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This week’s Recruitment Marketing Roundup summarizes the major moves taking place in recruitment marketing and talent acquisition. Stay ahead in the industry by checking out this week’s top 15 stories. 

From Black women entrepreneurs outpacing revenue growth to Black employees reclaiming career control and Gen Z’s public sector appeal, we’ll address these powerful demographic shifts. With job boards potentially consolidating and skills trumping credentials, seismic changes are afoot. 

Let’s explore these developments and arm talent acquisition strategies for the road ahead.

Businesses owned by Black women outpacing the market in employment and revenue growth rates

Recent data highlights that businesses owned by Black women outpace general market trends in both employment and revenue growth rates. A 2024 Wells Fargo report reveals that there are approximately 14 million women-owned businesses in the United States, marking a 14% increase since 2019. Notably, Black women represent nearly 15% of all women-owned businesses, demonstrating significant growth in employment and revenue.

Implications for Recruitment Marketers and Talent Acquisition Strategies

• Targeted Recruitment Efforts: The success of businesses owned by Black women underscores the need for recruiters to adopt targeted recruitment marketing efforts that support diversity and inclusion. This involves actively seeking out and engaging with talent from diverse backgrounds, particularly in industries where Black women are leading growth.
• Partnership and Collaboration Opportunities: Recruiters should explore partnership and collaboration opportunities with businesses owned by Black women. These businesses are not only thriving but also contributing significantly to their communities. Engaging with them can open up new talent pools and foster a culture of inclusivity and diversity within organizations.
• Focus on Entrepreneurial Skills: The entrepreneurial success of Black women highlights the importance of skills such as innovation, leadership and resilience. Recruiters should prioritize these competencies when sourcing candidates, recognizing the value that entrepreneurial experience can bring to a team or organization.
• Supporting Community Engagement: The story of Vanetta Minkins, who named her business after her grandmother and focuses on community service, illustrates the deep connection these businesses have with their communities. Recruiters and talent acquisition professionals can support these values by emphasizing community engagement and social responsibility in their recruitment marketing strategies.

Gen Z has discovered the ultimate anti-layoff hack: government jobs

Amidst the backdrop of recent layoffs affecting even stalwart companies like Meta and Google, Gen Z and millennial workers are increasingly viewing government jobs as a viable alternative for career stability. The public sector offers several enticing benefits: job security, comprehensive health insurance, robust benefits, guaranteed pensions and student loan forgiveness after a decade for certain roles. This shift is a response to the volatility in the job market, particularly within the tech sector, which has seen 240,000 job cuts in the past year alone.

Recruitment Marketing and Talent Acquisition Takeaways

• Highlighting Job Security and Benefits: In light of Gen Z’s gravitation towards government roles for their stability and benefits, recruiters in all sectors should emphasize aspects of job security, comprehensive benefits and work-life balance in their value propositions to attract younger workers.
• Adapting to Changing Job Preferences: The trend of young professionals prioritizing stability over high salaries suggests a shift in recruitment marketing strategies. Organizations may need to reassess how they package job offers, focusing on long-term career growth, stability and the quality of work life rather than just compensation.
• Leveraging Digital Platforms for Recruitment: With government jobs gaining popularity on platforms like TikTok, recruiters should consider innovative digital recruitment marketing strategies to engage with Gen Z candidates. This includes using social media and other digital platforms to highlight the attractive features of their roles and organization.
• Addressing Work-Life Balance: The appeal of government jobs also lies in their perceived better work-life balance. Companies looking to attract young talent should consider how they can offer flexible working arrangements, ample paid time off and other policies that promote a healthy balance between professional and personal life.
• Competing with Public Sector Perks: To compete with the public sector’s appeal, private companies might need to revisit their benefits packages, especially around areas like pension contributions, healthcare benefits and student loan assistance programs, to make their offers more attractive to younger demographics.

Online Recruitment Market Size and Demand to Hit USD 58 Billion by 2032 | Globally at 6.4% CAGR

The online recruitment market is on a remarkable growth trajectory, projected to expand to a staggering $58 billion by 2032, with a compound annual growth rate (CAGR) of 6.4%. This surge is primarily driven by the digital transformation sweeping across industries, leading businesses to increasingly adopt online recruitment marketing solutions for their hiring needs. From a valuation of $34 million in 2023, the market’s evolution is fueled by the integration of internet technologies in the recruitment process, leveraging job boards, social media and professional networking sites to streamline hiring.

