work with organizations on their searches, we typically post a role to 15-20 different job sites ranging from general, like Idealist, to hyper-specific communities like Black Administrators of Opera.)
Professional Associations: Tap into networks like SHRM for HR professionals, or the Association of Fundraising Professionals for development roles, etc. While many require a fee, the return on investment often comes in the form of aligned candidates who are actively engaged in their respective field.
Alumni Networks: School and professional development program alumni groups are treasure troves of talent, as are your fellow volunteers or community choir mates. Sharing in these spaces can connect you with individuals who have specialized training and a shared connection, and are likely networks that don’t exactly replicate yours. #ProTip: People have a lot going on and a request to “share with your networks” can feel like it’s coming out of left field and another item for their lengthly To Do list. Go the extra step to assist. Sometimes people need to be reminded that they’re connected to, say, the Presidential Leadership Scholar Program to then quickly share with that group.
It's not just about where you post, but how you engage. By actively seeking out a range of platforms, you're potentially connecting with so many more people you might not have otherwise reached. This is also why you want to give a search at least 4-5 weeks to marinate in and through networks. It often takes time to connect with people, get it posted in various places, and for candidates to then find time to express interest.
The Inclusive Sourcing Schematic explored in our video below
2. Leverage Your Organization's Ecosystem
Surprisingly, many organizations miss opportunities to leverage their own digital ecosystem. Beyond posting the job on the company’s “Careers” page, think about how your broader online presence can support your search. We often invest a lot in our brand awareness campaigns, and completely neglect our employer brand ones.
Could your company’s podcast discuss this role and its significance within the organization? Could your blog feature an article that highlights the backstory behind the role’s importance and the projects this new hire will lead? Every channel your organization uses to communicate with its audience—whether it's a newsletter, live stream, or social media—can be repurposed to spread the word and engage people.
By weaving job postings into the ongoing story of your organization, you elevate the visibility of the opportunity and make it a natural part of your larger activities.
Blog Posts: Write about upcoming projects or initiatives related to the role. This not only provides context but also showcases your organization's culture and values.
Podcasts and Live Streams: Host a session discussing the role, featuring team members who can share insights. Take viewer questions. This personal touch can engage potential candidates on a deeper level. Host “office hours” about the role and search. Link to the recording for people who missed it.
Centralize Information: Ensure all job-related information is accessible in one place from the company website. Use all of those marketing opportunities to direct people to one page on your website. (Most people won’t remember where they saw the job posted but they’ll know to go to your website.) Then, include links to relevant information, downloadable resources, audio versions of the posting, screen reader compatible versions, and clear instructions on how to apply for them to consider if this role is a good match.
By using these channels, you're not just posting a job—you're telling a story about who you are and why someone might love being a part of your team. You’re helping candidates answer the question, “Can I see myself working there in that role?” In this way, it’s even engaging to people who aren’t even interested or right for the current role, but who might be bigger fans or fits for future roles. One search can seed the next.
Slide from Social Sharing Kit from a previous search
3. Maximize Social Media Outreach
Social media allows you to take your recruitment campaign beyond job boards and your website. Using platforms like Twitter/X, Instagram, TikTok, Facebook, and LinkedIn lets you experiment with different formats and methods of engagement. Posting a simple link to a job description is one way, but what if you could turn that posting into shareable content?
Social media is a powerful tool to connect with potential candidates, especially those outside of your current network. For our searches, we create Social Sharing Kits like this and this.
Experiment with Platforms: Don't limit yourself to LinkedIn (although we go into that more below). Platforms like Twitter/X, Instagram, TikTok, and Facebook can reach different audiences. Try posting at various times and see where you get the most engagement.
Engaging Content: Think about all of the ways you could repurpose search-related content. Create quote slides, short videos, or behind-the-scenes glimpses of your workplace. Visual and interactive content can grab attention more effectively than text alone. Invite staff to suggest content they think would resonate. Experiment.
Accessibility & Inclusion Matters: Always include captions and transcripts with your content; create audio versions of the posting and related content. This ensures that your message is inclusive and accessible.
Each platform has its unique strengths. By tailoring your content, you can engage candidates in ways that resonate with them. This offers a terrific and low cost way of testing out options.
Heads up: Be prepared with how to respond to candidates who DM the company or staff through personal or professional social media channels. What should someone say or not say? Is there a standard reply that you will use? How can the experience be consistent?
4. Harness the Power of LinkedIn
LinkedIn deserves its own spotlight as a unique tool for recruitment. While it's starting to become more crowded with content these days that makes me think I’m scrolling Instagram, things like LinkedIn’s Recruiter Lite features powerful tools to identify potential candidates based on region, title, or specific skills.
For organizations looking to be more efficient with their search budgets, consider using LinkedIn’s recruiter licenses for short bursts, activating it when the search is most active. Even without Recruiter you can start by exploring your own connections and asking colleagues and board members to do the same. The goal is to connect more intentionally with the people in connected networks and build from there for both a broad and highly specific reach.
Personal Networks: Start by reaching out to your own connections. You might be surprised who is interested or might know others who would be a great fit.
LinkedIn Recruiter Tools: Consider using tools like LinkedIn Recruiter Lite to filter and find candidates based on specific criteria. This can be especially useful if you're hiring for specialized roles and for connected with candidates who might be open to new opportunities but are not actively searching.
