What candidates really want in 2025, and how to win them

The UK job market is undergoing a significant transformation. From what we’re seeing day-to-day, candidates are no longer passively applying to job ads or making decisions based solely on salary. Instead, they are more selective, informed, and value driven.

The message is clear: if you want to win the best talent in the current market, you need to offer more than a role, you need to offer a journey.

Here’s our advice on how to adapt to these evolving candidate expectations.

Embracing a holistic value proposition

Yes, salary still matters. But it’s no longer the only factor, or even the deciding one, for many professionals. A recent survey of individuals changing careers revealed that 35% were motivated by the prospect of better pay and benefits, while 27% sought greater job satisfaction. Additionally, 24% were aiming to improve their work–life balance, and 23% were looking to transition into a different type of role altogether.

Moreover, the desire for purpose-driven work is growing. Employees are seeking roles where they can contribute to meaningful outcomes and align with organisations that reflect their personal values. This shift underscores the importance of employers articulating a clear mission and demonstrating a commitment to social and environmental responsibility.

From our own conversations with candidates, we’ve seen that flexibility is now considered a basic requirement rather than a perk. Hybrid models, compressed hours, and the ability to work remotely at least part of the week are repeatedly cited as "make or break" criteria, especially for top talent.

Our advice: Employers should lead with flexibility in job adverts, and demonstrate how their working model supports wellbeing, autonomy, and balance.

Leadership, culture and purpose are under the spotlight

Candidates are asking harder questions about who they work for. Who’s leading the business? What values do they demonstrate? Are people supported and developed? Leadership and culture are no longer hidden from view, they’re front and centre in the decision-making process.

Research by New Possible found that 39% of UK workers are likely to look for a new role this year, with the top reasons being poor leadership and a toxic culture.

Ambitious candidates want to understand what comes next. They’re asking: Where will I be in 12 months? In 3 years? Vague promises won’t cut it.

Opportunities for training and career development are now expected, not hoped for. Candidates tell us they’re more likely to choose a role that comes with a mapped-out progression plan than one offering slightly higher pay but no direction.

Our advice: Make leadership visible in your recruitment process. Share stories about how your leaders support employee development, highlight internal mobility, and show how your values translate into real behaviours and benefits.

Authenticity over aesthetics

Candidates have options, and they’re comparing you with other potential employers. Generic promises like "great culture" or "supportive team" aren’t enough. They want to see and feel what it’s really like to work for you.

Generic employer branding no longer suffices. Candidates seek authenticity and alignment with their values. According to employer brand specialists Leap Create, organisations with strong and authentic employer brands see 50% lower cost-per-hire and significantly lower staff turnover.

Our advice: To resonate with candidates, employers must showcase their culture, values, and employee experiences transparently. This includes leveraging social media, employee testimonials, and behind-the-scenes content to provide a genuine glimpse into the organisation.

Crafting a compelling candidate journey

Attracting top talent requires offering more than just a role, it demands presenting a journey. Candidates are looking for clear progression paths, opportunities for growth, and a sense of purpose in their work.

Employers should focus on:

• Transparent career pathways: Clearly outline potential growth trajectories within the organisation.
• Continuous learning opportunities: Provide access to training, mentorship, and skill development programmes.
• Purpose-driven missions: Align organisational goals with broader societal or environmental causes to instil a sense of purpose.
  
  

To attract and retain the best in 2025, salary alone isn’t enough. You need leadership people trust, a flexible working culture, a strong sense of purpose, and a clear plan for where someone’s career can go with you.

We’re helping organisations across the UK adapt to this new reality, and we’re seeing the difference it makes.

If you’d like to talk about how your employer brand, recruitment strategy or candidate journey can be strengthened for today’s market, talk with us today.