Jumping on the Train of Change - Adapting to the Latest Trends
Changes in the world of Employer Branding Strategy
Like many things in recent years, the job seeker market has shifted to the hands of candidates. Candidates are seeking community and striving to make genuine connections with potential future employers. As a result of this, the recruitment process has become more dynamic and digitized as candidates are increasingly active on social media.
How Potentialpark responds to these changes
Social Media as a whole continues to grow in popularity and each platform has developed their own unique codes and usage trends that differ from the others. Over the years we have witnessed that Professional Platforms, such as LinkedIn, Glassdoor and Indeed - mostly dedicated to job search - stand out in their usage among candidates.
New platforms have emerged, older ones have evolved in their usage, and candidates are now harder to understand than ever; they expect different types of content from one platform to the other, posing a real conundrum for employers.
How the Talent Communication Report will evolve
The Talent Communication Study 2023 will understand these changes and open the opportunity for employers to have access to new data on these topics. The topic of Mobile will thus be integrated into the topics of Career Website and Applying Online, providing richer data for these topics.
This change will create space for the new and increasingly important topic of Professional Platforms which will allow us to better understand candidate behavior and expectations on their main job search sources.
The Social Media category will also be upgraded with the introduction of TikTok as a ranked channel for Asia, Europe, US, and Germany. These TikTok features will be “on the radar” (audited but unranked) for France and Italy. Additionally, Social Media will include a Market Overview of social media strategy differentiating between career and corporate profiles during the auditing process.
Experience an enhanced Talent Communication Global package with improved accessibility to global insights with the introduction of dynamic subregion heatmaps, cross-regional audit data in the Global Summary, and even more developments!
For the international editions, Blog content will be moving from Social Media and integrated into the Career Website category. This integration will enhance the overview of engagement and where candidates spend their time on the Career Website.