Why do most recruiting communications and experiences feel so generic?

Recent research from thought leaders like Gallup, Gartner and BCG highlights the critical importance of creating an emotional connection with future and current employees. 

You’d think companies would be all over that. 

But do a scan of company career sites and I bet you’ll be underwhelmed.

Sad stock imagery. Cold corporate language. No heartbeat.

It’s almost like these sites are frozen in time. Left to languish in the dark corners of the internet.

There are a few outliers though. Spotify, Apple and GE have clearly tapped top design, animation and storytelling talent for their recruiting experiences. 

Spotify doesn’t ask you if you want a job. They ask you if you want to join their band.

Apple doesn’t just show you smiling employees. They beautifully illustrate the vibrancy and individuality of their people.

GE doesn’t drown you in technical jargon. They help you see yourself as an engineer of the future.

What they all do really, really well is apply creativity to celebrate people. When done right, it’s hugely powerful. 

The war for talent is only going to get more intense in the coming years. That’s what the data says. 

So for anyone leading a company that cares about attracting and retaining talent, now is the time to seize the moment and act on a big opportunity that so many companies seem to be ignoring: the future of recruiting and employer branding is about creativity.