Category: Talent Advisory
Beyond Intuition: Data-Driven Employer Branding for the Modern Talent Landscape
With the research today’s candidates do before applying, a strong employer brand is no longer a nice-to-have—it’s essential. Your employer brand directly impacts your ability to attract and retain top talent, yet for many talent acquisition leaders, demonstrating the value of employer branding remains challenging.
How do you quantify something that often feels intangible? How do you translate employer brand sentiment into metrics that resonate with stakeholders outside HR?
The Employer Branding Paradox
Despite 80% of HR leaders believing employer branding significantly impacts their recruiting efforts, only 8% report having a dedicated budget for these initiatives. This disconnect highlights a fundamental challenge: without concrete metrics and benchmarks, employer branding can be relegated to a “nice-to-have” rather than recognized as the strategic driver of recruitment success that it truly is.
The reality is that today’s candidates approach job searches with consumer-like behavior. They research, compare and evaluate potential employers with unprecedented thoroughness.
Your employer brand is front and center whether you’re actively managing it or not.
From Gut Feel to Data-Driven Strategy
For too long, employer branding has relied on subjective assessments and anecdotal evidence. Leaders might know intuitively that their brand needs improvement, but without comparative data, it’s difficult to:
- Identify specific areas requiring attention
- Prioritize investments for maximum impact
- Demonstrate ROI to key stakeholders
- Track progress over time
- Understand how you stack up against competitors
This is precisely why we’ve developed the Outthink Index—a proprietary benchmarking tool designed to transform employer branding strategy from an art to a science.
Introducing the Outthink Index by PeopleScout
The Outthink Index by PeopleScout provides comprehensive analysis across nine critical components of employer branding:
- Search: Are your job openings easy to find in digital spaces?
- Social Reach: What’s the breadth of your social media footprint? Are you achieving significant reach through interactions and engagement across audiences?
- Social Authority: How much of the conversation does your brand own compared to competitors? How influential is your voice in the talent marketplace?
- Social Impact: How effectively does your content engage your audience? Are you interacting with your talent audience on social media or just posting?
- Values & Proposition: How clearly articulated and differentiated is your EVP? Are your values clear, authentic and evidenced?
- Employee Experience: Can candidates get a clear understanding of what life is like within your organization?
- Content: How compelling and relevant is your employer brand content? How authentically does it showcase your organization and your employees?
- User Experience: How seamless and intuitive is your career site and application process?
- Candidate Experience: How transparent, consistent and innovative is your recruitment process?
Built by our in-house talent advisory experts and leveraging data from hundreds of employer brands, the Outthink Index delivers actionable insights with just a few clicks.
Translating Insights to Action
One of the most valuable aspects of the Outthink Index is its comparative nature. While self-assessment can identify obvious gaps, true optimization comes from understanding how you measure against both industry benchmarks and specific competitors.
The real power of data-driven employer branding isn’t just in the metrics—it’s in what you do with them. The Outthink Index is designed to facilitate more productive conversations with stakeholders by providing concrete evidence of:
- Current employer brand strengths and weaknesses
- Competitive positioning within your industry
- Specific improvement opportunities with the highest potential ROI
- Progress tracking over time
The Outthink Index helps companies to transcend gut instincts and harness concrete insights to maximize their employer brand. It provides organizations with precise visibility into how their brand measures up against competitors, highlights specific enhancement opportunities, and ultimately strengthens their capacity to attract and retain exceptional talent.
Armed with these insights, talent leaders can make more strategic decisions about where to invest resources, how to refine messaging and which touchpoints in the candidate journey need the most attention.
The Future of Employer Branding is Data-Driven
Employer branding isn’t a one-time project but an ongoing strategic initiative. The Outthink Index provides both a snapshot of current performance and a framework for optimizing and measuring progress over time. By establishing clear benchmarks today, organizations can track the impact of their employer branding initiatives, demonstrate concrete ROI and continuously refine their approach.
As the competition for talent continues to intensify, organizations that take a data-driven approach to employer branding will gain a significant advantage. The Outthink Index by PeopleScout equips talent leaders with the tools they need to transform employer branding from an intangible concept to a measurable business driver.
Want to see how your employer brand stacks up? Explore the Outthink Index or contact us to receive your custom report.
Wates: Reconstructing Industry Perceptions Through Vibrant Employer Branding
7,918
applications generated (30% from women)
343
candidates assessed
1 /
3
of offers went to women despite being underrepresented in the industry
Situation
The construction industry’s image has remained virtually unchanged for years—dominated by hard-hats, high-vis, and steel beams rather than stories highlighting inclusion, innovation, collaboration or opportunity.
When Wates, a UK development, building and property maintenance company, needed to recruit 81 trainees across 21 roles and 28 locations, our priority was to stand out meaningfully in a crowded market. Despite its impressive 125-year legacy as an industry leader, Wates suffered from limited brand awareness.
Our objectives were clear:
- Raise overall awareness of the Wates organization
- Encourage a shift in industry perception
- Attract a more diverse range of candidates
Solution
With these hard-to-fill roles distributed nationwide, we needed a targeted approach. Based on research, we developed four distinct audience personas that represented our target demographics, which then informed our channel strategy and creative approach.
Authentic Messaging
We crafted a new compelling, narrative that brought together everything Wates stands for:
Creating tomorrow together.
Headlines embodied Wates’ core values, speaking directly to the impact individuals would have on the company’s legacy while highlighting key benefits of joining the organization.
Distinctive Visual Identity
We developed bold, vibrant visuals that stood apart from industry norms. Our creative approach demonstrated how professional and personal lives intertwine, visually representing work-life balance and inclusivity. A dedicated photoshoot allowed us to not only capture images but also collect employee stories that inspired a bespoke set of illustrations.
Inclusive Assessment Process
We redesigned the video interview process to ensure accessibility for all candidates. While maintaining a standardized process to ensure fairness, each of the 21 roles required careful manual shortlisting based on performance metrics. With 343 candidates advancing to assessment, we conducted virtual assessment centers over three weeks, with each role getting a dedicated day.
Results
The campaign generated exceptional engagement:
- 518,000 impressions (40% from TikTok)
- 7,918 applications
- 2,022 candidates invited to video interview
- 343 candidates progressed to assessment centers
- 30% female representation at application stage, increasing to 34% at offer stage
- 117 offers extended
“We’re delighted with the quality of candidate applications and how much the collaborative work ethic stood out.”
– Annette, Wates
At a Glance
- COMPANY
Wates - INDUSTRY
Building & Construction - PEOPLESCOUT SOLUTIONS
Talent Advisory - ABOUT WATES
The Wates Group was established in 1897 and is one of the leading privately-owned, construction, development and property services companies in the UK. They employ almost 6,000 people, working with a range of clients and partners from across the public and private sectors.
