In a crowded job market where students are researching year-round, silence over summer is a missed opportunity. The smartest employers are ‘always-on’ using this time to sharpen their strategies rather than press pause. Hannah Holroyd at Stafford Long explains how.
Summer might feel like a lull in the recruitment cycle. But this breathing space gives you a rare chance to step back, rethink your approach, and lay the groundwork for something better. So, what does that look like in 2025?
With applications soaring and roles shrinking, it’s time to ditch the old campaign-led approach. Instead, lean into something more adaptive and more human: always-on recruitment.
Why ‘always-on’ matters now more than ever
Today’s students are proactive. They’re not waiting for employers to come to them—they’re researching, questioning, and seeking out brands that feel human, supportive, and authentic.
According to our Youth Report, based on a survey of over 1,000 people aged 13–25:
- 78% extensively seek digital content when exploring careers
- 75% say family significantly shapes their decisions
- Reliance on online platforms grows with age—from 17% (ages 16–18) to 26% (ages 22–25)
These insights reflect a generation guided by values, community and discovery through social and visual content. If you’re not part of that journey, you’re not part of their consideration.
At Stafford Long, we help employers close that gap. We deliver strategy through real insight, creative content, ED&I expertise and smart channel use to make sure your message lands with the right people, all year round.
The urgency behind the shift
The numbers tell a clear story. Graduate roles now attract an average of 140 applications, a 59% rise year-on-year (ISE Student Recruitment Survey, 2024).).
At the same time, economic caution is putting pressure on hiring, with firms like PwC pausing apprenticeships altogether (City AM, 2025).
That means more students chasing fewer opportunities. But high application volumes don't guarantee quality or fit. They often create more noise, not better results. This makes it even more important to cut through with a clear and consistent message that speaks to the right candidates, not just the most candidates.
Always-on recruitment strategies help you stand out in this environment. They allow you to connect with candidates earlier and more meaningfully, building recognition and trust long before someone hits ‘apply’. Showing up only during a campaign window is no longer enough.
If students can’t find you, or can’t understand what you stand for, you’re not part of their consideration set.
Always-on recruitment strategies ensure you stay discoverable, credible and aligned with the values today’s candidates care about. Summer is the perfect time to get that house in order.
What always-on really means
This isn’t about doing more for the sake of it. And it’s not about being everywhere, all at once. It’s about showing up more smartly.
Always-on recruitment means building a presence that works year-round, not just during your campaigns. That includes three key things:
- Sustained engagement that builds trust and relevance
- Human, helpful content that meets students where they are
- Frictionless candidate experience that turns interest into action
Here’s how to use the summer slowdown to get each of those working harder.
1. Earn trust before you need it
In a market where candidates are researching constantly, and often applying reactively, your reputation can’t rely on a single burst of campaign activity. Trust builds over time through consistent signals and shared values.
But most employers still neglect this part. Only 9% of recruitment budgets go towards ‘keep warm’ activity (ISE, 2025), despite candidate dropout rates continuing to rise—up from 50% to 57% year-on-year (Bright Network, 2024).
That makes summer the perfect moment to reimagine your early engagement and post-offer strategies.
Where to focus:
- Host value-led events, such as inclusive, alcohol-free socials or low-pressure skill sessions. We've seen strong pre-application engagement from the live upskilling sessions we've run for employers.
- Amplify peer storytelling using ambassadors and grads. We’ve seen engagement surge when messages come from people, not brands.
- Assign buddies to future joiners and share real, relatable stories of what it’s like to work for you. Share with them day-in-the-life content to get candidates excited about their upcoming role.
This is where you start turning attention into affinity. Done well, it doesn’t just boost conversion. It builds loyalty and reputational equity.
2. Meet candidates where they’re actually looking
68% of younger jobseekers now use TikTok and Instagram to explore careers (HR Review, 2025). That’s not just a trend. It’s a total shift in how people discover employers. Social search is the new Google.
In that world, you need to be discoverable, credible and engaging. The good news is, that doesn’t have to mean a flood of new content. Small, steady efforts go a long way when they feel real.
Smart summer moves:
- Create short-form video to answer FAQs, spotlight teams, or show behind-the-scenes moments.
- Reach influencers such as parents, teachers, and peers. Some of our clients use Facebook and LinkedIn to expand their reach.
- Build lasting assets using TikTok and Instagram Highlights to pin your best content. This kind of content stays relevant, adds context, and has boosted our clients' ROI by 15% year-on-year with minimal extra effort.
- Highlight employees through advocacy programmes. These authentic stories now outperform brand-led posts. Our PeopleSnap platform makes it quick and easy to collect self-filmed content from your people.
This kind of content is more than noise. It’s how candidates get a feel for your culture and decide whether to apply. Get it right, and you’ll be front of mind when the next cycle starts.
3. Make the application journey frictionless
Once someone’s interested, they’re still a long way from hired. And clunky candidate experiences remain one of the top reasons people drop out.
37% of students quit halfway through if the process feels too long or confusing (Bright Network, 2024). That’s a huge, avoidable loss.
Summer is the ideal time to audit the journey with fresh eyes.
High-impact improvements:
- Review job descriptions for clarity and tone, especially for inclusion and accessibility.
- Carry out social listening to identify pain points and remove common blockers.
- Create inclusive touchpoints with clear guides, walkthroughs, and tailored support. Design these with diverse needs in mind, including resources specifically for neurodivergent candidates and others who may require alternative formats or additional context.
For example, we’ve helped employers design support videos for Black candidates and develop inclusive assessment journeys that reflect their values, not just their policies.
A smooth, respectful experience doesn’t just help you convert candidates. It says a lot about your culture. How you hire is how you’re perceived.
Make summer count
If you’re not visible when students are exploring, someone else will be. Summer isn’t a time to go quiet. It’s your moment to rethink, retool, and get ahead.
Use the off-season to sharpen your always-on strategy, show up where it matters, and stay connected with future talent before the next cycle begins.