A shift in trends. After navigating labor shortages and the widespread adoption of remote work, HR professionals in 2024 had to adapt to an economic slowdown and a stronger in-office presence—all while keeping pace with the rapid rise of AI. Let’s explore four key highlights that shaped HR this year.
1. A Reversal of Fortune
After years of extensive discussions about labor shortages, 2024 marked a turning point. The economic slowdown and a relative increase in unemployment reshaped the hiring landscape. While some sectors or skillsets remain in high demand, job seekers no longer hold all the cards.
However, employers shouldn’t roll up the red carpet just yet. As headhunter Xavier Thorens noted last September:
“Now that the market is less pressured, it’s the perfect time to rethink policies on remote work, diversity, and inclusion. Preparing for the next recovery starts now.”
At TruMontréal, a November “unconference” on recruitment, industry professionals emphasized the ongoing need to stand out and use creative strategies to attract top talent. This includes paying closer attention to spontaneous applications and leveraging platforms like Glassdoor.
2. The Trend of Employee Ambassadors
“Will every employee become a LinkedIn influencer for their company?” That was the question raised in June after Jean-Luc Sanscartier’s presentation at The Social Show, discussing the concept of employee ambassadors.
The short answer: not everyone will jump on board to promote their employer on personal social media. But the emerging trend is worth exploring, particularly for HR teams.
“By recognizing employees as micro-influencers for employer branding, companies can share more authentic content that aligns with candidate expectations,” stated Letsignit, a company specializing in employee email signature solutions, in a recent article.
This employee-generated content—mirroring user-generated content—requires training and support, as explained by Renaud Margairaz, personal branding strategist and founder of Eminence Branding. Margairaz also emphasized the importance of making the experience enjoyable, adding a key task to HR strategies for 2025.
3. AI Integration into the Workplace
Once again, AI was one of the most frequently discussed topics in HR throughout 2024. Numerous conferences at the HR Congress highlighted tangible, practical applications—such as CV analysis and drafting—and the value of AI-related skills, as noted in a PWC study.
According to the Quebec’s HR professional association, 57% of Quebec businesses have already implemented or plan to implement AI technologies, compared to just 36% in April 2022.
“AI won’t replace recruiters; it will augment them,” reassures Jean-Baptiste Audrerie, co-founder of Nexa RH and an expert in HR technologies. He also noted that, with or without corporate approval, employees have already embraced these tools on their own.
4. Remote Work: The Pendulum Swings Back?
The pandemic ushered in remote work at breakneck speed. But a few years later, and with less leverage for employees, employers appear eager to rebalance the scales by asking teams to return to the office more frequently.
Old habits die hard, however, and tensions can lead to drastic responses. Examples include the employee strike at Ubisoft and the backlash from Amazon staff, who will be required to work in-office five days a week starting in January.
A middle ground may lie in rethinking the role of the office through the lens of “collective productivity,” as highlighted in an article about Cossette’s new headquarters. This concept may provide food for thought as we head into 2025.
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