Implications for Recruiters and Talent Acquisition Strategies

• Embracing Digital Transformation: The significant growth in the online recruitment market underscores the need for recruiters to fully embrace digital channels and technologies. Staying ahead in a competitive job market means leveraging digital platforms for attracting, engaging and hiring talent.
• Investment in Advanced Recruitment Technologies: The rise of AI, machine learning and data analytics in improving recruitment processes suggests recruiters should invest in these technologies. Applicant tracking systems (ATS) and candidate relationship management (CRM) tools are becoming essential for optimizing recruitment efforts.
• Expanding Recruitment Horizons: The globalization of the workforce and the rise of remote work are trends that recruiters must capitalize on. Online recruitment platforms offer the ability to tap into global talent pools, making it imperative for recruiters to look beyond geographical boundaries.
• Strengthening Employer Branding Online: As the market grows, so does the importance of employer branding in attracting top talent. Recruiters should utilize online platforms to showcase their company culture, values and benefits, distinguishing themselves in a crowded market.
• Addressing Data Privacy and Information Overload: With concerns over data privacy and the risk of information overload, recruiters must ensure their online recruitment practices comply with data protection regulations and use sophisticated algorithms for accurate candidate-job matching.

Adecco pledged to find jobs for 85,000 refugees

Adecco Group, a global leader in staffing and workforce solutions, has made a groundbreaking pledge to support refugees, setting a new standard in corporate social responsibility. The company announced its commitment to assist 85,000 refugees in finding employment and to provide training for 17,000 individuals by the end of 2027. This initiative marks a significant increase from its previous commitment in June 2023, highlighting Adecco’s dedication to making a tangible impact in the lives of those forced to flee their homes.

What TA Professionals can Learn

• Expanding Talent Pools: Adecco’s initiative opens up new talent pools, emphasizing the importance of inclusivity in recruitment marketing strategies. Recruiters should consider similar approaches to tap into diverse talent sources, including refugees who can bring unique skills and perspectives to the workforce.
• Corporate Social Responsibility (CSR): Adecco’s pledge underlines the growing importance of CSR in recruitment marketing strategies. Companies that actively contribute to social causes can enhance their employer brand, attracting candidates who value purpose-driven work.
• Training and Development: The focus on training, especially in technical and language skills, highlights the critical role of skill development in integrating refugees into the workforce. Recruiters and talent acquisition professionals should prioritize training programs to bridge skill gaps and facilitate smoother transitions for refugees into new roles.
• Digital Platforms for Job Matching: The launch of a dedicated website for refugee job seekers by Adecco underscores the potential of digital platforms in improving job accessibility. Recruiters should leverage online tools and platforms to reach and engage with wider candidate pools, including those in vulnerable situations.

Paramount Global to lay off about 800 employees

Paramount Global, a major player in the media industry, has announced plans to lay off approximately 800 employees, which constitutes about 3% of its total workforce. This move comes as the company seeks to navigate through a period of cost-cutting and aims for a return to earnings growth in the challenging landscape of the entertainment sector. The layoffs are claimed to be a response to the dominance of streaming services, the aftermath of Hollywood strikes, a weakened advertising market and broader economic uncertainties. Given the huge losses from building their own streaming platform and the huge amount they spent on their Super Bowl commercial, it’s hard to take these reasons at face value.

The Gist for Recruitment Marketers and TA Pros

• Adapting to Industry Shifts: The layoffs at Paramount Global highlight the need for recruiters to stay adaptable and forward-thinking, especially in industries experiencing rapid change like entertainment and media. Talent acquisition strategies should be flexible to adjust to industry downturns and shifts towards new media platforms.
• Emphasis on Strategic Hiring: With Paramount focusing its resources on its most significant franchises and reducing the production of local and international originals, recruiters should prioritize roles that support core business areas and strategic initiatives. This approach ensures that hiring aligns with long-term business goals during restructuring periods.
• Support for Affected Employees: The layoffs underscore the importance of providing support for affected employees, including outplacement services, career counseling and transparent communication about the changes. Recruiters play a crucial role in managing transitions compassionately and effectively.
• Leveraging Talent from Layoffs: For companies outside the directly affected sectors, the layoffs present an opportunity to attract experienced talent. Recruiters should monitor such industry changes to identify and engage with high-quality candidates who may be looking for new opportunities.

