What do you see as the biggest challenge for 2025?
As recent winners of the Global Leaders in Corporate Employee Advocacy and Influence Training Award, we work with companies globally and see the trend that until the end of 2025, it will be way easier to fake expertise. With generative AI models, almost anyone can appear to be an expert on any topic and seem to know it deeply. Of course, people who are very experienced will see the difference, but the general public won´t. Therefore, I believe reputation will be the top priority. Testimonials with real names and referrals will become increasingly important for businesses and individuals alike.
What should recruiters focus on in 2025?
Building relationships with the target niche market opinion makers. For example, if you recruit in engineering, the question is how can you let opinion makers know about your company, culture, and vacancies in a unique way they will remember. One of the ways is a strong personal brand.
If you could give one piece of advice to the industry, what would it be?
Candidates use AI to prepare their CVs, cover letters, and answers to interview questions, as well as tailor their approach to a particular recruiter's style and personality. It is crucial to evaluate whether the recruitment process yields the best candidates and iterate on it frequently as technology evolves.
What would be the one lesson you would share from 2024 based on your professional activities?
People who have accomplished amazing projects, are extremely well-trained, and work very hard, often think that others will notice. They will get opportunities and praise. But it does not happen. “I work hard and people will see” does not work anymore. People with personal brands win opportunities way more often, and it is our mission to help great people be seen.
Is recruitment failing in the use of technology?
I believe that once a company starts utilizing technology for mundane tasks, it will never look back. Many companies utilize a significant amount of technology. The challenge is to buy only the one recruiters will use. We have seen recruiters be very sceptical, for example, with AI, but seeing it work changes everything. Even in our expertise – LinkedIn – recruiters who use technology are exponentially more effective. They also have more time to dedicate to the task; only a great recruiter can do so. Like asking questions that will uncover experience and skills candidates did not mention anywhere.
What are you preparing for recruiTECH CEE?
We have worked with over 10,000 clients, helping them build LinkedIn company and personal brands, and we also have 15+ years of headhunting experience. We identify patterns that characterize an effective LinkedIn talent strategy, and we're happy to share them. We are also authors of “The Magic of Employee Influence,” featured in an official LinkedIn book club and Forbes, which brings LinkedIn employer brands to life. In this practical workshop, you will find out where the hidden gaps are in your LinkedIn recruitment strategy and how to fix them quickly.
Thank you for the answers Ivana Brutenič, the Co-Founder of SUNDAYFLIES!
