Exploring 8 Top Employer Branding Trends for 2024
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The labor market remains dynamic and highly competitive. Therefore, employers must always be on the cutting edge to attract the best talent. Employers must maintain a good brand and reputation to attract top talent and retain employees and key stakeholders.
Several trends have changed the way employers present themselves to potential employees.
These trends determine how successful and effective the employer brand will be. Here are some of the key trends that will influence employer branding in 2024.
Managers are committed to employer branding
Not only are executives involved in strategy, but they are also becoming increasingly visible in promoting their company's brand. Executives are increasingly presenting themselves in the form of content such as videos, podcasts and written content on company websites and social media.
CEOs and other senior management are tasked with communicating and representing the company's vision and values. When they are visible, this is easier and more effective.
Visible leaders help humanize the company. This makes the company easier for the audience to grasp. This also helps reach new audiences, promote transparency, and gain audience insights.
What companies should do
The employer branding strategy should determine how the members of the management team should be integrated. In particular, they need to be assigned roles that they can contribute to various aspects of the employer brand.
Employees as brand ambassadors
Employees play a crucial role in employer branding. When job seekers research a potential employer, they want to know what current employees have to say about their workplace. Statistics show that people are more willing to trust information that comes from employees and that the content they publish is more likely to reach a larger audience than the company's official content. Applicants want real stories and insights into the company. And employers need to invest in publishing employee reports. This will encourage them to become strong advocates for the company.
What companies should do
Companies need to make greater use of their employees' networks to reach more people. The active participation of employees in employer branding should be part of the strategy. Give employees a specific, active role in promoting their company. Employee-based content such as: Videos can be seen that are based on stories.
The influence of AI on employer branding
Artificial intelligence has impacted every industry, and employer branding is no exception. AI functions influence all elements of employer branding. AI can help design compelling campaigns to attract candidates while improving the experience. AI also improves employee experiences in the areas of collaboration, feedback and learning.
Ultimately, this creates a team that works together effectively. This strengthens the entire company culture and thus increases productivity. AI also helps the company communicate its employer brand message more effectively by using the available data to accurately target the target audience and thus achieve more results.
What companies should do
More companies are expected to integrate AI into their employer branding processes and programs in 2024. This will ensure the audience receives more accurate and personalized feedback, rather than a one-size-fits-all solution. An effective employer branding strategy should include integrating AI into content production, hiring processes, and all aspects of the employee experience.
Ecologically and socially responsible employer branding
Many companies today include their commitment to the environment and social responsibility in their employer branding. The reason for this is that most people are more environmentally conscious than before.
A 2022 PWC study found that 65% of people worldwide want to work for a company that is environmentally and socially responsible. 17% said they changed jobs or industries because of climate concerns. Today more people are interested in the topic of sustainability. It is also expected that more companies will recognize this and make it part of their employer brand.
What companies should do
The employer brand should have an ESG strategy aimed at reducing climate impact and including employee participation. Organizational activities and services should also reflect sustainability aspects.
Opportunities for growth and learning
According to the Randstad Employer Branding Research Report 2023, a lack of growth opportunities is the reason why employees leave their jobs. In the report, 73% of workers say professional development opportunities are important to them.
In recent years, one way employers have addressed the skills shortage is by giving their employees the opportunity to learn new skills and develop in areas other than where they started. Most employees would stay longer with a company that invests in their professional growth and development, and this will continue to be a crucial part of employer branding.
What companies should do
Employers should communicate the growth opportunities they offer their employees as an important part of their employer brand. Learning and development will come to the forefront as AI, machine learning and other emerging technologies impact the workplace. Employers who focus on this area will have a more attractive brand.
Flexibility and work-life balance in employer branding
Employees continue to demand more flexibility in the workplace to create a better balance between work and other aspects of life. Companies looking to attract and retain talent need to find hybrid and remote work strategies that work for them, and this is an important part of employer branding. For example, some companies have successfully adopted the four-day week in 2023, and more may adopt it. According to Gartner's 2024 Workplace Trends Report, 2024 could be the year many companies adopt the four-day workweek.
What companies should do
Companies will have to rethink where and how they work. You need to be more specific about when and where activities like collaboration, brainstorming, and feedback take place. This creates clear expectations about what is required of employees and how they should work, which would form a robust part of the employer brand.
Diversity and inclusion for employer branding
While there are some reservations about DEI initiatives, they are still very important for an effective employer brand. Given the possibilities of working remotely and companies willing to source talent from different parts of the world, employers should focus on building a diverse and inclusive workforce with a solid DEI strategy. Applicants and employees want to work with an employer who creates a fair working environment, gives them a feeling of belonging and allows for new perspectives and ideas.
What companies should do
The employer brand must have DEI initiatives as this will help attract and retain diverse talent. The employer brand should demonstrate how its DEI metrics are tracked, verify employee engagement with the initiatives, and highlight the successes of DEI programs.
Use new social media platforms
Delivering your employer's message is all about getting your message to the target audience on platforms where it can be found. While companies have previously used platforms such as LinkedIn, Facebook and Glassdoor to showcase their company, platforms such as TikTok, Snapchat and Instagram are becoming increasingly popular as channels through which the employer brand message is specifically conveyed to younger target groups entering the world of work can be.
What companies should do
In addition to older and commonly used social media sites, you should target platforms where younger and digitally savvy audiences are active and create content that attracts attention on those platforms.
2024 will be an exciting year for employers and branding efforts. The most important thing is to realize that we live in a rapidly changing world, and in the workplace you should be ready to adapt to changes and make the most of them when they come.
As we navigate 2024, staying abreast of evolving trends in employer branding is crucial. With IceHrm, optimize your strategies for success.
