Newsjacking

What is Newsjacking?

Newsjacking is the practice of capitalising on current news stories or trending topics to promote a brand’s message or content. In employer branding and recruitment marketing, newsjacking involves creating timely content that connects industry news, cultural moments, or trending conversations to the organisation’s workplace culture, values, or open positions. When executed well, it increases visibility and engagement. However, it requires careful judgement to ensure the content is relevant, tasteful, and aligned with the organisation’s brand, as poorly timed or insensitive attempts can damage employer reputation.