The Discovery Experience

Are career decisions influenced more by technology or personal interactions?

There isn't a clear consensus on the most effective channel to reach talent.

My MSc research from 2025 indicated that LinkedIn and professional networks, along with university partnerships, were often identified as the most effective channels for engaging with and attracting talent. However, a recent follow-up poll revealed no consensus. A snapshot of my research can be found here.

Research conducted by Grossman and Schoolderman (2022) indicated that social media use was evolving, with career sites and LinkedIn outreach remaining consistent. It was surprising to learn from my recent poll that social channels received no votes. Given that social media is part of daily life in the UK, with 54.8 million users, this was an interesting outcome.

Stories Incorporated (2025) found that 67% of individuals view an employer's careers site before making career decisions.

Whether someone is actively searching or becoming open to new opportunities, career sites continue to serve as a point of validation and an extension of employer brand, rather than just a destination.

Software Finder (2025) found that 75% of a surveyed population used AI throughout their recruitment process. 23% of those used AI to search for opportunities. I anticipate this figure will rise during 2026.

My question to TA and Employer Brand leaders:
If career decisions are influenced by AI tools, career sites, and other platforms, are you evolving your strategies or leaning more towards in-person interactions to cut through the noise?