The 5 most important trends in employer branding in 2024

The working world is becoming increasingly complex, and employers' requirements are constantly changing. Facing a skills shortage, digital transformation in HR, and high turnover in the Swiss labor market, it's crucial to adapt employer branding to current needs. Our two.jobs recruiting experts have analyzed the key trends in employer branding and provide concrete tips on how employers can address challenges such as employee experience, appreciation, and inclusion & diversity!

What is Employer Branding? 

In times of quiet quitting, skills shortages, and high turnover in the Swiss labor market, more and more companies are using new methods to attract new talent and retain existing employees long-term. 
 
One of these new methods is employer branding: a marketing strategy aimed at promoting a company's attractiveness as an employer. The employer branding strategy aims to not only attract new talent but also strengthen employee retention by creating a positive work environment that supports diversity, inclusion, and a good work-life balance. The reason why so many companies resort to this method nowadays can be illustrated by current statistics on the subject.  

Trend #1: Employee Experience 

The employee experience encompasses all experiences employees have during their time at a company - from recruitment to onboarding to everyday work. An outstanding employee experience, characterized by flexibility and a balanced work-life balance, plays a key role in modern employer branding.

Strengthening the employer brand today means offering employees diverse training and development opportunities, thus increasing their satisfaction and productivity.

Surveys have also found that a positive employee experience brings not only internal benefits but also leads to better customer relationships and more profit!  

Training and Development Opportunities

Diverse training and development opportunities can increase employee satisfaction and productivity. Such measures show that a company is willing to invest in its employees and promote their professional development.  

Moreover, development and training opportunities also have a long-term impact on employer branding. Employees who gain valuable experiences and can unleash their potential become ambassadors for the company, strengthening its positive image!

Flexibility & Work-Life Balance

Companies promoting these measures benefit from significantly higher employer attractiveness than their competitors. Flexibility increases employees' satisfaction, motivation, and productivity while signaling appreciation and trust from the employer. 
 
A good work-life balance creates a healthy work environment and reduces stress. This leads to higher employee retention, lower turnover, and a positive reputation as an employer! 

Implementing Employee Experience

Both internal and external training, workshops, or mentoring programs can help attract talented professionals in today's war for talents. Flexible work schedules, home office options ‍‍‍, and contributions to fitness subscriptions or cultural offerings are additional methods to enhance employer attractiveness.

Trend #2: Diversity & Inclusion

An inclusive company culture is crucial in a working world that increasingly values diversity. Employees and applicants demand that their individual backgrounds, perspectives, and identities are respected and appreciated. 
 
It’s about a work environment that welcomes people regardless of gender, ethnicity, age, and sexual orientation. Barriers should be dismantled, and equal opportunities promoted.  

As a result, companies that maintain a diverse and inclusive work culture benefit from a wider range of perspectives and ideas, increased innovation, better teamwork, and greater attraction of skilled professionals!

Implementing Diversity and Inclusion

Companies can achieve this through clear commitments, inclusive policies, new recruitment strategies, and awareness training.

Trend #3: Authenticity & Transparency 

In an era where employer branding on social media plays an increasingly important role, transparency is essential. It is thus unsurprising that employees in 2024 will consider it very important for their employer to keep them informed openly and honestly about decisions and changes. Transparency builds trust, strengthens the employer brand, and enhances employee retention. Furthermore, it allows for feedback and provides potential applicants with a realistic insight into the working environment.

Trend #4: Personalization & Appreciation

A large number of employees report having felt replaceable at their workplace at some point. This trend should be countered with a personalized work experience. Personalization fosters employees' sense of belonging and loyalty. 
 
When employees feel appreciated and supported by their company, they become brand ambassadors and share their positive experiences with friends and colleagues. This word-of-mouth can significantly strengthen the company's employer brand and attract high-quality applicants. Furthermore, personalized experiences show that a company genuinely cares about its employees' growth and development.

Implementing Personalization and Appreciation

By offering tailored training, mentoring programs, and career paths, companies can attract new talent looking for professional development opportunities.

Trend #5: Use of Digital Channels 

Review Platforms

The digital transformation in HR also includes using social media for recruiting. Over 70% of job seekers rely on digital platforms and review sites to gather information about potential employers. This development has significant impacts on a company's reputation as an employer! If a company receives below-average reviews, job seekers will opt OUT of applying. 

Handling Review Platforms

Therefore, it is important for employers to respond to reviews on platforms like Kununu or Glassdoor and encourage employees to share positive experiences online.  

Social Media Recruiting

Applying for a job found on social media? Completely normal today. And extremely effective. The majority of job seekers do not want to spend a lot of time and effort searching for jobs.  

The solution? Reach potential candidates on channels they regularly use! In Switzerland, 72% of the population uses at least one social media platform and spends an average of 1 hour per day on it. The reach that social media provides is thus enormous!  

What sets social media apart as a recruiting method is targeting. On social media, you have the opportunity to target candidates who, based on their usage behavior or demographic information, are suitable for an open position. 

In this way, efficient QUALITATIVE reach can be generated. It's safe to say that social media recruiting should not be missing in modern talent acquisition!

Implementing Social Media Recruiting - with two.jobs!

Our innovative services generate quality reach and attention for your open positions among promising target groups on social media. Using modern methods, we revolutionize the efficiency of candidate search and position your company as an attractive employer!

Want to learn more about our methods? Find out here.