What can we expect in recruitment in 2026?

With a quarter of UK employees reported to be unhappy at work and a proportion of these expecting to quit this month, it looks like 2026 will be off to a busy start for talent teams. But what can we expect for the rest of the year? We spoke to crooton’s CEO, Stephen Anderson, who believes this will be a pivotal year for recruitment, with a shift in strategy for many. 

More proactivity 

Stephen believes that more and more larger companies will react to candidates' desires to build relationships with their employers and find meaningful work. With such a high proportion of the UK workforce being unhappy at work, recruiters need to do something to change the narrative. He said: 

“In 2026, recruitment for larger businesses will be far less about reacting to vacancies and far more about maintaining an always-on employer presence in the market. Leading organisations will recognise that the best candidates are rarely “actively applying” and that hiring success depends on being visible, credible, and engaging long before a role opens. As highlighted in the recent McKinsey research, companies are shifting investment away from purely transactional hiring activity and toward long-term talent attraction, treating employer brand as a strategic asset rather than a marketing afterthought.”

A channel shift 

We’re now used to AI’s role in the hiring process and we’re seeing it become embedded in workflows and practices, rather than being an add on. But Stephen believes that recruiters will start to adopt a more holistic approach to sourcing candidates. 

“This shift will fundamentally change the channels and tools used in recruitment. Employer branding will increasingly live across multiple channels. Generic job ads will give way to user journeys where candidates can explore roles, assess fit, and build a relationship with an employer over time.” 

A blended approach

Stephen believes that 2026 will mark the point where recruitment, employer branding, and performance marketing fully converge. 

“Employers will win not by shouting louder, but by being consistently present and accessible, reaching talent where they already are and engaging with them in meaningful ways.” He said. 

crooton will be supporting its customers through this predicted shift. “Our focus will be on enabling that always-on model using new tools to help optimise these campaigns in a simple and transparent way.” Concluded Stephen. 

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