Candidate priorities have shifted significantly in recent years. While salary and career progression remain important, flexibility and wellbeing emerged as key factors during the pandemic boom. However, the market reality of 2024-2025 is forcing many job seekers to recalibrate their expectations.

These preferences haven't disappeared, but they're increasingly becoming "wish list" items rather than deal-breakers as candidates face a more competitive landscape.

The Flexibility Paradox

The pandemic catalysed widespread flexible working expectations, but the current market is creating a different dynamic. Those who remain rigid in their demands are often pricing themselves out of opportunities.

Recent research shows strong preference for flexibility:

• 52% of UK workers say they would only consider roles that offer flexible working as standard (E.ON, 2024)

• 59% of employees without flexible options plan to leave their current role within the next year (New Possible, 2025)

However, over the past 6-12 months, our team has witnessed a notable shift in candidate attitudes when faced with real job opportunities.

"Candidates still want flexibility when applying for roles, and the 2/3 day split in offices is the norm for most industries these days," observes Hannah Flindall, Business Director at Pure Chelmsford. "Although manufacturing, due to its nature, is less flexible."

Mark Wishart, Senior Manager at Pure Cambridge, notes: "Many London organisations are requesting much more in-person attendance – perhaps 4 to 5 days – and this is creating more demand for roles further afield as candidates shift back out of the capital seeking more flexibility."

Six months ago, candidates regularly turned down excellent roles because they couldn't secure three days working from home. Now, they're asking if there's any flexibility at all, even just one day remote working or flexible start times.

Market reality - Adaptation in action 

Layoffs across some sectors have created a candidate pool where immediate availability often trumps ideal working arrangements. Professionals previously selective about flexibility requirements are becoming more pragmatic.

"It is a tight market right now with redundancies in some areas, but candidates still have a wishlist of flexibility," explains Mark. "They still want the right split for them."

The urgency of securing income and maintaining career momentum is increasingly outweighing the desire to hold out for perfect working arrangements.

The new normal - Flexibility itself is being flexed

Caroline Batchelor, Director of Pure, reinforces the emerging standard: "The 3 days in the office and 2 at home is the normal split on flexibility, and the main call for full-time, on-site working is in manufacturing." She emphasises an important evolution: "Flexible working has always been needed, but it's being used more flexibly in itself – for example, starting later on certain days or arranging work issues around childcare."

"There is a trend for companies to re-evaluate flexibility as the market tightens, with some applicants now needing to temper their expectations," Caroline notes. However, she highlights an ongoing recruitment challenge: "Non-manufacturing roles requiring full-time office attendance are still proving quite challenging to recruit for."

Wellbeing - still important, but differently prioritised

While 76% of UK workers say flexible working has a positive impact on their wellbeing (E.ON, 2024), many job seekers now view basic employment security as the foundation of wellbeing.

Despite 30% of UK workers reporting a decline in wellbeing over the past year, with higher rates in transport/logistics (45%) and IT/sales (40%) (Workplace Wellbeing Professional, 2025), job seekers are increasingly pragmatic about wellbeing support expectations.

Candidates still ask about mental health support and company culture, but they're not necessarily walking away from good opportunities if the wellbeing package isn't comprehensive.

The employer opportunity 

Right now, 39% of UK employees are actively considering a new job in the next 12 months (New Possible, 2025). This increased candidate availability has shifted the power dynamic. Employers who previously struggled to attract talent without extensive flexibility packages now have more leverage.

The most successful companies are transparent about their flexibility offering – whether two days remote, flexible hours, or traditional office-based work with good support systems.

What matters most is being honest about working arrangements and delivering on promises rather than making extensive flexibility commitments.

Navigating the new landscape

At Pure, we're helping both employers and candidates navigate this recalibrated market. For employers, it's about being clear and consistent about what you offer. For candidates, it's about being realistic about market conditions while advocating for what matters most.

Successful candidates have learned to prioritise their non-negotiables while showing flexibility on preferences.

Flexibility and wellbeing remain important, but they're now balanced against market realities and employment security. What's changing is how both employers and candidates are adapting these arrangements to meet current conditions.

If you're hiring in 2025, be honest about what you offer and find candidates who align with your business needs and culture. If you're job seeking, combine your career goals with market awareness, showing you can adapt while bringing value to employers.

We're here to help both sides navigate this evolving landscape effectively - get in touch to see how we can help you today.