Cosy season is upon us

Goodbye summer, hello autumn. Last Monday marked the official start of the new season (22 September) and with it comes a whole new rhythm for how we live, work and even recruit.

It’s subtle at first. The mornings feel cooler. The commute feels darker. And all of a sudden, your iced latte order feels… wrong. Out go cold brews, in come spiced pumpkin whatevers. Bare ankles are tucked into boots. That desk fan that’s been humming all summer? Unplugged and shoved in a cupboard until June.

Autumn has a way of changing more than just our wardrobes. It shifts our collective energy. The lazy, light-filled months of summer come with a sense of ease. People clock off early on Fridays. Out-of-office replies are a weekly occurrence. Projects slow down while holidays ramp up.

But once the leaves start to turn, everything changes gear. There’s a new urgency. A sense of sharpened focus. Maybe it’s the school-term mentality we never quite grew out of — September will always feel like a fresh start. Or maybe it’s the countdown to year-end targets and deadlines. Either way, autumn carries its own workplace personality.

Autumn energy in the workplace

In many businesses, September feels more like “new year” than January does. People come back from holidays recharged, teams regroup, and big projects suddenly gain momentum. Strategies that have been on pause all summer are dusted off. Decisions get made. Momentum builds.

It’s a season of “let’s get it done.” And that collective mindset matters for workplace culture. Leaders feel it. Teams feel it. Even clients and customers feel it.

Instead of winding down, people are winding up. And that means opportunity.

What this means for recruitment marketing

Just as the seasons shape our wardrobes, they also shape candidate mindsets. In summer, attention is elsewhere. Between weddings, BBQs and beach breaks, it’s harder to grab people’s attention with a job ad or campaign. Candidates might be daydreaming about change — but they’re not actively scrolling job boards at the poolside.

Autumn is different. With the nights drawing in and routines settling, people start looking inward. They reflect. They reassess. They ask themselves big questions: Am I where I want to be? Do I see myself here next year? What’s next for me?

That’s why autumn is prime time for recruitment marketing. It’s the moment when your messaging can really land. Campaigns that lean into themes of growth, stability and purpose feel more relevant. EVP stories that talk about development and opportunity resonate harder. Even the tone of your job ads can shift — less summer escapism, more “this is the season to take your next step.”

The cultural backdrop

And let’s not ignore the cultural mood. Autumn brings a collective reset across society. From new TV schedules (yes, Bake Off is back) to the golden glow of sports seasons kicking off, there’s a sense of starting fresh. Schools, universities, and training programmes all align with the same cycle: September is the time to learn, grow and step forward.

It’s no coincidence that gyms fill up again. Or that sales of notebooks, diaries and planners spike. There’s a shared instinct to recalibrate, to plan, to get serious. And that instinct spills into careers too.

The cosy season contradiction

Here’s the fun contradiction: autumn is both a time to hunker down and to gear up. On the surface, it’s cosy season — hot drinks, knitwear, long nights. But beneath that? It’s action season. Teams are hustling. People are planning. Careers are moving.

Recruitment marketers who understand this paradox can do powerful things. Imagine creative that nods to autumn rituals — steaming mugs, fresh notebooks, back-to-school vibes — while connecting it to career rituals: refreshing your CV, hitting “apply,” making bold moves before the year ends.

It’s relatable. It’s seasonal. And it speaks directly to where candidates’ heads are right now.

Why seasonality matters in employer branding

At WeLove9am, we talk a lot about making work feel human. Part of that is acknowledging that people aren’t static. They move with seasons, moods and cycles. Good employer branding doesn’t ignore that — it taps into it.

When you align your recruitment campaigns with the cultural season, you show candidates that you “get it.” That you’re not just blasting the same message twelve months a year. Instead, you’re in tune with how people feel, think and act in the moment. That’s how you build resonance. That’s how you create campaigns that don’t just get noticed — they get remembered.

So what now?

As the leaves turn and the year races towards its finale, autumn is your chance to take stock. For workplaces, it’s the season of renewed focus. For candidates, it’s the season of reflection and possibility. And for recruitment marketing? It’s the season to show up, stand out and make your message count.

So yes, the days are shorter. The jumpers are thicker. But the opportunities? They’re bigger than ever. Cosy season isn’t just about curling up — it’s about levelling up.