Trend 1: New Work
New Work is a movement that has fundamentally changed the way we work. It is about making the work environment more flexible and human-centred to achieve a better work-life balance and more satisfaction at work. In 2023, we will see New Work becoming even more important. Here are some of the trends we can expect to see:
Remote working: Since the Corona COVID pandemic, the home office option has spread like wildfire through all job offers. Employees no longer want to miss out on the possibility of travelling to work at least 1-2 days a week. Employers who do not offer this are seen as rigid and outdated and risk being left behind in the job market.
Next to the home office, flexible working hours are by far the most important factor when it comes to new work and a good work-life balance. Employees can decide for themselves when they want to work more and when they want to work less. This is especially useful for young mothers and fathers to make childcare easier to manage. But flexible working hours also give late risers and early birds the opportunity to work when they are most productive.
The 4-day week: 5 days work, 2 days off - this model is no longer easily compatible with the increase in the importance of a work-life balance. Therefore, more and more companies are opting for the 4:3 ratio - 4 days work, 3 days off. Studies have shown that the productivity and work performance of employees does not suffer, as this article by profil shows. Due to today's shortage of applicants and the resulting increase in competition among employers, it can be assumed that this trend will gradually become more widespread.
Trend 2: Employer Branding
Employer branding is the concept that companies need to build a brand that positions them as an attractive employer for potential employees. In 2023, employer branding will be even more important than in previous years, as the world of work has changed significantly and it is becoming increasingly difficult to attract and retain good talent. This will lead to more and more trends of the New Work movement being incorporated into job offers and companies will no longer be able to afford mistakes in the application processes. Read here how to avoid this.
A strong employer brand not only helps to attract new talent - it also strengthens the loyalty of existing employees. When employees are proud of their company and feel well positioned, they are more likely to stay with the company longer and work harder. Corporate culture and values - and how these are conveyed externally and internally - are thus becoming increasingly important.
The relevance of employer branding today is also illustrated by the fact that companies hire employees specifically for the task of employer branding - 10 years ago this would have been unthinkable.
Trend 3: Artificial intelligence
In 2023, artificial intelligence - AI - will increasingly become part of the recruitment process by speeding up the processing of applications and facilitating the search for suitable candidates. AI systems can also help to promote diversity in companies' applicant pools by avoiding prejudice and discrimination.
On the applicant side, the technological possibilities are also growing and AI is being used as a tool in the application process - for example, when writing the cover letter or creating the CV. Find out more about Artificial Intelligence and Chat GPT here.
Trend 4: Social Recruiting
Social media has become an important recruiting tool in recent years. Employers use it to reach potential candidates and strengthen their company as an employer brand. Platforms such as LinkedIn, Facebook and Twitter offer a wide reach and the possibility to target specific groups. By posting job offers, employer stories and employee reviews, applicants can get a comprehensive picture of a company and decide whether it is a good fit for them.
Social media can also be used to communicate with potential candidates, which speeds up the recruiting process. In 2023, the use of social media in recruiting will continue to gain importance and companies should expand and optimise their presence on relevant platforms in order to successfully attract talent.
Trend 5: The question of meaning?
The question of the meaningfulness of what one does every day has become increasingly present, especially in connection with the New Work trend. This article from zukunftsinstitut.de explains in more detail how the New Work megatrend plays a role here -> click here for the article.
Nowadays, applicants scrutinise the company they are interested in and its culture and values just as thoroughly as it used to be the other way round. Hard factors such as salary or status are not enough: in 2023, applicants also want soft factors such as a sense of purpose, fun at work, team building and a good work-life balance. Long Story Short: Applicants want to find happiness in their jobs.