Tracking behaviors of consumers can help employers understand how to better communicate with passive job seekers. Again, get to the passive seekers where they least expect it. The interactive grocery cart actually exists in some markets.
Imagine that as a key candidate strolls down the Pepperidge Farm isle, they are prompted on a screen attached to the cart with key career opportunity information about Campbells. It gives key information and other specific messages relevant to the hard-to-find job itself. An opt-in screen asks if the candidate is interested to simply log in their email address and information will be sent automatically.
The theory here is that brand loyalty can be leveraged into the employment proposition.