UK Recruitment Trends 2024

UK Recruitment Trends 2024


As we say goodbye to 2023 and welcome in 2024, my thoughts turn to the year ahead. The recruitment industry has seen many ups and downs over the last several years; 2023 felt like a return to normality and I expect this to continue for the year ahead.

So, what are the likely recruitment trends for the coming 12 months? From technological advancements to shifting priorities, here are the notable recruitment trends shaping the UK’s professional landscape.

Remote Work Redefined:

The seismic shift towards remote work during the pandemic laid the groundwork for a hybrid model, which become the new norm towards the back-end of 2023. Employers are leveraging this trend to cast a wider net, tapping into talent pools regardless of geographical boundaries. Consequently, job postings increasingly feature flexible work arrangements, reflecting the growing emphasis on work-life balance. That said, many organisations are asking employees to return to the office full-time, with fewer employers offering fully remote opportunities. There is still a ‘tug of war’ between employers and employees on this subject and it’s likely to continue. How many of you agree with Cisco’s Francine Katsoudas about the purpose of the modern-day office?

“The office should be a magnet, not a mandate,” Francine Katsoudas, executive vice president and chief people, policy and purpose officer of Cisco.

AI-Powered Recruitment:

Artificial Intelligence (AI) and machine learning have become indispensable tools in streamlining the recruitment process. Advanced algorithms sift through vast candidate databases, matching skills, experiences, and cultural fits with job requirements. AI-driven chatbots provide instantaneous responses to queries, enhancing candidate experience and accelerating initial screening. At Kindred Recruitment we are all for using technology for a smoother recruitment process, as long as it supports our focus on a personal service for both candidates and clients.

Focus on Diversity and Inclusion:

Diversity, equity, and inclusion (DEI) initiatives have transcended buzzwords to become integral aspects of recruitment strategies. Companies are and will continue to give thought to diverse hiring, establishing inclusive workplaces, and embedding these values into their organisational DNA. We have seen job seekers actively seek out employers with demonstrable commitments to DEI, as well as sustainability and ‘for good’ products or services.

Skills-Based Hiring and Training:

As a leading marketing recruitment agency, many of our clients still favour candidates with traditional emphasis degrees, but many are also making room for skills-based hiring. Employers are placing increasing importance on a candidate’s skill set, offering upskilling and reskilling programs to bridge any gaps. This shift fosters opportunities for individuals from non-traditional backgrounds to enter various industries and is something we fully support.

Personalisation in the Candidate Experience:

Tailoring the recruitment experience to individual candidates emerged as an important trend before 2024 but should remain a focus, especially when making senior appointments. From personalised communication to customised interview processes, companies are striving to make candidates feel valued and respected, strengthening their employer brand and attracting the very best marketers over competitors yet to adopt such practice.

Embrace of Gig Economy and Freelancing:

The gig economy continues to flourish, with a strong demand for freelancers and independent contractors. Employers are increasingly open to hiring on a project basis, allowing for greater flexibility in scaling their workforce according to project needs.

Environmental and Social Responsibility Integration:

As mentioned earlier in the article, job seekers are gravitating towards organisations that align with their values. Companies showcasing robust environmental and social responsibility commitments are attracting talent seeking purpose-driven careers. This alignment has become a significant factor in candidate decision-making, something we have experienced at Kindred Recruitment most notably in younger job seekers.


Companies poised to thrive are those that embrace the above trends, fostering an inclusive, tech-savvy, and adaptable approach to talent acquisition. As the year progresses, staying attuned to these trends will be crucial for businesses aiming to attract and retain the best talent in an ever-evolving professional arena.





About the author

Katie Jackson, founder of Kindred RecruitmentKatie Jackson is the founder of Kindred Recruitment and has worked in fast-paced B2B marketing teams and within the sales and marketing recruitment industry for almost a decade.

Her goal is simple – to connect the brightest marketing talent with brilliant businesses in London and beyond.

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