A passive candidate is an individual who is not looking for a job. They are a crucial part of the database in recruiting as they are valued employees who are loyal to the company and thus not searching for any other opportunity. Recruiters keep track of such individuals and inform them about ongoing opportunities that might suit their skills. To successfully place a passive candidate, a recruiter has to be proactive in convincing them that the new opportunity is better than the current one and that must be considered. Digital marketing is the ideal platform to connect to a passive candidate.