New Data: 5 Candidate Demands in Consumer Product Hiring

In the competitive consumer product talent market, meeting candidate expectations isn’t a nice-to-have – it’s central to driving commercial impact.

Today's professionals aren't just looking for a job; they're assessing your purpose, values, and culture before they even apply. So, if you want to attract the best talent now and futureproof your hiring strategy, your recruitment process must align with what candidates actually care about.

Find out all you need to know – from the why to the how – below.

What We'll Cover:

Understanding the Shift.
What Top Talent Expects From Employers in 2025.
Next Steps for Talent Managers.

Understanding the Shift: What’s Driving New Candidate Expectations?

The past few years have permanently reshaped what candidates expect from employers.

From the importance of personal values to the rise of remote work, candidates have become more discerning than ever – and the balance of power has shifted:

According to the 2025 Randstad Workmonitor report:

Three statistics from Randstad Workmonitor 2025. 48% of professionals would reject a role if the employer’s values didn’t align with their own. 30% have left roles due to a lack of progression opportunities. 83% say work-life balance directly influences whether they stay in a role.

48% of professionals would reject a role if the employer's values didn't align with their own.
30% have left roles due to a lack of progression opportunities.
83% say work-life balance directly influences whether they stay in – or leave – a role.

What Top Talent Expects From Employers in 2025

With talent shortages in critical areas like digital marketing, ecommerce, and supply chain, brands can’t afford to fall short on experience.

Candidates expect more – and they’re willing to walk away if those expectations aren’t met. That's why improving the candidate experience in recruitment has become a commercial necessity, not a cosmetic fix.

1. A Streamlined, Transparent Hiring Journey

Candidates now expect a smooth process with clarity at every stage – they want to know what comes next, who they'll meet, and how long things will take.

In a candidate-short market, speed and transparency signal respect and operational efficiency. Longer, less organised processes don’t just frustrate – they can cost you top talent and damage your brand. As such, a refined recruitment process can be a key part of your broader talent acquisition strategy.

What to Do: Audit your hiring timeline and communication touchpoints. Are you delivering the kind of experience you’d expect as a candidate?

2. Authentic Employer Branding

Social proof is now central to the decision-making process. Today's candidates expect to see real stories, real people, and a clear picture of life at your organisation. In other words, they want to see what the day-to-day is really like – not just polished campaigns.

As a result, your employer brand is no longer just what you say; it’s what your people say online. Candidates today will do their research, and a lack of authenticity can quickly be a deal-breaker.

What to Do: Elevate employee voices by sharing lived experiences, behind-the-scenes content, and culture stories across your careers channels. Building an authentic employer brand is essential for finding well-aligned talent that wants to stay in the long-term.

3. DEI That Goes Beyond Policy

Candidates want to see diversity, equity, and inclusion embedded into your culture and processes – not tacked on as an afterthought.

Nearly two-thirds of all jobseekers say they would reject an offer if a company lacks diversity. Evidently, DE&I has evolved from a differentiator to a non-negotiable, making inclusive hiring practices a must.

What to Do: Evaluate where bias may be creeping into your process. Do your job ads and interview panels reflect your commitment to inclusion?

4. Purpose and Values That Resonate

Authenticity and follow-through matter more than ever. With consumer brands under increased scrutiny, candidates align themselves with employers whose social and environmental values mirror their own.

Today, candidates expect more than just a mission statement. So, whether your brand is built on ethical values or ambition, ensure what you stand for is loud, clear, and positioned to attract aligned talent.

What to Do: Align your employee value proposition (EVP) with your corporate social responsibility (CSR), sustainability, or internal brand goals. Make sure your purpose is lived, not just stated. This is central to purpose-driven recruitment.

5. Flexibility and Wellbeing as Standard

Flexibility, autonomy, and wellbeing support have moved from perks to expectations. Today’s talent wants tailored support for balance and wellbeing across all levels – not just at the leadership tier.

The retention for organisations seen as outdated is increasing, with more rigid employers at risk of losing candidates to more adaptive competitors. As such, embracing workplace flexibility can significantly enhance your overall talent attraction strategy.

What to Do: Think beyond hybridity and consider how your benefits, culture, and support systems create a rounded experience of flexibility and wellbeing.

Next Steps for Talent Managers

Talent acquisition is no longer a transactional process; it’s a strategic function with commercial impact. Meeting candidate expectations isn’t just about winning hires – it’s about protecting your brand, driving engagement, and building for the future.

If you're looking to benchmark your hiring experience or reshape your EVP for today’s talent, our team is here to help.

Get in touch with one of our specialist recruiters to explore how we can support your goals.

Want something more practical?

Access our free Candidate Experience Checklist – a practical tool to assess and elevate your hiring strategy, from first impression to final offer.

Candidate Experience Frequently Asked Questions

If you've got more questions, we've got you covered:

How Can I Benchmark Our Candidate Experience Against Industry Standards?

Start with a candidate experience checklist tailored to your sector. Assess clarity, inclusivity, employer brand, and feedback processes. Benchmark against peers through talent forums or with support from recruitment partners who understand consumer industry expectations and trends.

What Are the Most Common Causes of Candidate Drop-Off During Recruitment?

Long, unclear processes, lack of communication, and misalignment between employer brand and actual experience are key causes. Candidates now expect speed, transparency, and purpose – if your recruitment journey doesn’t deliver on these, they’ll move on quickly.

What Role Does Employer Branding Play in Candidate Decision-Making?

Your employer brand directly impacts candidate trust and engagement. Most candidates research company culture and values before applying. Authentic stories and employee voice shape perceptions – making employer branding a critical lever in attracting and converting top consumer talent.

Why Is Candidate Experience Considered Part of Commercial Strategy?

A poor candidate experience can damage your brand, delay hiring, and increase recruitment costs. In contrast, a streamlined, values-aligned process drives engagement, protects reputation, and supports long-term business performance – making it a core part of commercial and talent strategy.

How Do We Communicate Our Purpose and Values Effectively to Candidates?

Embed purpose across touchpoints – from job ads and careers pages to interviews. Showcase real employee stories, community impact, and sustainability goals. Consistency and authenticity are key: candidates must see your values in action, not just hear them in messaging.