Employer Marketing Trends for 2025: Promises for Employees and Expectations for Employers

As the new year begins, promises and expectations are not limited to personal resolutions. Candidates have expectations for employers, and employers have their own set of expectations for candidates. According to PwC's 2024 Global Employee Survey, the percentage of employees planning to change employers in the next year is on the rise, increasing from 19% to 28% over the past three years. Organizations are already contemplating how to attract, surprise, and fulfill promises to both potential and current employees.

Below are 10 trends shaping employer marketing in 2025 that Rūta and I outlined, drawing on commercial and scientific research, as well as our own predictions informed by our work with clients at The Promise agency. Personal branding and employee advocacy will also play a role (see point 4).

1. The Growing Importance of Social Responsibility, Diversity, and Inclusion

Social responsibility has become a cornerstone of employer branding in the past decade, and diversity and inclusion are increasingly vital components. Commercial research highlights that younger generations particularly value fairness in rewards, promotions, and daily interactions. According to Universum's 2024 research, only 8% of students view diversity solely through an ethnic lens, emphasizing the value of diverse experiences and perspectives.

In 2025, organizations will continue to invest in diversity and inclusion training, create inclusive work environments, and communicate their progress transparently to build trust with current and future employees.

2. Emphasizing the Value of Products and Services

While many organizations focus on promoting attractive working conditions and exceptional workplace cultures, they often neglect the significance of their products and services. A 2024 study by ISM University of Management and Economics revealed that Generation Z values organizations whose offerings they can identify with and find meaningful.

In 2025, more organizations will highlight the value of their products and services in employer marketing campaigns, attracting candidates passionate about the organization's field of activity.

3. Adopting New Channels and Content Formats

Organizations will expand their reach beyond LinkedIn, embracing platforms like TikTok to engage younger audiences, such as Generation Z and future Generation Alpha. Additionally, offline initiatives, such as university and school outreach programs, will gain traction.

Video content, with its dynamic appeal, will become a primary medium for employer communications, complemented by gamified career pages designed to captivate younger audiences, as demonstrated by EY in the UK.

4. Employees as Opinion Leaders

Employees will increasingly act as opinion leaders or influencers, amplifying their organization’s employer brand through personal social media channels. Research (e.g., N?pp? et al., 2023) recognizes employees as co-creators of an organization’s image.

In 2025, organizations will invest in employee training and motivation, allocating budgets to enhance their role as employer brand ambassadors.

5. The Growing Role of Artificial Intelligence (AI)

AI will play a larger role in employer marketing, streamlining processes such as candidate counseling, pre-screening, and scheduling. According to The Martec's 2024 research, more than half of global organizations plan to invest in IoT personalisation solutions to enhance candidate engagement.

Despite AI advancements, the human element—empathy and personalization—will remain crucial in shaping how candidates and employees perceive organizations.

6. Flexibility as a Necessity

Flexibility, once a competitive advantage, has become an essential expectation. Employees now prioritize work-life balance, with teleworking and hybrid models serving as critical factors.

In 2025, organizations will increasingly tailor their value propositions to address diverse employee needs, recognizing the ineffectiveness of a one-size-fits-all approach.

7. Organizational Culture as a Differentiator

Organizational culture will become the cornerstone of employer branding. While many organizations offer similar value propositions, those that integrate their unique culture into employer marketing strategies will stand out.

Gallup research indicates that employees connected to their organization’s culture are nearly six times more likely to recommend it as an employer. Yet, only 20% of global employees report feeling this connection, highlighting an area for growth in 2025.

8. Employer Branding as a Strategic Function

The strategic importance of employer branding will continue to grow. Research shows that organizations with strong employer brands attract more candidates, retain employees longer, and achieve better performance outcomes.

In 2025, more organizations will establish dedicated employer branding functions supported by leadership to achieve strategic objectives.

9. Prioritizing Employee Well-Being

Employee well-being—encompassing physical, mental, financial, and social health—will become a priority. Gallup's 2024 Global Survey reveals that only 34% of employees rate their well-being as excellent.

Organizations will implement well-being programs addressing physical activity, mental health, and social connections, enhancing employee engagement and strengthening their employer brand.

10. Enhancing Candidate and Employee Experiences

Delivering exceptional candidate and employee experiences will be vital in 2025. Candidates expect transparent, personalized recruitment processes, while employees value clear communication and empathetic leadership.

Organizations investing in technology, leadership development, and effective communication will create positive experiences that attract and retain top talent.

While many of these trends have emerged in recent years, they will solidify in 2025, offering organizations a competitive edge. Success will come to those who invest in innovative solutions, communicate their purpose effectively, and foster meaningful connections in employer marketing through PEOPLE.

Sincerely,

Dominyka and Rūta

www.thepromise.lt

Feel free to contact us about employer marketing services.

P.S. The original version of this article was published on Delfi M360 in the Lithuanian language. You can find it HERE.