9 keys to a killer recruitment marketing strategy How AI is transforming the talent acquisition process

7 talent acquisition strategies for better hiring in 2024

Learn some talent acquisition strategies for hiring in a still-challenging recruiting market, including promoting company initiatives and establishing an employer brand.

As recruiting challenges continue, finding and hiring candidates can be a difficult process. HR leaders must try out new strategies to ensure their companies aren't left behind in the new hiring marketplace.

Fifty-seven percent of surveyed employers said a shortage of qualified candidates was one of their top recruiting problems and 46% said they lacked candidates in general, according to ZipRecruiter's first "Annual Employer Survey" released in October 2023.

Recruiters need to widen the talent pool by catering to the needs and experiences of today's job seekers, who value employee experience and new ways of using technology.

Here are seven talent acquisition strategies for 2024 that can help improve hiring.

1. Widen talent outreach

Sourcing talent in today's market requires more than posting the opening on job sites, and younger generations' social media habits mean recruiters must familiarize themselves with websites outside of LinkedIn and job boards.

Recruiters should consider the best sites and social media networks to find candidates of all ages rather than relying on old standbys, said Joe Campagna, owner of My Virtual HR Director, an HR outsourcing company in Plainfield, N.J.

"If you're looking for a brand-new, [recently graduated] programmer, you're probably going to go to Stack Overflow or GitHub," he said.

Looking for candidates in Facebook groups that focus on a particular interest could also yield possibilities, Campagna said. For example, a recruiter whose company needs an HR manager might look at a Facebook group of users for a certain HR software.

2. Establish your employer brand

Much like establishing a customer-facing brand, companies must establish an employer brand based on what they want to convey to potential candidates about their organization.

A strong company culture must be in place already rather than trying to force one for the sake of recruiting, Campagna said. Companies must establish a company culture, then work on communicating it to potential candidates.

"If you can build your brand and build your culture into your brand that will make a big difference in how and where you're recruiting," he said. "But if you don't have a good brand, [posting videos on] TikTok [in an attempt to seem relevant] won't help you."

3. Promote company initiatives

Millennials and Gen Z now make up a significant portion of the workforce, and they're drawn to employers who prioritize social commitments, such as sustainability and diversity, and philanthropy efforts. More than one-third of Millennials and Gen Zers have rejected offers from companies that do not match their personal values, according to the "Deloitte Global 2023 GenZ and Millennial Survey."

Recruiters could work with others to add sections to the company website to inform potential candidates about, for example, the organization's sustainability initiatives.

Companies showcasing their philanthropy efforts might even convince their competitors to start similar programs, said Lauren Winans, CEO at Next Level Benefits, an HR consulting firm in Pittsburgh.

4. Include recruiting goals with overall business goals

Recruiting goals often exist separately from broader organizational goals, yet they should be part of the overall company initiatives.

Company leaders must include recruiting goals with the rest of the organization's aims because meeting them might be necessary to achieve its other objectives, Winans said. For example, if a company is attempting to grow its revenue by 13% that year, it must have the proper talent in place to meet that goal.

Recruiters should also revisit recruiting goals more than once a year and update them based on factors like job market fluctuations and company profitability, she said.

"Recruiting and talent acquisition goals [should] be in step with the business while being agile enough to move off the goal if the direction needs to change," Winans said.

5. Deemphasize college degrees

Skills-based recruiting and removing college degree requirements from job listings is increasingly gaining attention, and recruiters should rethink their job ads if their company continues to require four-year degrees.

Removing degree requirements opens up the applicant pool, said Bill Catlette, managing partner at Contented Cow Partners, a professional training and coaching company in Jacksonville, Fla. Applicants might also have lower salary requirements because they don't need to make payments on student loans.

"A less formally educated applicant [might be] more interested in learning [and] growing," Catlette said. "[Deemphasizing degrees] changes your recruiting model a lot."

6. Create an employee referral program

Existing employees can help solve recruiting issues, and will likely feel valued, if recruiters ask for their help bringing in new talent.

"A referral program that pays employees for a successful hire is a great way to engage the existing employee base," Winans said.

Recruiters should work with others at the company to establish a referral program or reevaluate the organization's current program if employees aren't using it.

"Employers don't use [referral programs] enough," Campagna said.

New employees might be a particularly valuable resource for referrals since they can potentially provide insight into former coworkers who might be interested in a new job, he said.

7. Ensure salary and benefits are competitive

Salary and benefits play a major role in impressing candidates. Recruiters must ensure their company's salaries and benefits are competitive so they can bring in top talent.

Company leaders should evaluate their industry's salary ranges and benefits annually and compare them to their organization's offerings, Winans said. Companies should also make their benefits package part of their employer brand, communicating which benefits they offer so the organization stands out from the competition.

"People will make choices [about jobs] based on the total rewards, compensation and benefits packages, so it really is an important piece of the puzzle," she said.

Editor's note: This article was written in 2020. TechTarget editors revised it in 2024 to improve the reader experience. Trends were identified by industry experts and research.

Christine Campbell is a freelance writer specializing in business and B2B technology.

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