In the market vs On the market: Why the best candidates rarely apply

When organisations begin a hiring process, the instinctive first step is often to advertise the role. Jobs are posted to boards, LinkedIn ads are created and the expectation is that suitable candidates will apply.

Advertising certainly plays an important role in recruitment. It provides visibility, generates interest and allows organisations to engage with people who are actively considering their next move.

However, relying solely on advertising can mean that a large proportion of the most relevant talent is never reached.

In recruitment there is a useful distinction between candidates who are “on the market” and those who are “in the market.” Understanding the difference can have a significant impact on the quality of a hiring process.

The candidates who are “on the market”

Candidates who are on the market are actively looking for a new role. They are browsing job boards, updating their CVs and applying for opportunities they find interesting.

These individuals are often highly motivated to move and can bring valuable skills and experience to an organisation. Advertising roles is an effective way of reaching this group.

However, the candidate pool generated through advertising is only one part of the wider talent market.

The candidates who are “in the market”

Many experienced professionals are not actively searching for a new role at any given moment.

They are focused on their current responsibilities, leading projects, managing teams or delivering key initiatives within their organisations. From the outside, they may appear settled in their roles.

Yet that does not necessarily mean they would never consider a new opportunity.

Research into hiring trends consistently shows that a large proportion of the workforce can be described as passive candidates. These professionals are not actively applying for jobs, but they may still be open to the right opportunity if it aligns with their experience, interests and long-term goals.

These individuals are best described as being in the market rather than on it.

This matters in specialist fields

The distinction becomes particularly important in specialist areas such as sustainability.

Many of the professionals driving sustainability programmes within organisations are already deeply engaged in complex work. They are developing climate strategies, navigating regulatory requirements, embedding sustainability into supply chains or working closely with leadership teams to shape long-term direction.

Because of this, they are rarely spending time browsing job boards or responding to job advertisements.

At the same time, sustainability roles often require a combination of technical knowledge, commercial awareness and organisational influence. Professionals with this blend of experience tend to have built their careers across multiple disciplines and organisations.

As a result, the strongest candidates are often those who are already delivering meaningful work within other businesses rather than actively searching for their next position.

The value of market insight and relationships

Reaching professionals who are in the market rather than on it often requires a more proactive approach.

It involves understanding the talent landscape, identifying who is leading important work across the sector and building relationships with those individuals over time.

Recruiters who are deeply embedded within a particular market or region are often able to provide this perspective. Through ongoing conversations and industry connections, they develop a clear view of where different capabilities sit and how professionals’ careers are evolving.

This kind of insight makes it possible to approach individuals thoughtfully and introduce opportunities that may not otherwise have appeared on their radar.

In many cases, the most productive hiring conversations begin with professionals who were not actively considering a move until the right opportunity was presented.

Building a broader talent strategy

For organisations seeking to build strong teams, it is useful to think about recruitment as a combination of approaches rather than a single channel.

Advertising can generate visibility and attract active candidates who are already exploring the market. At the same time, targeted outreach and industry relationships can bring additional perspectives into the process by connecting with professionals who are currently focused on their existing roles.

When both approaches are used together, organisations are able to access a much broader and more diverse talent pool.

In sectors such as sustainability, where the most valuable experience is often held by people already driving change within other organisations, this broader reach can significantly strengthen the hiring process.

If you’re looking to go beyond traditional advertising and really connect with the sustainability professionals shaping change in your sector, let’s talk. Our network and insight-led approach help you reach the people who are in the market, not just the ones on it.