The best candidates hold the cards. They’re highly skilled, in demand, and often weighing up more than one offer. That means “competitive salary” isn’t enough to seal the deal.
If you want to attract and secure the very best, you need to think about the whole package. Our latest research shows that professionals across London aren’t simply looking at pay. They’re looking at how a role fits their ambitions, lifestyle, and values.
Here’s how to go beyond the obvious and build offers that genuinely stand out.
Step 1: Define what you really need
Many employers start with a list of skills, but the best matches go deeper. Ask yourself:
- What behaviours will help this person succeed in your team?
- What leadership or collaboration style fits with your culture?
- How should this role evolve in 12–24 months?
Top candidates want clarity. When you can describe who you’re looking for, not just what they’ll do, your offer feels more purposeful and attractive.
Step 2: Understand what top candidates value in London today
From our conversations and Salary Survey data, here’s what’s resonating most with professionals in London right now:
- Flexibility that saves time and money: Hybrid is expected, but the detail matters. Compressed hours, flexible start times, or commuter support can tip the balance.
- Support with real costs: In a city where transport and housing are expensive, benefits that ease day-to-day pressure like enhanced leave, health cover, wellbeing allowances, travel contributions go a long way.
- Visible growth opportunities: High performers ask, “What’s next?” A clear progression pathway can outweigh a slightly higher offer elsewhere.
- Culture and values that align: Candidates look for authenticity. If you promote wellbeing, they want to see it in practice, not just in the handbook.
Step 3: Signal seriousness in your process
Top candidates notice the details. A slow or vague process can make them question how your business really operates. Some common signals they pick up on:
- Speed: Do you move quickly between interview and offer?
- Clarity: Are responsibilities, benefits, and flexibility clearly explained?
- Transparency: Are you open about progression, culture, and expectations — or hiding behind generic promises?
Step 4: Let candidates shape their package
One size no longer fits all. Increasingly, employers are winning candidates by giving them choice. This level of personalisation shows trust and respect both highly valued by top professionals:
- A “menu” of benefits where they pick what matters most (extra leave, health perks, training allowance).
- Flexibility to swap elements e.g. trading a bonus for more annual leave.
- Conversations in the interview stage that ask: What would make this role work best for you?
Step 5: Keep your package evolving
The London market moves fast. Packages that looked competitive two years ago can quickly feel outdated. Build in regular reviews to ask:
- How do we benchmark against other London employers?
- What feedback are we hearing from recent hires or rejected candidates?
- Which benefits are actually used and which go unnoticed?
Your action checklist
To start strengthening your packages today:
1.Define your ideal candidate profile. Skills, behaviours, long-term fit.
2.Benchmark against London data. Don’t rely on national averages.
3.Audit your benefits. Are they practical, valuable, and up to date?
4.Review your process. Speed, clarity, and transparency matter.
5.Add flexibility and choice. Let candidates tailor their package.
The best candidates are choosing a future that balances salary, progression, lifestyle, and values. When you design packages with this in mind, you’re not only more likely to attract top talent, but you’re more likely to keep them.
At Crone Corkill, our Salary Survey insights give you the data to benchmark competitively in London, and our consultants work with you to design offers that go beyond the payslip. Winning top talent isn’t about offering “enough.” It’s about offering what really matters.