The Future of Early Careers: Preparing Our Children for Jobs That Don’t Exist Yet
By James Chorley, Talent Solutions Director
My children are about eight to nine years away from entering the world of work. As a parent, it’s both exciting and daunting to think about the future careers of my children. With rapid advancements in technology and shifts in the global economy, the job market of today will undoubtedly look very different in 10 years when my kids are entering the workforce.
While automation will displace many jobs, it will also create new jobs, generating significant benefits for businesses and economies by lifting productivity and economic growth. According to the World Economic Forum’s Future of Jobs Report 2025, by 2030, the creation of 170 million new jobs (14% of today’s employment), offset by the displacement of 92 million current jobs (8%), will result in net growth of 78 million jobs (7%).
For organisations with early careers programmes, understanding these shifts is crucial. The pipeline of emerging talent will need different skills, experiences and expectations than previous generations in order to have the capabilities necessary drive organisational success in the coming decades. Here are some key insights into how the changing job landscape will impact early careers programmes, the types of roles that will emerge and how to prepare the next generation of talent.
Jobs That Might Disappear
As technology continues to evolve, several traditional roles are projected to decline significantly:
- Postal Workers: The rise of digital communication methods and automated sorting systems are already reducing the reliance on traditional postal services. The World Economic Forum identifies Postal Service Clerks among the fastest-declining roles in the job market.
- Print Journalists: The decline of print media and the shift towards digital news consumption has led to fewer opportunities for print journalists, with many news outlets now digital-first or entirely online.
- Community Banking: The increase in online banking, mobile banking apps and ATMs has reduced the need for in-person bank tellers. Bank Tellers are among the fastest-declining roles globally.
- Travel Agents: Online travel booking platforms and AI-driven travel assistants are making traditional travel agent roles less common.
- Taxi Drivers: The rise of ride-sharing apps like Uber and Lyft, combined with the development of autonomous vehicles, could significantly reduce the demand for traditional taxi drivers.
- Telemarketers & Customer Service Reps: AI-driven customer service and sales platforms, along with stricter regulations on telemarketing, are reducing the need for human telemarketers and customer service workers, often a common first job for many young professionals.
- Librarians: Digital libraries and online information resources are diminishing the need for traditional librarian roles, though there will still be a need for digital information specialists.
- Factory and Assembly Line Workers: Robotics and advanced manufacturing technologies are increasingly handling tasks that once provided steady employment for those entering the workforce without higher education.
- Data Entry Clerks: The World Economic Forum lists Data Entry Clerks among the jobs seeing the largest decline due to automation and AI advancements.
- Retail Cashiers: The rise of e-commerce and self-service kiosks in retail stores are diminishing these roles, which have historically provided flexible employment for students and recent graduates.
Whilst some of these roles may not be considered ‘career roles’, they are an important step on the work ladder for early careers talent. Before I found my feet and whilst still deciding what I wanted to do, I had a number of temp roles doing data entry, customer service and telemarketing. Declining numbers in these roles that have historically served as steppingstones for early careers talent could have significant impact on early careers employees and employers.
Impact on Early Careers Programmes
The decline in these traditional entry-level roles presents significant challenges for early careers recruitment strategies:
- Shrinking Entry Points: Many traditional entry-level positions for graduates and school leavers are disappearing. This means fewer natural entry points into organisations, requiring companies to create more structured early careers pathways.
- Skills Gap Widening: As routine tasks become automated, the skills gap between education and employment is growing. Entry-level roles increasingly require more advanced technical skills and digital literacy from day one.
- Higher Expectations for Early Talent: With fewer administrative or process-driven roles available, early careers talent is expected to add value more quickly, often needing to demonstrate complex problem-solving and critical thinking skills immediately.
- Reimagining Work Experience: Companies must rethink work experience, internships and placement years to provide meaningful exposure to emerging technologies and future-focused skills that automation cannot easily replace.
- Increased Competition: As traditional entry points decrease, competition for remaining early careers opportunities intensifies, making employer branding and candidate experience more critical than ever.
To address these challenges, early careers programmes must evolve. Talent acquisition leaders should consider creating rotational experiences that expose emerging talent to a variety of business functions, developing accelerated digital upskilling programmes, and establishing mentorship opportunities that help bridge the experience gap.
Jobs That Will Significantly Change for Early Careers Talent
According to McKinsey Global Institute, at least 30% of work activities that could be automated for about 60% of occupations. Rather than complete displacement, many entry-level and early career roles will undergo significant transformation.
- Junior Healthcare Professionals: The integration of telemedicine, AI diagnostics, and wearable health technology are changing how healthcare is delivered. Early careers talent will need to be comfortable with digital patient management systems and telehealth platforms from day one.
- Teachers and Educators: The rise of online education, virtual classrooms, and AI-driven personalised learning experiences are transforming teaching. New educators will need to be proficient in digital tools and platforms, incorporating technology into their teaching methods and focusing on facilitating learning rather than just delivering knowledge.
- Manufacturing and Production Workers: Technological advancements in AI, robotics, and automation will drive both job creation and decline, with manufacturing roles evolving to focus more on overseeing and maintaining automated systems. Early careers talent in this sector will need skills in robotics, programming and systems management rather than traditional manufacturing processes.
- Financial Graduates: AI and advanced analytics will handle much of the data processing and routine analysis that junior finance professionals typically managed. Early careers talent will need to focus on interpreting data and providing strategic insights rather than data gathering. The World Economic Forum notes that Fintech Engineers are among the fastest-growing jobs in percentage terms, representing a shift in early financial careers.
- Supply Chain Coordinators: With the rapid expansion of e-commerce, warehousing jobs have grown 61% in the last decade. At warehouses, depots, and logistics centres throughout the supply chain, there is a growing need for human workers with the skillsets necessary to manage a more complex, interconnected and tech-enabled supply chain.
These changes highlight the increasing importance of digital literacy, adaptability and continuous learning for early careers talent. The traditional learning curve for new graduates is getting steeper, with expectations to contribute meaningfully to technology-driven processes from the beginning of their careers.
Emerging Early Career Opportunities
Much as technologies of the past have done, automation will create new entry-level occupations that do not exist today. Here are some promising examples of future job opportunities for early careers talent:
- AI and Machine Learning Specialists: According to the World Economic Forum, AI and Machine Learning Specialists are among the fastest-growing roles. Early careers talent looking to enter these professions need a strong background in computer science, programming, statistics and data analysis. Companies are increasingly creating graduate pathways specifically for these roles.
- Cybersecurity Analysts: The World Economic Forum ranks networks and cybersecurity among the top three fastest-growing skills. Entry-level roles in this field are expanding as organisations build security teams to protect expanding digital infrastructure. Early careers talent should focus on network security, ethical hacking, risk management and security compliance.
- Sustainability and Environmental Specialists: With 47% of employers expecting climate-change mitigation to transform their business in the next five years, organisations are creating early careers paths in sustainability. Entry-level roles supporting renewable energy engineers and environmental specialists represent growing opportunities for graduates with relevant knowledge.
