4 tips for 2024: Hiring more qualified workers

Skilled workers shortage continuously costly challenge

Despite the current economic downturn, the shortage of skilled workers remains a significant challenge. Demand for skilled workers is still higher than before the pandemic. Generally, this is a challenge for companies hiring for deskless jobs. This impacts for example the construction or healthcare industry particularly, as it continues to show high demand for specialists. (Source: Stellenmarktmonitor).

This highlights why Employer Branding and innovative recruitment methods are critical to staying competitive.

In this blog post, we’ll explore some of the most inspiring Employer Branding and recruiting initiatives of 2024, offering actionable insights to help you prepare for 2025. Additionally, we’ve worked out three quick wins that are simple to implement and can make a big impact on your hiring strategies next year.

Social- and Skill based-Recruiting

One prominent trend in 2024 is social recruiting-not only by using social media, but also by incorporating employees in the recruiting strategy through employees referrals.

Another notable shift is skill-based hiring, where candidates are assessed solely on their skills, minimizing biases that often come with traditional hiring practices. A highly innovative solution is the rise of partnerships between competitors to tackle recruitment challenges. Take, for instance, the collaboration between EKZ and EWZ – two energy suppliers in the canton and city of Zurich, technically in 'direct competition' for candidates, that joined forces to tackle the skilled worker shortage. This partnership shows that even in complex economic situations, working together can yield impressive results.

Top Employer Branding- and Recruiting-Initiatives from 2024

1. Employee Referrals: Rentokil x CleverConnect

Rentokil, the global market leader in pest control and hygiene with over 65,000 employees and currently, 1302 vacancies, was facing recruitment challenges due to language barriers and managing three different applicant management systems (AMS). Their solution: employee referrals, supported by CleverConnect.

This program used gamification to engage employees. They received points for referrals, which they could exchange for raffle tickets. Every quarter, employees could take part in a prize draw with attractive prizes. The results were impressive: high participation rates, increased employee satisfaction and a cost-efficient recruitment process.

30% of global applications now come from employee referrals.

(Source: CleverConnect- Success Stories: Rentokil)

This example illustrates how employee engagement can drive recruitment success even in industries with traditionally high turnover.

2. Partnering for Success: EKZ and EWZ's "Teampower" Campaign

EKZ and EWZ, competitors in the energy sector, joined forces to recruit Netzelektriker*innen (grid electricians)—a role in high demand and short supply. Through their Teampower initiative, they targeted career changers and created awareness about the importance of the profession.

Key aspects of the campaign:

• Full salary during apprenticeship to attract career changers.
• Clear and accessible communication about the job's value and responsibilities.

The campaign’s success was undeniable: both companies received so many applications that they had to end it early. This collaboration is a prime example of how even competitors can work together to overcome industry-wide challenges.

Check out their videos and landing page here.

3. Social Recruiting Meets Convenience: Swisscom’s WhatsApp Applications

Swisscom, a leading telecommunications provider in Switzerland, embraced social recruiting to fill positions in their retail stores. They launched a strategy combining Instagram campaigns with in-store flyers featuring QR codes. This allowed candidates to apply via WhatsApp in under two minutes.

To ensure a skill-based application process and pre-qualify candidates, Swisscom used a creative approach. Applicants were asked in the WhatsApp chat to explain, via voice note or video, why they chose their current smartphone. This enabled Swisscom to assess candidates' motivation and the communication skills essential for the Shop Consultant role.

Results:

• 391k impressions
• 120 applications
• 1 hire
• Marketing cost: only CHF 1,000

This initiative highlights the power of meeting candidates where they are and ensuring a seamless application process.

Quick Wins for 2025

Here are three easy-to-implement strategies to improve your recruitment efforts in the coming year:

1. Use AI in Recruiting

Leverage tools like ChatGPT to optimize job postings, generate tailored interview questions, and improve communication with potential talent. Need support? We can provide you with the right prompts to get started.

2. Targeted Social Media Campaigns

Identify where your target audience spends their time. To reach passive job seekers, position your job postings on the platforms your potential candidates frequent.
For trade roles, Facebook often performs better than LinkedIn.
For Gen Z, prioritize Instagram or TikTok and ensure the application process is mobile-optimized.
For example, Axpo Systems managed to reduce the cost per application to just CHF 6 by running ads on Instagram. Check out the full interview where Axpo Systems explains how they modernized their employer branding with chat-based applications and social media and reached +150 % more qualified applications.

3. Lower Application Barriers for Higher Conversion Rates

Optimize the application process by removing mandatory logins and enabling simple chat-based applications. Include links to chat-based applications in social media campaigns or on your careers page. Quick, two-minute applications that can be submitted on the go are highly effective.
Incorporate QR codes into your recruitment campaigns—e.g., at events or in stores—so interested candidates can apply directly without navigating complex career sites.

Conclusion

Recruitment challenges persist, but 2024 demonstrated that innovation, collaboration, and employee engagement are critical to staying ahead. Learn from successful initiatives by companies like Rentokil, EKZ/EWZ, and Swisscom to refine your recruitment strategy for 2025.

Start with quick wins like AI-powered tools, chat-based applications, and targeted social media campaigns—and boost your recruitment success.
Get in touch with us—we’d be happy to show you how chat-based applications supported by AI can make recruiting successful in your organization.