Employer Branding Trends 2023

7 Key Trends in 2023 for Navigating the Talent Shortage


As we enter 2023, the labor market is still recovering from the effects of the pandemic – with labor shortages, the Great Resignation and signs of another recession, it’s more important than ever for companies to rethink their talent acquisition and retention strategies.

Talent shortage directly links to three key themes: 

  • Employer brand management
  • Sourcing and recruiting specialized talent
  • Talent retention and employee engagement through flexible working arrangements and remote work policies, as well as investment in training and development programs.

Trend 1: Employer brand surveys for engagement

Retaining existing employees is becoming increasingly difficult, making it important for companies to have mid-term and long-term strategies in place to improve the overall culture. One way to do this is through employee engagement surveys, which gather data on what makes and would make the organization an attractive employer. The results of these surveys can then be used to improve the existing employer brand and how it is communicated. By gathering feedback from employees on a regular basis, companies can identify areas of improvement and make changes that will increase employee engagement and retention. This is particularly important in today’s job market, where the competition for top talent is fierce and companies need to do everything they can to retain their best employees.

Additionally, conducting employee engagement surveys and focus groups can also help companies identify and address any issues related to diversity, equity, and inclusion (DEI). By gathering data on the experiences of employees from diverse backgrounds and using this information to inform DEI strategies, companies can create more inclusive and equitable workplaces.


  • Conduct employee engagement surveys regularly
  • Use the results to improve the existing employer brand and internal communications
  • Take action on feedback received from surveys to improve employee engagement and retention

Trend 2: Streamlining processes for the new workforce

With Gen Z set to make up around a quarter of the workforce in the next two years, companies will need to adapt their recruitment processes to meet the expectations of this new generation of employees. This includes streamlining the interview process, with a focus on communication and simplicity. Companies will also need to be aware of the unique priorities and expectations of Gen Z employees, such as a desire for work-life balance and a focus on mental and physical health.


  • Network with the young talent to introduce them to the work culture
  • Streamline the interview process to make it more straightforward and efficient
  • Prioritize communication throughout the recruitment process
  • Take into consideration the specific expectations and priorities of Gen Z employees when recruiting

Trend 3: Employer branding for sustainable talent pipelines

In today’s job market, companies are facing significant challenges when it comes to attracting and retaining top talent. This is particularly true for industries that are facing talent shortages. To stay competitive, companies need to invest more in building a strong employer brand and sourcing strategies that will allow them to attract the right candidates. This means moving away from traditional job postings and waiting for candidates to apply, and instead actively seeking out and persuading top talent to join the team.

Specialized recruiters and employer branding professionals will be in high demand, as they will be able to effectively market the company and its job opportunities to the right candidates, and also understand the specific needs of different roles. These professionals will have a broad set of cross-disciplinary skills that will allow them to collaborate across different areas of the business, such as marketing, human resources, and communications.

Companies may also leverage a mix of internal and external resources to support their recruitment needs, as they can vary greatly. This could include using recruitment agencies, job boards, and social media platforms, as well as building a network of industry contacts and alumni. By using a mix of different sourcing channels, companies can increase their chances of finding the right candidates for their open roles.


  • Develop a comprehensive employer branding strategy that showcases the company’s unique strengths as an employer
  • Invest in specialized recruiters and employer branding professionals
  • Utilize a mix of internal and external resources to support recruitment needs

Trend 4: Hiring the talent for soft skills

As the world becomes increasingly digital, companies find that traditional hard skills are becoming less important than soft skills. With the rise of remote work and the changes brought about by the pandemic, candidates who possess strong soft skills such as communication, collaboration, and problem-solving are in high demand. To meet this demand, many companies are turning to junior programs and mentoring programs to onboard and train new talent. These programs allow companies to not only attract and retain top talent but also to upskill existing employees and create internal career advancement opportunities.

It is important to note that soft skills are becoming increasingly important in today’s job market, as they are essential for effective collaboration and communication in remote and digital work environments. Additionally, upskilling existing employees can lead to a more engaged and committed workforce, as well as cost savings for the company through reduced turnover and the need to hire externally.


