What people look for when moving jobs in 2025…
And why hiring has felt like pushing barrels of treacle uphill.
Across the in-house & agency world, 2025 has been a tough year for hiring. Budgets are tight, expectations are high, and candidates have more choice (and more questions) than ever. But despite all the noise, most people want the same simple things when they’re considering a move.
Here are 12 things candidates genuinely care about and the ones that will make or break your hiring process. They are the real reasons candidates say yes or quietly vanish into the night.
Fair, transparent pay, without the smoke and mirrors.
Not over the odds. Not under. Just a salary that reflects the role, the market, and the value they bring. Show the number. Explain it. Stand by it. People don’t want to negotiate in the dark anymore.
Flexibility that’s real, not performative.
Hybrid, but we’ll see you every day next week, doesn’t cut it. Flexibility now means autonomy, not a rota. It’s now about trust, not time sheets.
Trust in leadership
Candidates want to work for leaders who value good work over presenteeism and who don’t change their minds every five minutes.
A career path that isn’t imaginary.
Nobody wants to move sideways in the hope of eventually going up. If the only progression is “working harder”, they’ll politely decline. Show the path, not just the job spec.
A culture that lives beyond the website.
If you talk about collaboration and autonomy, but run on chaos and micromanagement, word gets out fast. Culture isn’t a slogan; it’s what happens at 4pm on a stressful Wednesday.
Work that feels meaningful.
You don’t have to save the save the rain forests – people just want to know their role isn’t just busywork and avoiding fireworks. They want to make something better, add value, and not just please the boss, every second of the day.
Sensible expectations.
A Marketing Exec is not a Head of Marketing in disguise, and a tried and tested Social Media expert won’t work for peanuts. Candidates now spot unrealistic remits instantly and run a mile.
A hiring process that moves at human speed.
The biggest deal-breaker of 2025? Sluggish, messy, overly complex interview processes. Nothing kills enthusiasm faster than waiting three weeks for feedback that could’ve been given in 24 hours. If your interview process has more stages than a West End musical, candidates switch off. Fluidity is King and Queen.
Psychological safety.
People want to speak up, try things, fail occasionally and not feel judged for it.
Work-life balance that doesn’t feel like a negotiation.
Not unlimited holiday, Yoga Tuesday or beanbags. Just the baseline ability to be a human being outside of work.
Respect for their time and expertise.
Candidates don’t mind doing a task, but they do mind being asked to rebuild the entire marketing strategy for free before you’ve even decided if they’re on the shortlist.
Straightforward communication.
Long delays, indecisiveness and ghosting isn’t a hiring strategy. Tell people where they stand. Every time. It’s the easiest brand-building you’ll ever do.
In 2025, candidates aren’t just looking for jobs. They’re looking for experiences that respect their time, values, and ambitions. Firms that embrace fair pay, flexibility, trust, and fluid processes will not only hire better but also keep talent longer.