Think you know what candidates want in 2025? Let’s put that to the test. Answer each question below, then read the explanation and advice that follows. No prizes – but some solid insight and smart strategies to stay ahead in a competitive talent market.
What’s the number one reason people are looking for a new job?
a) Better employee benefits
b) Career progression
c) Salary increase
What's the answer?
Answer: b) Career progression
While benefits and pay always play a part, our insights show that 42% of candidates cite career progression as their main motivator. Millennials and Gen Z in particular are seeking growth – not just in title, but in responsibility, learning and skills.
Top tip: If your roles offer development opportunities, shout about them. Use your job adverts and career site to showcase internal mobility, training, and progression routes. Include real employee stories and career journeys.
b) Career Progression
While benefits and pay always play a part, our insights show that 42% of candidates cite career progression as their main motivator. Millennials and Gen Z in particular are seeking growth – not just in title, but in responsibility, learning and skills.
Top tip: If your roles offer development opportunities, shout about them. Use your job adverts and career site to showcase internal mobility, training, and progression routes. Include real employee stories and career journeys.
What percentage of candidates would rather have work-life balance than significantly more pay?
a) 48%
b) 63%
c) 78%
What's the answer?
Answer: c) 78%
Nearly 8 in 10 candidates told us they’d pick better balance over more money. However, there’s a generational caveat – Gen Z were noticeably more inclined to go where the money is. That tells us personal priorities vary depending on life stage.
Top tip: Wherever possible, offer flexible or hybrid working. Clearly state the work-life balance benefits in adverts. And don’t just say “flexible working available” – be specific about what that means in practice.
What’s the biggest influence on whether someone applies for a job?
a) Recommendation from a friend or peer
b) Salary and benefits listed in the advert
c) The job description itself
What's the answer?
Answer: c) The job description
A well-written job description was the most influential factor for 39% of candidates – far ahead of peer recommendations (9%) and even pay and benefits (11%).
Top tip: Craft adverts that are clear, concise and compelling. Focus less on internal jargon and more on what the job offers the candidate. Bullet points, engaging language and a video about the role or company can all boost applications.
How long should your application process take to complete?
a) 5 minutes or less
b) 15–30 minutes
c) 45–60 minutes
What's the answer?
Answer: a) 5 minutes or less
Nearly two-thirds of applications were completed in under 5 minutes – and the trend is clear: the quicker the process, the higher the completion rate. On the other hand, long applications (especially over 45 minutes) risk losing top talent.
Top tip: Use our ATS to streamline your application journey. From auto-fill options to CV parsing and mobile-first design, speed is key. Let candidates know up front how long it will take and why you’re asking what you’re asking.
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Which generation is most likely to view AI as a threat to their career?
a) Baby Boomers (1946–1965)
b) Millennials / Gen Y (1977–1994)
c) Gen Z (1995–2012)
What's the answer?
Answer: a) Baby Boomers
45% of Boomers see AI as a threat – far higher than Gen Z (just 4%). Younger generations are far more likely to see AI as an enabler that helps with learning, task automation and even the application process itself.
Top tip: Use AI tools in our ATS to assist with candidate screening and scheduling, but keep a human feel throughout. Explain how AI is used and provide transparency, particularly for older applicants who may be wary.
Which platform produces the most hires, not just applications?
a) LinkedIn
b) Company career site
c) Indeed
What's the answer?
Answer: b) Company career site
While 44% of applications come via Indeed, our data shows that your own website is where most hires come from. That suggests candidates who apply via your site are more engaged and better aligned.
Top tip: Invest in your careers site. Make it mobile-friendly, include strong employer branding and keep job listings up to date. The quality of candidate it brings is worth the effort.
What proportion of candidates use mobile or tablet to apply?
a) 52%
b) 63%
c) 72+%
What's the answer?
Answer: c) 72%+
Across sectors, more than 7 in 10 candidates are applying on mobile devices – and that figure is still rising. In some sectors, like retail and hospitality, mobile usage is even higher.
Top tip: If your application process isn’t mobile optimised, you’re turning away talent before they’ve even started. Our ATS is designed to work seamlessly across devices, ensuring a smooth candidate experience.
What percentage of candidates say ED&I policies influence whether they apply?
a) 29%
b) 47%
c) 91%
What's the answer?
Answer: c) 91%
A massive 91% said they agree or strongly agree that an organisation’s equity, diversity and inclusion policies are important when deciding whether to apply.
Top tip: Be transparent about your ED&I efforts. Share your goals, progress and what inclusive working looks like in practice. Don’t just rely on generic statements – authenticity is essential.
Final thoughts
How did you do? Whether you aced the quiz or not, the takeaway is clear: candidate expectations are evolving – quickly. From application length and mobile access to employer values and career growth, it's more important than ever to meet candidates where they are.
Our applicant tracking system is built to adapt to these changing needs. Whether you’re simplifying applications, showcasing culture, or targeting specific generations with the right message – our ATS puts you in the strongest position to attract, engage and retain the right talent.
Want help tailoring your recruitment strategy to what candidates really want? Let’s talk.
