Today’s workforce has high expectations, multiple options, and a different perspective on work. Purpose, not just pay, drives career decisions. To attract and keep top talent, HR must think like marketers: collaborating with marketing teams to shape recruitment strategies that engage.

Addressing the talent gap isn’t just about filling roles. It’s about positioning your company as the employer of choice, standing out in a crowded market, and building a lasting talent pipeline. HR and marketing must work together to create a strong employer brand, rethink the candidate experience, and ensure internal communications keep employees connected to the business.

Stop selling jobs and start selling careers with purpose

Traditionally, job ads list responsibilities and requirements. But today’s jobseekers want to know: 'Why should I work for you? What difference will I make? Are you a company I can be proud of?'

Marketing excels at storytelling and building emotional connections to deliver competitive advantage. HR can borrow from that playbook by creating purpose-driven job descriptions and attention-grabbing advertising campaigns to stand out in a competitive labour market.

Use messaging that creates curiosity, draws people in, and speaks to what truly motivates them. Coupled with your brand values and distinctive visual identity it can be incredibly powerful, generating increased application rates and better quality candidates.

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