Need new talent? Follow these 3 employer branding trends

Need talent? A vacancy on your website has long stopped being enough to attract new colleagues. In times of chaos on the labour market, a strong employer brand works like a magnet for potential candidates. Be authentic and recognisable, and make sure your organisation's identity comes across in the form of its mission, vision, core values, working atmosphere and organisational culture.

The end product, employer branding content, is posted on social media, among other places. But first ask yourself: what will appeal to people? How do I convince people who already have a job to switch to my organisation? Start by analysing your target group and discover what an ideal candidate finds important, what the ideal commute is and what a market-rate salary is. And not unimportant: what's the way to persuade someone to leave their current job for a new one? With these 3 employer branding trends you'll strengthen your position on the labour market in no time.

The trends in employer branding

Persuading someone to change jobs is tricky, but necessary. Young people in particular are looking for a job with meaning and impact these days. So sustainability and innovation appeal to this target group. Diversity, inclusivity and hybrid working are also trends companies respond to when it comes to employer branding. But be smart about it, because if you get it wrong you risk denting your image! In the 3 examples below you can read how to successfully use the most popular trends in your employer branding strategy.

Trend 1: Diversity and inclusivity

This trend is a means, not an end. There's no need to explicitly state how inclusive your organisation is or that everyone can be themselves. If it's important to the company's identity, build it into the company culture and ethics. Then show where the diversity and inclusivity can be seen. For example, share that CVs are anonymous when they're assessed, or that conversations are started about different cultures within the organisation.

Trend 2: Sustainability within the organisation

Reducing your carbon footprint, paperless meetings or recycling: however your company becomes more sustainable, sharing it online attracts a young audience. But the meaning of "sustainable" goes further than "good for the planet". In a sustainable or meaningful job, you contribute to society. Tackling social or innovative challenges, for example. Do you have open vacancies that people without experience can apply for? Then you're tackling a social problem, so you're working sustainably. You're more than welcome to let the rest of the world know about it through an employer branding campaign.

Trend 3: Hybrid working

Hybrid working is becoming increasingly normal. As a result, the world has become bigger and borders are blurring. The commute is therefore less often an obstacle, and recruiting people from abroad is becoming more normal and easier. After all, we also have the option of meeting or consulting digitally, so the social aspect isn't lost. Even so, remote working isn't for everyone. The term can enthuse or deter. That's why it's important, where applicable, to state that employees can choose where they work: at home or in the office. Flexibility is a top term that will attract new colleagues.

In short, do you need talent and are you thinking of an employer branding campaign for your company? Then be aware of what the company wants to convey and what will attract the ideal target group. The new talent will then come to you all by itself.

Curious about all the impact an employer branding campaign can have on your company? In this article and the accompanying whitepaper we give you another 5 smart tips!