Employment of people with disabilities surged in COVID; 2024 less certain

The COVID-19 pandemic brought unexpected shifts in the job market, notably for people with disabilities, who saw significant gains in employment opportunities thanks to the rise of remote work. According to Bureau of Labor Statistics figures, about 2 million Americans with disabilities either found employment or began job searches since December 2019, marking a 30% increase in workforce participation. This surge was aided by a strong job market and an increase in remote work options, which were particularly beneficial for those whose disabilities made traditional office work challenging.

What it Means for TA

• Continued Flexibility: The pandemic-era increase in remote work has proven that many jobs can be performed effectively from home. Recruiters should advocate for continued flexibility in work arrangements to accommodate a diverse workforce, including people with disabilities.
• Inclusive Hiring Practices: The stories of individuals like Lucy Trieshmann and Netia McCray highlight the importance of inclusive hiring practices that recognize the capabilities and potential of candidates with disabilities. Recruiters must ensure that job descriptions, interview processes, and workplace policies are accessible and inclusive.
• Remote Work as a Standard Option: With the potential rollback of remote work policies as companies push for return-to-office (RTO), recruiters need to emphasize the importance of remote and hybrid work options not just as a temporary adjustment but as a standard offering that can attract and retain talent.
• Advocacy for Policy Change: As the employment landscape for disabled workers faces new challenges, there is a need for advocacy at both governmental and corporate levels for policies that support employees with disabilities. This includes remote work options, flexible scheduling and inclusive workplace environments.

2024 Is About Black Professionals Taking Control Back Over Our Career Progression

The narrative for Black professionals is shifting significantly in 2024. After a period of settling for less and prioritizing stability over passion, Black workers are now poised to reclaim control over their career trajectories. LinkedIn’s findings illuminate a collective sentiment of being underpaid among over 40% of Black professionals, with a notable 63% contemplating job changes. This inclination towards mobility is the highest among various demographic groups, signaling a readiness to transcend traditional barriers and embrace a more strategic approach to career advancement.

Implications for Recruitment Marketing

• Recognizing the Shift in Job Search Strategies: With 62% of Black professionals adapting their job search methodologies, recruiters must acknowledge the evolving landscape. This involves appreciating candidates’ focus on skill acquisition over merely fulfilling job requirements. Talent acquisition strategies should thus prioritize skill relevance and potential for growth over traditional credentials.
• Emphasizing Diversity and Inclusion Initiatives: The drive among Black professionals to seek new opportunities underscores the importance of robust diversity and inclusion efforts within organizations. Recruiters should highlight their company’s commitment to diversity, equity and inclusion, showcasing clear pathways for career advancement and professional development for underrepresented groups.
• Leveraging LinkedIn and Other Platforms for Recruitment: Given LinkedIn’s pivotal role in connecting candidates with opportunities, recruiters should optimize their presence on such platforms. This includes leveraging LinkedIn’s Job Collections and Preferences features to match job openings with the right candidates, based on their skills, experiences, and job preferences.
• Fostering a Skills-Based Hiring Approach: The trend towards valuing skills and practical experiences over degrees among Black professionals calls for a shift towards skills-based hiring. Recruiters should develop job descriptions and evaluation criteria that prioritize the skills and competencies necessary for success in the role, encouraging applicants who may feel underqualified but possess the requisite skill sets.
• Supporting Continuous Learning and Skill Development: With a significant focus on acquiring new, in-demand skills, organizations should partner with platforms like LinkedIn Learning to provide access to training and development resources. This not only aids in attracting ambitious professionals but also supports the continuous growth of the existing workforce.

Instacart Cuts 250 Jobs in Push for Higher-Margin Businesses

Instacart, the prominent U.S. grocery-delivery service, announced a significant restructuring that includes the elimination of 250 jobs, approximately 7% of its workforce. This decision aligns with the company’s pivot towards higher-margin businesses, notably in advertising and enterprise products for grocery stores. The restructuring also involves the departure of three key executives for personal reasons, with the company opting not to fill certain roles, reflecting a streamlined leadership approach to focus on growth areas.

Talent Acquisition Takeaways

• Navigating Industry Shifts: Instacart’s restructuring highlights the importance for recruiters to stay adaptable in the face of industry shifts. Talent acquisition professionals should be prepared to pivot strategies in response to organizational changes and industry trends, focusing on roles that support new strategic directions.
• Leadership and Tech Talent: The departure of key executives and the decision not to backfill certain roles signals a need for recruiters to identify talent capable of driving innovation and growth with leaner leadership teams. Focus on versatile candidates who can navigate the challenges of scaling high-margin products and services.
• Adapting to Remote Work and Contractor Models: Given Instacart’s reliance on independent contractors for its core delivery business, recruiters must continue to refine their approaches to engaging and retaining a flexible, non-traditional workforce. This includes understanding the nuances of contractor engagement and compliance with evolving labor laws.

