As digital transformation continues to reshape the way we connect and work, staying ahead of the latest trends is essential - especially for those in HR and recruitment. The report The Swedes and the Internet 2024 offers a comprehensive look at the ever evolving digital habits of Swedes and highlights key trends that can impact your recruitment strategies moving forward.
Here are some of our most important takeaways from the report:
- Social media remains dominant, but with clear differences across age groups. Platforms like Facebook and Instagram continue to be widely used by a broad range of people, making them a reliable base for reaching diverse candidates. In fact, 68% of Swedes use Facebook weekly, and Instagram follows closely with 66%. However, if your target audience includes younger demographics, Snapchat and TikTok are platforms you can’t afford to ignore. Snapchat has overtaken YouTube among 16-25-year-olds, making it the go-to platform for younger job seekers. Meanwhile, TikTok’s user base continues to grow rapidly in the same age group, presenting a powerful channel for engaging with emerging talent.
- AI is taking its place in the everyday tasks of the workforce, and its influence is growing. The report reveals that the use of AI for mainly work-related tasks has risen significantly, from 22% in 2023 to 31% in 2024. AI technologies could for example be adopted to enhance recruitment processes, providing tools that help create more efficient, streamlined, and bias-free hiring. Whether it’s AI-powered job ads or smarter candidate screening, leveraging AI can give your recruitment a competitive edge.
- The importance of selecting the right platform to reach your audience is more critical than ever. The report shows that different platforms appeal to different demographics, meaning a one-size-fits-all approach to recruitment marketing won’t deliver optimal results. For a comprehensive recruitment strategy, combining Facebook and Instagram as your foundation is highly recommended, given their reach across multiple age groups. From there, adding niche platforms like TikTok and Snapchat can help you target younger, entry-level talent. For more specialized or senior roles, LinkedIn remains a vital platform, especially for professionals in the corporate or managerial sectors.
By understanding where your target audience spends their time online, you can fine-tune your recruitment efforts and ensure your job ads reach the right people at the right time. Whether you’re looking to attract junior talent through creative TikTok campaigns or reach experienced professionals on LinkedIn, there’s a platform for every type of candidate.
Want to dive deeper into these insights and explore more data on how Swedes are using the internet in 2024? Download our e-book for a full breakdown of the trends, tailored specifically for HR and recruitment professionals. Get practical tips on optimizing your hiring strategies to stay ahead in a fast-changing digital landscape.