- Data Analysts and Data Scientists: Big Data Specialists are among the fastest-growing jobs in percentage terms. Early careers programmes in this area are expanding rapidly, seeking talent with skills in data mining, statistical analysis, programming and data visualisation.
- Remote Work Support Specialists: According to the World Economic Forum, 83% of employers plan to provide more opportunities to work remotely, creating significant demand for professionals who can support distributed workforces. These roles represent new entry points for early careers talent with strong organisational skills and digital communication tools proficiency.
- Health and Wellness Coaches: Supporting employee health and well-being is becoming a strategic priority, with 64% of employers identifying it as key for talent attraction. Early careers talent with knowledge in nutrition, fitness, mental health awareness and coaching may find entry-level opportunities across sectors.
- Robotics Engineers: With 58% of employers expecting robotics to transform their business by 2030, early careers pathways are emerging for talent with skills in mechanical engineering, electronics, and programming. Graduate schemes specifically focused on automation and robotics are becoming more common.
- Virtual Reality (VR) and Augmented Reality (AR) Developers: LinkedIn data shows Game Designers and Game Developers grew by 58% and 40% respectively as the UK games sector hit record size during the pandemic. New entry-level positions for those with skills in 3D modelling, design and user experience are emerging. These roles often don’t require extensive experience, making them accessible to recent graduates.
- Sustainable Agriculture Technicians: The focus on climate change adaptation is driving innovation in food production systems, creating entry-level roles in agricultural technology. These positions offer opportunities for graduates interested in agricultural science, hydroponics, and sustainable practices.
- Blockchain Developers: Financial institutions and technology companies are developing entry-level pathways for those with knowledge of blockchain technologies. Early understanding of cryptography, programming, and distributed ledger technology can position graduates for these emerging roles.
- Drone Operators and Technicians: Industries from construction to energy are creating new positions to support drone operations, data collection and analysis. These roles provide early career opportunities in a growing field without requiring extensive experience.
- Genomic Counsellors: The growth in healthcare specialisations will continue to evolve as healthcare becomes more technology driven. Genetics, biology, and ethics will be areas of entry for early careers talent.
For early careers programmes, these emerging roles represent opportunities to create specialised graduate pathways that attract top talent in competitive fields. Talent acquisition leaders should consider developing targeted recruitment campaigns that highlight these future-focused opportunities to differentiate their employer brand.
Essential Skills for Early Careers Success
As occupations evolve alongside increasingly capable machines, early careers talent will need to develop a range of skills that may not be emphasised in traditional education. For talent acquisition leaders, understanding these skills is crucial for designing effective assessment and development programmes:
- Digital Literacy: Beyond basic computer skills, early careers talent needs a strong understanding of digital tools, platforms, and concepts. The WEF report identifies AI and big data as the top fastest-growing skills, followed by networks and cybersecurity. Early careers programmes should incorporate digital assessments and training from day one.
- Critical Thinking and Problem-Solving: With routine tasks automated, analytical thinking remains the most sought-after core skill among employers, with seven out of 10 companies considering it essential. Assessment centres and selection processes should prioritise these capabilities over technical knowledge that can be taught.
- Adaptability and Lifelong Learning: The WEF report highlights that workers can expect 39% of their existing skill sets to become outdated by 2030. Early careers talent with demonstrated learning agility and curiosity will be better positioned to evolve with their roles. Graduate programmes should emphasise continuous development rather than fixed skill sets.
- Emotional Intelligence: As automation increases, uniquely human skills such as empathy, communication, and teamwork become more valuable. The WEF identifies resilience, flexibility, and leadership as among the most sought-after core skills. Early careers development should focus on these interpersonal capabilities alongside technical training.
- Environmental Awareness: Understanding sustainability issues is increasingly important across sectors. Environmental stewardship has entered the list of top 10 fastest-growing skills for the first time, driven by climate-change mitigation trends. Early careers programmes should incorporate sustainability awareness regardless of function.
For talent acquisition leaders, these skill requirements necessitate a shift in assessment approaches. Moving away from traditional competency frameworks toward evaluating learning potential, adaptability, and critical thinking will be essential for identifying successful early careers talent.
Reshaping Education & Early Careers Development
McKinsey’s research suggests that by 2030, 75 million to 375 million workers globally will need to switch occupational categories. This has profound implications for how organisations approach early careers development and partner with educational institutions:
- STEM Subjects: Science, Technology, Engineering, and Mathematics subjects provide the foundation for many future roles. Early careers programmes should consider developing partnerships with universities to influence curriculum design and create clear pathways from STEM degrees into organisations.
- Interdisciplinary Approaches: LinkedIn data shows high demand for roles requiring a mix of technical and human skills. Graduate schemes that rotate early careers talent through both technical and commercial functions can develop this valuable blend of capabilities.
- Environmental Focus: With sustainability becoming business-critical, early careers programmes should incorporate green skills development regardless of function. This could include sustainability projects, environmental impact assessments, or dedicated learning modules.
- Ethics Understanding: As technology raises complex questions, early careers talent needs to understand ethical implications of business decisions. Development programmes should include ethical case studies and discussions, particularly for those working with advanced technologies.
- Accelerated Digital Upskilling: Rather than assuming tech and digital skills will develop over time, organisations should front-load technical training in early careers programmes to enable faster productivity and contribution.
For talent acquisition leaders, this means reimagining traditional graduate development approaches. Annual intake models may give way to more frequent, specialised recruitment aligned to emerging skill needs. Development pathways will need to become more personalised, with greater emphasis on continuous learning rather than prescribed programmes.
Preparing Emerging Talent for the Future
The landscape for early careers talent is changing dramatically. Traditional entry-level roles are disappearing or transforming, while entirely new career paths are emerging. For talent acquisition leaders, this presents both challenges and opportunities to reimagine how organisations attract, develop and retain emerging talent.
Success in this evolving environment requires a fundamental shift in approach—moving from standardised graduate programmes toward more agile, personalised development journeys that emphasise continuous learning and adaptability. Organisations that create clear pathways into emerging fields, develop innovative assessment approaches, and build strong educational partnerships will gain significant competitive advantage in the talent market.
For the next generation entering the workforce, including our children, these changes promise exciting opportunities to build careers that may look very different from those that came before—careers that may not even exist yet. Our role as talent acquisition leaders is to help them navigate this uncertainty, providing early careers programmes that prepare both emerging talent and our organisations for a rapidly changing future.
When it comes to advising my kids on their future and the subjects they want to follow, it’s not straightforward. But as my Auntie once told me, you’ll be surprised just how much you will learn from your children. Kids are curious, and they aren’t stuck in historical thinking and norms. Our job is to guide them and encourage them to stay curious as we watch the world change!
