The Biggest Challenges to Businesses in 2025 and How Marketing Can Help. Part 1 - The Talent Challenge

The South East faces a distinctive talent landscape and has some of the highest employment rates despite London’s gravitational pull:

• West Sussex: The employment rate for residents aged 16-64 is 80.1%.

• East Sussex: The employment rate for residents aged 16-64 is 78.3%

• Surrey: The employment rate for Surrey residents aged 16-64 is 82%.

• Kent: The employment rate for Kent residents aged 16-64 is 78.9%.

• London: The employment rate for London residents aged 16-64 is 74.9%

These high employment rates come with their own challenges for employers who can face fierce competition for candidates and retention difficulties employees are tempted away by increasing salaries. Marketing may not be the obvious direction to look to tackle these HR challenges, but it should be.

How can marketing help?

Marketing can be a powerful tool in attracting top talent to your company. Here are some effective strategies to leverage marketing for talent acquisition:

1. Employer Branding

Creating a strong employer brand is essential. This involves showcasing your company culture, values, and what makes your workplace unique. By highlighting these aspects, you can attract candidates who align with your mission and values.

· Social Media Campaigns: Use platforms like LinkedIn, Instagram, and Facebook to share stories about your company culture. Employee testimonials, behind-the-scenes content, and showcasing company events can give potential candidates a glimpse into what it's like to work at your company.

· Career Page Optimisation: Ensure your career and vacancies pages on your website are engaging and informative. Include videos, employee stories, and detailed job descriptions that highlight your company’s strengths.

2. Content Marketing

Content marketing can be used to position your company as an industry leader and an attractive place to work. Sharing valuable and relevant content can attract both potential customers and prospective employees.

· Blog Posts: Write articles that showcase your company's expertise and innovation. Highlight employee achievements, company milestones, and thought leadership.

· Webinars and Podcasts: Host events that feature your employees and their expertise. This not only demonstrates your company's knowledge but also shows that you value and invest in your employees' growth.

3. Recruitment Marketing

Recruitment marketing involves creating campaigns specifically designed to attract candidates. This can be done through targeted advertising and strategic messaging.

· Targeted Ads: Use platforms like LinkedIn and Facebook to run targeted ads aimed at potential candidates with specific skills and experience. Highlight the benefits of working at your company in these ads.

· Email Campaigns: Develop email campaigns to nurture relationships with potential candidates. Share company news, job openings, and insights into your company culture.

4. Employee Advocacy

Encourage your employees to become brand ambassadors. When employees share their positive experiences, it can significantly impact potential candidates' perceptions of your company.

· Employee Testimonials: Feature testimonials from current employees on your website, social media, and other marketing materials. Authentic stories can resonate with potential candidates.

· Social Sharing: Encourage employees to share company content on their personal social media profiles. This can help reach a broader audience and attract more interest in your company.

· Referral fee. Encourage employees to recommend roles to family and friends and if you employ them, pay the employee a referral fee.

5. Diversity and Inclusion Initiatives

Promote your commitment to diversity, equity, and inclusion (DEI). Candidates are increasingly looking for employers who prioritise DEI in their workplace.

· Inclusive Marketing: Ensure your marketing materials reflect the diversity of your workforce and the inclusivity of your company culture. Highlight DEI initiatives and successes.

· Community Engagement: Participate in and sponsor community events that promote diversity and inclusion. This can enhance your company's reputation and attract a diverse pool of candidates.

6. Showcase Growth Opportunities

Highlight the professional development opportunities and career paths available at your company. Candidates are often attracted to employers who invest in their growth and development.

· Learning and Development Programs: Market your training and development programs through various channels. Share success stories of employees who have advanced their careers within your company.

· Mentorship Programs: Promote any mentorship programs you have in place. Showcasing these initiatives can attract candidates looking for career growth and guidance.

The knock-on effect of these marketing initiatives is that it demonstrates to your existing employees what a great company they work for and aids retention.

Marketing can’t solve every business challenge, but you may be surprised to know just what good marketing strategies can achieve. Marketing is not just about getting new clients, it’s a key business tool.

Look out for Part 2 in this series of blogs – The Hybrid Working Challenge

The Talent Challenge