Labour market communication

1 Down with the resume

In this age of inclusion and diversity, the traditional resume is as outdated as the fax. By only selecting based on education and work experience, you can just miss out on that unique talent. This underlines our unconscious bias and leads to the unexploitation of labour market potential, which is not affordable right now.

Look at US, who successfully addressed a staff shortage with a remarkable campaign by renewing the selection process. This meant: more flexible entry requirements and less focus on diplomas, more on personal skills. The result was the appointment of 1453 new employees! Proof that revising traditional standards can be effective.

We will see these kinds of innovative approaches more often in 2024. Companies that go off the beaten path to attract talent.

2 Stand out with creativity

Yes, of course! Let us emphasize it again: if you are afraid to stand out: you will achieve little. It's not just about thinking “out of the box”, but about exploring the limits of that box. After all, it is important that employees still recognize their organization in your campaign.

Creativity is an accelerator, but not a panacea. The demand for employee videos is still often reflected in briefings. But real discernment requires more. To stand out, it's crucial to push the creative edge without losing your true identity. Authentic stories are valuable but no longer unique. Looking for unique, creative perspectives is essential.

Creativity is essential. Without creative guts, you won't get far. It's about exploring the possibilities while maintaining your organizational identity.

3 From campaign to brand identity

Enthusiastic applicants who have been with your company for a long time, lots of responses to vacancies, and employees who proudly talk about their jobs. It's really possible. It's the reality when your employer brand is strong. In the coming year, a successful organization will not only focus on campaigns, but especially on building a strong labor market brand.

This process goes beyond one-off campaigns, it's a holistic approach. As Michael Eisner, CEO of The Walt Disney Company, said, “A brand is like a living being. The product of a thousand small gestures.” This means constantly working on your identity as an employer. From first contact to the farewell meeting, and from LinkedIn posts to the onboarding process. Communication and HR must work hand in hand to ensure a consistent, recognisable approach.

A strong employer brand provides a preferential position and trust, so that potential employees are more likely to visit your “work at” site than those of the competition if they are dissatisfied with their current job.

The strength of such an employer brand is that, of course, you have a strong market position and a preferential position in the minds of potential employees. It builds trust. As a result, an employee who comes home dissatisfied from his current job is the first to look for your “work at” site. Not that of a competitor

4 Stronger together in talent acquisition

Imagine: you receive impressive applications and then discover that these candidates work for your chain partner. In the current working climate, where talent is scarce, the search for staff can unintentionally be a challenge within your own network. Partners can sometimes become unexpected competitors in talent acquisition. Not handy! Prevent hiring a new talent from causing problems in the production process by working together. Join forces: share target groups, needs, messages, and budgets for greater reach and impact. This shared recruitment approach is also attractive for candidates, who thus get a better idea of suitable employers.

5 Optimise processes

Authentic stories are valuable, but unfortunately no longer unique. Looking for unique, creative perspectives is essential. Consider redesigning work processes, using technology to reduce workload, and reviewing contract hours. And yes, we're still going to talk about AI (which, by the way, also created the image above).

In 2024, data-driven job marketing will be crucial. The most successful are those who take a professional, data-driven approach. Platforms such as Byner, Mr Work and Hubspot will be indispensable in streamlining the labor marketing funnel, with faster data analysis, efficient lead follow-up and AI-driven content creation for sustainable results.

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