Amplifiers™: Organizational Culture & EVP Diagnostic
PeopleScout Amplifiers™: Organizational Culture & EVP Diagnostic
As part of our suite of modular recruiting solutions, Amplifiers™, PeopleScoutʼs
Organizational Culture and EVP Diagnostic provides an objective, expert assessment
of your companyʼs culture, leadership dynamics and internal communications.
Our in-depth analysis uncovers strengths, gaps and opportunities, delivering a
custom, actionable roadmap to enhance engagement, improve alignment and
attract the right talent for your future business needs.
Download this fact sheet to learn more.
Learn more about PeopleScout’s Amplifiers™ and get answers to frequently asked questions (FAQs).
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Breaking Barriers: Social Mobility in Early Careers
In the United Kingdom, social mobility has gained more attention in recent years, particularly in relation to early career opportunities and their impact on an individual’s life trajectory. Social mobility refers to the movement of individuals or groups between different socio-economic positions within society—either upward (improving one’s social status) or downward. The impact that early career choices can have on social mobility cannot be overstated. The decisions made in the formative years of one’s professional life often set the stage for future opportunities, earning potential and overall quality of life.
Currently, the state of social mobility in the UK presents a complex picture. While progress has been made in some areas, significant challenges remain. The article explores the social mobility landscape and offers ways your early careers recruitment program can make a difference.
Historical Context of Social Mobility & Work
To understand the current state of social mobility in the UK, it’s essential to consider the historical context of social class in the country. Traditionally, British society was stratified, with divisions between the working class, middle class and upper class, which often determined an individual’s life chances from birth.
Over the past century, however, there has been a gradual evolution in social mobility. The post-World War II era saw significant changes, with the establishment of the welfare state, expansion of educational opportunities, and changes in the labour market contributing to increased social mobility. The 1950s and 1960s, in particular, are often referred to as the “golden age” of social mobility in the UK.
Key policies and reforms have played a crucial role in shaping social mobility. The Education Act of 1944, which introduced free secondary education for all, was a landmark policy. The expansion of higher education in the 1960s and 1970s, including the establishment of new universities, also opened up opportunities for many. More recently, initiatives such as the introduction of the National Minimum Wage in 1999 and the Equality Act 2010 have aimed to reduce economic disparities and discrimination.
Current Challenges for Social Mobility in Early Careers
Despite progress, significant challenges remain in achieving social mobility, particularly for early careers talent. These challenges can be broadly categorized into three main areas: education disparities, employment opportunities, and socioeconomic factors.
Education Disparities
Access to quality primary and secondary education remains uneven across the UK, creating a foundation for career inequalities that can persist throughout an individual’s life. Schools in disadvantaged areas often struggle with limited resources and difficulties in recruiting and retaining experienced teachers. This creates a challenging environment where students from working-class backgrounds must overcome significant obstacles to compete with their more privileged peers.
While overall university participation has increased in recent decades, students from disadvantaged backgrounds continue to face significant barriers in accessing higher education, particularly at elite institutions. Those who do secure places at universities often face additional challenges that their more privileged peers may not encounter, including financial pressures, lack of academic support networks and the need to balance studies with part-time work. These factors contribute not only to lower completion rates but also to reduced opportunities for networking, internships and extra-curricular activities that are often crucial for early career success.
Moreover, those who do attend are more likely to drop out before completing their degrees. Recent data from the Office for Students highlights that students from the most deprived backgrounds are significantly less likely to complete their university courses, with only 82% finishing their studies compared to 92% of students from the most advantaged groups. This 10-percentage point gap represents thousands of talented individuals whose potential remains unfulfilled.
The compounding effect of these educational disparities creates a concerning pipeline problem for social mobility in early careers. When students from working-class backgrounds face barriers at each stage of their educational journey, their ability to compete for prestigious graduate schemes and career advancement opportunities is significantly compromised. This perpetuates existing social inequalities and limits the diversity of talent that organizations can access.
Employment Opportunities
The transition from education to employment represents a critical juncture where social mobility often stalls, particularly in the realm of internships and entry-level positions. Recent research by the Sutton Trust reveals a troubling picture of how internships—increasingly essential for launching successful careers—have become a mechanism that reinforces rather than reduces social inequality.
Thirty-one percent of new graduates secured full-time employment through internship experience. However, access to these crucial opportunities remains heavily skewed by social class. The data shows a stark disparity: while 55% of middle-class graduates complete internships, only 36% of their working-class peers do the same. More concerning still, this gap has widened from 12 to 19 percentage points since 2018, indicating that the problem is getting worse, not better.
The financial barriers to accessing internships are substantial. The research reveals that 61% of internships offer inadequate compensation with 23% paying less than minimum wage and 21% entirely unpaid. This creates an obvious barrier for those from less privileged backgrounds. The impact is clear in the finding that 40% of unpaid interns rely on parental financial support—up significantly from 26 percent in 2018—effectively excluding those whose families cannot afford to subsidize their early career development.
The problem is compounded by how these opportunities are distributed. Internships are almost twice as likely to be secured through family and friends who work within an organization compared to through advertised positions. This “hidden job market” creates a double disadvantage for working-class graduates: not only are they less likely to be able to afford unpaid or low-paid internships, but they are also less likely to have the social connections necessary to access these opportunities in the first place.
Socioeconomic Factors
The interplay between educational disparities and employment barriers reveals a deeper structural challenge: how socioeconomic advantages create self-reinforcing cycles that perpetuate inequality across generations. This system of inherited privilege manifests in both obvious and subtle ways, creating what many now refer to as the “nepo baby” phenomenon—where family connections and inherited social capital play an outsized role in career advancement.
Those from privileged backgrounds often have access to “social capital”—a network of relationships that can provide insider knowledge about opportunities, make introductions to hiring managers and offer informal mentoring. This can be as valuable as formal qualifications, creating a parallel pathway to success that remains inaccessible to those outside these networks.
This advantage is compounded by the rising cost of living, particularly in major urban centres where higher paying career opportunities are concentrated. Those from wealthy families can afford to take unpaid internships, pursue additional qualifications, take career risks, and build professional networks through expensive social activities and events.
Meanwhile, those from working-class backgrounds face financial constraints that force them to prioritise immediate income over long-term career development. The rising cost of living, coupled with stagnant wages in many sectors, makes it increasingly difficult to save money or invest in further education and training that could enhance their career prospects.
The impact of these socioeconomic factors extends beyond individual careers to shape entire organizational cultures. When leadership positions are disproportionately filled by those from privileged backgrounds, it can create blind spots in understanding the barriers faced by others and perpetuate hiring and promotion practices that favour candidates with similar backgrounds.
Recruitment Best Practices to Improve Social Mobility in Early Careers
To effectively promote social mobility in early careers, organizations need to implement fair and inclusive recruitment practices, particularly during the critical assessment centre stage. The following best practices can significantly improve fairness and support for candidates from diverse backgrounds, helping to break down the systemic barriers identified earlier in this article.
