Beyond Pay: A New Hierarchy of Needs for Candidates in 2026

For years, the blueprint for a desirable, fast-growing tech company seemed simple: install a ping pong table, stock the fridge with craft beer, and make sure the beanbags were brightly coloured. This was the currency of the employer branding "perks arms race," a competition to see who could offer the most surface-level fun. 

But the game has changed. For the UK's fast-growing tech companies, the fight for top talent is no longer being won with trendy Silicon Valley gimmicks. It's being won on principle.

Much like Maslow's heirarchy of needs, a psychological theory by Abraham Maslow describing human motivation through five levels of needs; today's talent are seeking a new, more meaningful contract with their employers to do their best work.

Based on insights from over 368,000 UK-based candidates on our platform in the last 12 months, a new hierarchy of needs has been cemented. Today's talent are looking past the superficial and seeking a new, more meaningful contract with their employers. If you're hiring in tech, these are the six non-negotiables your employer brand should try to address.

1. Flexibility & wellbeing (51% of candidates)

When candidates sign up to our platform, they share their three top priorities for their next role; and flexibility and wellbeing remains on top after three years. Candidates are seeking trust, autonomy, and a genuine respect for life outside of work. A company's ability to articulate its commitment to wellbeing can be a real competitive advantage.

2. Remote & hybrid work (76%)
Three-quarters of candidates are actively seeking or are open to fully remote roles. This is no longer a perk; it’s becoming a baseline expectation. Companies that fail to offer clear and attractive remote or hybrid options are shrinking their talent pool. This isn’t to say that all companies should operate remotely. But it’s worth understanding what the right flexibility balance is within your organisation. And then transparently detail your policies, and rationale if possible, to make it clear how (and where) business gets done.

At Welcome to the Jungle, we operate a company-wide four day work week, and have set days where teams are expected to come into the office. 

In an era built on collaboration, no one wants to be the smartest person in the room. Leverage testimonials and "Meet the Team" videos to showcase the talent you already have, attracting high-performers who want to learn from and build with the best. 

Professionals in the ever-evolving world of tech are acutely aware of the need to keep their skills sharp. They are looking for a clear path to development, not just a vague promise of a future promotion. Showcase stories of internal mobility, mentorship programmes, and investments in training to show that your company is a place where they can build a career, not just hold a job. 

One in three tech candidates is explicitly looking for work that has a tangible impact and purpose. For growing companies, this is a golden opportunity. You can offer a compelling mission and a direct line of sight between an employee's work and the company's success. This is where storytelling is key. Your employer profile is a canvas to share your founders’ vision and the problem you're solving, attracting candidates who are motivated by more than just a paycheque.

While salary is sixth on the list, it's the foundation upon which the other priorities are built. With a median minimum salary expectation of £50,000 on our platform, it's crucial to, at least, meet the market standard. Once that box is ticked, the real differentiators – culture, growth, and purpose – come into play. Our free salary benchmarking tool offers a live view of what candidates across roles and seniority are currently looking for.

The competition for the UK's best tech talent is fierce, but this insight makes it clear what candidates are looking for to thrive in work today. It's time to stop over-hyping your office snacks and start demonstrating your values. Welcome to the Jungle provides the tools to help you tell your authentic story and connect with the candidates who are ready to build the future with you.

Learn more about how we support companies of all sizes engage with more of the right talent – not just any talent – with our employer brand solutions. Or book a demo to see how we help you, from end-to-end find your people.