What Candidates Really Want Now: The New Rules of Attraction
The hiring landscape has shifted dramatically in recent years and so have candidate priorities. Whether you're scaling fast or simply trying to hold onto top talent, understanding what candidates want now is no longer optional. It's essential.
At C&C Search, we speak to hundreds of candidates every month. Across all sectors and seniority levels, clear themes are emerging. Here's what we're hearing, and what it means for your hiring strategy.
Non-Negotiables in 2025
The days of table tennis and free fruit being seen as “perks” are long gone. Today’s professionals are prioritising what really matters both for their wellbeing and their performance. Here’s what’s become non-negotiable:
Hybrid flexibility: Most candidates now expect at least two days per week working from home, with many asking for three. Flexibility is no longer seen as a benefit, it's a baseline.
Support for mental wellbeing & burnout: Candidates are looking for tangible, visible policies and resources around wellness, not just a hotline number buried in the intranet.
Psychological safety & healthy culture: A culture of openness, inclusion and respect is high on the agenda. People want to be heard, valued and supported, especially when it comes to feedback and personal development.
Reality check: Many of our clients are moving back toward four days in the office to encourage collaboration and culture-building. This gap between expectation and reality is becoming one of the biggest reasons for declined offers and early-stage disengagement.
Generational Trends: What Matters Most?
While expectations vary by industry and experience, we’re seeing clear generational patterns that every hiring manager should be aware of:
Gen Z & Millennials
For them, salary is important, but meaning matters more. They want roles that align with their values and offer space to grow.
Purpose-led work
Autonomy and flexibility
Inclusion and authenticity in the workplace
Gen X & Boomers
While motivations may differ, the desire for psychological safety, manageable workloads and a positive culture spans all age groups.
Financial reward and long-term stability
Clear structure and leadership
Support with burnout and work-life balance
Why Are People Leaving?
Understanding what drives people away is just as important as what draws them in. The top reasons candidates give for leaving a role in 2025 include:
Limited progression opportunities
Rigid, outdated leadership styles
Micromanagement & lack of trust
A misalignment of values or purpose
Retention is no longer about longevity alone, it's about alignment. If your values and culture aren’t clearly communicated (and lived), candidates will vote with their feet.
What Candidates Do Want
Despite the challenges, there’s good news. The most sought-after candidates aren’t looking for perfection but they are looking for:
Progression – Clear, realistic development pathways
Purpose – A role that connects to something meaningful
Culture – A supportive, inclusive and empowering environment
Learning & Development – Ongoing investment in their growth
Companies that lead with these values and communicate them clearly throughout the hiring process, are the ones securing (and keeping) top-tier talent.
Final Thoughts
The expectations of today’s candidates are thoughtful, human and rooted in a desire to do great work in great environments. If you’re seeing offers declined or engagement dipping, it’s time to reflect not just on the role, but the whole experience you’re offering.
And if you need help aligning your hiring strategy with what candidates really want, we’re here to help.
Get in touch with the C&C Search team today.
