Marketers 'willing to reject pay rise if it hits wellbeing'

Marketing professionals are placing so much emphasis on wellbeing, purpose, and culture, that most claim they would even turn down a promotion if it risked their work-life balance, with more pay and prestige simply not enough anymore.

According to Michael Page’s 2025 Talent Trends report, 55% of global and 44% of UK marketing professionals are actively job hunting, driven by priorities such as wellbeing and work-life balance. However, many candidates are holding out for the right opportunity; one that aligns perfectly with these priorities.

Meanwhile, despite candidates actively looking and being open to opportunities, half of global hiring managers report struggling to fill roles over the past year. With businesses managing tighter budgets and the pressure to avoid costly mis-hires, both candidates and companies are taking a more cautious approach – creating what Michael Page calls a ‘wait-and-see workforce’.

The study suggests that the key to breaking this tension is clarity. Candidates today know exactly what they want and expect businesses to be upfront about policies on flexibility, wellbeing, and salary, ensuring they’re applying for the right role.

And, as businesses continue to take varying approaches to flexible policies and return-to-office strategies, clarity around work-life balance has become more important. Some 96% of UK marketers and 88% of global professionals now rank it as a top priority when thinking about work.

Marketers also want clear action and policies from leaders. The report reveals that 51% of UK marketers don’t trust their leaders to balance employee wellbeing with business performance, the impact of unclear or constantly-evolving policies is evident.

As a result, 27% of UK marketers and 31% of global marketers are actively considering leaving their current roles due to leadership decisions.

Michael Page associate director for marketing Becca Moore said: “Professionals today have a clear sense of what they want from the workplace: balance, wellbeing, and flexibility.

“Leaders who embrace transparency in these areas foster a culture where people can truly thrive – because clear, consistent communication around these priorities doesn’t just set expectations; it empowers employees to bring their best selves to work.

“In today’s competitive talent market, clarity isn’t just valued – it’s a key differentiator in attracting top talent: those who are actively seeking the right role but holding out for one that truly aligns with their values and motivations.”

Beyond wellbeing, marketing professionals are also increasingly motivated by purpose and culture. When considering a new role, 46% of UK marketing professionals cite purpose as one of the most essential factors, which remains high for global candidates too (35%). Alignment in values has also grown in importance, rising to 50% for UK marketers (up from 36% last year) and 41% of global marketing professionals (up from 36% last year).

However, while expectations have risen, internal cultures are not always keeping pace. Only 28% of UK marketing professionals feel they can be their authentic selves at work, rising to 35% globally. Similarly, only 34% of UK workers view their workplace as inclusive, compared to 27% globally. The report highlights that businesses with clear cultural policies and mission statements will have a competitive edge in attracting top talent.

In addition, AI adoption is also becoming a mainstay across the marketing profession, with 74% of global marketing professionals and 66% in the UK now using AI in their work. This is no longer experimental tech: 85% of global marketers now use AI weekly, and 40% daily, embedding it into daily routines and creative workflows.

Even so, as usage increases, marketing professionals are calling for greater support and training. In the UK, 67% say they haven’t been adequately prepared by their employer to use AI effectively – a view shared by 63% of professionals globally.

Additionally, more than half (56%) of UK marketers report they haven’t been given access to AI tools through their workplace. As AI reshapes roles and workflows, clarity around strategy and investment will be crucial to attracting and retaining digital-savvy talent.

Moore concluded: “In today’s market, candidates are prioritising certainty. Amidst a wait-and-see hiring landscape – where both hiring managers and candidates are being especially considered in their choices – the organisations winning the race for top talent are those that are transparent and decisive with their policies in areas such as AI, salary, and employee wellness. Clarity is no longer just important; it’s essential.”