Global - The end of search, the beginning of conversations.

The greater personalization of our online experiences brings us closer to the end of search as we know it.  What to watch, where to shop, and who to listen to are served up to us across every online platform. It shouldn’t come as a surprise then that the always-online candidates of today want answers for where to work and what job to apply for readily available without having to search for it. Yet the challenge of content saturation means employers can’t rely on answers alone. Employers must begin conversations that make candidates want to learn more whilst providing the information they are looking for. Candidates want to understand from the source itself the story behind the answer to their question of ‘where should I work?’

Ultimately, to win talent today employers must personalize journeys and establish connections. Utilize tech for personalization and real people for authentic experiences. Towards the end of search, and the beginning of conversations. 

Personalization of the Candidate Communication Journey

Rising back to its importance pre-pandemic, candidates demand readily available information and want to be guided straight to the content they are interested in on the company career website. Functionalities that provide this such as a general search function or direct access to a graduate section have significantly increased in importance in 2024. This element of personalizing the candidate journey is fundamental, yet not all employers have a general search function for candidates (63% of employers have implemented it in Europe and Asia, and 50% in the US). When you aren’t allowing talent to easily search for things they are most interested in learning about, like salary or work-life balance, they won’t waste their time hunting for it. 

Many employers are turning to AI to personalize the candidate journey on the career website. Through engaging with a chatbot or smart search functionalities, candidates can easily clarify what they are looking for and see content that is based on their needs. Nevertheless, AI in the recruitment process needs to be approached with caution. On the one hand, over half of this tech-savvy generation are happy to use AI tools like ChatGPT for activities such as drafting cover letters and preparing for interviews (64% of candidates around the globe are open to this). On the other hand, candidates have mixed feelings at the thought of AI tools being used during the job application process. 36% of candidates have a positive attitude towards it, while 26% are either apprehensive or concerned. Talent wants to benefit from AI, but are skeptical about it being used against them. Employers should therefore proceed with caution and be transparent when utilizing tech to personalize the candidate journey. 

Personalization of the Candidate Career Journey

Once you have talent engaged, the personalization can’t stop there. To attract and retain “Generation Upskill”, providing the right opportunities across their career journey is a must. This generation is passionate about finding work that allows them to develop their skills, grow as individuals, and advance their careers. 

Candidates want jobs that match their skills, not just their experience. The majority of candidates (90%) believe that it’s important for job ads to include specific skills required for the role rather than only focusing on academic background and professional experience. A job that is matched based on skill also allows candidates to pursue opportunities that align with their true strengths and is a better indicator of job success, according to 38% of candidates respectively. 

Employers are likely losing skilled talent where they aren’t effectively communicating the journey of an employee. The top deal breaker when applying for a company is that the company does not provide opportunities for career growth and development (selected by 61% of candidates in Europe, 53% in Asia and 48% in the US). Many candidates believe that the best way to showcase that this is in fact an element of the company culture is by sharing real employee stories with specific examples of how the employer supports professional growth (52% of candidates around the world selected this as an authentic way to demonstrate company culture). 

Beginning Conversations - The ABCs 

Candidates are growing ever more passive when it comes to engaging with career-related content, with less than 1 in every 3 candidates being very likely to engage, while the rest won't go beyond a like or maybe a share. Employers must begin conversations to invite candidates in to learn more. Allowing candidates to have conversations with your employer brand should be as easy as ABC -  Authentic, Believable, Connected!

Authentic - A genuine visualization of the workplace allows candidates to understand where they will work. This type of content has gained importance again post-pandemic as candidates want to see it shared across social media channels such as YouTube, TikTok, Instagram, and Facebook. A glimpse into where employees can meet for work, to have fun, to focus, and to grow, is interesting for candidates and important for them to understand the authentic self of the employer brand. 

Believable - A third of candidates (41%) have seen information on a career website that they felt was not credible. Among those, 52% said it was because of an unrealistic portrayal of positive work culture and values. Another reason cited by 50% of candidates was that there were contradictions between the company's online presence and the experiences shared by current or former employees. Employers should aim to showcase an authentic culture, and candidates believe an effective way to do this is through transparent communication about challenges that the company is facing. 

Connected - To create loyalty with top talent, employers need to build direct relationships and connections. Candidates want the opportunity to connect with current employees or employee ambassadors across social media platforms to gain firsthand perspectives about the employer and culture. Talent Networks are a powerful way to stay connected with dedicated talent. Whilst one third (35%) of candidates are part of a Talent Network, of that audience 82% check and engage with content in the network at least once a week. Furthermore, 78% of candidates within a Talent Network have applied to at least one job opportunity they found there. The power of the Talent Network is clear where employers are able to create a genuine space for engagement and connection with potential talent. 

The Potentialpark Takeaways

Employers must prepare for the end of search as we know it, and strive towards personalized journeys that start authentic conversations with candidates. Empowering talent to easily find the information they are most interested in will attract them to learn more about you as an employer that will support their growth and development. The use of conversational AI and smart search provides the personalized learning journey that talent wants. But to stand out from their competitors, employers must combine tech-powered personalization with conversations through authentic, believable and connected talent communication. Engaged conversations will allow the right candidates to find the right employers. 

Talent Communication Rankings 2024

ams OSRAM remains once more in the lead Potentialpark Global Talent Communication rankings for 2024. It maintains its number one position in Europe and US, and moves up to #1 in Asia as well. BCG climbs up to #2 in the overall ranking and securing this same spot in the US, Asia and Europe. Henkel takes the third position in the Global ranking this year and secures #3 in Europe and Asia rankings.

Dassault Systèmes makes its debut appearance with an impressive #4 position in the Global Potentialpark Ranking, #3 in the US. It climbs up 32 positions in the Europe ranking and ranks #6. 

The overall top climber is Capgemini who rose 47 spots in the Global Potentialpark Ranking to be #16. It successfully climbs 35 spots in Asia and 51 in Europe, and is ranked #7 and #40 respectively. Other notable advancements were made by PepsiCo who climbed an impressive 43 places in the Global ranking (ranked #19), 48 places in Europe (ranked #30) and 54 places in the US (ranked #23).

About Potentialpark

Potentialpark has had a comprehensive dialogue with talent since 2002. The annual global market study gathers data from candidates that allows Potentialpark to make a representative picture of the needs and expectations of those heading out onto the job market and highlight the latest trends.

The 2024 Potentialpark Talent Communication Study gathered over 32,000 global responses from students, graduates and early career professionals. Potentialpark analyzed 730 representative employers globally based on 230 different candidate criteria. 

Want to know more about Potentialpark’s work or data? 

Contact: Anna Youngquist, Global Talent Communication Specialist and Country Manager US