How AI, DEI and flexibility are driving employer brand messaging in 2025

Singapore employers are entering 2025 with renewed confidence, doubling down on AI capabilities, flexible work models and holistic benefits to win over top talent, and marketers are increasingly at the centre of the conversation.

According to Jobstreet by SEEK’s latest "Hiring, compensation and benefits 2025" report, 42% of employers plan to expand their permanent headcount in the first half of the year. This marks a sharp rebound from just 32% in late 2024 and signals new opportunities for employer branding teams to shape how companies show up to jobseekers.

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AI is in demand, but adoption still lags

AI literacy has become one of the most in-demand skills in 2025, with 54% of employers considering it essential during the hiring process. Nearly one in five said AI capabilities are now a primary consideration.

Yet adoption remains sluggish, with only 15% of companies actually using AI tools to streamline recruitment. Many cited concerns about depersonalisation (44%) or believed AI was unnecessary altogether (51%). This gap presents a unique opportunity for marketing and comms teams to position their organisations as future-ready by spotlighting AI-powered hiring tools, digital upskilling programmes and a culture that embraces tech innovation without losing the human touch.

“Demonstrating real-world AI skills and a culture of continuous learning is a powerful way to stand out in a competitive talent market,” said Vic Sithasanan, managing director of Jobstreet by SEEK Singapore.

Differentiators in a diverse workforce

Amid shifting workforce values, flexible work arrangements have moved from ‘nice-to-have’ to non-negotiable. Nearly half (47%) of employers now offer flexible hours, with more SMEs embracing hybrid and part-time models to attract a broader talent pool.

Contract and freelance roles are also on the rise. In 2025, 31% of employers reported increasing their use of such arrangements. This is up from just 15% in 2024. This shift is largely led by SMEs seeking to stay agile in a fast-changing economy. For marketers, it’s a compelling narrative: work at a company that offers variety, adaptability and faster skill development in diverse roles.

Non-monetary perks are gaining traction too. Mental health days, family care leave, and extended paternity benefits reflect a broader evolution toward more empathetic workplace cultures. In 2024 alone, 16% of employers introduced paternity leave and 14% rolled out family care benefits and human-centric policies that can help elevate employer brand campaigns.

In addition, upskilling remains a national priority, and companies are taking note. According to the report, 2025 will see more investment in job rotation (9%), mentoring (9%) and access to learning platforms (8%).

These initiatives provide rich storytelling opportunities for marketers and internal comms teams whether through employee success stories, LinkedIn content on learning pathways, or branded campaigns that position the company as a career accelerator.

Despite growing awareness, diversity, equity and inclusion (DEI) efforts remain inconsistent across Singapore. Only 40% of companies have formal DEI policies, and one in four have none at all.

This could prove costly. According to Jobstreet, 62% of Gen Z jobseekers in Singapore would turn down offers from companies that lack active DEI initiatives. In contrast, Gen X respondents were least likely to consider DEI a factor, underscoring a widening generational gap in workforce expectations.

With Millennials and Gen Z set to dominate the workforce, inclusive messaging is no longer optional, said the study. It’s a critical brand differentiator. Employer brand campaigns that feature diverse leadership, inclusive work cultures and transparent policies will resonate most strongly with next-gen talent.

The demand for a blend of technical and human-centric skills reflects broader shifts across the labour market. According to LinkedIn’s "2025 skills on the rise" report, AI literacy is now the fastest-growing skill globally, as companies increasingly value large language model proficiency and data analysis alongside creativity and collaboration.

LinkedIn predicts that 70% of job skills will change by 2030, driven by the rapid adoption of AI, shifting economic conditions, and growing demand for cross-functional and problem-solving capabilities. As AI continues to transform roles across industries, professionals who can pair digital fluency with interpersonal strength will be best positioned to thrive in an evolving job market.

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