Understanding professional candidate motivation for the public sector in 2025

As the professional landscape transforms amid economic uncertainty and shifting values, understanding what motivates candidates is essential for public sector recruitment strategies, for employers hoping to attract and retain top talent.  

The latest research powered by Impellam Group, reveals an evolving picture of professional motivation in 2025. Salary, unsurprisingly, remains a cornerstone, but candidates are increasingly seeking a holistic employment package, emphasising work-life balance, career progression, and organisational culture. 

Salary leads as enduring driving motivation 

It is no surprise that salary continues to sit at the top of candidates’ priorities. 46% of professionals cite higher salary or pay rate as the primary reason for seeking a new role.  

While this motivation is particularly strong among younger jobseekers, its dominance is slowly waning as other factors gain ground. The public sector must remain competitive in pay bands, but employers now have the opportunity to differentiate themselves by addressing a broader spectrum of motivators. 

Public sector organisations must shape their employer value proposition to address not just salary, but also work-life balance, career progression, and organisational culture 

The growing importance 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—cited by 10% as a top reason to change roles and by a larger share as a key retention factor—are seen as critical, especially after the global shift toward hybrid work models. The research shows that only 27% of professionals now attend the office full-time, with a clear preference for hybrid or remote-first roles. By offering flexibility and remote jobs in the public sector, organisations can enhance employee wellbeing and position themselves as employers of choice. 

Career progression and development 

Opportunities for advancement are a major 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.  

Public sector 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 significant 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 that their achievements are acknowledged can significantly boost satisfaction and reduce turnover. 

Benefits that matter 

As public sector hiring trends continue to shift, 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: for example, 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. 

In summary, the motivation of professional candidates in 2025 is multi-faceted, blending foundational needs like salary with a desire for flexibility, growth, and positive culture.  

Employers who adapt their recruitment strategies for public sector jobs to these evolving priorities will not only attract top talent—but also foster a thriving, engaged, and loyal workforce in the years ahead.