What motivates candidates applying for jobs in 2025?

According to the latest Antal Hiring Report, candidates in Europe value:

1. Better salary (94%)
2. Salary transparency (72%)
3. Career advancement opportunities (55%)
4. Flexible work (42%)

Why is salary transparency so important?

Because it’s about clarity and fairness in how compensation is determined and communicated, and about information being available and consistent in practice.
Beyond simply stating salary ranges in job ads, transparency also means:

• Clear criteria for determining pay
• A clear progression structure (what leads to a higher range)
• Actively reducing pay gaps based on gender, age, or other irrelevant factors

What else do candidates say? (Antal Global Hiring Report 2025)

• 67% trust employers more when salary ranges are published in job ads
• 48% won’t apply at all if that information is not provided

This is the direction we’re moving in.

Many employers are preparing for it (and yes, some are apprehensive), but experience from countries where this practice already exists — whether mandated or encouraged — shows clear benefits in the recruitment process:

• Greater trust from the very first interaction
• Aligned expectations on both sides
• Faster hiring processes
• Fewer candidate dropouts during selection

Salary transparency = a stronger employer brand.