US Applications for Jobless Benefits Fall as Labor Market Continues to Show Resilience

The latest data from the Labor Department indicates a decrease in the number of Americans applying for unemployment benefits, underscoring the labor market’s resilience even as the Federal Reserve has implemented elevated interest rates to temper economic growth. For the week ending February 10, 2024, applications for jobless benefits dropped by 8,000 to 212,000. Despite the Fed’s aggressive rate hikes beginning in March 2022 aimed at curbing high inflation, the labor market remains robust, with jobless claims maintaining extraordinarily low levels.

Implications for Recruiters and Talent Acquisition Strategies

• Stable Hiring Environment: The decrease in unemployment claims suggests a stable hiring environment, encouraging recruiters to proceed with confidence in talent acquisition efforts. The labor market’s strength should be factored into recruitment planning and strategy development.
• Sector-Specific Layoffs: While the overall labor market shows resilience, recent layoffs in the technology and media sectors highlight the importance of industry-specific recruitment marketing strategies. Recruiters should be aware of the varying impacts of economic conditions across sectors, adapting their approaches to target industries experiencing growth or stability.
• Anticipation of Market Fluctuations: The labor market’s current strength, despite high interest rates, suggests that recruiters need to prepare for potential fluctuations. Building a flexible talent pipeline that can adjust to changing economic conditions will be crucial for sustained recruitment success.
• Focus on Retention: With the labor market remaining competitive, companies should not only focus on acquiring new talent but also on retaining existing employees. Implementing strong retention strategies will be essential to maintain workforce stability in a resilient job market.

Less Workers are Changing Jobs

A recent study by Robert Half reveals a notable decrease in the number of workers planning to change jobs in the next six months, with only 36% indicating such intentions, down from 49% in July 2023. This shift suggests a stabilization in the labor market, with reduced worker attrition compared to the heightened movement observed during the Great Resignation. The report highlights generational and sector-specific propensities towards job changes, with Gen Z and professionals in marketing and creative fields showing the highest likelihood of seeking new opportunities, albeit at reduced rates from previous figures.

Recruitment Marketing Highlights

• Understanding Worker Sentiment: The decline in workers planning to change jobs underscores the importance of understanding current employee sentiments and motivations. Recruiters should focus on what professionals value in their roles, such as flexibility, fulfillment and compensation to tailor their recruitment and retention strategies effectively.
• Targeted Approach for In-Demand Skills: With specific sectors like marketing, creative and technology still showing relatively higher mobility, recruiters need to adopt a targeted approach. This involves identifying and engaging talent with the critical skills in high demand, offering competitive packages that address their main motivators.
• Emphasizing Flexibility and Compensation: The study highlights flexibility, compensation and benefits as key factors influencing job change decisions. Recruiters must ensure these aspects are prominently featured in their value propositions to attract and retain top talent, especially when filling roles in high-growth areas or replacing turnover.
• Strategic Hiring in a Stabilizing Market: Despite the overall decrease in job-switching intent, the demand for skilled workers remains high, with many companies planning to add new positions or fill vacated roles in 2024. TA pros should prepare for this demand by developing strategic recruitment marketing hiring plans that align with organizational growth and project resumption needs.

Cisco to cut thousands of jobs as it seeks to focus on high growth areas

Cisco Systems Inc. is undergoing a significant restructuring effort, including the layoff of thousands of employees, as part of its strategic pivot towards areas of high growth. While the exact number of affected employees has yet to be finalized, the move reflects the company’s adjustment to changing market demands and a broader trend of tech industry layoffs aimed at reducing costs and refocusing business priorities. This development coincides with the company’s upcoming earnings call on February 14, following a previous round of layoffs in November 2022 that impacted about 5% of its workforce.

