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John Lewis, co-founder and managing partner of Synergy Workforce Solutions
Updated: January 10, 2025
Casting a wider net: The case for research-driven recruitment in 2025
By John Lewis, Synergy Workforce Solutions
As we embark on 2025, let’s take a moment to reflect on the hiring landscape ahead. Whether your goals include building a stronger team or navigating the ever-changing job market, now is the perfect time to rethink your approach to recruitment.
Recruitment today is a lot like fishing. Anyone can throw a line in the water, but success depends on knowing where to fish, when to fish, and what bait to use. Yet, too many organizations rely on outdated practices — posting a job description, crossing their fingers, and waiting for the right catch. This status quo doesn’t just waste time and money; it risks missing out on the best talent.
So, how do we reel in top candidates? By leveraging research and data-driven strategies.
Fishing with purpose
Imagine fishing at a random lake with no idea what species are present or what bait to use. Frustrating, right? Recruitment without research is no different. It’s not enough to post a generic job ad and hope for the best. Today’s competitive hiring landscape demands a deeper understanding of your potential candidates.
Research helps answer critical questions:
- Who are we trying to attract? Understanding demographics, skills, and motivations allows us to target the right people.
- Where are they? Knowing where candidates spend their time — both online and offline — makes outreach efforts more effective.
- What do they want? Data reveals what candidates value most, whether it’s flexibility, growth opportunities, or a sense of purpose.
With these insights, employers can craft tailored messaging, select strategic recruitment channels, and highlight what makes their organization stand out. The result? More bites and, ultimately, the right hires.
The right bait
Previously, I wrote about the need to rethink job posts. To stand out, it’s essential to shift from selling the job to selling the opportunity. Think of this as selecting the perfect bait for the fish you’re targeting. Job seekers are no longer drawn to long descriptions of duties and qualifications. They want to know why your company is the right fit for them.
This is where Employee Value Proposition (EVP) and Employer Brand come into play. Data-driven insights help identify what motivates candidates most. Are they drawn to your company culture? Professional development opportunities? Innovative work environments? Highlighting these elements creates a compelling opportunity that stands out in a crowded market.
Testing new waters
Fishing the same spot with the same bait might have worked in the past, but times — and waters — change. The same goes for recruitment strategies. Experimentation is key to staying competitive, but venturing into new territory doesn’t mean doing it all on your own.
This year, consider how collaboration and expertise can help you:
- Identify nontraditional platforms like social media or niche job boards and craft targeted campaigns to reach new talent pools.
- Use AI-powered tools and analytics to uncover passive candidates and refine your recruitment efforts strategically.
- Build partnerships with local schools, training programs, or community organizations to establish a sustainable talent pipeline.
Experimentation doesn’t have to mean starting from scratch. By tapping into research, learning from industry peers, and adopting innovative tools, employers can navigate uncharted waters with confidence.
A new year, a new approach
As we navigate 2025, it’s time to leave behind the "post and pray" approach to hiring. Just as a skilled angler relies on research and the right tools to land the perfect catch, today’s employers must use data and creativity to attract top talent.
This year, resolve to dig deeper, fish smarter, and experiment boldly. The talent is out there — it’s up to you to find the right waters and the right bait. Happy New Year, and here’s to a successful year of casting and catching the best your industry has to offer.
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