How Do You Attract Great HR Candidates in Today’s Market?
Understanding what today’s HR professionals value — and how to position your organisation to attract them
The HR market has changed dramatically over the past five years. The pandemic accelerated the evolution of the HR function from policy gatekeeper to strategic business partner. Today, great HR candidates are in high demand, and they’re no longer moving for salary or job title alone.
They’re looking for purpose. Influence. Flexibility. And most importantly: cultural alignment.
In a talent-short market, where competition for senior and strategic HR professionals remains fierce, employers must do more than advertise a job. You must clearly articulate the why behind your opportunity and engage with candidates in ways that reflect your values.
What HR professionals want in 2024 and beyond
According to CIPD surveys and insight from our own network, the top five motivators for HR candidates considering a move are:
Strategic influence: The ability to shape direction, not just implement policy
Leadership alignment: Working with leaders who genuinely value HR’s role
Flexibility: Autonomy over when, where and how work is done
Growth potential: Clarity on how they can develop and grow
Cultural purpose: Joining a business that lives its values, not just states them
Interestingly, salary comes further down the list — provided these core motivators are met. In fact, a 2023 McKinsey study found that HR professionals were 3x more likely to leave a role due to misalignment with company culture than salary dissatisfaction.
Why traditional attraction strategies fall short
Job boards, generic LinkedIn ads, and internal referrals have their place — but they won’t consistently attract strategic HR talent. That’s because most great HR professionals:
Are not actively job-seeking
Are highly values-driven
Require meaningful engagement to consider a move
We often see employers make the mistake of posting a role without a clear EVP (Employer Value Proposition), leading to poor engagement and weak shortlists.
How The HR Recruiters help you stand out
We specialise in presenting HR opportunities in a way that speaks directly to what HR professionals care about.
We define your value: Through our intake and culture fit process, we understand the lived reality of your organisation — and what makes it a compelling place to work.
We write with purpose: Your job description becomes a narrative, not a checklist. We articulate what success looks like and why the role matters.
We engage passives: Over 70% of our placements come from candidates who weren’t actively looking. They respond to the way we position your opportunity.
We represent you well: From briefing to interview, we act as brand ambassadors, ensuring candidates are engaged, informed, and respected throughout.
What today’s candidates are saying
Here are some recurring comments we hear from top HR candidates:
“The job spec didn’t tell me how the role fits into the wider business.”
“I want to know if the leaders really live the values they talk about.”
“Flexibility isn’t just about remote working — it’s about trust.”
“I’ll take a pay cut to work in a values-driven culture.”
When you meet these expectations head-on, your organisation moves to the top of their list — even if they weren’t planning to leave.
Key attraction strategies for employers
Position the opportunity clearly — What’s the purpose of the role? What’s the legacy you want this person to build?
Promote leadership alignment — Candidates want to know they’ll be supported by the C-suite.
Be transparent about challenges — The best candidates appreciate honesty over polish.
Offer meaningful flexibility — Focus on outcomes over hours and presenteeism.
Show your culture, don’t just tell — Share stories, values in action, and lived experiences.
Conclusion: Attraction is not marketing — it’s alignment
Attracting great HR candidates isn’t about shouting louder. It’s about speaking more clearly. Candidates today don’t want a perfect pitch — they want a real opportunity, led by people they believe in.
That’s why at The HR Recruiters, we lead with values, truth, and strategic positioning. Because when the right message meets the right candidate, recruitment becomes less about convincing — and more about choosing.
Need help attracting the right HR professionals?
We’d love to help. Let’s shape your message, share your values, and build the kind of HR team your culture deserves.
