As we are about to enter 2024, it’s time to check out key social media and employer brand marketing trends in 2024!
For sure, the landscape of social media and employer brand marketing will continue to evolve rapidly in 2024. No doubt about it! Staying ahead of the curve is crucial for you working with employer brand marketing.
It’s time to explore the emerging marketing trends in 2024, shaping the future of talent marketing and how you can leverage them to enhance your employer brand.
The four key marketing trends in 2024 for social media and employer brand marketing
2024 brings new opportunities and challenges in social media and employer brand marketing.
By embracing personalisation, leveraging AI, creating compelling video content, empowering employee advocacy, social recruiting, and thought leadership, you can ensure that your employer brand stays relevant and appealing in the ever-changing landscape of marketing.
#1: The request for more personalised and authentic employer brand marketing content
The era of generic content is over. To be honest, it has been over for a while now, but definitely, everyone needs to drop it in 2024!
In 2024, personalisation and authenticity are at the forefront of successful employer brand marketing strategies.
In 2024, personalisation and authenticity are at the forefront of successful employer brand marketing strategies.Susanna Rantanen
Employer brands that tell genuine business stories and tailor their messages to specific audience segments are more likely to resonate with their target talent market.
For employer branding, this means:
- Showcasing real employee stories
- Allowing employees to share their own stories and experiences (employer-generated content)
- Sharing behind-the-scenes peaks into your company culture and the day-to-day life of your people, not forgetting the hybrid world of your work!
#2 Learning to leverage AI and data analytics for employer brand marketing success
Artificial Intelligence (AI) and data analytics continue to revolutionise how we approach all talent marketing.
During 2023, many marketers started using generative AI for content writing. However, I want you to know that there is a specific flavour to it that makes AI content and social media posts recognisable.
During 2023, many marketers started using generative AI for content writing. However, I want you to know that there is a specific flavour to it that makes AI content and social media posts recognisable.Susanna Rantanen
That’s why, in 2024, it will be a smarter strategy not to copy-paste and publish AI content directly as it comes out of your generative AI apps. Tweak it, SEO-optimise it and give it your employer brand’s flavour.
There is another way for you also to test whether AI can give you additional value for recruitment marketing and employer branding. Use it to gain deeper insights into target talent behaviour and preferences and find out what the Internet knows about your competition for the same talent.
Did you know AI can also help identify the best channels and content types to attract top talent?
#3 Video content keeps growing in popularity
For those who have integrated video content into your talent marketing, ’continue’ is our advice here at Emine.
With the increasing popularity of platforms like TikTok, Instagram Reels and YouTube Shorts, creating engaging and concise video content is really a must.
However, as video content grows in popularity, there will be more competition for your talent’s attention. Therefore, ’diversify’ is our second piece of advice. Make the use of video in your content more versatile.
For those of you who have not yet ventured into videos for employer branding, this means creating short, impactful videos that highlight your company values and employee experiences and showcase what it looks like to work in your company.
#4 The power of employee advocacy, social recruiting and thought leadership in employer brand marketing
One of the key employer brand marketing trends in 2024 is the return of improved employee advocacy!
Let’s clarify this: your employees are your best brand ambassadors.
Let’s clarify this: your employees are your best brand ambassadors.Susanna Rantanen
Encouraging your people to share their experiences on social media can amplify your employer brand. With amplification, I don’t mean make your employer brand marketing louder but make your reach much broader.
Social recruiting and thought leadership are influencer marketing strategies for employer branding
You may have heard about social recruiting and probably have experienced thought leadership. But what you may not have realised is that these are, in fact, influencer marketing strategies for employer branding!
We are introducing you to social recruiting and thought leadership as key employer brand marketing trends in 2024.
Giving your employees a voice is vital in 2024; take a step forward and give voice to your managers and senior experts, too. This will give you an important leap ahead of your competition in 2024.
Social recruiting in employer brand marketing
Hiring managers can deliver significant value for themselves and talent acquisition by engaging actively in social recruiting.
Hiring managers can deliver significant value for themselves and talent acquisition by engaging actively in social recruiting.Susanna Rantanen
Social recruiting is similar to thought leadership, but the focus is on hiring managers leveraging social media to build a social talent pool (LinkedIn is the best for this) and build trust as a leader in their target audience. This is a great way to help overcome those talent attraction and retention challenges most employers struggle with.
Thought leadership in employer brand marketing
Thought leadership, on the other hand, serves senior experts, entrepreneurs, and top management super well.
This strategy focuses on the customer audience and other essential business stakeholders. The purpose is to strengthen the perception of solid expertise and paint a picture of the organisation’s expertise and depth of knowledge.
Thought leadership is also excellent for shedding light on the purpose, mission, culture and values of the thought leaders and the organisations they represent.
For senior experts, thought leadership can be an excellent strategy to help them develop the future of their careers.
In 2024, fostering a culture where employees, hiring managers and your senior experts are engaged and proud to share their voices becomes ever more vital.
In 2024, fostering a culture where employees, hiring managers and your senior experts are engaged and proud to share their voices becomes ever more vital.Susanna Rantanen
Remember, the key to successful content is not just in the trends you follow but in the unique voice and perspective you bring to them.
Even, and especially, if you use generative AI to create your employer brand and other HR marketing content, you will benefit greatly from our strategic approach to branding, marketing and communication.
After all, you don’t want everyone to recognise your content is directly from the AI content factory and is not helping you to create a systematic and desirable employer image and brand.