If there are (as an example) 1,000 possible candidates that can fill this search, their ad is reaching 150 of them. What is their plan to reach the other 850? How do they know that their ‘story’ has even reached the best of the best? Wouldn’t it make sense to at least compare their efforts to yours? This does mean that you have to know that passive market – and be more proactive in your sourcing of candidates than just relying on job boards or incoming calls.