Active sourcing methods: 7 strategies that really work

The 3 biggest active sourcing mistakes (and how to avoid them)

Before we get into the methods, let’s take a look at why most active sourcing projects fail. In our daily work, we see the same mistakes time and time again:

Error #1: Search by job title only

“We are looking for a Senior Product Manager” and that is exactly what people are looking for on LinkedIn. The problem is that you only reach 10-20% of potentially suitable candidates.

Why this doesn’t work: Candidates with identical skills have different job titles: product owner, product lead, digital product manager, or work in related roles such as project manager with product responsibility.

The solution: An iterative keyword strategy, which we will discuss in detail in a moment.

Mistake #2: Unspecific speeches

“Hello, I’ve seen your profile and have an exciting position for you…”: if you read this message and yawn, your candidates will feel the same way.

The problem: Generic messages signal: “I didn’t make an effort to really get to know you.” With an average of 5-10 recruiter messages per week for in-demand profiles, your message is spam.

The solution: Personalization at the right level depending on the candidate pool.

Mistake #3: Speeches that are too long and reproduce the job advertisement

You know them: Those messages that still don’t get to the point after three paragraphs. “Our company was founded in 1987 and is now a leader in…”

The problem: candidates decide in 5-7 seconds whether to read on. Long company histories and lists of requirements are lost in this time.

The solution: AIDA formula and a clear focus on candidate benefits.

What distinguishes successful from unsuccessful active sourcing projects?

At Kooku, we achieve a 95% fill rate. This is no coincidence, but the result of two critical success factors:

1. we only source positions that we can fill

Sounds banal? But it’s not. We check every project carefully to ensure that the framework conditions are right for a successful placement. Our rule of thumb:

• Candidate market too narrow (less than 50 relevant profiles)
• Kununu score below 2.5-3.0 (difficult employer brand)
• Unrealistic requirements (egg-laying wool-milk sow)

In these cases, we communicate this openly and advise on which steps need to be taken first. For example, improving the Kununu score or realigning the requirements profile.

2. we use various sourcing strategies

There is no “one” active sourcing method. Successful projects combine different approaches, test systematically and adapt the strategy based on data.

Let’s take a look at the 7 proven methods in detail.

The 7 proven active sourcing methods

Method #1: The iterative keyword strategy

By far the most important method and the most underestimated. This is how we proceed:

Phase 1: Specific start

• Exact job title (e.g. “Senior Product Manager”)
• Special technical requirements (e.g. “Scrum”, “B2B SaaS”)
• Use directly as keywords
• Approach “open to work” candidates first

Phase 2: Systematic expansion

• Test alternative job titles (Product Owner, Product Lead)
• Try out different spellings (product manager vs. product manager)
• Include synonyms for technical skills
• Test LinkedIn functions (keywords in “Current job title” vs. “Past position”)

Phase 3: Include related profiles

• Candidates with transferable skills (e.g. Project Manager with product responsibility)
• Identify industry changers
• Junior profiles with development potential

Important: Every search is individual. What works for position A may flop for position B. Systematic testing and adjustment based on the response rate is crucial.

Practical example:

• Start: “Senior Product Manager” + “B2B SaaS” → 23 profiles
• Extension 1: “Product Owner” OR “Product Lead” → +47 profiles
• Extension 2: “Product” + “agile” + “roadmap” → +89 profiles
• Extension 3: “Project Manager” + “product responsibility” → +34 profiles

Result: From 23 to 193 relevant profiles. That’s the difference between “we can’t find anyone” and “we have a selection”.

