We know you are all "gifted out" and ready to not talk about presents for at least three months.
However, if you are anything like us, the one thing you are most excited about for a new year is the crazy amount of end-of-year reports and new year predictions.
So we couldn’t resist playing Santa for just one more day and giving you, for 2026, our best learnings and insights on the state of Employer Branding in 2026.
Spoiler Alert, Part 2: The State of Social Media for Employer Branding will be live next week.
TL;DR - All the data points we’ve collected for 2026 trends and how they’ll be impacting Employer Brand.
1. Communities are the New "Viral"
In case you haven’t noticed recently, communities have been all the rage in 2025, and this trend will carry on well into 2026.
And no, we don’t mean the Swifties when we talk about communities. Although…
As AI integrates deeper into our daily lives, social media is perceived as becoming more fake and manufactured. People are searching for more authentic personal connections, niche spaces, and human touchpoints.
In a recent survey conducted by Archrival, 57% of Gen Z mentioned they preferred brands connected to micro-communities and niches over those chasing viral trends.
Our Key Takeaway: It’s time to think about Advocacy Programs 2.0. Restructuring and building genuine internal communities, focused on connections and value, rather than just broad groups.
2. It’s not all about the money, money, money…
Let’s address the elephant in the room - 2025 was another markup year of chaos. And when the world is chaotic, the job market follows.
With unemployment rates rising, job openings continue to decline, and fewer outside options are available for talent. And even though the number of opportunities keeps declining, the "deal-breakers" are becoming even more defined.
What are candidates looking for today?
Career growth and progression (52%), flexibility and remote work (46%), and stronger organizational leadership (33%).
But even more importantly, they are rejecting offers due to:
Our Key Takeaway: Employer Brand is More Than a "Top-of-Funnel" Game. It doesn't start and end with an ad; it requires investment across the entire candidate-to-alumni lifecycle. Want to read more about it? Check out our blog dedicated to it here.
3. Social Media sure does eat strategy for breakfast.
This sentiment might be the biggest unpopular opinion we ever shared here, but the truth is - if you built an incredible strategy for 2026 and haven’t dedicated a big chunk to social media, you are missing the mark.
86% of candidates reported using social media during their job search, and 75% specifically vetted a company’s employer brand before even applying. Your candidate journey must utilize social media, and wave your EVP (Employee Value Proposition) into every channel.
Our Key Takeaway: Strong social media presence is no longer a nice-to-have; it’s a must. With Gen Z using video-first tools for exploration, the need to create social-first content grows, but as part of a holistic strategy and not to stand alone.
4. The Death of Organic Job Reach
Not to be dramatic, but have you tried posting a job organically recently? The reach is constantly dropping, and although new roles are at an all-time low, the reach is still lower than ever.
A new report by CareerArc indicated that we are seeing a 70% drop in reach for non-sponsored job postings. Platforms like Indeed are gradually phasing out organic listings, and gaining traction on LinkedIn without a budget has become nearly impossible.
Our Key Takeaway: If organic reach is dead, how do you build a pipeline? The answer lies in creating intentional candidate journeys rather than relying on "post and pray."
5. Moving Beyond the "Doomscrolling"
Gen Z and Millennials are hitting a wall with digital fatigue. They are looking for authentic, real-world connections outside of their screens, with 50% of them actively seeking ways to connect with content creators and brands offline.
Our Key Takeaway: Meetups and in-person events are making a massive comeback as high-value touchpoints for talent acquisition. Utilize both online and offline to create meaningful connections that create a unified experience.
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