Contextual Recruitment
Academic achievements and experience must be evaluated within the context of a candidate’s circumstances in order to achieve a fair assessment. Contextual recruitment are practices that acknowledge and accommodate the limiting and complex factors influencing applicants from deprived circumstances.
Tactics to consider:
- Contextualized Applications: Implement systems that consider candidates’ achievements in the context of their background. For example, an applicant who achieved ABB at A-level while attending a low-performing school and facing socioeconomic challenges might be considered equivalent to a candidate with AAA from a high-performing school in an affluent area.
- Diverse Shortlisting: Review shortlists for interviews and assessment centres to ensure they include a balanced representation of candidates from various socioeconomic backgrounds.
Inclusive Assessment Design
Traditional assessment methods can inadvertently favour candidates from privileged backgrounds who have had more exposure to professional environments, support from education and practice, and guidance on formalised testing. A well-designed assessment evaluates capability and potential through multiple lenses, giving all candidates the opportunity to demonstrate their capabilities.
Tactics to consider:
- Accurate and Updated Assessment Criteria: The assessment criteria against which candidates are evaluated often contain implicit and invisible class-based definitions of what good looks like. This can effectively disadvantage candidates from lower socioeconomic backgrounds throughout the assessment process and reduce hiring diversity. Reviewing the criteria for these risk factors and updating them is an important first step in increasing diverse socioeconomic inclusion.
- Varied Assessment Methods: Use a mix of assessment techniques (e.g., interviews, group exercises, situational judgement tests) to allow candidates different opportunities to showcase their abilities.
- Skills-Based Assessments: Focus on assessing skills and potential rather than prior experience or knowledge that may be more influenced by socioeconomic factors.
- Blind Evaluations: Where possible, use blind evaluation techniques to reduce unconscious bias. For example, remove names and educational institutions from written assessments.
- Constructive Feedback: Offer detailed, constructive feedback to all candidates, regardless of outcome. This can be particularly valuable for candidates from disadvantaged backgrounds who may have had fewer opportunities for professional development.
Preparation and Support
Many talented candidates from disadvantaged backgrounds may be unfamiliar with corporate recruitment processes or lack the resources to prepare effectively. You can level the playing field by providing comprehensive support before the assessment.
Tactics to consider:
- Pre-Assessment Information: Provide detailed information about the assessment process in advance, including what to expect, how to prepare and what will be assessed. This helps level the playing field for candidates who may not have access to insider knowledge or coaching. Include guidance on how candidates should and shouldn’t use Gen AI tools in their preparation to ensure candidates from all socioeconomic backgrounds take the opportunity to use them to prepare.
- Practice Materials: Offer free, accessible practice materials and sample assessments to all candidates. These provide proportionately more benefit to those who have had limited access to resources already by virtue of their deprived educational or social background.
- Travel and Accommodation Support: For in-person assessment centres, offering support with travel costs can ensure financial constraints don’t prevent talented candidates from attending.
Assessor Training and Diversity
The quality and composition of assessment panels significantly impact the fairness of recruitment processes. Well-trained, diverse panels are better equipped to recognize potential across different backgrounds and experiences.
Tactics to consider:
- Unconscious Bias Training: Provide comprehensive unconscious bias training to all assessors involved in the recruitment process.
- Diverse Assessment Panels: Ensure assessment panels are diverse in terms of gender, ethnicity and socioeconomic background to bring a range of perspectives to the evaluation process.
- Structured Interviews: Use structured interview techniques with pre-determined questions and scoring criteria to ensure consistency in scoring methodologies and reduce potential bias.
Feedback and Continuous Improvement
Creating a fair recruitment process requires ongoing evaluation and refinement. Organizations should establish robust feedback mechanisms to understand what works and what needs improvement.
Tactics to consider:
- Data Analysis: Regularly analyse recruitment data to identify any patterns of bias or areas where candidates from certain backgrounds may be disproportionately disadvantaged.
- Candidate Surveys: Conduct anonymous surveys with candidates to gather feedback on the assessment process and identify areas for improvement.
Onboarding Support
Supporting candidates through their transition into the workplace is crucial for long-term success and retention, particularly for those from underrepresented backgrounds.
Tactics to consider:
- Mentoring Programs: Offer mentoring programs to new early career hires, particularly those from underrepresented backgrounds, to support their transition into the workplace.
- Skills Development: Provide additional skills training or support for candidates who show potential but may need to develop specific skills to succeed in the role.
Conclusion
While social mobility in the UK continues to face significant challenges, particularly in the realm of early careers, there are promising developments. Early careers recruitment practices play a crucial role in either perpetuating or breaking down barriers to social mobility. Progressive recruitment strategies can help level the playing field and provide opportunities for talented individuals regardless of their background.
By implementing these best practices, you can not only promote social mobility in early careers but also help your organization identify and nurture talent from a wider pool of candidates, benefiting both the individuals and the organization.
Video: Early Careers Talent Solutions
Early Careers Talent Solutions by PeopleScout
Gen AI & Interviews: Navigating the Impact in Volume Assessment
By Amanda Callen, Psychol AFBPsS FRSA, Head of Assessment Design
Pre-recorded or asynchronous video interviews have long been a core feature in volume assessment processes, valued for their ability to evaluate key criteria like motivation and verbal communication skills. But the rapid increase in accessible Generative AI (Gen AI) tools has created a significant potential risk of disruption to the expected levels of authenticity in answers and to the predictive strength of online interviews as a sifting tool.
PeopleScout’s year-on-year volume assessment data has so far shown little evidence of disruption following the introduction of free Gen AI tools like ChatGPT, but the potential for manipulation is undeniable. Realistically, we must expect that when candidates are given time to prepare responses, some will choose to use the tools to enhance their own pre-recorded video interview answers.
So, what can you do to protect the integrity of video interviews?
Should Preparation Time Be Scrapped?
Although an understandable initial response might be to prevent candidates from using Gen AI by removing preparation time and requiring instant responses, this approach could introduce new problems. Interview processes where there is no chance for the candidate to gather their thoughts may disadvantage neurodivergent candidates or those who have had less social and educational support for their job search. This could create a negative impact on inclusion and diversity goals.
Introducing a Second Assessment Point
If you want to keep the pre-recorded interview stage, you could consider introducing a second assessment point for the same criteria evaluated in the pre-recorded interview at a later stage, such as during an in-person interview or an assessment centre. Comparing performance and content shared at the different stages, allows assessors to identify people whose answers indicate inconsistency across stages.
Are Only Live Interviews Both Safe and Fair?
Face-to-face live interviews seem protected from any interference from real-time use of Gen AI to produce inauthentic responses. However, new Gen AI capabilities mean that virtual live interviews, such as those conducted via Zoom or Teams, are not completely safeguarded from Gen AI use.
