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4 Takeaways from the 2022 US Potentialpark Talent Communication Study

4 Takeaways from the 2022 US Potentialpark Talent Communication Study
Profile photo of Sam Elsley
Written by Sam Elsley

Long-term recruitment success means being prepared for the next generation of talent as much as the current one. Based on the 2022 US Potentialpark Talent Communication Study, learn how to future-proof your recruitment strategy.

4 Takeaways from the 2022 US Potentialpark Talent Communication Study
5 (100%) 5 votes

What does the next generation of workers want from employers? What’s the best way to communicate that your organization is where they belong? The 2022 US Potentialpark Talent Communication Study has answers! 

Whether the majority of your hiring is early careers talent, or you simply want to prepare for tomorrow’s talent, the report offers countless insights to help set up your Recruitment Marketing strategy for success, now and in the future.

To get the most of the report, you’re going to want to set aside some time to comb through all the data. But to help you with immediate improvements to consider making at your organization, we gathered our top highlights below!

Rally note: The 2022 US Potentialpark Talent Communication Study gathered over 43,000 global responses from students, graduates and early career professionals, with 3,440 responses in the US. Simultaneously, Potentialpark analyzed 100 representative employers in the US based on 347 different candidate criteria.

Takeaway #1: With regained optimism comes greater demands 

The confidence levels of this generation dipped dramatically from 71% in 2019 to 62% in 2020, and stayed at approximately the same level in 2021. While 2022 confidence levels have since risen back to 71%, talent has had the time to upskill and reassess their priorities and values during the pandemic. 

What this means for your strategy 

Candidates’ newfound optimism and skill sets have given them the confidence to be choosier about their employers. This means more competition for employers trying to attract this upgraded workforce.

In terms of your strategy, staying competitive means offering hybrid work models, higher salaries and a wider range of benefits. If these areas aren’t up to snuff, or at least competitive with other employers in your industry, you can expect to have a harder time attracting today’s candidates to want to work for you. 

Chart breaking down early career talent's confidence in entering the workforce.

Optimism about the workforce has largely bounced back since the beginning of the pandemic.

Takeaway #2: Show how you’re making the world a better place

In the US, the new value-driven talent generation wants to see employers actively engage in making the world a better place; by making the work environment more sustainable (62%), investing in companies or projects that work towards sustainability (54%), taking active steps towards a diverse workforce (62%) and promoting internal advocacy and awareness (56%). 

What this means for your strategy

There’s a good chance that you’re doing work in at least 1 of these areas, but you need to be communicating your efforts in a way that actually gets through to your talent audience. 

That doesn’t mean just writing a blurb on your careers site either. With 90% of employers in the US having active communication about these topics on their career websites, a 4-line paragraph about your commitment to sustainability likely isn’t going to be enough to convince candidates to apply.

Take things a step further by making your values known across as many candidate touchpoints as possible (in addition to updating your careers site). For example, answer questions and post content on review platforms like Glassdoor, prepare recruiters to thoroughly answer questions at job fairs and empower employees to post value-affirming stories across corporate and personal social channels.

A glassdoor review and a response from ams OSRAM offering help.

ams OSRAM, the market leader in the overall Potentialpark ranking, makes an exerted effort to answer questions and address concerns on their Glassdoor.

Takeaway #3: Get on the ground floor of TikTok as a recruitment channel

79% of TikTok users in the US are using TikTok at least once a day, yet less than 10% of employers in the US are using TikTok in their talent communication strategy.

What this means for your strategy

If you’re not already using TikTok to recruit talent, now’s the time. It’s the fastest growing social media in the world, and it’s still largely untapped as a recruitment channel. 

But before you start reposting all of your content from other channels, keep in mind that people aren’t using TikTok like they are LinkedIn, as an example. While people go to LinkedIn for direct job ads, the report found that people on TikTok are more interested in career tips and the social lives of companies. 

For the best reception possible, make sure that your content on TikTok appeals to and answers the questions of the people actually using it, many of them younger early careers talent looking for advice or trying to learn more about the culture of employers they’re interested in. 


Nail your #consulting interview with Audrey’s tips! #interviewadvice #interviewtips #career #careertiktok #fyp

♬ Wm-light Positive 3-JP – Divine

A TikTok from BCG, who ranked #7 in Potentialpark’s Talent Communication rankings in the Social Media category. 

Takeaway #4: Take advantage of talent’s desire for podcasts 

More than half of the candidates in the US actively listen to podcasts, and a further 8% are open to the idea. Despite this, only 9% of employers in the US actively use podcasts in their talent communication strategy. 

What this means for your strategy

Podcasts open up opportunities to connect with candidates that aren’t possible via other channels. For example, reaching candidates while they drive to work, clean up around the house or exercise through traditional outreach is hard because they’re generally not looking at their phones during these times. 

But with a podcast, looking at their phones is no longer an obstacle. They can simply throw on your podcast in the background and go about their business as usual, except now they’re listening to you and your thought leadership. 

And delivering thought leadership around topics your talent audience is interested in, as well as motivation is important here. A podcast that is a cut-and-paste audio version of your careers site is not going to resonate with listeners; instead, the majority of candidates in the US (37%) are seeking motivation and inspiration on career-related podcasts, followed by job search help and industry-specific career advice and insights. 

The topics that candidates want to hear about on careers-related podcasts.

A breakdown of what career-related topics candidates want covered in podcasts.

For inspiration, check out Scholars’ podcast, The Internship Show, which invites hiring managers, leadership and internship coordinators from different employers to come on to talk about career advice tips for getting hired at their company.


Hopefully, you can incorporate these insights into your recruitment strategy to better connect with early-career talent, prepare for the wants and needs of tomorrow’s employees and more effectively meet your recruitment goals in the here and now. 

For a better grasp on the takeaways above and the data they’re based on, you can read the full 2022 Potentialpark rankings here.

4 Takeaways from the 2022 US Potentialpark Talent Communication Study
5 (100%) 5 votes

About the Author

Profile photo of Sam Elsley

Sam Elsley

Sam Elsley is the Content Marketing Specialist at Rally Recruitment Marketing and a regular contributor to the Rally blog.

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