We’re proud to be the headline sponsor of the Talent Labs Awards this year! As part of our partnership, our Talent Intelligence Director, Gary Towers, co-hosted a virtual roundtable discussing key candidate insights from our latest market report. One of the top strategic priorities in the Talent Labs annual report was candidate experience, so this session focused on how employers can enhance their hiring processes to meet the evolving needs of candidates.
Find a quick summary of what we talked about below, or watch the full webinar back!
A few years ago, candidates expressed a desire for a "Career Swiss Army Knife," preferring to gain a diverse range of skills rather than following a traditional vertical career path. However, our latest data shows a shift.
89% of candidates now express interest in climbing the career ladder, particularly within the local government sector. Generation Z, once associated with gig work and side hustles, now prioritizes structured career progression, likely influenced by rising living costs and job market stability.
Career progression remains the primary driver for job changes. Our data shows that employees promoted internally are 70% more likely to stay long-term. However, only 17% of hires across industries come from internal promotions. Organisations that focus on internal career growth opportunities can significantly improve retention.
10% - 27% of respondents
20% - 13% of respondents
30% - 33% of respondents
Don’t know - 27% of respondents
A surprising number of attendees didn’t know their internal hiring rate. Understanding and increasing internal mobility can be a game-changer for retention.
Candidates are highly influenced by how job opportunities are presented. Here’s what impacts their decision to apply:
9% - Peer recommendation
11% - Salary and benefits listed in the advert
21% - Glassdoor rating
39% - The job advert description
Interestingly, the influence of Glassdoor ratings has steadily risen over the past three years. Employers should monitor their reputation and encourage departing employees to leave positive reviews. However, the job advert itself remains the most critical factor.
59% of job adverts without a video result in rejected applications.
31% of job adverts with a video result in rejected applications.
This suggests that including videos and images in job adverts improves self-selection. Candidates gain a clearer understanding of the role, leading to higher-quality applicants and a more efficient hiring process.
When choosing between more pay and work-life balance, 78% of candidates prioritise work-life balance. This trend has remained consistent for the past three years.
Generational differences do play a role:
Generation Z values salary more than previous generations.
Older generations, particularly those with families, highly prioritize flexible work arrangements.
To remain competitive, organisations should highlight flexibility, benefits, and company culture beyond salary figures alone.
ED&I continues to be a key consideration for candidates:
91% of candidates say a clear ED&I policy influences their decision to apply.
13% of candidates use accessibility tools when applying.
Employers can enhance inclusivity by attaching their ED&I policies to job adverts and integrating accessibility tools into their application processes. Considering the UK labor market, 13% equates to millions of potential applicants. Your next star colleague may be among them.
Flexible working remains a top priority across all generations. Only 6% of Baby Boomers rate office-based work as important, with similar figures across other age groups.
Flexibility goes beyond remote work - it includes parental leave, grandparental leave, and adaptable working hours. For example, NHS Scotland offers four weeks of paid parental leave to be used anytime until the child turns 18, recognising that flexibility means different things to different people.
Less than 5 minutes - 24%
Less than 15 minutes - 43%
More than 15 minutes - 24%
Don’t know - 10%
We found that 65% of application forms take over 30 minutes to complete. This can be a major barrier, particularly for frontline roles. With retail competitors like Tesco and Asda streamlining their hiring processes, long applications may drive candidates elsewhere. Simplifying application forms can improve both inclusivity and conversion rates.
The top sources for job applications are:
44% - Indeed
29% - Company websites
15% - Linkedin
While job boards remain dominant, candidates also conduct extensive research via company career sites and employer review platforms.
Candidates have mixed feelings about AI in hiring:
35% - AI can help them learn their job quicker.
26% - AI can automate tasks, freeing up time.
13% - AI is a threat to job security.
26% - AI can streamline the application process.
Interestingly, Generation Z is the most skeptical, with 45% seeing AI as a threat, compared to just 4% of Baby Boomers. The key takeaway? Employers should use AI for intelligent automation (IA) rather than replacing human interaction entirely. Automated processes can reduce admin work, but personalisation and human engagement remain essential.
Simplify applications – Shorter forms improve candidate experience and inclusivity.
Segment EVP messaging – Tailor job adverts based on different demographics.
Showcase your EVP – Use media-rich content to highlight flexibility, benefits, and growth opportunities.
Align flexible work policies – Ensure your company genuinely supports work-life balance.
Engage throughout the process – Keep candidates informed and invested from application to onboarding.
Support internal career growth – Promote internal mobility to retain top talent.
Leverage data – Regularly assess hiring trends to refine recruitment strategies.
Use AI strategically – Automate administrative tasks but maintain human interaction where it matters.
As we look ahead to 2025, the key to attracting and retaining talent is understanding and addressing candidate expectations. Employers who prioritise career progression, work-life balance and inclusive hiring will be best positioned for success.
For more insights, download the full candidate insights report!
Want to discuss how to implement these strategies in your hiring process? Get in touch with us! 👇