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Employment branding | 12 minute read

Employment branding trends impacting your talent acquisition strategy

May 26, 2022

Because of the hyper-competitive talent market, companies must build a strong employer brand that appeals to all segments of workers. Updating your talent acquisition strategy ensures you have an authentic brand that runs through every aspect of your organization. This, along with a willingness to continuously improve, is key to attracting and retaining the top talent needed to be profitable and successful over time.

Here are the top employment branding trends to be mindful of as you develop a modern strategy based on what jobseekers and current employees are really looking for. 

What makes a strong talent acquisition strategy? 

An effective TA strategy involves attracting the right talent to your organization in a way that aligns with your long-term visions and goals. To do this, you need to build and maintain a strong employer brand that accurately relays the culture and commitments of your company in an authentic way.  

Trend #1: Work-life balance and integration 

32% of people are more likely to say they struggle with work-life balance remotely.

Work-life balance is more than a buzzword — it’s an expectation for jobseekers. It’s cited repeatedly as a top-five priority for employees. The question is, how do you implement it effectively? Employers must ensure their workforce has clear boundaries between work and home life by supporting flexible working hours that fit employees’ lifestyles.  

This goes beyond simply offering remote options, as burnout is still possible for those working in their homes (in fact, 32% are more likely to say they struggle with work-life balance remotely according to Glint and LinkedIn data). Combat burnout and encourage flexibility by establishing well-being programs that are communicated from the interview process to onboarding. This will help spread awareness that you’re a company that supports balance in employees’ days.  

Flexibility and work-life balance are vital aspects of an employer value proposition (EVP), so ask yourself: 

  • Are your recruiters accurately communicating this and other company values? 
  • Are you tailoring your EVP to employee expectations and to target ideal candidates? 

Trend #2: Career advancement and training opportunities 

The market is demanding higher-than-usual salaries, but did you know 37% of candidates said they’d be willing to take a pay cut for a chance to learn new skills? Incorporate an emphasis on internal mobility in your recruitment marketing efforts by upskilling your current workforce and offering comprehensive learning and development (L&D) programs. Not only does this decrease reduce recruitment costs, but it’ll boost employee satisfaction and ensure new hires see growth ahead. It’s a way to satisfy your workforce and build a pipeline of capable and self-motivated talent for your organization.  

Ask yourself: 

  • Are managers trained on the importance and benefits of upskilling employees? 
  • What L&D initiatives are you currently supporting and are you sharing these externally? 

Trend #3: A diverse and welcoming culture that walks the talk 

Expressing a commitment to improving diversity, equity, inclusion and belonging (DEIB) is essential to supporting your workforce – and the success of your employment brand. To truly make a difference though, you must actively live and breathe this approach every day, or employees and candidates will see right through it. Prioritizing DEIB means operationalizing employee involvement in decisions around planning, processes and programs. Everyone’s voice should be heard. It’s this celebration of diversity that is what jobseekers are looking for, and a welcoming environment is where it starts. This will not only improve employee retention, but advocates of your brand will share their experience and grow your following.  

Read more about how DEIB is a mindset, not an initiative, in our whitepaper 

Ask yourself: 

  • Are diverse groups in the room where important decisions are being made? 
  • How are recruiters talking to candidates about your diversity policy or inclusive environment? 

Trend #4: Real employee input about what it’s like to work at your company 

Point blank, no one wants to hear from the marketing function about what it’s like to work at your company. Enlist your people, in their own words, to talk about what it’s actually like to work at your company. This will promote authenticity and attract talent to your organization who can envision themselves working at your company. Encouraging people to share their career stories brings your employment brand to life and inspires candidates and jobseekers who may be passive to be a part of it, too. Whether that’s joining a talent community or applying for a role, it’s undeniable that employee voice holds the most power when it comes to sharing your company’s story with the outside world.

Read more on the top TA statistics for 2022 

Ask yourself: 

  • Do you have employee testimonials on your careers page? 
  • Are you conducting stay interviews to keep your current workforce engaged? 

Trend #5: Actionable betterment for the world and environment  

When it comes to corporate social responsibility (CSR) and environmental, social and governance (ESG) efforts, employees need to see how your company is contributing to the big picture. A large majority said companies just making money is no longer acceptable; 88% said businesses must positively impact society as well. Because passion fuels participation, your employment brand will be led by what your people feel strongly about. Document the journey your workforce is taking so others feel inspired when they see posts on social media.  

Ask yourself: 

  • What steps is your company taking to effect change in the world? 
  • Do you support volunteer days for employees to give back? 

Making a difference with employment branding 

The workforce has permanently changed, which means it’s not only critical to update your EVP but ensure your employment branding efforts reflect it. Jobseekers want to know you understand their expectations. By making a commitment to listen to current and prospective employees and implement improvements, you’re already well on your way to developing strong talent management best practices. 

To read more, check out our 2022 Employment Branding Report. 

About Shelby Burgess

Shelby is an innovation research consultant at WilsonHCG. She has a master's degree in Library and Information Science from Kent State University and a bachelor's in Creative Writing from Ohio University. Her work on the innovation team includes collating key data points for clients as well as WilsonHCG's annual Employment Branding Report.