A few months ago, I sat across from a small business owner over coffee. Let’s call her Sarah. Sarah was grappling with high turnover and a shrinking candidate pool for her growing team. During our discussion, she mentioned a tactic she’d heard about from a fellow entrepreneur: posting “ghost openings” to create a steady pipeline of candidates, even when there weren’t immediate roles to fill.
“It sounds smart, right?” she asked. “I mean, I’ll always have resumes to pull from when something comes up.”
I took a sip of my coffee and leaned in. “It might sound smart,” I said, “but it could backfire in ways you’re not expecting.”
Sarah was intrigued, and so was born a conversation about why posting ghost openings—job listings for roles that don’t actually exist—can be a dangerous strategy for employers.
What Are “Ghost Openings”?
Ghost openings are job postings for positions a company isn’t actively hiring for. On the surface, it might seem like an efficient way to build a talent pool or gauge market interest. Some even view it as a way to boost a brand’s visibility or test the waters for a potential role. But the reality is far less rosy.
Why This Strategy Can Backfire
It Damages Employer Branding
Candidates are savvy. They research companies, read reviews, and share their experiences. If job seekers repeatedly apply for positions only to discover they don’t actually exist, they may feel misled. This can lead to negative reviews on platforms like Glassdoor, diminishing your credibility as an employer.
For Sarah, a negative online presence was already a concern. Posting ghost openings would only reinforce the perception that her company wasn’t transparent or trustworthy.
It Wastes Everyone’s Time
Recruiters, hiring managers, and candidates invest significant time and energy into the hiring process. Sorting through applications for a fake role wastes resources on both sides. Worse, it creates frustration for candidates who could have directed their efforts toward real opportunities.
When I pointed this out, Sarah frowned. “I’d hate it if someone wasted my time like that,” she admitted. “Why would I do it to them?”
It Breeds Distrust Among Candidates
If a candidate applies for a role and later discovers the position wasn’t real, they’re unlikely to apply again—even when you’re genuinely hiring. Worse, they might discourage others from doing so. Trust, once broken, is difficult to rebuild.
It Creates Internal Confusion
Posting fake roles doesn’t just affect external perceptions; it can create chaos internally. Current employees may see the listing and question their job security or wonder why the company is hiring for roles when resources seem stretched thin. Transparency within your organization is as important as transparency with candidates.
Better Alternatives to Ghost Openings
When I finished explaining, Sarah sat back and nodded thoughtfully. “So, if ghost openings aren’t the answer, what is?” she asked. Here’s what I recommended:
Build Talent Communities: Engage with potential candidates through newsletters, webinars, or networking events. This creates a pipeline of interested professionals without the need for misleading job posts.
Use “Open Applications” Wisely: Clearly label open application posts as exploratory and communicate that while there isn’t a specific role now, you’ll keep qualified candidates in mind for future opportunities.
Focus on Employer Branding: Invest in sharing your company’s culture, values, and success stories on social media and career pages. Strong branding naturally attracts top talent.
Engage in Proactive Outreach: Instead of posting phantom jobs, proactively search for and build relationships with passive candidates who might fit your future needs.
The Long-Term Perspective
As our conversation wound down, Sarah thanked me for my honesty. “I hadn’t thought about how much damage ghost openings could do,” she said. “I’ll focus on better ways to attract the right talent.”
And that’s the key takeaway. Building a talent pipeline is essential, but how you do it matters. Transparency and integrity go a long way in attracting and retaining the right people. Ghost openings might seem like a shortcut, but they’re a road you don’t want to take. Instead, invest in genuine, long-term strategies that foster trust and build a reputation as a great place to work.