Method #2: The AIDA approach

The first message determines success or failure. We use the proven AIDA formula, adapted for active sourcing:

A – Attention Strong, personalized introduction in the first 5-7 words:

• ❌ “Hello Ms. Müller, I’ve seen your profile…”
• ✅ “I was impressed by your contribution to API design at [project]…”

I – Interest Show the candidate benefits immediately, not your company:

• ❌ “We are a leading company with 500 employees…”
• ✅ “The position offers you [specific benefit] that you probably don’t have in your current setup…”

D – Desire One or two concrete USPs of the position:

• Remote-first + flexible working hours
• Technical leadership without personnel responsibility
• Stack: [Modern Tech Stack preferred by the candidate]

A – Action (call to action) Low-threshold next step:

• ❌ “Please send your application documents…”
• ✅ “Interested in a 15-minute chat next week?”

Length: Maximum 150 words. Anything longer will not be read.

Method #3: The multi-channel approach

LinkedIn alone is often not enough. We use a strategic multi-channel approach:

LinkedIn – the standard

• Works best for most positions
• High range
• Professional candidates expect speeches

XING – for more traditional roles

• Better accessibility for established companies
• Older target groups
• DACH-specific strong sectors (automotive, mechanical engineering)

Indeed databases – the hidden channel

• Often overlooked, but valuable
• Candidates who actively search (higher conversion)
• Comprehensive CV databases

Specialized platforms

• GitHub for developers
• Dribbble/Behance for designers
• Stack Overflow for tech specialists

Offline channels

• Industry events and meetups
• University cooperations for junior positions
• Networking via existing contacts

Workable integration

• Automatic spreading to various portals
• Increases the visibility of the position
• Supplements active sourcing with inbound applications

Strategy: Start with the main channel (usually LinkedIn) and add other channels after 2-3 weeks based on performance.

Method #4: OnePager & video messages

Our not-so-secret success factor: We use visual assets to stand out from the crowd.

OnePager – two variants:

1. Company OnePager
   
   • Core information about the employer on one page
   • Culture, benefits, team insights
   • Visually appealing design
2. Position-OnePager
   
   • Specific role, tech stack, tasks
   • Team setup, reporting line
   • Development opportunities

Use:

• For difficult positions already with first approach
• With a good response rate only on request
• Particularly effective for candidates who compare several offers

Video messages

• Short (60-90 seconds) message from the team lead
• Authentic and human, not glossy
• Explains the position and culture
• Effect: Significantly increased feedback rate – seems more personal and shows that you are making an effort

Measurable results:

• Standard message: 25-30 % response rate
• With OnePager: 35-40 % response rate
• With video message: 40-50 % response rate

Method #5: AI-supported research & optimization

AI is not just a buzzword for us. We use it systematically to save time without losing quality.

What we automate (40-70% time saving):

1. familiarization with positions

• ChatGPT/Co-Pilot for market analysis
• Competitor research
• Typical requirement profiles
• Industry-specific trends

Practical example: “Analyze typical requirements and benefits for Senior Product Manager positions in B2B SaaS companies with 200-500 employees in the DACH region. Which skills are must-haves, which are nice-to-haves?”

2. keyword research

• Identify synonyms and alternative terms
• Industry-specific vocabulary
• International vs. German terms

3. cover letter optimization

• Develop basic structure
• Create A/B test variants
• Adjust tonality

What we do NOT automate:

Personalization of the approach

• Specific references to the candidate profile must be researched manually
• Authentic touches (e.g. reference to LinkedIn posts, projects, publications)
• Individual pain points and motivations

Subsequent candidate communication

• We conduct all discussions in person
• Answer queries individually
• Building relationships is human work

Balance: AI saves us time in research and structuring. The human touch comes during implementation.

Method #6: The strategic follow-up system

Many recruiters give up after one unanswered message. This is a mistake.

Our follow-up process:

Message 1 – Channel 1 (e.g. LinkedIn)

• Initial approach according to the AIDA formula
• Waiting time: 5-7 days

Message 2 – Channel 1

• Polite follow-up
• New information/angle (e.g. “Update on position”, “Additional benefit”)
• Waiting time: 7-10 days

Message 3 – Channel 2 (e.g. email if LinkedIn does not work)

• Channel change signals seriousness
• Short and sweet: “Not interested? No problem, gladly in the future”
• We often research telephone numbers for direct calls

Break-off message: “Hello [name], I interpret your silence as a friendly no. That’s perfectly fine. If your situation changes, please feel free to contact me. I wish you continued success!”

