The future of talent recruitment is shifting. As we move into 2025, HR leaders must adapt to the evolving needs and expectations of a more fluid workforce. Jake Canull, Regional Director at Top Employers Institute, sheds light on this transformative trend, highlighting the growing importance of “The New Belonging.”
“The New Belonging calls on organizations to support employees navigating fluid careers, fostering connections both within and beyond organizational boundaries,” Canull shared with HR Daily Advisor. “In 2025, employees will continue to seek a sense of belonging through their work, but the nature of workplace communities is evolving.”
Canull notes that this sense of belonging is no longer solely tied to a single company. Today’s workforce is increasingly mobile, with individuals transitioning between jobs and industries more frequently than ever before. This fluidity is driven by various factors, including technological advancements, changing economic conditions, and evolving career aspirations.
Canull adds that to attract and retain top talent in the new year, organizations must prioritize creating a sense of belonging that extends beyond traditional workplace boundaries. This involves fostering a culture of inclusion, providing opportunities for growth and development, and offering flexible work arrangements that cater to the diverse needs of employees. Ultimately, by embracing the concept of “The New Belonging,” organizations can unlock the full potential of their workforce and gain a competitive edge with talent.
HR leaders are looking for new ways to retain employees in the new year. What steps do you recommend they take in 2025 to hire and keep the right employees?
JC: Building Sustainable Workplaces Together highlights the need for organizations to integrate social responsibility into their strategies and address global challenges collaboratively.
Transforming Employee Experience for All focuses on inclusive practices that ensure all employees, regardless of role, feel supported and empowered.
Neuroinclusive by Design leverages insights from neuroinclusion to improve communication, teamwork, and workflows across the entire workforce.
AI is now being used more in talent recruiting in the workplace, what do you see for the future of AI when it comes to recruiting and talent placement?
JC: AI will play a larger role in leadership roles. AI’s growing role in leadership is also helping to balance individual needs with group success. AI can identify complementary strengths within a team—spotlighting one member’s creativity and another’s operational focus. Based on these insights, leaders might empower the creative employee to experiment with innovative approaches while giving the operational expert autonomy to optimize processes. AI will be a stronger element when reviewing talent and where their strengths and weaknesses lie. Also, organizations that are using AI as an opportunity to increase employee engagement have internal promotion rates 13 percentage points higher, engagement levels 13 percentage points higher, and profitability seven percentage points higher.
What is one emerging trend that you are excited about in HR, or would like to see come out of the HR community in 2025?
JC: Organizations taking a stronger stance on sustainability/issues of the world/society. As organizations grapple with demographic shifts and the need for sustainable workforce strategies, they must also contend with the growing influence of younger generations. Employees across all life stages are becoming increasingly vocal, and Gen Z especially is driving the call for greater corporate accountability, they expect to find meaning and purpose in their work. Their focus on issues such as environmental sustainability, social justice, and workplace diversity aligns with the pressures organizations already face to address global challenges. According to research from Top Employers Institute, this is not just about visible activism; it’s woven into the modern workforce’s expectations, with employees demanding transparency and real action that resonate both within the workplace and across society.