Senior recruitment specialist Robert Kenward has shared his analysis of the latest recruitment trends that shaped the final quarter of 2024 and offers his key forecasts for 2025. These insights offer a glimpse into the changes and shifts in the hiring landscape, giving employers and job seekers the clarity needed to navigate the future of work.
Drawing from his extensive interactions with agency owners, managing directors, c-suite stakeholders, and senior leaders, Robert offers unparalleled insider insight into the evolving priorities and strategies within the industry.
This quarter, Robert has identified several key trends and forecasts for the future.
Q4 Trends
Trend 1: Recruitment Moves Back In-House – Unless It’s Specialist
Many organisations, particularly large multinationals, are moving recruitment back in-house – which is great for the wider recruitment and TA industry as many independent recruiters have not survived and closed their doors. Kenward sees this as a shift away from generalist external recruiters towards more specialist, niche agencies. “In-house recruitment is on the rise, so the external recruiters who will thrive are those who specialise and add value. Just filling a role is the bare minimum you should expect from a recruiter and will simply not cut it anymore. A recruiter needs to work consultatively, add real value to the entire process and be a benefit to the employer not a cost.”
Trend 2: Targeted EDI seems to be falling away
Unfortunately, we’ve seen many big companies drop their targeted EDI policies, and this has trickled into the events sector. Environmental, Social, and Governance (ESG) standards are now the focus because paying brands/clients are looking for tangible proof of ESG credentials to get onto their PSLs and win business. Kenward notes. “Without things like B Corp certification, you’re unlikely to be considered for the preferred supplier lists of major organisations. ESG has become the non-negotiable benchmark, whereas corporates and brands aren’t really too bothered about checking EDI policies now if you say you have one.”
Trend 3: One and Done – The New Norm
As Labour’s new Employment rights bill come into effect, the hiring process has to become more streamlined, with employers undertaking more due diligence before they meet face to face than ever before. Kenward believes that a single formal interview, combined with in-depth due diligence and a chemistry meeting, will become the standard approach for employers. “The formal interview process needs to be much more efficient,” Kenward asserts. “One well-prepared interview should suffice. Anything else is just fluff. It’s crucial that businesses do their homework upfront, as poor hiring decisions now come with legal risks and can damage reputations.”
2025 Forecasts
Forecast 1: The company dog just won’t cut it anymore
Employers will need to differentiate themselves to attract senior talent. The ability to clearly articulate a company’s unique selling points (USPs) will be vital in convincing candidates to make a move. “At the senior level, it’s no longer enough to talk about a rise in salary, company culture or perceived perks like an office dog,” Kenward explains. “Candidates are looking for a deeper connection to the company’s values and mission. If you can’t explain why someone should leave their current role for yours, you’re going to struggle to attract the talent you need.”
Forecast 2: Companies will Experiment with a Four-Day Week to Attract the right Talent
To stand out in a competitive job market, companies are increasingly experimenting with four-day working weeks to attract and retain people to enhance their business. A well-structured four-day week offers a genuine rethinking of how work is done, however, its success depends on careful planning. Businesses must focus on output rather than hours worked, reevaluate job roles, and establish clear communication protocols to ensure productivity doesn’t suffer on the ‘day off’. “The four-day week isn’t about simply cutting hours; it’s about working smarter, not harder,” Kenward explains. “Employers need to ask, ‘Why is this taking five days, and how can it be done in four?’ It’s about delivering results, not just being present. If implemented well—with clear expectations and agreed communication levels to deal with emergencies on the day off—it could genuinely set businesses apart as employers of choice.”
Forecast 3: AI Will Continue to Transform Hiring Processes
Kenward predicts that AI will play an even more significant role in recruitment in 2025, particularly in automating candidate screening and job description creation. With ATS and AI systems becoming smarter, the use of AI software for the initial stages of recruitment will be standard practice. “AI will continue to streamline recruitment processes, but it’s important to remember that it’s not a substitute for human expertise,” Kenward advises. “AI can make recruitment more efficient, but recruiters still need to add value through personal insights and industry expertise.”
These trends and forecasts highlight key areas that recruitment professionals and businesses must pay attention to as we approach 2025. Companies must adapt to stay competitive. For more insights from Robert Kenward on navigating these changes, subscribe to his newsletter for the latest updates and trends shaping the industry: Recruitment Report
The next quarterly recruitment report will be published in April 2025.