Social media has long ceased to be merely a “showcase” for a company. Today, it’s the first point of contact with a candidate, and it’s often there that the decision is made: to apply for an interview or close the tab. We spoke with HR professionals from the industry about how social media actually influences employer branding, why companies often fall short in this area, and what really drives candidates to accept or reject an offer today. Spoiler: it’s not just about the content. How do social media influence employer branding and a candidate’s decision to accept a job? Alyona, Talent Acquisition Specialist FRBS Social media today is a must-have for employer branding. If a company isn’t there or looks “dead,” that’s already a blow to trust. But the decision to submit a resume isn’t formed solely through social media....

The market has become tougher, more demanding, and competition has become faster. That's why we asked industry leaders a simple but important question: what three trends have they already incorporated into their strategy, what do they plan to completely rethink this year, and what are they willing to give up for the sake of growth? From crash games and dynamic personalization to ecosystem partnerships and global expertise. Only concrete decisions that are shaping 2026, right now. What three key trends for 2026 have you already incorporated into your strategy? Anastasia Ezehel, Head of PR NGM Game In 2026, we are not just following trends; we are shaping them, based on three fundamental shifts in player behavior: The era of crash games: this is no longer a trend, but a new reality. Crash games, which account for up to 35% of...

Almost 46% of all Google searches are local. People are not looking for information, but for solutions here and now. “Marketing agency Kyiv”. “Coworking nearby”. “Business card printing Lviv”. And the first thing they see is a map. For businesses, this means that if you are not in the top block of Google Maps, for a part of the audience you do not exist. And here it is important to understand: the Google Maps algorithm works differently from classic search. The factors that help you rank in organic search have almost no effect on the position in the Local Pack - hence the block with a map and three companies at the top of the page. Local Pack - the hottest point of the funnel The block with a map is a premium area of ​​attention. It appears above the...

How to start your career from scratch in 2026? What should you do first and how not to burn out at the start? To find out and analyze your personal mistakes at the beginning of your career, we talked to experts! Top HR managers and recruiters from the industry talked about the real start of a career in 2026. So, take notes! Let's imagine that you need to start your career from scratch right now. What should you do to get off to a successful start? Hanna, HRD WWL, Head of Recruiting WWG The first and most important step for me would be to choose a mentor. Consciously choose a person from a large company with a good background who: understands real processes, can teach the basics, takes you on as an assistant, and doesn't just “give advice.” Daria Kononova,...

Until recently, many people approached TikTok Ads with the same approach they used for Facebook or YouTube. Neat design, balanced graphics, corporate colors, perfectly matched fonts. Formally, everything is correct. But in the TikTok feed, such creatives often disappear in seconds, without even having time to convey the message. The problem is not with the algorithms or “poor presentation.” The problem is that TikTok reads videos differently. For the platform, it is not important how beautifully the video is designed, but whether it fits into the rhythm of the feed, whether it is convenient to watch on a phone, and whether it looks out of place among the usual content. TikTok does not have official lists of allowed colors or correct fonts. Instead, the platform constantly hints at how it evaluates creatives. Through format, dynamics, readability, and the first seconds...

Content marketing has long gone beyond ordinary publications on social networks. In 2025, the emphasis was on quality, technology and live communication with the audience. Semrush is an online service that helps businesses and marketers better understand their market. Therefore, the following will be insights based on their research: which trends this year are worth remembering in order to be “on the horse” in 2026. Content that really helps Your audience wants specifics, not banalities. Semantics are changing, and Google prefers clear answers. Semrush advises adding interviews with professionals, real cases and simple answers to difficult questions from the audience. People appreciate content that covers their problems. People behind the brand It's cool when you can see that real people are behind the brand. Every content manager, marketer or specialist can become a kind of brand ambassador. If the team...

2025 was the point where machine text finally merged with human text. Social networks, blogs, news sites are full of texts created not by hand, but by software. And if two years ago it seemed like a technological breakthrough, today the market is flooded with the same materials: smooth, well-structured, and absolutely without life. AI articles often look perfect, but they don't "breathe". They don't have the rhythm, intonation, and energy that keeps the attention. People read them with their eyes, but do not feel them with their hearts. And this is exactly what not only editors but also algorithms have begun to notice. Google no longer penalizes for the mere use of AI, but clearly distinguishes texts that have experience and human logic from those that are simply "done to spec." To maintain credibility and avoid becoming another content...

In affiliate marketing, everything starts beautifully: traffic is growing, conversions are pouring in, ROI is shining. But after a few weeks, the chargebacks, returns, and zeros in LTV come in, and it turns out that half of the "success" was drawn by bots. Fraud in affiliate programs is not only a problem of large CPA networks. It is also a daily problem for both beginners in arbitrage and small business owners who have launched a referral program without verification systems. This article will help you learn to see red flags before the ad goes up in smoke: understand what honest, "live" traffic looks like; get a short checklist of fraud signals; see how even simple AI analysis can save tens of percent of your budget. Let's start with the basics. Honest traffic is when numbers behave naturally. When conversions grow...

In 2025, marketing without artificial intelligence is like giving up transportation. It's technically possible, but why torture yourself like that? While some spend hours creating creatives, their competitors are using free AI to create images, videos, and texts, test, audience, and optimize campaigns with greater precision. The market is flooded with AI tools, but it's not immediately clear which one is the best to test and whether it's worth the time (and money). The good news is that there are free services that are useful in practice. We have tested dozens of tools and compiled the TOP that really saves time and money. Universal AI assistants ChatGPT - the operational brain If you are not using ChatGPT in your marketing yet, you are living in 2020. This tool has become an industry standard for a reason. What it can do...