Predictions on how content marketing will likely change in the near term is a guidebook for all your employer brand tactics (what, did you not know you're a content marketer? Oh indeed you are). Example: social and video look to continue their rise, but now that most google searches are mobile, how are you going to react?

There's always a contingent looking "ahead" at cool marketing tactics. For them, I ask: are you thinking about interactive marketing yet? Be they games, AR/VR, even "choose your own adventure"-type story-telling, getting people to make choices within your marketing makes your messages more engaging and memorable. Okay, I scared you with the AR/VR thing, sorry. But quizzes count (sorta). And what if instead of "a day in the life" video, you let people choose what the employee was going to do? Get coffee or prep for the meeting? Research a client via Google or other channel? Make a series of options that people can choose and see the impact those choices make in their day. Maybe double down and work with your instruction-design people (assuming you have one of those) to show how each choice suggests that the candidate is or isn't a likely fit with your brand (without being ham-fisted about it).

Econsultancy’s ‘Artificial Intelligence and the Future of Marketing’ report states that 49% of organisations are either already using or are testing AI or machine learning.Almost half of all marketers are testing or using machine learning. Time to level up.

This list of five things every brand marketer needs to be doing right now is focused on consumer brand, but you don't even need to translate ideas like Lean Into Purpose and Rethink Your Brand Culture into employer brand terms to see the thought processes.

PathMotion took a look at all the bot-driven conversations on its platforms to see what candidates wanted to know more about. This isn't what candidates said they wanted, it's what they asked for, so if you don't know what to add to your career site and social channels, this is a solid starting point for a content map. I will caution and say that Universum's data (day job alert!) agrees with a lot of these conclusions, they aren't equally true across the board for all audiences. Just keep that in mind.

Are you sick of me saying how you need to start thinking about your employer brand beyond the funnel? Too bad! This article talks about all the ways professional systems will be changing in light of everything, and this is my chance to remind you that you need to make friends with the development team. What the company offers to learn is one thing, but connecting to to why they want to learn, to develop a story pipeline system about the people who embrace the development culture and what they get out of it is totally in your jurisdiction.

This is a great article on the seven trends in ecommerce for 2020, which are all applicable to any employer brand pro: personalization, digital savvy, and developing a real candidate experience STRATEGY (remember: if you invert your "strategy" and it isn't a strategy, you didn't have a strategy in the first place).

What are people looking for in a video these days of indefinite uncertainty? Positivity, exploring new ideas and difficult issues, and simply engaging with things that feel timely, according to Google.

Want to strengthen your brand story telling? Go back to your fundamentals (so sayeth Google). Understand emotional state, understand what emotions you want to create, and nail your tone.

What will happen in social media marketing and advertising in 2021? We ask the experts...

A global pandemic. Economic uncertainty. Political limbo. Racial inequality. To say 2020 is an “annus horribilis” unlike we’ve ever experienced would be an understatement.But in the words of our co-CEOs, we viewed these obstacles as a clarion call for simplicity. Our collective responsibility was to find new ways to remove the complexity from the challenges before us—both for our clients and colleagues. As we look to the year ahead, what’s top of mind for branding experts? Our practitioners weigh in on how companies can differentiate themselves in 2021.

Google’s Official Digital Marketing Publication. Industry leaders share year in review, 2021 marketing predictions, and strategy recommendations.