Job Adverts Don’t Align with Jobseeker Priorities

Posted on 20th May 2025

Flexible hours, sick pay (above legal requirements), and pension contributions are the top three most desired benefits for jobseekers this year, according to research from Totaljobs.

However, Totaljobs has analysed over 17.5m job adverts across 23 industries and highlighted a disconnect between candidate expectations, and what employers are advertising. While over two fifths (41%) of candidates desire flexible hours, only 13% of employers have this listed in their adverts. When it comes to sick pay above statutory requirements, 26% candidates prioritise this, but is only present in 4% of ads . The analysis found a similar disconnect for other sought-after benefits:

Learning, Training, and Skills Development: Prioritised by 22% of candidates vs 14% of employers that advertise this.
Health Insurance: Prioritised by 21% of candidates vs 6% of employers that advertise this.
Life Insurance: Prioritised by 17% of candidates vs 8% of employers that advertise this.
Mental Health Support: Prioritised by 17% of candidates vs 11% of employers that advertise this.

31% of workers plan to look for a new job in 2025, according to a survey of 3,000 UK workers. While 72% of candidates cite salary as the most important factor when choosing a role, the importance of benefits cannot be under-estimated, with two thirds (66%) of workers claiming they’d skip a pay raise for their most desired benefit – flexible working hours.

With almost a quarter (24%) of UK employees currently unhappy with their benefits package, clearly advertising what’s on offer is vital as the competition for talent intensifies.

Natalie Matalon, Chief People Officer at Totaljobs (part of The Stepstone Group), said “Benefits are just as important as salary in attracting and retaining candidates – especially given two thirds would forgo a pay-rise for their top desired benefit. However, there is a clear disconnect in what organisations offer versus what candidates seek. Either employers are not offering the top-desired benefits, or they fail to highlight them in their job adverts. This oversight risks losing out on quality applications, so showcasing your full spectrum of benefits is crucial to better recruitment efforts. Employers should also regularly audit their offerings against those of their competitors. This will not only help them understand the competitive landscape but will also empower employers to standardise their own package to be more appealing to prospective applicants.”

Employers should consider:

Continually review and update your benefits: Stay competitive by regularly reviewing and updating the benefits offered by your organisation.
Reevaluate your job ads: Ensure your best perks – especially those that are particularly in-demand with candidates – are clearly and prominently displayed, rather than burying or excluding them entirely.
Redirect to dedicated benefits pages: If restricted by the job ad format, redirect candidates to a dedicated webpage that can provide a comprehensive list and extra detail on benefits.
Understand your audience: Leverage insights from our Salary Trends Report 2025 to understand what your industry prioritises benefits-wise and tailor accordingly in your ads. There’s no one-size fits all approach.
Use inclusive language: Job ads may unintentionally deter certain demographics of candidates by not advertising certain benefits. Ensure that you use inclusive language, and list benefits that will appeal to a diverse range of candidates. This will ultimately attract the top talent.

For more information visit totaljobs.com.