Attract and retain talent in 2025 with these proven strategies and best practices

Talent shortages are still impacting growth in 2025. So knowing how to attract and retain top performers has never been more important. Whether you're a scaling business or refining your workforce strategy, building a strong approach to attracting talent is key.   

This guide explores why talent attraction matters, how to attract and retain talent (even passive applicants) and what it takes to keep your best employees happy long-term.  

What is talent attraction?    

When we talk about talent attraction, we’re referring to the strategic effort to make your company appealing to high-calibre people. Unlike traditional recruitment, which focuses on filling vacancies, attracting top talent is about positioning your brand and workplace in a way that draws people in – often before a role is even available.   

It's the foundation of successful hiring, especially in competitive sectors where attracting employees can be a long-term challenge. The most effective talent acquisition strategies go beyond job ads. They’re embedded in your company culture, employer branding and long-term business planning.  

Understanding the importance of attracting top talent and retaining staff

Bear in mind that attracting talent is only half of the equation. Without a plan for how to retain top talent, even the best hiring efforts can unravel quickly. And according to The Society for Human Resource Management (SHRM), replacing an employee typically costs 6 to 9 months of their salary.  

Our Cost of Losing Talent calculator can help you identify how much employee turnover is impact your business and its bottom line.

With 1 in 4 workers planning to leave their jobs this year, for business leaders, it’s time to optimise your approach to talent management. Here’s how to attract candidates with the right mindset and skills, and keep them inspired to stay.  

Assess your current talent and recruitment  

Understanding how to attract talent starts with knowing how your company is perceived in the wider market. So before improving your strategy for attracting employees, take stock of what’s already in place. Are you hiring for growth or just backfilling turnover? Is your current team aligned with future business goals?   

Mapping out existing talent, identifying gaps and reviewing your hiring processes can uncover where things break down. Especially in attracting passive candidates who aren't actively job-hunting but may be open to the right opportunity. 

How to attract new talent – 5 key strategies  

To compete in today’s job market, you need more than just a job description. You need a compelling proposition. Attracting top talent in 2025 requires a combination of brand credibility and a great candidate experience.   

1. Consider your brand: One key step is strengthening your employer brand. Potential applicants – especially younger generations – look for more than just salary. They want purpose, flexibility and culture. To successfully attract young talent, your careers page and social presence should reflect this clearly.  
2. Invest in development: Offering flexible work, career progression and upskilling opportunities can make a real difference. Companies that invest in continuous development are more likely to attract employees who are ambitious and eager to grow. It’s also one of the best ways to retain top talent once they’re through the door.  
3. Perfect your hiring process: A responsive and respectful hiring process plays a big role in attracting candidates. Whether someone gets the job or not, they should leave with a positive impression of your organisation. This is key when you're working on how to attract passive candidates – those who aren't actively applying but might be persuaded by a personalised, well-handled approach.  
4. Boast about your benefits: In a competitive job market, candidates are increasingly drawn to companies that prioritise health and wellness perks, mental health support and generous parental leave. When done right, a strong benefits package signals that you value people, not just performance – helping you attract top talent. This is especially important when thinking about how to attract young talent, who often place high value on workplace perks.  
5. Look inwards: Don't overlook referrals and internal mobility, either. Your current team can be your greatest brand ambassadors. Encouraging referrals is a cost-effective and authentic way to attract high-quality talent. Combine this with efforts to maintain diverse and inclusive hiring pipelines, and you’ve built a solid talent strategy.  

Learn more about how to retain your talented staff here.  

How can you measure talent attraction? 

Like any business initiative, talent attraction should be measurable.   

Start by reviewing your application rates, time-to-hire and candidate feedback scores. Is the number of qualified applicants increasing? Are candidates accepting offers at a higher rate? These metrics help to paint a picture of how well you're attracting talent (and where improvements are needed).  

You can also look at employer brand metrics such as Glassdoor ratings, employee referral activity and the quality of candidates coming through your talent pipeline. If you're investing in attracting passive candidates, tracking engagement from outreach campaigns can show how effective your messaging is.  

Long-term, measuring how many new hires stay and thrive in your organisation is just as important. Strong retention – fostered by a programme of motivation, appreciation and recognition – is often the best indicator of whether your attraction strategies are aligned with employee expectations.    

Frequently Asked Questions:   

Talent attraction vs acquisition – what is the difference?   

Talent attraction builds your employer brand and draws talent in. Talent acquisition is the holistic process – think sourcing, hiring, onboarding and engaging people to meet both current and future needs.  

What is the talent attractiveness indicator?   

This metric gauges how appealing your organisation is to potential candidates, encompassing employer ratings, brand awareness, inbound applications and social engagement. Measure this via surveys or platforms like LinkedIn, Glassdoor and career site analytics.  

How to identify potential talent?   

Use performance reviews, manager nominations, competency mapping and candidate assessments. Monitor internal high-potential talent and cultivate external pipelines through networking and alumni communities.  

How to define high potential talent?    

High-potential staff demonstrate strong learning agility, ambition, leadership capacity and cultural alignment. Their current performance is solid, and they show clear growth trajectories and readiness for broader roles.  

What is another word for talent attraction?   

You might see terms like talent magnetism, employer branding, candidate attraction or talent attraction marketing used in the workplace. All refer to creating appeal for top-tier talent.  

Success in 2025 means combining a powerful employer brand, flexible policies, career growth, DEI and positive candidate experience – all tracked closely with key metrics. Remember that attracting top talent is only half the battle. Retaining them is where the long-term gains lie.  

To learn more about our Employee Experience Platform and how it can support you in your talent attracting and retention goals, schedule a free demo with one of our experts.