Navigating recruitment marketing trends: Insights from in-house teams

In today's competitive job market, in-house recruitment marketing teams face significant challenges. According to our latest report, 73% of these teams have seen budget reductions, while 87% are dealing with increased workloads. As we begin to see signs of optimism on the horizon for the economy, demand on in-house marketing teams is only going to increase. So, what’s in store for 2025 and how can professionals best navigate this landscape?

The current recruitment marketing landscape

Recruitment marketing is undergoing a significant transformation. The combination of fewer resources and rising demands presents a paradox: teams must deliver high-quality results under constrained conditions. And this pressure is unlikely to ease any time soon.

Overall, the majority (91%) of in-house recruitment marketing professionals revealed that they anticipate an increase in demand for their services in the early stages of 2025. With pressure growing, it’s crucial that teams have a plan in place for next year, but according to our data, many need to revisit the foundations of their recruitment marketing first.

The importance of employer branding

In response to the competitive talent market, employer branding has understandably emerged as a critical focus. Over two-thirds (68%) of in-house recruitment marketers indicated plans to review their employer brand in the coming year, with 52% citing the need to refresh their branding to remain relevant.

Some strategies for enhancing employer branding include:

1. Conducting a comprehensive brand audit to understand employee and candidate perceptions.
2. Defining a strong employer value proposition (EVP) that sets your company apart.
3. Leveraging employee stories to showcase company culture in an authentic way.
4. Updating your online presence, ensuring that your careers page reflects the most current brand narrative.
5. Engaging current employees as brand ambassadors through referral programs​.

Engaging a multigenerational workforce

In today's diverse workplace, recruitment marketing must appeal to multiple generations—from Baby Boomers to Generation Z. Each generation brings different values and preferences, making it essential for recruitment marketers to tailor their messaging.

Here are our key strategies for engaging a multigenerational workforce:

1. Create diverse content that address the concerns of different age groups, from job security for Baby Boomers to flexibility and meaningful work for Gen Z.
2. Leverage video content  - with only 46% of in-house recruitment marketing teams using video frequently, this format presents an untapped opportunity to engage audiences.
3. Utilise social media effectively: Social platforms like Instagram and TikTok are ideal for engaging younger audiences, while LinkedIn can target more senior professionals.

Enhancing diversity in recruitment marketing

Diversity in recruitment marketing isn't just about content—it reflects the broader goal of creating an inclusive and innovative workplace. While 76% of marketers believe they are effectively speaking to diverse audiences, many have not refreshed their case studies in over a year, indicating a potential disconnect between perception and reality​.

To address this gap, teams should:

• Regularly update marketing materials to reflect diverse experiences.
• Incorporate voices from various backgrounds to create relatable content.
• Use data analytics to track engagement and understand which messages resonate with diverse audiences.
• Collaborate with diversity and inclusion (D&I) teams to ensure alignment with broader organisational goals.

Navigating in-house recruitment marketing in 2025

The recruitment marketing landscape is evolving, and in-house teams are at the forefront of navigating this shift. By focusing on employer branding, engaging multiple generations, and promoting diversity, these teams can overcome the challenges of budget cuts and rising workloads. As the demand for recruitment marketing continues to grow, these strategies will help organisations attract top talent and build inclusive, vibrant workplaces for the future.

Download our report on in-house recruitment marketing trends today!

Author: Vickie Collinge

Over the last 15 years Vickie has worked with many talent acquisition teams and recruitment agencies to raise their profile across their specialist areas.

Vickie is an expert in demonstrating her clients’ thought leadership and showing them how to use it. She can turn a short conversation with you into gold.