Korn Ferry’s 13th annual Talent Trends report, based on a survey of 1,300+ talent and business leaders, makes a clear call: in 2027, what people can do will matter more than the job title they hold.  While we agree, most of the report speaks to the org chart.  The next question is what it means for the job ad, the career page, and the media plan.

Skills-first hiring starts with skills-first messaging

Skills-based hiring only works if candidates see it before they apply. If your job ads still lead with degree requirements and years of experience, your funnel is working against your strategy.

Three shifts to act on now

1. Rewrite ads around skills and growth
Jobs are changing faster than titles can track. Korn Ferry notes that 65% of workers in its earlier Workforce 2026 survey would stay in a job that offered learning and development. That should resonate in your ad copy and brand content.

→ Lead with the skills the role builds, not just the ones it requires
→ Replace credential filters with skills-based screening questions
→ Show real career paths, including lateral moves

2. Market trades and frontline roles like careers
65% of respondents expect rising shortages of skilled manual and technical labor, and 53% expect trades demand to outpace knowledge-worker demand. Korn Ferry’s own advice is to advertise these roles as competitive careers, not placeholder jobs.

→ Promote paid certifications and apprenticeships in the first line
→ Geo-target local talent pools instead of chasing relocation
→ Measure cost per qualified applicant, not just cost per click

3. Redesign entry-level hiring, don’t cut it
40% of leaders plan to hold entry-level volume while rebuilding those roles around higher-value work. Early-career audiences need a different pitch: real responsibility early, structured support, and visible growth.

→ Describe first-year projects, not just task lists
→ Build campaigns for apprenticeship and internship pipelines

The bottom line

The report is a strong read on where talent strategy is headed. But a skills-based strategy that never reaches the right candidates is still a hiring problem. Attraction is where strategy becomes applicants.

Ready to build job ads and recruitment campaigns around the skills you actually need? Talk to our team at advancerecruitment.com.