An integral part of the current global skills shortage is the growing profile of the passive job market. Certainly since the start of the global recession, employers have realised that the high calibre they need to grow their businesses do not register themselves on the databases of contingency recruitment agencies, nor do they respond to recruitment adverts. This doesn't mean they are not open to new opportunities but the new opportunities have to be introduced to them. I agree that money is not a motivator and instead passive candidates are more interested in the purpose, vision, values and the story of potential new employers. This is otherwise known as Employer Branding.
The 6 tips described in this article are a good starting point but creating and communicating a strong Employer Brand requires a bit more thought.
Great that the world has finally woken up to the passive job market though!
Many times, the candidate you really, really want (the one who is that perfect fit for the job) is already happily employed and not actively looking for a job. But that doesn’t mean she is off limits; it simply means she is a passive candidate and must be recruited differently than an active one. Active job seekers are likely to pursue you, respond to your job ads, attend career fairs and send resumes your way. Passive candidates, on the other hand, are busy working at their current job -- so you have to pursue them.