Why it works:

• Shows appreciation and professionalism
• Keeps the door open for future contacts
• The candidate often gets in touch after the break-off message after all

Timing is crucial: follow-ups that are too aggressive come across as desperate, follow-ups that are too slow cause interest to cool.

Method #7: KPI-driven tracking

No progress without measurement. We track these KPIs systematically:

Primary KPIs:

1. search quality

• How many of the sourced profiles do we actually address?
• Target: >70 %
• Interpretation: Below 70 % = search criteria too broad, many rejects

2. response rate

• How many candidates responded?
• Target: 25-40 % (depending on position and market)
• Interpretation: Below 25 % = address, channel or positioning problematic

3. quota of interested parties

• How many candidates are basically interested?
• Target: 40-60 % of respondents
• Interpretation: Low ratio = positioning or benefits unattractive

Secondary KPIs:

• Speeches per appointment: 100-300 (less for managers)
• Time-to-first-response: 1-7 days on average
• Conversion rate to conversations: >40 % of interested parties
• No-show rate for calls: <10 %

Dashboard setup: We use HubSpot for real-time tracking of all KPIs. Each consultant sees their performance against tertial targets (3 successful placements in 4 months).

Recommendations for action based on KPIs:

→ Download our Active Sourcing Masterclass now

👉 In our Active Sourcing Masterclass you will find even more tips and tricks that are practical and directly applicable. So that active sourcing is no longer a challenge!

Finding the right strategy for your position

Not every position is equally suitable for active sourcing. This is how you decide:

When is active sourcing worthwhile?

Active Sourcing is ideal for:

• Specialized roles with a small candidate pool
• Senior and management positions
• Tech positions with high demand
• When traditional job ads don’t work
• Time-to-hire is critical

Active Sourcing is NOT ideal for:

• High-volume recruiting (e.g. 20+ identical jobs at the same time)
• Pure entry-level positions with a large applicant market
• Blue collar jobs (often better through other channels)
• Positions with very specific local requirements

The applicant market analysis – this is how we proceed

Before we start a project, we carry out a structured analysis:

1. candidate pool size

• LinkedIn research with core criteria
• Rule of thumb: Under 50 relevant profiles = challenging
• Documentation of alternative search strategies

2. employer branding check

• Check Kununu score
• Critical threshold: Score below 2.5-3.0 makes active sourcing difficult
• Analyzing reviews: What are the main criticisms?

3. competitive analysis

• Which companies are competing for the same profiles?
• What do competitors offer? (Benefits benchmarking)
• Where can we differentiate ourselves?

4. comparative values from the past

• Have we already filled similar positions?
• Which KPIs have we achieved?
• What were the success factors?

For problematic results:

We communicate this openly: “Your position is challenging to fill with the current setup. Here are three options:

1. Optimize employer brand (improve Kununu score, better positioning)
2. Adapt requirements profile (redefine must-haves vs. nice-to-haves)
3. Revise benefits/compensation (market-oriented offer)”

This transparency is part of our recipe for success: we only launch projects that we can deliver.

Realistic expectations: KPIs & timeframe

Let’s be honest: Active sourcing is not a miracle cure. It requires time, patience and realistic expectations.

What are realistic figures?

