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  • Writer's pictureAndrea Fielding

Trends shaping the future of work



As companies look to redefine the nature of work in a post pandemic world there are several trends driving widespread change, some immediate and some more long term.


Below is a list of key trends that are shaping the future of work. These trends will also have significant impact on how organisations manage their employer brand over the next 1-3 years.


  1. Artificial Intelligence: Artificial intelligence (AI) is a technology that enables machines to learn and make decisions without human intervention. As AI becomes more advanced, it could revolutionize industries such as healthcare, finance, and transportation. The most recent AI platform, ChatGPT is already impacting the way many organisations are developing and managing their employer brand communications.

  2. Work-Life Integration: Work-life integration is a trend towards integrating work and personal life, rather than trying to balance them. As more workers prioritize flexibility and autonomy, work-life integration is likely to become more important.

  3. Agile Work: Agile work is a set of principles and practices that enable teams to work more collaboratively and adaptively. As companies become more decentralized and flexible, agile work is likely to become more widespread.

  4. Mental Health: Mental health is becoming an increasingly important issue in the workplace, and companies are beginning to recognize the importance of providing support and resources to employees.

  5. Organisational structure: The best organizational structure for employer branding will depend on the size and type of organization, as well as its goals and resources. However, there are some general guidelines that can be followed to create an effective employer branding structure including: centralized or decentralized structures, cross-functional collaboration, leadership involvement, metrics and accountability, continuous improvement.

  6. Remote Learning: Remote learning is becoming more common as workers seek to upskill and reskill in the rapidly changing job market. Online courses, webinars, and other forms of remote learning are likely to become even more prevalent in the future.

  7. Gig Economy: The gig economy is a trend towards more temporary or freelance work arrangements, rather than traditional full-time employment. This trend is being driven by younger workers who prioritize flexibility and work-life balance over job security.

  8. Diversity and Inclusion: Increasingly, companies are recognizing the importance of diversity and inclusion in the workplace. This trend is likely to continue as more companies understand the benefits of having a diverse workforce, such as improved innovation and creativity.

  9. Employee advocacy: The past three years has seen a rise in the frequency of employee voices being shared in social media more frequently than paid posts. Your employees are your greatest advocates and research shows people tune in to employee posts more due to their authenticity.

  10. Blockchain: Blockchain is a distributed ledger technology that allows for secure and transparent transactions. In the future, blockchain could transform the way we track and verify information, leading to more secure and efficient supply chains and financial systems.


To ensure leaders upskill in the key competencies and capabilities to develop strategies to adapt to these trends, we have launched several Specialisation Modules which are now available in our accelerate and Executive courses including:

  • Employer Brand Leader Principles & Practices (EBLPP)

  • ​​Employer Branding Mapping & Competitor Analysis (EBLCA)

  • Employer Branding & Social Responsibility (EBLSR)

  • Leading through COVID-19 (EBCOVID)

  • Mental Health & Well-Being (EBCHW)

  • Diversity, Equity & Inclusion in Employer Branding (EBDEI)

  • Employer Branding & Change Management (EBCHM)

  • Employer Brand Structure & Design (EBSD)

  • New ways of working (EBNWW)

  • Employer Brand Advocacy (EBEBA)

  • Employer Branding, AI and the Metaverse (EBAIMETA)

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