The job market has shifted, and if you're still hiring like it's 2019, you're missing the point entirely.
New LinkedIn data has revealed something that should make every hiring manager pause: one-third of UK professionals would accept a pay cut for greater flexibility or purpose. For Gen Z, that figure jumps to nearly half. That's not just a statistic—it's a fundamental change in what work means to people.
At Forward Role, we're seeing this play out in real-time. The conversations we're having with candidates have changed dramatically, and smart employers are adapting their approach accordingly.
The New Hierarchy of Needs
Salary is no longer king. The British workforce in 2025 is clear in its message: meaningful work, equitable treatment, flexibility, and growth matter just as much as salary.
What we're hearing from candidates across tech, marketing, and data roles:
Flexibility isn't negotiable: More than a third of full-time workers in the UK are currently looking for a new job because they would like a role with greater flexibility. This isn't just about working from home—it's about autonomy over when and how work gets done.
Purpose drives decisions: Particularly for younger professionals, the "why" behind the work has become as important as the "what." Companies with clear missions and meaningful impact are winning the talent war.
Growth opportunities matter more than starting salaries: Candidates are asking better questions about career progression, learning budgets, and development opportunities. Both of our 2025 Marketing & Digital, and Technology Salary Guides, highlight that professionals are increasingly focused on total career value rather than just immediate compensation.
Transparency is expected: From salary bands to company challenges, professionals want honest conversations about what they're signing up for.
What This Means for Hiring
If you're wondering why your job postings aren't attracting quality candidates, look at what you're offering beyond salary:
The basics that are now expected:
- Hybrid or flexible working arrangements
- Clear progression pathways
- Meaningful work with tangible impact
- Transparent communication about company challenges
- Investment in learning and development
The differentiators that win talent:
- Genuine autonomy over work delivery
- Equity or profit-sharing opportunities
- Strong company mission and values
- Progressive policies around wellbeing
- Leadership that actually supports flexible working
Getting It Right in Practice
The companies that are successfully hiring right now understand that talent acquisition has become talent attraction. You're not just filling a vacancy—you're selling a vision of what someone's career could become.
What's working:
- Honest job descriptions: Including challenges alongside opportunities
- Flexible-first policies: Not "we'll consider flexible working" but "here's how flexibility works here"
- Purpose-driven messaging: Explaining why the role matters, not just what it involves
- Growth storytelling: Showing clear examples of internal progression
What's failing:
- Generic "competitive salary" offerings without context
- Rigid policies that haven't evolved since 2020
- Job specs that read like legal documents
- Companies that pay lip service to flexibility but operate like it's 2019
Working With Forward Role
We've adapted our entire approach based on these shifting priorities. When we're working with clients, we help them understand what candidates actually want to hear. When we're talking to candidates, we're asking different questions about what matters most to them.
Our conversations have evolved from:
- "What's your salary expectation?" to "What does your ideal working arrangement look like?"
- "Are you interested in this role?" to "What would make this opportunity genuinely exciting for you?"
- "When can you start?" to "What would you need to see from a company culture to make a move?"
Whether you're a business leader looking to attract top talent in this changing market or a professional seeking a role that aligns with your values and lifestyle, we're here to help.
At Forward Role, we understand that successful placements happen when there's genuine alignment between what candidates want and what companies can offer. We're not just matching CVs to job specs, we're facilitating conversations that lead to career transformations.
Want to discuss how these shifting priorities affect your hiring strategy or career plans? Get in touch!
