2024 in Four Hiring Trends
Key takeaways:
- Key trends in 2024 included AI adoption, workplace flexibility, DE&I, and freelance hiring
- Some trends like AI were stronger than others—and in the case of DE&I, the media narrative strongly differed from the data behind it
- Respond to the 2025 Hiring Trends Survey to share your perspectives for next year’s report
At the beginning of 2024, Willo released its first-ever Hiring Trends Report.
In that report, respondents predicted four key trends for the year:
- The increased use of AI in hiring
- Increased workplace flexibility
- Increased organizational commitments to diversity, equity, and inclusion (DE&I)
- More instances of companies hiring freelancers or other gig economy workers
Did these trends actually happen?
The short answer is yes, but in mixed and nuanced ways. In three out of four cases, there was tension between actions and feelings. One trend was abundantly obvious—but still raised questions among those involved.
We’re diving into each trend on its own merits in this post. Want the quick version? Download the Willo Year In Review.
AI: A boom in excitement
Did this trend happen? Yes 🟢
Nearly 80% of talent leaders said they expect to use AI in hiring in 2024.
Fast forward, and a study by DemandSage found that 87% of recruiters now use AI in the recruiting process.
But there’s a little more to it—namely, concerns.
In Willo’s survey, 64.4% of respondents expressed skepticism or ethical concern about using AI in recruiting, even as they geared up to begin using the technology. Similarly, an Accenture study found that 57% of employees want clarity on how GenAI will impact their work and careers and 53% are concerned about the quality of AI’s work output.
We also know this is a conversation happening at the highest levels: a Deloitte study found that AI is the second biggest trend that Boards see impacting their organizations’ future workforce. The top concern is improving operational efficiency and productivity, something AI can directly help with.
At the same time, over one-third said that AI has huge potential to improve hiring.
Why, you might ask?
Iliana Oris Valiente, Managing Director and Innovation Lead at Accenture Canada, summed it up perfectly when we spoke to her for the Hiring Humans: How to ethically implement AI in talent acquisition report: “AI can augment what a human could potentially do, but at a scale that a person can't do.”
Looking ahead to 2025, we’re possibly seeing even more AI in hiring, including the rise of Agentic AI taking over specific tasks or workflows.
What do you think about AI in hiring? Respond to the Willo 2025 Hiring Trends survey to share your perspective.
Flexibility: Mixed signals, but looking up
Did this trend happen? Mixed 🟡
One third of leaders planned to increase flexibility as a means of attracting and retaining top talent in 2024.
Willo interviewed and surveyed over 100 leaders to better understand what “flexibility” means and how they empower it. The results are in the Willo Embracing Flexibility report, featuring 20+ case studies of how companies—from 100 employees to 20,000—are empowering flexible work, including in-office or on-site work.
But on the other side of this is return to office mandates.
Global brands are making big stands against remote work, recalling employees back into the office ranging from one day per week to all five. Governments are doing this as well, suggesting its bureaucracy simply doesn’t work from home.
However, requiring in-office work does not necessarily inhibit flexibility. For example, many organizations (including those we spoke with for the Embracing Flexibility report) need on-site work because they are in manufacturing or other location-focused businesses.
It’s critical to see remote work as a type of flexibility, rather than equating the two terms.
Zoe Schafer, Director of People at Synctera, had a great quote about this when we interviewed her: “Flexibility is about limiting friction, tearing down boundaries, and really focusing on getting the work done in the way that is most comfortable for our employees so that we're still being really effective, but we're not creating useless rigidity.”
Is your organization investing in flexible work arrangements? Respond to the Willo 2025 Hiring Trends survey to share your perspective.
DE&I: Data doesn’t bear the splashy headlines
Did this trend happen? Mixed 🟡
Talent leaders anticipated a growing focus on diversity, equity, and inclusion (DE&I) initiatives and programs in 2024.
That is what happened. But you wouldn’t know it based on media headlines.
Let’s dig in.
First, numbers: Littler analysis found that 57% of executives say their commitment increased in 2024, with a further 36% saying it stayed the same. Only 6% noted a decrease.
Second, headlines: Unfortunately, media headlines have focused on a handful of organizations vocally rescinding their DE&I commitments.
What’s going on here? If nearly 10x the number of organizations increased rather than decreased their DE&I commitments, why are headlines so negative?
The likely culprit is likely due, at least in part, to the brand recognition of companies decreasing their commitments (e.g. Ford, Starbucks). When these global behemoths do anything, the media pays attention—so it’s not shocking that some journalists may ask the question about whether the tide is turning if Fortune 500s are acting in a certain way.
All that to say: don’t count DE&I out. And maybe to look deeper than the biggest headlines.
There’s also interplay here between inclusion and flexibility.
Jodi Kovitz, the CEO of Human Resources Professionals Association (HRPA), said it nicely: "Flexibility… respects the different people who want to work—or are used to working—differently. Whether that’s a caregiving role, parents, or simply preference, it’s about giving people some autonomy to govern their day, within the context of the new work reality."
Is your organization changing its DE&I commitment? Respond to our 2025 Hiring Trends survey to share your perspective
Gig economy: It’s all systems go
Did this trend happen? Yes 🟢
Talent leaders anticipated an expansion of the gig economy and freelance hiring in 2024.
And that is exactly what happened.
A significant majority (92%) of companies expect an increase in the number of engagements with freelancers over the next 24 months, according to Wripple analysis; 82% of freelancers expect more work in the same time period.
Given how strong this trend became, the next logical question is why.
This may be due to corporate cash flow controls but could also be a talent question—over 64 million Americans alone (about 38% of the US workforce) did freelance work last year.
There’s also some nuance to acknowledge. Are people going freelance because they want to, or because they have to, whether due to persistent layoffs or simply making ends meet in a time of high inflation?
The short answer is both. While some folks go freelance because they feel they need to (and thus bring the weight of their talent with them), many enjoy freelancing. For instance, 36% said they would not go back to full-time employment and many earn more than they did in previous jobs.
Is your organization working with freelancers and other gig workers? Respond to our 2025 Hiring Trends survey to share your perspective
Looking to 2025, we want your perspectives
What’s going to happen in 2025?
Will these four trends stick around—or will they be replaced by new concepts? Will corporate investment increase or decrease? How will AI change the equation—or will it change anything? For all these questions and more, we want to know what you think.
Share your perspectives in the 2025 Hiring Trends Survey.
