Marketing and advertising professionals working in London are calling for more help from businesses with childcare and food costs, insisting perks that were once seen as “nice to haves” are now more essential than big pay days as the cost-of-living crisis continues to bite.
So says a study by international recruitment firm Robert Half, whose latest Salary Guide – exploring evolving pay expectations, and the importance of emerging perks and benefits across all industry sectors – reveals that family-friendly packages are becoming a critical factor for all London professionals.
In fact, with more and more firms cracking down on working from home, 43% of professionals say access to on-site childcare provisions would influence their decision to stay with an employer or accept a new job.
Robert Half insists these findings highlight the increasing demand for employers to provide practical solutions that help employees balance work and family responsibilities, particularly in London where childcare costs are among the highest in the country.
With the National Day Nurseries Association (NDNA) revealing a 15% average increase in nursery fees earlier this year, workers are putting more pressure on employers to help them balance the costs.
With the cost-of-living crisis continuing to squeeze household budgets, nearly two-thirds (64%) of professionals in the capital also said that access to meal vouchers would influence their decision to move jobs.
This benefit is particularly appealing in London, where food prices and lunch costs remain among the highest in the UK. For many employees, meal vouchers represent more than a perk, they provide tangible financial relief and help maintain a healthy work-life balance by reducing everyday expenses.
As employers look for ways to support staff and attract new talent, offering meal vouchers can be a cost-effective solution that delivers immediate value to staff. Combined with other practical benefits such as childcare support, these initiatives demonstrate a commitment to employee wellbeing and can significantly strengthen attraction strategies.
Robert Half market director Phil Boden commented: “There is a clear shift in what London professionals value most from their employers. With rising costs continuing to impact households, employees are looking beyond traditional pay rises for benefits that deliver real, everyday support.
“Meal vouchers, for example, are no longer seen as a nice-to-have, they’re becoming a deciding factor for nearly two-thirds of workers in the capital. At the same time, childcare support remains a priority, particularly as nursery fees rise.
“These findings underline a broader trend: perks that were once considered optional are now essential for attracting and retaining talent.
“Employers who invest in these benefits demonstrate a genuine commitment to employee wellbeing. In a competitive market, this approach doesn’t just help businesses stand out, it builds loyalty, engagement, and resilience across the workforce.”
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