Major Trends In Employee Expectations And Technology Affecting The Future Of Employer Branding In India

Business organisations reflect the predominant values and norms of a society. As these values evolve over time, the organisations also have to catch up with the changing expectations of the people. The future of employer branding is determined by these changes and the rate of technological progress. 

In this article, we take a look into the future of employer branding in India, focusing on the generational and technological shifts driving the change.

The Impact Of Generational Shifts On The Future Of Employer Branding

According to the Johns Hopkins University, Gen Z – individuals born between 1996 and 2010 – are a minority of the workforce at just 6.1 percent. However, by the beginning of 2030, Gen Z will account for 30 percent of all jobseekers.

In India, this shift is taking place faster, as Gen Z and Millennials account for almost 90 percent of the total workforce, at least in the tech scene. India also has 20 percent of the global Gen Z population, or around 37.5 crore individuals.

The future employment branding strategy will be heavily influenced by the needs, aspirations and behavioural quirks of the Gen Z and Millennials in India. Here is a quick overview of how they can affect your employer branding strategy.

Focus On Flexibility In The Workplace

According to a 2023 survey by People Matters, a whopping 71 percent of employees in India gave more importance to work flexibility. This sentiment is largely mirrored among Gen Z workers in India, with 64 percent considering flexible work options a top priority for a positive workplace in an RPG India survey. 

A greater focus on flexible work hours seems to be the smart play for future employer branding strategies. Giving your employees some leeway in setting their work schedules, including at least one or two days of work-from-home every week, can work wonders in terms of reputation and branding. 

Greater Transparency In Salary Information

According to a Future of Workforce study by Adobe, 85 percent of Gen Z graduates are less inclined to apply for a job if it does not provide any information regarding the salary range. And a Harvard Business Review article highlights how Gen Z employees openly share salary information with each other.

In this context, employers have virtually no incentive to keep a tight lid on salary information. While some level of secrecy is essential from an HR perspective, salary ranges and greater pay transparency can make your employer brand more attractive to jobseekers.

Focus On Upskilling And Continuous Learning

Skill development is emerging as a major concern for younger Millennial and Gen Z employees in an era where advances in AI are putting many job sectors at high risk. A recent study by Workplace Intelligence reported that 89 percent of employees are motivated to improve their skills.

Particularly in the Indian context, where the talent gap in high-skill sectors will increase 3.5 times by 2026, upskilling is no longer just a bonus for employer branding. For many organisations, it poses a serious existential risk, and upskilling and continuous learning are part of the potential solutions.

Continuing Relevance Of Inclusivity And Sustainability

Millennials and Gen Z place a greater emphasis on values like inclusivity, equity, and sustainability than their predecessors. In a Mercer study, 99 percent of employees in India wanted their organisations to invest more in ESG goals like social equity, diversity, and environmental sustainability. 

Inclusivity, particularly in the sphere of gender, can become crucial in the coming years. Less than 20 percent of women participate in India’s labour market. According to a BBC report, skilled women employees often struggle to re-enter the job market, particularly after events like childbirth.

Companies that offer benefits like flexible work hours, training, and inclusive and safe workplaces are much more likely to attract employees regardless of their gender. When your hiring process becomes more inclusive, it further reinforces your positive branding.

Focus On Authenticity In Branding Strategies

Authenticity is a critical factor when marketing a brand to idealistic, tech-savvy Millennials and Gen Z customers. In the age of social media, authenticity is defined by consistency between your words online and actions in the real world.

The opinions of current and ex-employees on social media will matter a lot more than any corporate sponsored marketing campaign. Organisations that listen to their employees and foster a more positive workplace environment will find it much easier to organically create a positive brand identity.

The Role Of Technology And AI In The Future Of Employer Branding

Employers are already leveraging digital technology to target jobseekers. The rise of powerful AI language models presents radical new opportunities, as well as significant challenges from an employer branding perspective.

Faster And Smoother Candidate Experiences

If your application process is overtly complex or time-consuming, it will affect your brand and ability to attract top talent. According to the Harvard Business Review, 62 percent of professionals lose interest in a job application if the employer is slow to respond.

Data analysis and automation can be a game-changer for HR managers and hiring teams. According to a Stepstone study from Germany, two-thirds of recruiters expected AI to reduce their workload and significantly shorten the hiring process. This can provide a serious boost to your employer branding.

You can also leverage AI chatbots to provide faster access to relevant data for jobseekers without putting a burden on recruiters. However, at least for the foreseeable future, it may be best to leave the actual interview process to humans, given the risk of unintentional bias in AI selection processes.

Innovative Marketing And Content Creation Possibilities

Perhaps the biggest boost to employer branding in the short term could stem from the rise of large language models like GPT4 and related to text-to-image models like Midjourney and DALL-E. Creating high-quality text and visual material is now easier, faster, and more accessible than ever before.

Leveraging these AI tools, recruiter teams can create engaging content for a fraction of the budget needed for staff dedicated design and content creation teams. However, AI intellectual property violations are a contentious area right now.

Many jurisdictions are grappling with the legal implications of AI-generated content. It may take some time before we see widespread adoption of AI content by recruiters and marketers, and caution is advised if you have any plans to use such content for employer branding.

Final Thoughts

With a surplus of young labour, India may seem like the last country to face a crisis of shortage. However, due to systemic issues related to education and various other factors, employers in India do face critical skill shortages in various sectors.

Recent advances in automation and AI hold considerable promise for recruiters looking to build effective employer brands. However, there are limits to what AI can and cannot do for recruitment. A certain level of caution is recommended, particularly given the many grey areas in generative AI content.

Adopting employer branding strategies that cater to the aspirations of Millennial and Gen Z jobseekers, with a focus on values like inclusivity, flexibility, improved work-life balance, and sustainability, is vital if you want to attract top-level talent.