Digital Talent Attraction - What candidates want in a role

Digital Talent Attraction: What are the Non-Negotiables for Candidates in 2025?

When it comes to digital talent attraction in 2025, it’s not just about flashy job titles or ping pong tables in the office. Today’s candidates are clear on what matters to them – and they’re not afraid to walk away from offers that don’t tick the right boxes.

So, what are those deal-breakers? We turned to the people who really know – the professionals working in the digital space – and asked them what they need from their next role. From flexible working to clear salary progression, this blog breaks down the top non-negotiables shaping digital recruitment in 2025.

We’ll also take a look at what hiring managers are currently doing to attract talent… and whether those efforts actually line up with candidate expectations. If you’re hiring this year, you’ll want to know where the gaps are – and how to close them.

Missed our latest blog on digital recruitment trends and movement in the job market? Go catch up for the full picture on when companies are hiring and how active candidates are right now.

Attracting digital talent – what do candidates want from a new role?

In our 2025 Digital Salary Survey, a great tool for digital talent attraction, we asked respondents what their non-negotiables were. This applies to searching for a digital job, what would get them to apply and, ultimately, what would make them accept the role.

Bar chart showing the top non-negotiables for digital talent

The top three non-negotiables for digital candidates in 2025 are clear: competitive salary (77%), remote working (72%), and job security/company stability (56%). These results reflect a workforce that’s prioritising financial wellbeing, flexibility, and long-term stability — key factors hiring managers must address to attract and retain top digital talent.

What are hiring managers doing to attract and retain digital talent?

Here’s what our hiring manager respondents shared when asked how they’re appealing to top candidates in 2025:

  • Flexible/Remote Working: 84%
  • Competitive Salary: 70%
  • Aligned Company Culture: 66%
  • Career Growth: 39%
  • Well-Trained Management: 30%
  • Flexible/Customised Benefits: 30%
  • Bonuses: 25%
  • Hiring outside of HQ/Country: 20%
  • Company Tech Stack: 13%

Flexible/Remote Working (84%)
This leads the way — and for good reason. With remote working ranking second on the candidate non-negotiables list, hiring managers clearly recognise that flexibility is no longer a perk, but an expectation. This alignment is a positive sign.

Competitive Salary (70%)
A close second, and another area where employers are in tune with candidates. Salary remains the number one deal-breaker for digital professionals, and employers who offer market-aligned pay are much more likely to secure top-tier talent.

Aligned Company Culture (66%)
While not in the top three for candidates, company culture still matters. Candidates ranked job security, clear progression, and benefits higher — but a healthy, values-aligned workplace still plays a big role in long-term retention, especially once the basics are covered.

Do candidate and hiring manager priorities align?

There’s clear overlap in salary and remote working, showing good awareness from hiring managers. However, some disconnects remain. For example:

  • Job security/company stability ranked third for candidates but didn’t feature directly in the employer responses.
  • Clear progression plans mattered to 36% of candidates, but only 39% of hiring managers are actively offering career growth pathways.
  • Benefits such as healthcare and childcare were more important to candidates (42%) than reflected by employers (30%).

In short, hiring managers are hitting the mark in key areas, but there’s still work to be done to align more closely with what digital professionals truly value in 2025.

Want to attract the best digital talent in 2025? Make sure your hiring strategy speaks to what candidates actually care about — and if you’re ready to take the next step, submit your vacancy here.

Make sure to download a full copy of our 2025 Digital Salary Survey – these stats are just the tip of the iceberg!

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