Recruitment marketing combines strategies companies use to attract, engage, and retain talent. It aims at helping job-seekers understand the value of working at your company. With changing work expectations there needs to be a change in the recruitment strategies as well. Different generations have different expectations. Millennials give importance to career growth, work-life balance, diversity, etc. They expect to have a progressive career trajectory. If companies fail to fulfill this need, millennials are likelier to hop from one job to another. Gen Z on the other hand, prefers to be independent and entrepreneurial. Millennials are ready to adapt to evolving technology. However, Gen Z has high expectations for advanced technology. However, both generations meet at a common point regarding mental well-being and work-life balance.
The world consists of a 30% Gen Z population; by 2025, they will make up 27% of the workforce. According to a survey by LinkedIn, the Gen Z population will consider putting down their papers if importance is not given to work-life balance. How can companies attract and retain a generation that values technology, mental health, and diversity?
First, let’s have a look at some of the trends in the job market.
Artificial Intelligence and Automation
The regular recruiting tasks like resume screening, and scheduling interviews will be driven by Artificial Intelligence. This would assist the recruiters to focus more on other processes of recruitment.
Skills over Degree
Employers in the current market believe that a good educational qualification doesn’t equate to having the necessary skills required for the job. Employers will focus more on the job-required skills than the degree candidates possess.
Remote work
After the onset of COVID-19, companies are now open to the concept of remote work. This helps in reaching a wider pool of talent. Remote work allows candidates to apply for a role from any part of the world. This also develops a diverse workforce.
Mental Well-Being Over Everything
Both employers and employees understand that work is a part of life, and is not their entire life. They understand a human being’s identity cannot be only based on their work or their workplace. To promote mental wellness, companies are promoting counseling and wellness packages.
Diversity, Equity and Inclusion (DEI)
Right to Employment opportunities for all is an important belief among Gen Z. They strongly believe no one should be left behind and people from all communities and backgrounds should have access to opportunities for growth. This also includes leadership opportunities. Surveys are often conducted to see how often women are given a leadership opportunity.
Values and Purpose
Education and awareness have made the present generation conscious. Job seekers are inclined towards opportunities that uplift society and help the environment. Candidates are choosing jobs and companies that match their belief system.
2025 Recruitment Marketing Trends
We can predict the following recruitment marketing trends from 2025 onwards-
Culture and Identity: An organization’s culture is also known as an organization’s personality. It is a combination of values, beliefs, and behaviors that defines a company’s operation and employees’ feelings about working there. This creates the identity of a company. You can have the best of the talent and the best learning opportunities, but if the culture is toxic it will lead to attrition. Job seekers need to know what a company has to offer to them. Social media platforms can be used to share testimonials, pictures, and videos to showcase the life at the organization.
Companies can also showcase their contribution and commitment to social causes. Job seekers don’t just seek a job, they want to create an impact too. These factors play an important part in creating a strong employer brand.
Technology Integration: AI is being used in all spheres of recruitment and has made the process faster and smoother for HR professionals:
AI Chatbot is one of the trending AI tools used by companies. Candidates don’t have to wait for a person to get their queries answered. One can use the AI Chatbot at any time for all their common queries.
The mundane task of resume screening has been made easier with AI in the Application Tracking System. The recruitment team receives several applications daily. It is quite common for them to miss out on important points while screening the resumes. With the intervention of AI in resume screening, job seekers would also learn to include keywords and key skills in their resumes.
Another mundane task that has been made simple with AI is the preparation of a Job Description. ChatGPT is the go-to place for all HR professionals to get a crisp and clear JD. Organizations are also adopting the practice of Video JDs, making the process more real and interactive.
Candidate Focused Process: The smoother the recruitment process, the better the opinion a candidate will have about the company. If a company has many rounds of interviews, a candidate has to invest most of their time just in one place. The lengthy process can make the candidate lose interest. This puts a question mark on the recruiting skills of a company. Similarly, if the JD given to the candidates doesn't contain all the necessary information, a candidate would feel unprepared for the interview and the role. In the end, even if a candidate hasn’t been selected, the organization can continue to stay in touch with them. This would give hope to them for future opportunities at the same place.
Short Term Projects: Test the skills and efficiency of a candidate by giving them a short-term project based on the JD. It gives a practical idea to the candidate about the role and helps them understand the ground reality.
Video CVs: Organizations are adopting the practice of recorded video resumes and online interviews. This gives more flexibility to candidates especially if they are not in the job location.
Social Media Recruitment: Platforms like LinkedIn are like a treasure box for recruiters. The talent they fail to find on job portals can be found on social media platforms. A company can have a strong social media presence by posting content on recent industry trends, company projects, the latest technology used, and CSR activities.
In Conclusion
Companies that are quick to adapt the latest recruiting techniques demonstrate a greater capacity for learning and growth, in turn attracting skilled candidates. Stagnation in techniques can lead to stagnation in business. Companies that decide to stay where they are have lost a major chunk of their market share. Nokia can surely testify for this. A company that had a global 40% market share in early 2000s fell down to 10% within 14 years. Their over dependency on brand name and lack of innovation are factors that led to their tragic downfall.
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