EB trends in 2024

A new year is a time of new challenges, opportunities and trends. For employer branding in 2024, we will see a continuation of what we are already facing, including the growing importance of diversity, employee advocacy and the use of artificial intelligence.

Employee Advocacy, or literally employee advocacy, involves producing content that employees can share on their social media profiles. It's a simple way to increase the reach of an employer's brand and get positive feedback.

Why is it so important? When looking for a job, candidates rely not only on the information provided by the employer in the ad, but also rely on social media data, which says more about a company's culture than what is written in offers.

Using AI and data analytics to build employer image

Data analytics is playing an increasingly important role in employer image management. Data-driven analytics helps organizations consciously build employerbranding strategy and refine messages, as well as verify the effectiveness of target audience activities and tools used. Artificial intelligence is also becoming a support for data processing. Additionally, with AI, companies gain the ability to automate processes and create more personalized experiences for candidates or employees, with steps such as the recruitment process or talent management.

Authenticity and transparency in employer communications

Transparent communication goes a long way in building trust among employees (and candidates in the recruitment process). Trust, in turn, is one of the cornerstones of ensuring a really good employee experience (their level of #EmployeeExperience), i.e. a long-term focus on building a good workplace.

Hybrid work

Flexibility and remote work have become an important part of the employer image in recent years. Companies that offer their employees these opportunities have a competitive advantage over others - candidates often do not consider offers that do not include (or have minimal) remote work at all. More and more employers are introducing clearly defined rules for hybrid work, and HR and EB departments are thinking about how to encourage employees to return to their offices and candidates to apply. Therefore, one of this year's challenges will be to continue adapting to a new work reality that combines flexibility with efficiency, both for employees and prospective candidates.