In HR and talent acquisition, sourcing refers to the proactive process of identifying, engaging, and attracting qualified candidates for current or future job openings. Unlike traditional recruiting, where applicants apply directly, sourcing focuses on building a pipeline of talent, often including passive candidates who aren’t actively looking for a job.

Some organizations assign sourcing responsibilities to recruiters, while others employ dedicated “sourcers” whose primary role is to uncover and connect with potential talent.

When to Use Sourcing

Not every role requires sourcing. It’s most effective when:

• The position demands specialized or rare skills.
• A role typically receives too many applicants, and you want to target only qualified talent.
• The organization seeks to shorten time-to-hire or gain a competitive advantage in a tight labor market.

Sourcing vs. Recruiting

While sourcing is part of the broader recruitment process, the two differ:

• Sourcing: Actively searching for and initiating contact with potential candidates.
• Recruiting: Managing relationships, interviews, and the hiring process once candidates are in the pipeline.

Benefits of Sourcing

A strong sourcing strategy can:

• Expand the talent pool by reaching passive candidates.
• Reduce hiring time by creating a pipeline of pre-qualified candidates.
• Increase candidate quality through targeted outreach.
• Boost employer brand by building positive, personalized candidate experiences.

Types of Sourcing in HR

• Passive sourcing – Engaging candidates not actively job hunting.
• Active sourcing – Targeting those currently seeking new roles.
• Direct sourcing – Recruiting candidates directly without third-party agencies.
• AI sourcing – Using technology to scan databases and platforms for qualified matches.

How to Build a Talent Sourcing Plan

An effective sourcing plan helps create a continuous flow of talent rather than starting from scratch each time a role opens. Steps include:

1. Align sourcing with organizational HR strategy.
2. Define target talent personas beyond job descriptions.
3. Identify growth areas and anticipate future needs.
4. Analyze competitor sourcing methods.
5. Choose sourcing methods (referrals, social media, networking, AI tools).
6. Track and measure sourcing success.

Where to Source Candidates

Common sourcing channels include:

• Job boards & career sites
• Employee referrals
• Networking & industry events
• Social media platforms (LinkedIn, GitHub, Twitter, niche forums)
• Internal candidates with growth potential

Candidate Sourcing Strategies

• Traditional strategies: employee referral programs, recruiter networks, internal promotions, and LinkedIn searches.
• Creative strategies: reaching out to newly hired candidates, using niche platforms like GitHub or Medium, revisiting past candidate databases, or networking in community spaces.

Bottom line: Sourcing is about being proactive, finding and engaging talent before the role is vacant or the candidate starts applying elsewhere. It ensures HR teams stay ahead in competitive markets by building strong talent pipelines.