Implications for Recruiters and Talent Acquisition Strategies

• Strategic Workforce Planning: Cisco’s restructuring and focus on high-growth areas highlight the importance of strategic workforce planning. Recruiters should anticipate the skills and roles that will be in demand within their organizations, especially in software and cybersecurity, and adjust their talent acquisition strategies accordingly.
• Talent Redeployment and Reskilling: With significant layoffs, there’s an opportunity for talent redeployment and reskilling within the industry. Recruiters can identify displaced talent with potential for growth in new areas and invest in training programs to equip them for emerging roles.
• Leveraging Layoff Talent Pools: The tech industry’s recent wave of layoffs opens up a talent pool of experienced professionals. Recruiters should actively engage with these individuals, offering opportunities that align with their expertise and the strategic direction of their companies.
• Emphasizing Employer Brand and Stability: In a climate of widespread layoffs, emphasizing employer brand and stability becomes crucial in attracting and retaining talent. Recruiters need to communicate their company’s long-term vision and the security it offers to prospective candidates.
• Navigating the Supply Chain and Demand Shifts: As Cisco adjusts to supply chain challenges and shifts in demand, recruiters in similar sectors should also be prepared to adapt their talent strategies to these external pressures. This might involve prioritizing roles that support operational efficiency and innovation in product delivery.

Experts: Show What You Know in a Skills-First Job Market

During a recent webinar hosted by Whiteboard Advisors, Lydia Logan, IBM’s Vice President of Global Education and Workforce Development, along with other industry experts, discussed the importance of a skills-first approach in today’s job market. Highlighting IBM SkillsBuild and the shift towards skills-based learning, the conversation shed light on the evolving hiring trends that prioritize capabilities over traditional academic credentials.

Actionable Insights for Acquisition

• Broadening Talent Search Criteria: The emphasis on skills rather than degrees necessitates a shift in how recruiters evaluate candidates. Talent acquisition strategies should be revised to include a broader range of qualifications, including digital credentials, certifications and proven competencies in specific areas like AI, cybersecurity and cloud computing.
• Leveraging Digital Platforms for Skills Verification: IBM SkillsBuild and similar platforms offer verifiable digital credentials that signify a candidate’s mastery in various technical and workplace skills. Recruiters should familiarize themselves with these platforms to efficiently assess the qualifications of potential hires.
• Promoting Continuous Learning and Development: Encouraging candidates to engage in continuous learning and skills development can help bridge the gap between job requirements and available talent. Recruiters can play a vital role in guiding job seekers towards resources like IBM SkillsBuild that offer valuable learning opportunities.
• Diversity and Inclusion in Hiring: Recognizing that talent exists everywhere but opportunity does not, recruiters should adopt strategies that promote diversity and inclusion. This includes recognizing non-traditional pathways to skill acquisition and career readiness, thereby expanding access to opportunities for a wider pool of candidates.
• Collaborating with Educational Platforms: Establishing partnerships with educational platforms and programs that offer specialized training and certifications can help recruiters tap into a ready pool of skilled candidates. This collaborative approach can also facilitate the design of training programs tailored to specific industry needs.

2024 Jobs Board Predictions Include Possible Consolidation

In a recent dialogue with SHRM Online, Neil Costa, CEO of HireClix, shared insights on the evolving landscape of job boards and job advertising for 2024. Costa predicts significant consolidation within the job board industry, driven by the aftermath of layoffs in 2023 and the potential for major players like Indeed and LinkedIn to acquire value through strategic acquisitions. This consolidation may target generalist job boards struggling to differentiate, as well as innovative sourcing technologies. Moreover, Costa emphasizes the enduring value of niche job boards for specific industries.

Lessons for Recruitment Marketing Leaders

• Strategic Acquisitions Impact: The potential consolidation of job boards means recruiters may need to adjust their sourcing strategies, anticipating changes in the platforms they rely on for talent acquisition. Staying informed about industry movements will be crucial for leveraging these platforms effectively.
• Embracing Niche Job Boards: The highlighted importance of niche job boards for certain sectors suggests recruiters should diversify their job advertising efforts. Focusing on industry-specific boards can enhance the targeting and effectiveness of talent acquisition in specialized fields.
• Leveraging Video Advertising: The discussion around the significance of video in job descriptions and employer branding points to an opportunity for recruiters to innovate in how they present job opportunities and company culture. Incorporating video content on job boards, career sites and social media platforms can captivate a broader audience, particularly younger job seekers.
• Navigating AI’s Role: Costa’s commentary on generative artificial intelligence (AI) underscores the evolving role of AI in crafting job descriptions, engaging candidates and potentially screening applications. Recruiters should explore how AI tools can enhance their recruitment marketing processes, from improving job ad copy to creating more dynamic interactions with candidates.
• Adapting to Market Leaders’ Moves: With Indeed and LinkedIn positioned as major influencers in the job board market, their strategic decisions—such as acquisitions or product innovations—will have significant implications for recruiters. Keeping abreast of these developments will enable talent acquisition professionals to adapt their strategies to benefit from new technologies and platforms these giants may introduce.

