Passive candidates are usually employed, reasonably content and not reading job adverts, but would consider a move for better pay, progression, flexibility or more interesting work. They are found through sourcing, referrals, alumni networks and talent pools. A typical approach is a short, specific message explaining why the person was contacted and what the role offers, followed by an informal conversation rather than a formal application.
Because passive candidates did not ask to be contacted, the process needs to be lighter and quicker than for active applicants. Asking for a full application or a long assessment before a first conversation often loses them. Judging them against the same job-relevant criteria as everyone else still matters, since a persuasive approach from a well-known employer is not the same as evidence of fit.