Whilst to date it is has been difficult for candidates to use Gen AI without detection, new AI tools can ‘listen’ and provide natural responses in real-time. This, combined with advancements in gaze management technology, means that during virtual live interviews, candidates can read off AI generated responses while appearing to still maintain eye contact—and assessors may be unable to tell anything is amiss. There are even new Gen AI tools specifically marketed to job seekers that claim success in helping interviewees.
The Need for a Systemic Approach
Dropping pre-recorded or virtual interviews completely isn’t always optimal—especially with high-volume hiring. Simply taking them out of the process could lead to less holistic and effective sifting and a greater number of candidates being manually assessed. A more systemic response to the challenges posed by candidates using Gen AI is needed.
A review of your end-to-end assessment process and the individual assessment methods within it will give you an opportunity to evolve and improve your assessment to ensure the quality and fairness of hiring decisions are maintained despite candidate use of Gen AI.
Redefining Success Criteria
For many roles it is essential to include the motivation and skills needed to work with new Gen AI tools as part of the assessment criteria. A strong assessment process that embraces innovation ensures that candidates are not only evaluated on established success criteria but also on their potential to develop the skills that will help them succeed in a workplace where the ability to leverage AI and other emerging and future technologies is a pivotal factor in organisational success.
While there are no easy answers to the challenges created by candidates using Gen AI, a managed and systemic approach to evolving your assessment processes will help you capitalise on opportunities and ensure a fair and effective hiring process. Want to explore more about the impact of Gen AI on interviews? Watch our webinar on-demand, Job Interviews & Gen AI: Pitfalls & Best Practices to Hire Top Talent.
Social Value in Action: Flight for the Community
By Thomas Mason-Paley, Bid Director
‘Is there a social value question? What’s the weighting?’ In my role as Bid Director, I come across this in almost every pitch invitation.
For the uninitiated, almost all formal tenders now ask what a bidder will do, over and above the contract, to help support local communities, disadvantaged groups or the population at large.
To be honest, it gives me mixed feelings. In theory, it is important that businesses give back in meaningful ways, especially those receiving money from the public purse. Through collective efforts, combining the reach of the public sector with the skills of the private sector, we can significantly improve lives, and in turn, make society safer, richer and better for all.
However, I also understand the hurdles; not every company has the resources to make a real impact. For example, does an SME business, with few staff, really possess the time, money and resources to run employability workshops or CV writing webinars? When a client asks for time, resources and money from a provider, it runs the risk of social value becoming a ‘necessary evil’ which delivers poor returns for all, rather than a genuine force for good.
“Effective philanthropy requires a lot of time and creativity – the same kind of focus and skills that building a business required.”
– Bill Gates
It’s easy to complain and point out challenges. Anyone can do that; finding solutions is much harder. I believe PeopleScout and Heathrow Employment and Skills Academy provide a great example of combining resources, applying creativity and utilising key skills to deliver social good that benefits all.
The two organisations work in genuine collaboration to help Heathrow’s wider community find meaningful and gainful employment across the whole of the Airport, from shops and restaurants through to engineering and mechanical departments.
Heathrow, and its business partners, advertise available roles via the Heathrow Employment and Skills Academy website. PeopleScout screens candidates to ensure suitability and provide more insight into specific roles to ensure candidates fully understand responsibilities and would be comfortable working within the environment. We then book interviews on their behalf. Just as importantly, PeopleScout provides these candidates with advice and guidance prior to interviews, ensuring they are ready, motivated and equipped to increase their chance to succeed in the recruitment process. This personal and supportive service is most important for people who have been out of work for a long time or who may be making their first ever application for paid employment.
We also work with the Heathrow Employment and Skills Academy to deliver careers and essential skills workshops, employment webinars and community drop-in sessions. These are not projects which are ‘outsourced’ to PeopleScout, they are truly collaborative events that enable us to support the local community, with shared resources and shared goals, utilising the skills of both PeopleScout and Heathrow teams to maximum effect.
We have also re-written advertising content to ensure it is fully inclusive and appeals to different demographics, thereby ensuring no group feels hesitant about applying for roles that could significantly improve their lives.
This combined approach has delivered outstanding success; together, PeopleScout and the Skills Academy have supported over 14,000 applications from unemployed candidates and made over 600 job offers. Plus, 31 new apprentices have started on our shared apprenticeship scheme with our construction supply chain partners in 2024 alone. By working together, applying the methodologies of business with the values of philanthropy, we can drive real social change.
Talent Trends: 2024 In Review
At the start of 2024, we highlighted eight key areas that would impact how companies attract, retain and develop talent. As the year comes to a close, we’re revisiting these critical topics to examine what transpired in the talent landscape and explore what may be on the horizon for 2025.
This year brought a complex mix of challenges and opportunities for HR leaders. Economic uncertainty forced many to re-evaluate talent acquisition strategies, with approaches like modular talent solutions and direct sourcing gaining traction. The ongoing skills gap, intensified by business transformation and the rise of new technologies like AI, highlighted the need for upskilling, reskilling and proactive talent pipelining. Meanwhile, employees continued to reevaluate their relationship with work, demanding greater flexibility, wellbeing support and personalized experiences. Navigating these shifts required HR leaders to become more agile, data-driven and employee-centric, often relying on technology to streamline processes, enhance the candidate experience and gain valuable talent market intelligence.
In the following review, we trace how our 2024 predictions played out and offer insights for the path ahead.
1. New Models Help Organizations Ride the Economic Waves
What We Said:
Talent acquisition teams have experienced significant fluctuations over the past few years—from pandemic-driven downsizing to rapid growth and recent cutbacks—making it critical for talent acquisition leaders to develop strategies for managing through economic uncertainty. Rather than continuing the cycle of boom and bust, organizations should adopt agile approaches to workforce planning, with flexible RPO solutions offering stability during unpredictable times.
What We Saw:
Market conditions shifted the recruitment landscape to favor employers in 2024. Year-over-year hiring rates are stabilizing, with a moderation in the hiring slowdown, especially in the tech industry. While hiring rates across many industries were down, healthcare and energy sectors saw continued strength despite the general economic downturn. With continued labor shortages, shifting skills requirements and changing employee expectations, immense pressure remains on employers and their talent strategies.
Modular talent solutions are gaining traction as a strategic response to economic uncertainty, providing a flexible approach to workforce management that allows employers to adapt to fluctuating demand and optimize costs. As 91% of hiring managers say they’re experiencing hiring challenges, and 45% indicate they’re struggling to find qualified workers for open roles, Modular RPO (recruitment process outsourcing) has proven to be a cost-effective strategy for augmenting internal recruitment capabilities.
Employers also turned to direct sourcing as a key strategy for tackling staffing shortages. According to Everest Group, 46% of enterprises are actively exploring ways to combine approaches for contingent and permanent talent acquisition management, and 74% see direct sourcing as the best strategy for doing so. By building a talent pool of qualified candidates—including independent contractors, freelancers and other contingent workers—companies can hire faster, reduce costs and fill specific skills gaps within their organization. Leveraging contingent labor helps organizations gain the flexibility and scalability necessary in today’s dynamic market.
