UK employers risk missing out on talent due to a growing gap between the benefits jobseekers value and what employers are promoting in job adverts, according to research provided to HR Review.
Flexible working hours, enhanced sick pay and strong pension contributions are among the top priorities for candidates in 2025, yet these are still absent from most postings.
The research, from hiring platform Totaljobs, is based on a review of more than 17.5 million job adverts across 23 sectors, paired with survey responses from 3,000 UK workers.
The top priorities
While salary remains the top priority for most candidates (72%), benefits have a significant impact on decision-making. Two thirds (66%) of respondents said they would forgo a pay rise in exchange for their most valued benefit: flexible working hours. Despite this, only 13 percent of job ads mention flexible hours, even though 41 percent of candidates say this is a key requirement.
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Totaljobs’ chief people officer Natalie Matalon said there was a clear disconnect between what candidates were seeking and what organisations were offering.
“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,” she said.
“Either employers are not offering the top-desired benefits, or they fail to highlight them in their job adverts.”
Gaps in advertised benefits
The analysis reveals additional areas where candidate priorities are not reflected in job ads. While 26 percent of candidates value sick pay beyond statutory minimums, only 4 percent of job adverts list this benefit. Similarly, just 14 percent of employers promote learning and development opportunities, despite this being a top priority for 22 percent of candidates.
Health insurance and life insurance are each considered important by over one in five jobseekers, yet they appear in just 6 percent and 8 percent of job listings respectively. Mental health support is another area where expectations are not being met: 17 percent of candidates prioritise it, while only 11 percent of employers advertise such support.
These findings are released against a backdrop of increased competition for skilled talent and a workforce that is growing more selective. Currently, 24 percent of UK employees report dissatisfaction with their benefits package, suggesting a need for clearer communication and improved offerings.
A blind spot
Matalon added that businesses risks losing out on quality applications due to this blind spot.
“Showcasing your full spectrum of benefits is crucial to better recruitment efforts. Employers should also regularly audit their offerings against those of their competitors,” she said. “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.”
The research points to a need for more prominent and inclusive benefits listings that accurately reflect what candidates value most. Employers are also advised to direct candidates to dedicated benefits pages if listing space is limited.
With industries facing ongoing labour shortages and economic uncertainty, making job ads more reflective of candidate priorities could prove an essential step for employers seeking to stand out in a crowded market.
