Understanding Professional Candidate Motivation in 2025

As the professional landscape continues to evolve amid economic uncertainty and shifting values, understanding what motivates candidates is crucial for organisations aiming to attract and retain top talent.  

The latest research from Guidant Global - based on responses from 550+ head office and professional candidates across the UK - reveals an evolving picture of professional motivation in 2025.  

Salary remains a key motivator 

Unsurprisingly, salary continues to sit at the top of jobseekers’ priorities. 46% of professionals state that a higher salary or pay rate is their primary reason for seeking a new role.  

This motivation is especially strong among younger candidates, though its dominance is gradually giving way as other factors gain traction. Organisations must remain competitive in their pay structures, but there is now a valuable opportunity to stand out by addressing a broader spectrum of motivators. 

The rising value of work-life balance 

Modern professionals are more attentive than ever to their work-life balance. 20% of surveyed candidates explicitly seek better work-life balance when considering a move.  

Flexible working conditions—listed by 10% as a top reason to change roles and by a larger share as a key retention factor—are critical, especially as hybrid work models become the norm.  

The research indicates that only 27% of professionals now attend the office full-time, with a clear preference for hybrid or remote-first roles. By offering flexibility, organisations can enhance employee wellbeing and position themselves as employers of choice. 

Career progression and development 

Opportunities for advancement are a significant driver of motivation, with 13% of professionals indicating this as their main reason for seeking a new job.  

Permanent staff, in particular, are motivated by clear pathways for growth and development. Organisations should cultivate transparent progression frameworks and invest in ongoing professional development to support retention and engagement.  

Visible recognition and support for learning can make a meaningful difference, especially for temporary staff who highly value these aspects. 

Culture and recognition 

Improved company culture (7%) and more reward or recognition (4%) are listed by candidates as influential factors in considering a new role.  

Conversely, a negative company culture (22%) and lack of career progression opportunities (21%) are among the top deterrents, underlining the importance of a supportive, inclusive, and aspirational workplace environment. Ensuring employees feel valued and acknowledged for their achievements can significantly boost satisfaction and reduce turnover. 

Benefits That Matter 

The value professionals place on benefits is also evolving. A generous pension (up to 35%), private healthcare, and wellbeing resources are highly valued, supporting both financial and holistic wellbeing.  

Demographic nuances play a role: women are more likely to prioritise flexible working and are deterred by low pay, while men focus on work-life balance and career progression. Younger workers prioritise salary and development, while older workers favour flexibility and balance. 

The motivation of professional candidates in 2025 is multi-faceted, blending foundational needs such as salary with a desire for flexibility, growth, and a positive culture. Organisations that adapt their talent strategies to these evolving priorities will not only attract top talent, but also foster a thriving, engaged, and loyal workforce in the years ahead. 

Ready to explore the complete findings and gain a deeper understanding of what truly drives professional candidates in 2025?  

Download the full report, "What Professional Candidates Want in 2025," to access exclusive research, actionable strategies, and expert insights that will empower your talent strategy for the future.