Spirit Airlines uncertainty has some pilots dusting off their resumes

The blocked merger between Spirit Airlines and JetBlue Airways has triggered concerns among Spirit Airlines pilots regarding the carrier’s future stability. This unease is compounded by Spirit’s financial struggles and the potential impacts on its workforce. Spirit Airlines’ CFO’s remarks on “right-sizing” labor costs have added to the anxiety, prompting some pilots to seek employment elsewhere. Despite these challenges, Spirit maintains that pilot attrition rates are within expected levels for 2024, expressing confidence in the airline’s future and commitment to its team members. However, the industry’s cooling job market for pilots following a two-year hiring surge could influence Spirit pilots’ transition opportunities. Not to mention the influx of people cutting up in airports.

Insights for Talent Acquisition

• Monitoring Industry Shifts for Talent Acquisition: Recruiters in the aviation sector should closely monitor developments within airlines facing uncertainty, like Spirit, to identify potential talent pools. Proactive outreach to pilots and other aviation professionals considering a change could benefit airlines looking to bolster their rosters.
• Emphasizing Stability and Growth Opportunities: In light of the anxieties faced by Spirit’s pilots, recruiters should highlight the stability, growth opportunities and benefits their airlines offer. This is particularly relevant for carriers perceived as offering upgrades from budget or regional airlines, in terms of job security and career progression.
• Adapting to a Cooling Pilot Job Market: With the pilot job market showing signs of slowing down, recruiters need to tailor their strategies to remain attractive to top talent. This includes offering competitive packages, focusing on long-term career development and leveraging digital platforms to reach potential candidates.
• Addressing Overstaffing Challenges: Spirit’s approach to managing labor costs and potential overstaffing could offer lessons on strategic workforce planning. Airlines in similar situations might consider voluntary time-off schemes or retraining programs to align staffing levels with operational needs without resorting to drastic measures like furloughs.
• Enhancing Employer Branding: In a competitive job market, strong employer branding becomes crucial to attract and retain talent. Airlines can differentiate themselves by showcasing a supportive work environment, commitment to employee well-being and clear communication about the company’s direction and stability.

Why HR’s ally in the war for talent can be its CMO

The current labor market’s competitiveness underscores the necessity for HR leaders to explore innovative strategies for attracting and retaining talent. With burnout among HR professionals intensifying, the solution doesn’t solely lie in expanding HR teams or outsourcing functions but rather in forging a collaborative relationship with an often-overlooked ally: the marketing department. This partnership is becoming increasingly vital as HR and recruiting evolve to mirror marketing practices, focusing on digital engagement, brand reputation and targeted messaging to connect with potential candidates.

Implications for HR Professionals and Recruitment Marketing

• Leveraging Digital Marketing Tools: Marketing departments excel in utilizing digital platforms, especially social media, to engage audiences. HR can adopt these strategies to target job candidates effectively, ensuring job postings and recruitment marketing messages reach desired demographics, particularly younger talent pools like Gen Z and millennials.
• Enhancing Job Listings and Employer Branding: With marketing’s expertise in crafting compelling content, HR can improve the appeal of job listings and bolster the organization’s presence on employee review sites like Glassdoor. Considering that a significant majority of job seekers research potential employers online, a strong, positive online presence is crucial.
• Cross-Functional Collaboration on Employer Brand: Marketing and HR can collaborate to define and promote a unified employer brand that resonates with both current employees and potential hires. This includes aligning the company’s external brand image with its internal culture and values, making the organization more attractive to top talent.
• Social Media Recruitment: Given the importance of social media in the job search process for younger generations, HR should work with marketing to create targeted recruitment marketing campaigns. These campaigns can showcase company culture, employee testimonials and highlight unique benefits, reaching candidates on the platforms they use most.
• Employee Engagement and Communication: The success of marketing-driven initiatives like GWI’s HR hub on its intranet demonstrates the value of marketing expertise in internal communications. Marketing can help HR craft messages that effectively convey key information to employees, from open enrollment details to changes in work policies, enhancing overall employee engagement.
• Active Management of Online Reviews: With only a fraction of companies actively managing their profiles on review sites, HR and marketing can jointly take control of this narrative. By actively responding to reviews and updating company profiles with current information, the partnership can significantly impact the organization’s reputation as an employer.