Generative AI, Gen Z and Employer Brand – three topics you’ve heard a lot about over the past few years as the talent acquisition field has been adopting technology and adapting strategies to keep pace with hiring demands. All while working to keep up with the rapidly shifting demands of candidates. But what do these three TA trends have to do with each other?
Let’s take a look at the convergence of these important trends, what the data shows and what your recruiting team needs to know (and do).
Over Half of Job Seekers Are Using Gen AI Tools
More than half of U.S. job seekers are now using Gen AI for various aspects of their job search. This marks a significant increase from just a few months ago and highlights the growing influence of Gen AI on candidate experience. Candidates in the Gen Z, Millennial, and early Gen X generations report even broader adoption of Gen AI tools in the job search than other cohorts.
The most common uses of Gen AI in the job search include:
- resume writing
- drafting cover letters
- researching careers
- preparing for interviews
- researching salaries
Candidates are using these tools to aid and inform them across their hiring journey. With this in mind, TA teams should consider the impact of Gen AI tools not just at the sourcing and attracting stage, but across the entire recruiting journey as well.
Gen AI & The Value of Content
With over 53% of recently-hired U.S. workers reporting use of Gen AI during their job search, TA teams need to evaluate and consider what – exactly – Gen AI platforms may be communicating to candidates. This emerging technology relies on content from across the web to answer queries. That’s why it’s more important than ever to have a TA platform that enables a powerful, optimized career site, a strong employer brand and a content strategy that fuels Gen AI with the most accurate and compelling content. As Gen AI tools like ChatGPT and Google Gemini become increasingly influential in the candidate experience, TA teams that are investing in a robust technology and content infrastructure will be better poised to win the next generation of top talent.
Gen Z & Your Employer Brand
With Gen Z expected to make up over 25% of the workforce by 2025, organizations need to make sure their EVP (Employee Value Proposition) and employer branding align with the values and expectations of this new generation. Talent acquisition teams must understand the shifting values, needs and expectations of candidates, integrate these insights into their EVP and align their content and programs accordingly. They also need the right combination of technology and strategy to make sure they are effectively communicating these messages across the candidate experience.
Fueling Gen AI with Compelling Content & Employee Stories
With this convergence of trends, the demand for genuine, engaging and on-brand content in recruitment is rapidly increasing. Leading TA teams are building content programs focused on creating a regular cadence of engaging, relevant content targeted at job seekers. They continuously update their career sites with authentic, engaging content to ensure they are seen as the authority for what it means to work at their organization and encourage employee advocacy outside of the career site as well. This helps candidates (and the Gen AI tools they’re using) get a great picture of them as a potential employer.
This type of robust, engaging, authentic content is not only more trusted by potential candidates, but it’s also the type of information Gen AI tools, like ChatGPT or Google Gemini, synthesizes to answer questions job seekers might have about working at your company. For example, factors like experience, expertise, authority and trustworthiness are highly weighted in how certain Gen AI models work. It’s also worth noting that alongside the adoption of standalone Gen AI tools, many candidates are experiencing answers produced by Gen AI within search results themselves (read up on Search Generative Experience for more insights into how this works) as they look for information about potential employers.
As the adoption and influence of these tools continues to rise, the right combination of trustworthy information, authentic content and smart technology is key.
TA Trends: Aligning Your TA Strategy
An integrated view of these TA trends can create some important clarity for your TA strategy. Make sure your EVP and employer branding efforts are taking the values of Gen Z and the demands of Gen AI tools into account. Make sure your TA content strategy is authentic to the questions, values and aspirations of Gen Z talent – and optimized for Gen AI tools to synthesize. Leverage employee storytelling and employee advocacy to better attract top talent. Adopt the right TA technology to help your team leverage this powerful content across the candidate experience. And keep your eye on the data and the trends, because the landscape of technology and strategy for TA is evolving fast!
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