As we go into 2025, many businesses seem to be struggling to find talent.
Research in the UK has found that 60% of organisations have struggled to hire in the last 12 months.
The situation is just as bleak in the US where research shows the lowest overall hire rate since 2013 (ignoring March/April 2020), despite the US Job Postings Index stabilising at more than 10% above pre-pandemic levels.
Businesses want smart, talented, committed new hires. So why can’t they find them?
The rise of risk-averse job seekers
Risk aversion is an important principle in behavioural science. It’s the idea that many of us would rather have a sure thing (like an existing job) over something riskier (such as a new role, with all its unknowns).
Even if the role itself sounds perfect, simply applying can bring risk – with more than a third (36%) of online job ads estimated to be fake.
It’s perhaps unsurprising that employees are playing it safe, with the US resignation rate in September hitting the lowest it’s been since 2015.
But there’s cause for optimism. For instance, research has shown that over a third (34%) of UK employees are ready to find a new role in the next three months.
Are you setting yourself up to attract them?
Attract talent with the right story
People are driven by stories. We remember stories – and relate to them – far more powerfully than we do facts, stats or statements.
This is what makes an effective employer brand so powerful – it’s the story you tell to potential candidates about what separates your company – and your listings – from all the others.
Your story – and the content discussing it – needs to achieve three things:
1) Highlight that they can do better than their current role
It’s your story, but it really needs to talk about what you offer the applicant.
That means talking about things like the benefits, the culture, the workplace etc. But it also means selling your mission to them in a way that inspires them.
2) Reassure them that you’re a safe bet
There’s no way around it – taking a new job is a risk. But there’s plenty you can do to reassure potential applicants that you’re keeping that risk as low as possible.
You can mention credible awards and press mentions so they know you’re a legitimate business. You can share customer stories and case studies so they see your impact. And you can talk about your growth and stability so they don’t worry about a round of redundancies two weeks after they start.
Put yourself in their shoes – what would make you feel less anxious?
3) Put your existing employees centre stage
You’re the talent team. Of course you’ll say applicants should apply. But when you let your existing employees talk about what it’s like working in the company in their own words, that’s far more compelling.
It’s powerful social proof. After all, these employees are the ones who took that scary jump themselves, and they’re able to show it was more than worth it.
Attract attention with the right content
It’s not just the story you tell that matters – it’s the way you tell it, too.
A standard job posting might be enough to get applications from those who are applying for any role they can find, but it won’t be enough to draw attention from those who aren’t actively wading through listings.
That means spending time and effort on things like:
- Well-designed websites: when people are unsure of job listings, even the smallest mistake or oversights can make them hesitate (or give up entirely)
- Approachable tone of voice: when you sound warm and human you stand out in a sea of corporate-speak job listings
- Video content: when 96% of people say they watch explainer videos to learn more about a product (and 89% report having been swayed to purchase) – can we expect any less from people making a decision as big as moving job?
Want a fresh start for your employer brand this January?
Many organisations think about their brand from a customer perspective, but fewer give the same care and attention to their branding when hiring.
More than half (53%) of workers surveyed said January represents a new start, which makes it the perfect time to embark on the next chapter of their career.
Could that mean January is the right time to revamp how you find them, too?
If you need help, here’s how we worked with a global tech giant to find the engineers of tomorrow.
