The article highlights the concept of talent marketing emerging as a crucial strategy for companies seeking to attract new employees. It references a study conducted by Rīga Stradiņš University, set for completion in 2025, which investigates the essential factors that influence talent attraction and the most effective marketing activities companies utilize to communicate their employer brand. Notably, the study indicates that potential employees often familiarize themselves with companies long before applying, through monitoring company communication, content, and online reviews from current employees.

In an age where competition for skilled professionals is fierce, the article explains how companies must adopt a collaborative approach akin to customer marketing in their talent recruitment strategies. Rather than merely filling vacancies, organizations are encouraged to craft their image and value propositions to create allure around their work environment and culture, significantly impacting their ability to attract top talent.

The article is part of a series showcasing the achievements and research of Latvian scientists, published on the public media portal LSM.lv. It emphasizes the evolving landscape of recruitment and the need for businesses to adapt to changing expectations from potential employees, highlighting the importance of proactive employer branding and its implications for workforce development in Latvia.