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POTENTIAL PARK EXPLORE THE SHIFT IN TRADITIONAL SEARCH.

IN the ever-evolving landscape of digital interactions, a profound shift is underway. We stand witness to the gradual farewell of traditional search methodologies, giving rise to a new era characterised by engaging conversations. 

POTENTIAL PARK EXPLORE THE SHIFT IN TRADITIONAL SEARCH.

As personalisation continues to redefine our online encounters, the once-familiar concept of search finds itself at a crossroads, poised on the brink of transformation. No longer is the quest for information confined to typing queries  into search bars; rather, recommendations for what to  watch, where to shop, and whom to heed are seamlessly  integrated into our digital existence across various  platforms. 


Modern job seekers are accustomed to the convenience  of tailored recommendations, and seek employment  opportunities that align effortlessly with their  aspirations. Yet, amidst the deluge of content saturating  the digital sphere, employers face a formidable challenge. While the allure of readily available answers beckons, the discerning talent of today demands more than mere information—they crave meaningful engagement and  authentic narratives. 


Recognising this trend, employers must shift their  approach from broadcasting information to initiating  conversations that invite candidates to actively engage  and learn more. This transformation hinges on three  fundamental principles—the ABCs of authentic, believable, and connected communication. 


First and foremost is authenticity. Candidates crave  genuine insights into the workplace and workplace  culture, seeking more than just polished presentations  of corporate life. They want to see the real essence  of the company, the places where employees meet and gather to work. Providing a glimpse into these authentic spaces not only piques candidates’ interest but also fosters a deeper understanding of the employer brand’s true identity.  


Equally important is believability. In an era of heightened scepticism, candidates are quick to discern between genuine representations and superficial facades. One-third of candidates have encountered information on career websites that they deemed untrustworthy, and credible of which 72% cited it was because of unrealistic portrayals of positive work cultures and values.  


"EMBRACING TECHNOLOGY JUDICIOUSLY, SHARING AUTHENTIC NARRATIVES AND INITIATING MEANINGFUL CONVERSATIONS."


To earn candidates’ trust, employers must strive for transparency, openly acknowledging both their strengths and challenges. By authentically communicating the realities of the workplace, employers can cultivate credibility and build lasting connections with potential talent.  


Finally, connectivity lies at the heart of effective candidate engagement. In an increasingly interconnected world, candidates crave direct relationships and firsthand perspectives. They seek opportunities to connect with current employees and employee ambassadors, leveraging social media platforms to gain insights into the company’s culture and values. Talent networks emerge as powerful tools for fostering these connections, providing a dedicated space for engagement and interaction.   


While only a third of UK candidates are currently part of such networks, their impact is undeniable, with a significant majority actively engaging with content and applying for opportunities found within - in fact 69% of candidates check and engage with content in the network at least once a week.


By fostering genuine spaces for engagement and connection, employers can cultivate loyalty and attract top talent to their organisations. In essence, the key to unlocking candidate engagement lies in embracing these ABCs. By prioritising these principles and initiating meaningful conversations, employers can transcend the passive consumption of content and forge genuine connections with candidates, ultimately positioning themselves as employers of choice in an increasingly competitive landscape.


And the significance of personalised candidate communication cannot be overstated. As we witness a resurgence in demand for easily accessible information, candidates expect a seamless navigation experience on company career websites. Features such as intuitive search functionalities and dedicated sections for specific cohorts, such as graduates, have assumed newfound importance in 2024.


In response to these evolving expectations, many employers are turning to artificial intelligence to personalise the candidate journey. However, the integration of AI in recruitment processes must proceed 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 (53% of UK and 62% of European candidates are open to this). On the other hand, candidates are concerned or apprehensive at the thought of AI tools being used during the job application process. UK candidates seem more reserved, with 40% expressing concerns, compared to 29% of European candidates. 


Talent wants to benefit from AI, but are sceptical about it being used against them. Employers must tread carefully, prioritising transparency and assuaging concerns to foster trust and confidence among prospective candidates.


Personalisation extends beyond the initial recruitment phase—it permeates the entire candidate career journey. The pursuit of upskilling and professional development is becoming increasingly important; employers must offer opportunities that resonate with the aspirations of the emerging workforce. Job seekers seek roles that not only match their skills but also facilitate their growth as individuals and professionals.


Moreover, the onus lies on employers to articulate the journey of an employee authentically. Real employee stories, showcasing concrete examples of professional growth and development opportunities, emerge as potent tools for attracting and retaining top talent (52% of UK candidates selected this as an authentic way to demonstrate company culture).


In fact, the data we have at Potentialpark reveals, the absence of such opportunities ranks as the primary deal breaker for candidates (selected by 61% of both UK and European candidates), underscoring the imperative for employers to communicate their commitment to nurturing talent effectively.


As we stand on the precipice of a new era defined by conversations rather than searches, the imperative for personalised engagement has never been more pronounced. By embracing technology judiciously, sharing authentic narratives, and initiating meaningful conversations, employers can navigate this shifting landscape with confidence, forging lasting connections with the talent of today and tomorrow.


About Potentialpark

Since 2002, Potentialpark has engaged in an annual global market study, collecting data from over 32,000 responses in 2024. We analyse 730 employers worldwide across 230 candidate criteria. Curious about our insights for your talent communication strategy, reach out to us, contact Founder & CEO torgil@potentialpark.com.


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