Mindful Outreach: While it's tempting to message everyone, focus on genuine connections. Personalized messages are more effective and respectful of everyone's time. Use this as an opportunity to catch up with those you might not have connected with recently. Especially given the disruptions of the last few years, pinging people about a search is a great excuse to reconnect.
#ProTip: During a Board call, set aside 20 minutes for Board members to pair up and scroll through the other’s LinkedIn Connections. Give them the goal of identifying 20 people or places that might be worth connecting. Sometimes the external lens on our own contacts highlights people and places we wouldn’t otherwise notice.
5. Cultivate Meaningful Relationships
When thinking about sourcing as a process of building relationships, rather than broadcasting information, change the tone of your outreach. Personalized connections are key. If you’ve worked with someone who might know the perfect candidate or have a connection to a valuable network, don’t hesitate to ask them to help spread the word.
This relational piece also applies internally—make it easy for team members to share the job posting within their own circles and with people who might be a match for the role. By tapping into these existing networks, you’re casting a more thoughtful net, and one that likely more closely aligns with your organization's values and culture.
At the heart of inclusive sourcing is building and nurturing relationships.
Be Genuine: When reaching out, authenticity is key. People appreciate sincere interest over generic messages.
Leverage Internal Networks: Make it easy for your team — if they want and feel comfortable doing so — to tap into their networks. They likely have connections that are perfect for the role, or their connections have connections that are perfect for the role!
Resource Management: Be mindful of your time and energy. Focus on quality over quantity to maintain meaningful interactions. That said, one of the reasons people partner with Katrina and I on searches is that we can help send quality messages to a lot more people than they have bandwidth in their day. (We average sending about 300-500 individualize messages during an executive search, which is seldom possible with internal-only resources.)
A note about bias: It’s present in every hiring process. It’s important to design recruitment and hiring processes and practices that adapt for the biases that exists. In our Inclusive Hiring course we explore in more detail how bias shows up in the hiring process and what you can do about it. For now, using a number of different sourcing strategies – not just personal networks – as well as having multiple people on the search committee who can help adjust for others’ biases are two ways of mindfully approaching this.
6. Simplify the Application Process
Let's face it—lengthy applications can deter even the most excited candidates. “I need to submit a resume, a cover letter, three references, write or record a video with answers to five questions that are specific to this search, AND provide a work sample? No thanks!” (Say too many candidates who would otherwise be awesome for the role.) Work to calibrate the effort required of a candidate to where they are in the process. It’s not that you can’t ask for references, but wait until you’re at that point in the hiring process and then request of only those candidates. Ask yourself, how can you keep the bar as low as possible for people to express interest and then design a hiring process where you learn more about each other as it progresses?
Use Applicant Tracking Systems (ATS): Tools like Breezy HR or JazzHR can streamline the application process, and simplify the process for both you and your applicants. It allows you to handle a large influx of candidates, provide timely acknowledgement of their materials, track where applicants are in the process, and maintain clear communication with all candidates—whether they’re advancing or not.
Minimal Barriers: Ask only for what's necessary upfront. Consider allowing applicants to express interest in various formats, whether it's a resume, a video introduction, or an email. Work to calibrate where someone is in the process to the effort required of them. You likely will jettison more than 50% of people who express interest without even interviewing them. Think of all the time you’re asking of candidates and reconsider the ask.
Candidate Care: Communicate promptly and respectfully with all applicants. Even if they aren't the right fit now, they might be perfect for a future role.
Creating an Accidental Core Value: A friend recently applied for 100 jobs. She only heard back from 20% of the organizations with either an invitation to interview or that they filled the role. For the other 80 organizations, ghosting and not caring about people, in her mind, is now one of their organizational core values – even unintended as it likely is – and one she’ll share with others when asked about those companies. Oftentimes in hiring, we get the chance to make one person really happy and potentially piss off a bunch of people who are/were fans of the organization. I totally get the time commitment this communication takes, and am guilty myself of sometimes skipping it in the past. That’s why using an ATS can be such a great tool. It makes communications less time intensive and easier to avoid the missteps that undermine all of the goodwill you could be building instead.
Inclusive sourcing isn't just a strategy
Inclusive sourcing is a commitment to the work that connects us — thoughtfully and intentionally — with people who are aligned with the knowledge, skills, and experience needed for a given role. By expanding where and how we search, leveraging our networks, and making the application process welcoming and considerate, we not only find the right candidates but also strengthen our organization's culture and connection to communities.
We're passionate about these strategies at WSS because we've seen them work. We hope you're inspired to try them out and iterate on them. Drop us a line to let us know what resonates with you and what you’re exploring that’s working.
Sourcing Strategies Video
Katrina and I cover the above content in more depth during our Sourcing Strategies backgrounder video. If you’re looking to skip to a particular section, here’s the index:
00:00 Introduction to Inclusive Sourcing
00:47 Understanding the Sourcing Schematic
01:43 Diving into Places to Post
04:26 Traditional Job Boards and Websites
14:01 Maximizing Your Organization's Website
22:52 Leveraging Social Media
30:00 Exploring LinkedIn
41:15 Building and Utilizing Relationships
44:48 Facilitating Applications with an Applicant Tracking System