  • Prioritize soft skills when hiring, with a focus on communication, collaboration, and problem-solving
  • Invest in junior programs that effectively onboard and train new talent
  • Offer upward mobility for existing employees through training and development programs

Trend 5: Honest DEI actions for keeping it real

Taking actions for a more inclusive and equitable workplace is becoming increasingly important for organizations. In the coming year, we will see a greater focus on DEI strategies and specialized jobs in this field. However, it’s important to note that DEI should not be viewed as a marketing tactic or buzzword, but rather as a fundamental aspect of a company’s culture and everyday operations.

To achieve this, many companies will conduct DEI audits internally and focus on hiring talent from diverse backgrounds. The leadership team will set the strategy and use DEI data to guide their strategic decisions. The DEI strategy will then guide all processes towards more inclusive and equitable recruitment, career advancement, and employee experience programs and processes. By taking honest and genuine actions towards DEI, companies will be able to create a more inclusive and equitable workplace for all employees.


  • Conduct internal DEI audits to identify areas for improvement
  • Prioritize hiring talent from diverse backgrounds
  • Use DEI data to guide strategic decisions and shape all processes towards inclusivity and equity
  • Ensure that DEI is not just a buzzword, but a fundamental aspect of the company culture and everyday operations via employer branding.

Trend 6: Dedicated employer brand experts for brand alignment

As the importance of employer branding continues to grow, companies will place an increased emphasis on ensuring that their brand aligns with their overall marketing and communications strategies. This requires a dedicated team of employer brand experts with a broad set of cross-disciplinary skills to manage all aspects of the employer brand, from content creation to channel management. Employer brand experts will work closely with talent acquisition, employer branding, and employee experience teams to ensure that the company’s value propositions as an employer are effectively communicated and integrated into the company culture. This will be crucial for attracting and retaining the right talent and aligning the company’s brand with its overall goals.


  • Create a dedicated team of employer brand experts with a broad set of cross-disciplinary skills
  • Ensure that employer branding is effectively integrated into overall marketing and communications strategies
  • Prioritize alignment between the company’s brand and its overall goals in order to attract and retain the right talent.

Trend 7: Employee advocacy & employee branding

In the current job market, companies are recognizing the importance of employee-generated content in showcasing company culture. This includes the use of employee advocacy programs to promote the employer brand on social media and digital platforms. As a result, we will see an increase in the use of video and visual content to showcase company culture and give potential candidates a glimpse into the day-to-day life of working at the organization. It’s important to note that employee branding is not only beneficial for attracting new talent, but also for retaining current employees and promoting positive company culture.


  • Implement employee advocacy programs to promote the employer brand on social media and digital platforms
  • Use video and visual content to showcase company culture
  • Encourage employee-generated content to give potential candidates a glimpse into the day-to-day life of working at the organization

In conclusion, as we enter 2023, the labour market is still recovering from the effects of the pandemic. To stay competitive, companies will need to rethink their talent acquisition and retention strategies. By understanding these trends and implementing effective strategies, companies can create sustainable talent pipelines, improve employee engagement and retention, and meet the needs of a changing workforce.

In the meantime, you can download my free ebook creating an authentic employer brand here or you can join a free week session of Employer Brand Academy certificate courses here.

Author: Ali Ayaz
Ali Ayaz is an Employer Brand and HR Consultant with Modern Management Consulting who is well-versed in Employer Brand Development, Candidate and Employee Surveys, Recruitment and Employee Engagement. Having successfully completed Employer Brand projects with multinational blue-chip companies in Automotive, Banking, FMCG, IT, Telecom and Retail industries, he teaches employer brand management, human resources and fundamentals of management at Employer Brand Academy (online) and European School of Economics (London). He is the author of the e-book “How to Build a Robust Employer Brand Strategy” and founder of the Employer Brand Academy. He is a chartered member of CIPD - the professional body for HR and people development.

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