As you consider implementing direct sourcing in your organization, remember that technology is a crucial enabler, and the human touch remains invaluable. Partnering with an RPO provider can provide you with AI-powered, cutting-edge technology, backed by expert talent curation and engagement strategies.
2. Focus on Internal Mobility
What We Said:
Employee retention will remain a top priority for HR professionals in 2024, with 36% identifying it as crucial, leading to an increased focus on internal mobility and skill development. Following the labor hoarding trend of 2023, organizations are emphasizing the transformation of existing workers’ skills to prepare for future needs. Career paths are becoming more fluid, moving away from traditional linear progression to cross-departmental moves, which requires hiring managers to evaluate candidates based on their overall organizational value rather than just role-specific fit.
What We Saw:
Internal mobility is on the rise as hiring rates stabilize. According to LinkedIn, internal mobility has increased 6% year-over-year as companies discover how leveraging internal hiring can accelerate organizational agility, employee engagement and retention, and career development. According to LinkedIn’s 2024 Workplace Learning Report, 41% of companies plan to fill more than 30% of their open roles with internal talent. Internal mobility does more than help employers fill critical gaps—93% of employees stay at a company longer if it invested in their career development, and internal hires reach competency 20% faster than external hires.
Internal mobility programs are more successful when combined with upskilling and reskilling initiatives. As business needs evolve, internal mobility allows employees to move into new roles, and upskilling and reskilling provide the necessary training to close skills gaps and ensure employees are successful in their new roles. By offering these development opportunities, employers expand the pool of qualified internal candidates while boosting employee engagement.
By effectively integrating upskilling and reskilling with internal mobility programs, companies can create a more engaged, agile and resilient workforce, helping them overcome current and future hiring challenges in a dynamic business environment. An RPO partner can help create a robust internal mobility program that leverages best practices to support continuous learning, career growth and workforce planning to retain top talent and swiftly adapt to changing business needs.
3. AI Becomes a Reality…Slowly
What We Said:
While talent acquisition continues to evolve with the growth of new technologies like Generative AI (GenAI)—particularly in streamlining tasks from screening to interview scheduling—organizations are advised to take a measured, principled approach to AI implementation. The key is to start with small projects to identify where AI can add genuine value while maintaining human oversight—which remains central to recruitment processes.
What We Saw:
Following the widespread discussion tools like ChatGPT, we thought we’d see organizations move beyond ethical debates to actively integrate GenAI into their talent acquisition strategies. Indeed, eight in 10 global executives see at least one way GenAI will help their employees, yet only one in 10 organizations have “broad leadership alignment, comprehensive tools and strong processes in place for GenAI adoption.”
While adoption rates vary, AI is transforming talent acquisition. We’ve seen increased use of AI tools for résumé screening and initial candidate assessment, driving recruiter efficiencies, reducing potential unconscious bias and improving quality of hire. Natural language processing tools can ingest thousands of résumés and CVs, and analyze the content, context and trends across the talent pool within seconds. AI tools can be trained to recognize specific skills, experiences and competencies that are required for open roles and then score and rank applicants automatically.
Some employers have integrated AI-powered chatbots into their recruitment process to create a conversational experience for candidates using natural language processing, offering candidates support 24/7. These mobile-friendly, text interview tools automatically screen candidates using predetermined questions that gauge their interest and qualifications. Based on the responses, the chatbot can instantly determine the next step for each specific candidate. This frees up recruiters to focus on more strategic tasks.
Adoption of AI-powered skills assessment platforms has also increased, providing an objective and accurate evaluation of candidates’ abilities through data-driven insights. New tech platforms test and measure candidates for skills mastery, personality traits and cognitive abilities. As with all AI-powered efficiencies, the tech-enabled assessments should augment, not replace human expertise.
Partnering with an RPO provider is an excellent way to ensure careful, diligent and compliant use of AI tools throughout your recruitment process. Above all, AI should not be seen as a replacement for the talent acquisition strategy you’ve already built, but rather a set of tools to make your teams better at tasks both mundane and meaningful.
4. Business Transformation Impacts Workforce Planning
What We Said:
The demand for new types of jobs, particularly in areas like data analytics, software development and green skills (which saw a 677% increase from 2019 to 2023), has grown significantly, with McKinsey noting that one-third of new U.S. jobs created in the past 25 years were previously non-existent roles. While this transformation creates exciting opportunities, organizations face a critical challenge as workforce development systems struggle to keep pace with rapidly changing skill requirements, resulting in a shortage of qualified talent. To address this gap, talent acquisition leaders must focus on proactive workforce planning and employee development.
What We Saw:
The demand for tech talent, particularly in areas like AI, machine learning, cybersecurity and software development continued to outpace supply in 2024. The transition to sustainable practices and renewable energy sources also fuelled growth of green jobs in areas like environmental engineering, sustainable agriculture and renewable energy technologies. Across industries, the ability to collect, analyze and interpret data became critical for decision-making, leading to higher demand for data analysts, scientists and engineers.
The World Economic Forum predicts that 23% of global jobs will change in the next five years due to industry transformation, including AI. According to LinkedIn, employees skilled at using GAI are 5x more likely than others to develop skills like creative ideation, design thinking and emotional intelligence. So, with 79% of CEOs accelerating their post-crisis business strategy, the pressure is on HR leaders to achieve the vision of a tech savvy workforce.
HR leaders must take an active approach in the C-Suite to achieve strategic business outcomes with an edge in human capital by assessing the current state of the workforce and developing a roadmap for optimizing employee value and identifying hidden potential to close skills gaps. Yet, according to Gartner, while 87% of HR leaders agree that shifting business needs requires continuous HR transformation, only 28% say that the HR strategic planning process is fully integrated with the business planning process.
Collaboration between the C-Suite and HR is essential for successful talent acquisition in today’s dynamic business environment. HR must be deeply involved in business discussions to understand the organization’s goals to anticipate future needs, identify potential skills gaps and develop proactive strategies to attract and grow the right talent.
5. Growth in Skills-Based Practices
What We Said:
Organizations are adopting a comprehensive approach to workforce adaptation by investing in upskilling programs and partnering with RPO providers to secure talent with future-proof skills. The trend is moving towards skills-based recruitment, with companies like Google leading the way by eliminating degree requirements, which not only expands candidate pools but also promotes workplace diversity and inclusion. Companies are shifting their assessment practices to focus on actual skills rather than traditional credentials, recognizing this as a more effective way to identify qualified candidates in today’s evolving job market.
What We Saw:
In adapting to the changing skills landscape, employers are rightly focusing on specific skills rather than traditional credentials and talent leaders are increasingly recognizing the value of experience and learnability over degrees. Alternative credentials like certifications, badges, micro-credentials and other qualifications earned outside of traditional degree programs are also gaining acceptance, as they often focus on specific skills or knowledge areas, a natural fit for skills-based hiring strategies. Recognizing these credentials helps employers expand their talent pools, hire faster and improve quality of hire.
