The Silent Majority: Engaging Passive Candidates in Nonprofit Executive Search

When not-for-profit boards set out to appoint new CEOs and executive leadership, they often begin by advertising the role. They will promote it via job boards and social media, and wait for applications to roll in. They will get some applications, but here’s the problem: the best candidates aren’t actively looking or applying for roles.  

In our experience at Brooker Consulting, between 75-90% of ideal candidates for senior not-for-profit roles are not actively job-hunting. Currently, they’re already employed in roles where they’re respected, challenged, and aligned with the mission. They’re not scanning job boards, and they’re not uploading their CV to LinkedIn. They’re focused on their current organisation, and they’re often excelling.  This doesn’t mean that they aren’t open to having a conversation about a new opportunity, but they aren’t applying for many jobs. 

This is what makes executive search, when done with care and insight, such a powerful tool for board members and CEOs.

Why Passive Candidates Matter

Passive candidates are typically high-performing professionals who are deeply embedded in their sector. They know how to lead teams, build stakeholder trust, and deliver on a mission. But most importantly, they’re not applying en masse to open roles. If you want to engage them, you have to contact them. 

Moreover, passive candidates often bring a fresh perspective, unshaped by recent job-seeking norms or the “echo chamber” of job-hopping within a small sector. They’re grounded, focused, and strategic. The right approach can persuade them to consider the right move, but it must be done thoughtfully and discreetly.

Our Strategy: Going Beyond the Job Ad

At Brooker Consulting, our advantage lies in the depth of our networks and the strength of our executive search methodology. Here’s how we consistently find the right leaders:

• Leveraging Our Database and Referral Network
  With over twenty-five years of continuous experience in executive search, we’ve built and maintained a deep and highly specialised database of sector leaders. Many of whom we’ve placed before, or who have been referred by senior contacts across life sciences, healthcare, education, member associations, and the wider for-purpose community. This institutional knowledge allows us to match people not just by skill set, but by culture, values, and potential as well.
• Personalised Outreach with Purpose
  A passive candidate won’t respond to a generic message. They might, however, respond to a thoughtful approach that demonstrates a genuine understanding of their career journey, aspirations, and alignment with your organisation’s mission. That’s why it’s important these processes are not rushed. Building trust takes time, and so does crafting a message that resonates. Our team invests the time to create meaningful, confidential conversations that open the door to possibilities a candidate may not have previously considered.
• Mission-First Storytelling
  Senior leaders move for purpose, not just perks. We help clients articulate the “why”. Why this role matters, and how their leadership can create a meaningful impact. We aim to find the right alignment between visionary leaders and organisations that matter.

Pitfalls to Avoid

Too often, we see organisations relying solely on publicly advertised roles, assuming that the right person will find them. While job ads serve a purpose, they attract only those already in transition. The real danger lies in:

• Over-relying on job boards that surface the same candidates over and over again.
• Using generic outreach, which is easily dismissed.
• Failing to follow through with meaningful, tailored conversations.

These approaches not only limit your reach, but they risk diminishing your brand in the eyes of those high-calibre leaders you want to engage.

The Case for True Executive Search

Ultimately, the most successful nonprofit executive appointments come from a search process that is rigorous, proactive, and relationship-driven. It’s not about which candidate is available first. It’s about finding the match between the executive and the organisation. By investing in an expertly guided search process, backed by a trusted partner with deep sector knowledge, boards can access a wider, and often far more capable, talent pool.

At Brooker Consulting, we don’t just know where to look. We know who to call, and how to bring them to the table.

Is your board ready to move beyond the visible 10% and discover the leaders who aren’t yet looking, but might be just the right fit? We’d welcome a conversation. Contact us today.