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With over 20 years in recruitment – and the last five focused solely on HR and Reward – I’ve seen the sector transform in ways I don’t think anyone could’ve predicted. From shifting expectations to increased specialisation, we’re now operating in a market where strategy and values matter just as much as experience.
From Admin to Strategy
I recruit across HR, Reward and L&D – from Advisor up to Director level. Over the past couple of years, I’ve seen clear changes in the types of profiles clients are looking for. The days of prioritising admin-heavy CVs are slipping away. Now, it’s all about strategic impact, data-led thinking, transformation experience, and a strong focus on DE&I and L&D.
It’s also worth noting the rise in personal branding. Candidates are putting more time into how they present themselves – not just what they’ve done, but how they communicate it. That’s something employers are starting to value more as well.
Current Market Trends
Right now, we’re in a slower market overall, but vacancies are still there – they’re just more competitive. In particular, we’re seeing increased demand for Employee Relations, L&D and change roles, especially in organisations undergoing transformation or culture shifts.
Candidates are being more selective too. Culture, flexibility and benefits now weigh as heavily as base salary when people consider a move. That means clients can’t just offer a great package – they have to back it up with substance.
ESG and DE&I aren’t just buzzwords anymore. They’re increasingly part of the role briefs and embedded into job descriptions. Clients are looking for professionals who can support inclusive hiring and bring purpose-led thinking into the people agenda.
What to Avoid and What to Prioritise
If I could highlight one major pitfall it would be lengthy processes. I’ve seen excellent candidates walk away from opportunities because feedback took too long or interview rounds dragged out. The businesses that move quickly and decisively are the ones winning the top talent.
My advice? Be clear about your values and culture. Offer genuine flexibility. And partner with recruiters who know the space inside out – not just in terms of role requirements, but candidate behaviour and market intelligence too.
The Role of Tech Going Forward
Technology and automation have already started reshaping HR and Reward – and that’s only going to increase through 2025 and beyond. Clients are streamlining onboarding, enhancing internal systems and leaning on tech more than ever. But it’s not the full answer.
You still need that human understanding. AI might help filter CVs, but it can’t tell you what motivates someone, or how well they’ll gel with a team. That’s why specialist recruitment is still so important – we help bridge that gap.
HR will keep evolving into a more strategic business function, and we’re likely to see more FTC and interim hiring as companies stay flexible. Those who adapt quickly, offer value beyond salary and maintain a people-first mindset will be the ones that thrive.
Evette van Est, Senior Business Manager, HR & Reward – Manchester & the North
Evette is a Senior Business Manager for Portfolio HR & Reward, working with clients across Manchester and the North. With a sharp focus on specialist roles in HR, Reward and L&D, she helps businesses connect with experienced professionals who can drive real strategic impact.