Recent estimates of the impact of large language models (LLMs) by the International Labour Organization estimate that 24% of clerical tasks should be considered highly exposed to automation effects with an additional 58% having medium-level exposure, while another report suggests that 80% of U.S. workers could see at least 10% of their tasks automated. The International Monetary Fund estimates that AI would affect 40% of jobs and worsen inequality, while Goldman Sachs predicts that up to 25% of the work currently done by humans could soon be automated by generative AI.
As AI increasingly takes on the less complex, more repeatable tasks being done by the workforce, companies will need to hire talent with broader, uniquely human skills. Skills like problem-solving, adaptability, and collaboration—all skills that spur organizational agility—will continue to rise in demand. In fact, 69% of U.S. executives say they plan to prioritize hiring candidates with soft skills, especially transferrable skills that will allow candidates to move nimbly across roles.
While making the shift to skills-based hiring practices takes time and effort, an RPO provider can accelerate your transition by offering strategic guidance around talent assessment design to embed skills at the core of your talent practice and build a future-fit workforce.
6. Stalled Momentum in HR Tech Upgrades
What We Said:
As the HR technology market grows ever bigger, 2024 is set to be a pivotal year for recruitment technology upgrades, with organizations increasingly leveraging AI-powered features to automate routine tasks and enhance the candidate experience. Talent acquisition leaders are focusing on using technology to augment human interactions and analyze data for more agile resource management, while simultaneously proving their ability to deliver digital transformation and demonstrate clear ROI on these investments. This push towards technological advancement presents an opportunity for TA leaders to dispel past criticisms about HR’s ability to drive meaningful technological change.
What We Saw:
Economic uncertainty impacted our predictions for HR tech upgrades in 2024. While the drive for technological advancements in HR remained strong, budgetary constraints and cautious spending impacted the pace of adoption. According to Gartner, when asked about priorities and expected challenges in 2025, 55% of HR leaders say their current technology solutions do not cover current and future business needs. HR leaders are increasingly seeking tools to gather and analyze data to inform their talent strategies and enhance the candidate experience. Uncertainty about the economic outlook led some companies to postpone major HR tech implementation, opting for smaller-scale upgrades or maximizing the value of existing systems.
The shift to cloud-based HR systems continued, offering scalability and flexibility despite budget constraints. Companies also focused on integrating their existing HR systems to improve data flow and drive efficiencies. Under budget scrutiny, a greater emphasis was placed on demonstrated ROI of HR tech solutions.
A Gartner survey identified HR technology as the top priority for HR investment for three consecutive years. So, while economic challenges may persist, there’s reason to be optimistic that HR tech investments will increase in 2025 as companies recognize the long-term benefits of building the ultimate tech stack. One of the biggest value-adds an RPO partnership brings is experience with and access to the latest in talent technology. An RPO provider can help you assess your current solutions, show you how emerging technologies like AI, machine learning and predictive analytics can boost your ability to attract top talent and customize a technology ecosystem to meet your needs now and into the future.
7. Employee Expectations of Work Have Changed
What We Said:
Talent acquisition leaders must act as strategic market listeners, continuously adapting their employer value proposition (EVP) to align with evolving candidate expectations. As employees increasingly demand more personalized experiences, organizations need to move beyond traditional one-size-fits-all EVP approaches to embrace a human-centric strategy that acknowledges employees’ full personhood. This more holistic approach, focusing on creating exceptional life experiences and positive emotional connections, will be crucial for both attracting top talent and improving retention rates in 2024.
What We Saw:
2024 saw a significant shift in how employees view their work, requiring employers to adapt. While compensation remains important, employees are increasingly prioritizing work-life balance, flexibility, purpose and wellbeing, and are seeking employers with a demonstrated concern for their employees—The Executive Development Network reports that 86% of employees would leave their current job if there was no obvious support for employee wellbeing.
While many companies expanded flexible work options, including remote work, hybrid models and flexible schedules, return-to-office mandates were still prevalent with the likes of Amazon doubling down on their in-person stance. The power play between employers and employees is expected continue into 2025, and not just regarding hybrid work. Employers will continue to face increased pressure to integrate wellbeing into the workplace, as 62% of candidates say they only apply for jobs that meet the majority of their EVP requirements according to Gartner’s Q2 2024 Voice of the Candidate Survey.
To attract and retain top talent, employers will need to actively listen to their employees’ needs and preferences to create a human-centric workplace and prioritize authenticity and transparency in communicating their values with candidates and employees. As the relationship between employers and employees will continue to evolve, organizations can benefit from leveraging data and analytics to understand employee behavior to tailor their experiences, and utilizing technology to support flexible work, personalize benefits and offer wellbeing programs.
8. Data Remains Key
What We Said:
The labor market faces significant challenges due to Baby Boomers’ retirement creating a brain drain, coupled with a smaller upcoming workforce that lacks certain soft skills and the growing impact of long-term illness, including COVID-19 complications, which has sidelined over 2.5 million people in the UK alone. To combat this talent scarcity, organizations must focus on attracting and training Gen Z while leveraging data analytics as a strategic tool. Talent acquisition leaders need to elevate talent intelligence to the C-Suite level, using data-driven insights to understand talent pools and optimize recruitment and retention strategies for maximum ROI.
What We Saw:
Effective use of data remains crucial in navigating talent scarcity and building a future-ready workforce. Savvy talent leaders are using real-time market intelligence such as salary trends, skills demand and competitor activity to make informed decisions about their recruitment and retention strategies.
With increased adoption of AI tools across the recruitment process, machine learning models are providing predictive and prescriptive hiring insights. AI can assess candidate interest, motivations, likelihood to accept an offer and even predicted tenure, empowering recruiters to prioritize and personalize their outreach efforts. When it comes to early careers recruitment, data revealing the preferences, values and career aspirations of Gen Z is essential in developing recruitment strategies that resonate with these jobseekers.
A key benefit to partnering with an RPO provider is the comprehensive reporting tools and data insights they can provide. PeopleScout’s Affinix® Analytics business intelligence suite offers a holistic view into the recruiting process—from job seeker data and operational metrics to campaign analytics and market intelligence.
These insights will remain paramount in 2025—armed with the right data, employers can proactively identify and attract top talent ahead of their competitors and drive business outcomes.
The Future is Bright with the Right Talent Partner
The future of work holds exciting potential, but also some uncertainty. However, while individual trends are difficult to predict, TA leaders that embrace agility, skills practices and tech innovation will find themselves in a strong position to prove their value in driving business performance. As your talent partner, PeopleScout will be ready to support, challenge and inspire you for whatever lies ahead.
By staying on top of key shifts like these and working with an expert talent solutions provider like PeopleScout, companies can build workforces with the skills, mindsets and diversity of experiences to thrive in the next era of business.