Finding good sales staff without them having to apply for the job

Good salespeople are rarely found through job adverts: the best sales professionals are already in good roles, performing well there, and do not browse job boards. You reach them by approaching them proactively and specifically via the channels where they *are* active, with a message about growth and earning potential rather than a list of job responsibilities.

Does this sound familiar? You post a sales vacancy online, wait two weeks and mainly get replies from candidates you’d rather not interview. The top candidates you really want don’t get in touch. That’s not bad luck, but simply logic: the best salespeople have no reason to apply.

Why do the best salespeople hardly ever apply for jobs?

The best salespeople don’t apply for jobs because they are rarely dissatisfied enough to actively look for work. They meet their targets, earn well through bonuses or commission, and are retained within the company. Looking for a job costs them nothing, so they don’t bother.

Research shows that the vast majority of workers are “passive”: open to something better, but not actively looking. LinkedIn estimates this proportion at around 70% of the global workforce (LinkedIn, 2024). Among top performers in sales, this percentage is even higher, as they are the most likely to be tied down.

Add to this the fact that the labour market remains structurally tight. At the end of 2024, there were around 390,000 unfilled vacancies in the Netherlands (CBS, 2025), meaning that top salespeople often have several options to choose from without even having to submit a single application.

In short: waiting for an A-player to click your ‘apply now’ button is like waiting for the wrong candidate. You’ll only reach the right one if you take the initiative yourself.

Where can you find good salespeople who aren’t actively looking for a job?

You’ll find passive sales prospects where they spend their time outside of work: on social media, in professional communities and through searches that aren’t related to job vacancies. You interrupt their day with a relevant message, rather than waiting for them to come to you.

In practical terms, this means you’ll be visible in the places where a salesperson scrolls, reads or compares options. Think of Meta (Facebook and Instagram) for reach and repetition, LinkedIn for targeted job role and sector targeting, and Google for people carrying out exploratory searches for ‘account manager salary’ or ‘best sales jobs’.

At our data-driven approach For each profile, we first determine where the target audience actually is. Through this target audience data, employers often discover that candidates’ preferences differ from what they had initially anticipated – for example, that autonomy and opportunities for growth carry more weight than the basic salary.

A recruiter at FosFor sums it up as follows: “Anyone who advertises solely on a job site is talking to the 5% who are already looking. We build campaigns specifically to reach the other 95%.”

How can you actually reach passive sales obstacles?

You can reach passive candidates by adopting an approach that entices rather than asks. Instead of saying ‘we’re looking for an account manager’, explain what the role has to offer: the remuneration package, the freedom, the clients and the company’s ambitions. Then make it as easy as possible for them to apply.

These steps work best in practice:

1. Define the profile clearly. A new-business developer and a relationship manager respond to completely different messages. Choose one for each campaign.
2. Turn your job advert around. Start with ambition, earning potential and opportunities for growth, not with a list of job requirements.
3. Choose the channel based on the data. Target by job role, sector and region rather than by maximising reach.
4. Lower the threshold. Let people get in touch via a short form or DM, without having to submit a cover letter or upload a CV.
5. Please reply within 24 hours. With passive candidates, interest is fleeting; speed determines whether you get the interview.

Speed is no mere detail. Because we handle the entire pre-selection process, clients on average interview only the 2 to 4 best candidates per month, and vacancies are filled within 3 to 8 weeks on average. For commercial roles, where candidates tend to move on quickly, that pace is crucial.

Which channel works best for which sales profile?

The best channel depends on the type of seller you’re looking for. The table below helps you choose based on behaviour and the profile’s visibility, rather than on gut feeling.

There is no single channel that works best for every sales profile. The key lies in the combination: building reach, repeating the process and measuring which target audience actually responds. If you’d like to see how such an approach works in practice, take a look at our measurable recruitment results.

How can you avoid ending up with the wrong salesperson after all?

You can avoid making poor hiring decisions by assessing commercial talent not just on the basis of charm, but on the basis of demonstrable behaviour and discipline. A smooth talker is not automatically an A-player; consistent results and a strong work ethic are.

So make sure you build in regular assessment points before you get carried away. Look at their track record, ask candidates to work through a specific sales case study, and use targeted questions to assess their self-discipline. We wrote previously about What questions to ask to assess discipline in sales, which helps to distinguish between show and substance.

This way, you combine the best of both worlds: you use clever campaigns to attract salespeople who don’t apply for jobs, and you then screen them rigorously enough to ensure only the very best make the cut.

Have you noticed that your sales vacancies are remaining unfilled whilst you’re struggling to attract the right people? Book a no-obligation strategy meeting and find out where your ideal salespeople are hiding — and how to reach them without waiting for them to apply.

Frequently asked questions about finding good salespeople

Why doesn’t posting a job advert work when it comes to finding good salespeople?

Because the best salespeople already have jobs and aren’t actively looking. It is estimated that around 70% of the workforce are passively seeking employment (LinkedIn, 2024). A job vacancy only reaches the small group who are already looking, not the top performers whom you need to approach proactively.

Which channel is best for recruiting sales staff?

That depends on the profile. For new-business developers, Meta and Google often work well, whilst for account managers, LinkedIn is more effective because of its precise targeting. The key to success lies in combining these platforms and measuring which target audience actually responds, rather than choosing based on gut feeling.

How long does it take to fill a sales vacancy?

Using a data-driven approach to recruitment, we fill vacancies within 3 to 8 weeks on average. Speed is crucial when it comes to commercial roles, as top salespeople often have several options on the table and will quickly move on elsewhere if the process takes too long.

How do you avoid hiring a salesperson who’s mainly a smooth talker?

Assess candidates on the basis of demonstrable behaviour rather than charm. Ask about their track record in meeting targets, have them work through a specific sales case study, and assess their self-discipline with targeted questions. This will help you distinguish the smooth talker from the salesperson who consistently delivers results.

Is proactive recruitment more expensive than a standard job advert?

Not necessarily. A sales vacancy that remains unfilled for a long time costs the business revenue and time every week. Data-driven recruitment marketing is often a more cost-effective alternative to traditional recruitment and selection or secondment, as it allows you to target candidates more effectively and eliminates the need for pre-selection.