Navigating the Competitive Job Market: Tips from a Millennial on How to Attract Top Talent in 2024

Three years ago, amidst the uncertainties of the pandemic, I embarked on my journey as a marketing consultant at The House of Marketing. The days leading up to my acceptance were filled with anxiety and excitement. Like many of my peers at the business school, I was determined to secure a good marketing position before graduation. When the offer finally came through, I was over the moon. My only response during the contract negotiation was, “Thank you for hiring me.”

But fast forward three years, and much has changed. Companies have resumed normal operations, and the competition for talent has become fiercer than ever. The numbers are telling: 74% of employers in Belgium report difficulties in filling vacancies, and 80% struggle to find the right skills. This talent shortage isn’t just a statistic—it’s a real challenge that hinders growth and innovation.

So, how can a “normal company” stand out in this crowded market? Many of our clients grapple with this question, feeling overshadowed by larger, flashier companies with deep recruitment budgets. But the secret lies in finding the perfect match between your company and the job seekers.

Let me give you some tips on what today’s job seekers are looking for based on my experiences as a consultant and a young professional.

How to be an attractive employer?

Personal Application Process

During a recent project at a company in Brussels, HR told me that a candidate requested to join a coffee break at the office before accepting an offer. This casual experience allowed her to get a feel for the company’s culture and convinced her to accept the offer and start working for the company.

The takeaway? Treat each candidate like a potential customer. Offer them personal experience and guide them through your recruitment process smoothly.

Purpose-Driven Roles

A high school friend of mine recently switched jobs, moving to a similar role in another company. Curious about her decision, I assumed it was for a better salary. However, she revealed that her new job gave her more of a purpose by involving her in the company’s sustainability initiatives.

The takeaway? People want to contribute to something bigger than themselves. Clearly articulate in your job descriptions how the role impacts both the organization and society.

Flexibility

When I worked in Amsterdam, I saw a growing trend in the winter: people renting out their flat in the city for a few months to move to in South Africa and work remotely from co-working spaces on the beach.

The takeaway? Flexibility and trust are now a top priority for job seekers. The ability to choose when and where to work is essential for attracting top talent.

Tech-Forward Approach

One of my clients, heavily invested in R&D, initially banned AI tools like ChatGPT to protect sensitive data. However, the employees started using these tools on their personal devices. Recognizing this, the company shifted its approach, training employees on safe and effective AI use.

The takeaway? Leverage technology to enhance productivity. Gen Z may be criticized for lacking traditional skills, but they excel in using modern tools. Stay ahead by embracing and integrating these technologies into your workflow.

Professional Development

A friend of mine is doing an internship at a large multinational. The program takes 3 years, and you really must start at the bottom of the ladder, working night shifts in the factory. Considering he was not used to this and had studied hard before that to get a marketing job; this was not the most obvious career start. However, the company gave him a clear plan for the coming years with the different roles he will go through, and this perspective keeps him very motivated.

The takeaway? Employees crave new experiences and opportunities for growth. Highlight professional development and training opportunities during the recruitment process.

Now that you understand what today’s job seekers value, the next step is to effectively reach these candidates. Just like dating, to finding the right match you have to get out there and promote yourself.

How to show that you are an attractive employer?

1. Identify your Employer Value Proposition

Recently, I transitioned from working with a big, trendy FMCG company to a more technical B2B company. While some might see this as a “downgrade,” I’ve gained more responsibility, work with a company at the forefront of innovation and sustainability, enjoy flexible work conditions, and have access to extensive training opportunities.

The takeaway? Identify the unique aspects of your company that align with what candidates are seeking. Your employer brand should reflect your internal culture, not just external perks or fancy office spaces.

2. Get out there 

My husband worked for a start-up located far from any major Belgian city. Despite this, the company attracts numerous applicants without any high recruitment costs. Their engaging social media presence, polished website, and active participation in industry events made them a recognizable brand.

The takeaway? A prime location or well-known brand name isn’t necessary to attract talent. Ensure that candidates can easily discover your company through various online platforms.

3. Promote your company in an authentic way

HEMA gained popularity on TikTok with humorous videos made by interns about working in the stores. Now, they are even at a stage that they decided to stop investing in expensive, overly polished employer branding videos. Instead, they focus testimonials that reflect their company culture in a real way.

The takeaway? Authenticity resonates with candidates. Showcasing real experiences from your team can be more effective than any high-budget promotional video.

Unsure about what makes your company unique or how to attract the right talent?

Let us assist you in building a strong employer brand that stands out in today’s competitive market.