Response rate: 25-40 %

• Depending on: Position, seniority, market, quality of approach
• Top performers achieve 40-50 %
• Below 20 % = rethink strategy

Speeches per successful occupation: 100-300

• Junior positions: Rather 100-150
• Senior/Specialized roles: 150-250
• Managers: 50-150 (fewer speeches, but more effort per candidate)

Timeline: First contact until hiring

The average timeline (strongly dependent on the customer process):

Week 1-2: Sourcing & Approach

• Research and identification: 2-3 days
• First wave of speeches: 3-4 days
• First feedback: from day 1-7

Week 2-3: Qualification

• First meeting with interested parties: within 1 week of feedback
• Request documents: 2-3 days after interview
• Shortlist for customer: end of week 3

From week 4: Customer process

• Timing completely dependent on the customer process
• Typical: 2-4 rounds of interviews
• Contract negotiation: 1-2 weeks

Total duration: 6-12 weeks from project start to contract signature

What we can influence:

• Sourcing speed
• Address performance
• Qualification process
• Candidate support

What lies with the customer:

• Interview speed
• Decision-making processes
• Contract negotiations
• Onboarding start

Our tip: Weekly jour fixes with customers are essential to keep the process running and identify bottlenecks at an early stage.

In-house vs. outsourcing: making the right decision

The final question: Should you carry out active sourcing yourself or outsource it?

When active sourcing in-house makes sense

You should source yourself if:

• you need to fill more than 10 positions per year
• You have dedicated active sourcing resources (min. 1 FTE)
• Your team already has active sourcing skills
• you want to build up a talent pool in the long term
• Your positions are standardized (recurring requirements)

Requirements for successful in-house active sourcing:

• Tool setup (LinkedIn Recruiter, XING TalentManager, CRM)
• Trained team (sourcing skills, not just general recruiting)
• Clear KPI targets and tracking
• Support from management
• Realistic time planning (active sourcing is time-consuming)

When outsourcing is the better option

You should work with a partner if:

• you fill fewer than 10 specialized positions per year
• Your HR team is already overloaded
• You have no active sourcing expertise in your team
• you need results quickly
• you have niche positions that are difficult to fill
• you want to avoid tool costs (LinkedIn Recruiter: €8,000-12,000/year)

The Kooku approach:

We work with a transparent billing model that gives you full cost control.

What you get with Kooku:

• KPI-driven approach with weekly reporting
• One-pagers and video messages for positioning
• No mass addresses – only qualitative candidates
• Applicant market analysis in advance (so as not to waste your time)
• Working in partnership at eye level

Important: We also need your cooperation when outsourcing. Weekly jour fixes, quick feedback on candidates and transparency about your requirements are essential.

Hybrid model as third option

Many of our customers use a hybrid approach:

• In-house: standard positions, recurring roles
• Kooku: Difficult appointments, niche expertise, capacity peaks

This gives you flexibility without long-term fixed costs.

→ Learn more about Active Sourcing at Kooku

Conclusion: Active sourcing is a craft

Active sourcing works – if you do it right. The 7 methods we have discussed in this article are the result of over 200 successful projects:

1. Iterative keyword strategy: From specific to broad, systematic testing
2. AIDA approach: short, personalized, candidate-centric
3. Multi-channel approach: LinkedIn + XING + Indeed + special platforms
4. OnePager & videos: Visual differentiation for higher response rates
5. AI-supported efficiency: 40-70% time savings in research and structuring
6. Strategic follow-up: 2-3 message system with channel change
7. KPI-driven tracking: measure, analyze, optimize

The inconvenient truth: active sourcing requires time, patience and a systematic approach. It is not a quick fix for bad employer brands or unrealistic requirements.

The good news is that with the right methods and realistic expectations, you can achieve response rates of 25-40%, fill positions in 6-12 weeks and save on expensive headhunter commissions.

Next steps

1. download free Active Sourcing Masterclass → Active Sourcing Masterclass

2. discover more resources on active sourcing → To our resources

3. request active sourcing support → Active sourcing with Kooku

About Kooku Recruiting

This article was created by Kooku Recruiting, your partner for data-driven, AI-supported and legally compliant recruiting. With over 10 years of experience and more than 200 clients, we support companies in optimizing their HR processes and making them future-proof.