Randstad Employer Brand Research 2025: What Top Sales Talent Wants (and How to Attract Them)

Are your top sales performers quietly eyeing the exit? Retaining and attracting elite sales talent is more complex than ever. It's no longer just about the commission.

We've delved into the latest insights from the Randstad Employer Brand Research (REBR) 2025 UK report to bring you a critical understanding of what truly motivates and retains sales and commercial professionals.

What is a non-negotiable for sales professionals

While a compensation package will always be important, the report reveals that employee priorities in the UK have remained stable over the past three years.

Work-life balance takes the lead 

This is not just a buzzword; "Work-life balance remains the top priority for the UK workforce". 

For professionals, whose roles can often be demanding and require long hours, the ability to maintain a healthy personal life is paramount. It’s also the leading reason employees leave their jobs. While 65% of UK employees are satisfied with their work-life balance, there's still ample room for improvement.

Tip for employers: Consider offering genuine flexibility, whether that's through remote or hybrid work options (22% of respondents indicate optional physical workplace presence), or by actively promoting a culture that respects personal time and sets clear boundaries. Some companies also offer core hours for greater flexibility.

Attractive salary & benefits (still crucial, but not everything)

"A significant gap exists between employee expectations and reality—only about half feel their salary and benefits needs are met".

For Gen Z, an attractive salary and benefits package is even the main factor for disengagement.

Tip for employers: Ensure your compensation packages are not just competitive, but clearly communicated and transparent. Regularly review market rates and consider the rising cost of living, as this is a significant reason for leaving a job.

Beyond compensation for sales talent

Beyond the foundational elements, the REBR highlights factors that differentiate employers and drive long-term engagement.

The power of training & development

"Gen Z stands out slightly by placing greater emphasis on good training and development".

In an ever-evolving sales landscape, where techniques, products, and customer behaviours constantly shift, continuous learning isn't a perk, it's a necessity. This is directly linked to employee satisfaction and retention, with 

"reskilling deemed important to 66% of the workforce".

Tip for employers: Invest in ongoing sales training (e.g., new sales methodologies, product knowledge, CRM proficiency, negotiation skills, leadership development for aspiring managers). Showcase how your company supports career growth through learning. 

Career progression for digital sales roles

"Those in digital roles value career progression over job security".

For modern sales, which increasingly relies on digital tools and strategies, clear career paths and opportunities for advancement are critical motivators. A lack of career growth opportunities is also a significant reason for Gen Z to move on.

Tip for employers: Map out clear promotion paths within your sales organisation. Implement mentorship programmes and provide opportunities for cross-functional experience or exposure to different sales verticals.

Feeling valued and recognised

REBR clearly states that feeling "undervalued or unsupported by my manager or team" is the top reason for feeling less motivated or engaged. Conversely, "feeling valued and supported by my manager or team" is a key driver for increased motivation for all generations except Gen Z (where growth opportunities take priority). This is particularly resonant in sales, where individual contributions are often very visible.

Tip for employers: Implement recognition programmes for sales achievements, both big and small. Provide regular, constructive feedback, and build a supportive sales leadership culture.

The "future-proofing" factor of AI and reskilling in sales

The world of work is changing, and sales is no exception. How your organisation addresses tech advancements and continuous learning can significantly impact attraction and retention.

Is AI a friend or foe? (mostly friend for sales)

"Gen Z and Millennials are leading the way in AI adoption".

Crucially, "AI usage is highest among digital talent" who "also hold a more positive outlook on AI's impact". For sales, AI is largely seen as a "tool for enhancement rather than a direct threat". Examples include CRM automation, lead scoring, and personalised outreach.

Tip for employers: Proactively demonstrate the benefits of AI to your sales teams. Invest in training your sales force on how to leverage AI tools to boost efficiency, identify leads, and personalise customer interactions, showcasing how AI can empower, not replace, their roles.

Reskilling for evolving sales roles

Reskilling is important to two-thirds of the workforce, and younger generations place greater importance on reskilling. The nature of sales is evolving, requiring new digital skills, data analysis capabilities, and more consultative approaches. Employees seeking new opportunities value reskilling programmes.

Tip for employers: Offer opportunities for sales professionals to reskill in areas like digital marketing, advanced analytics, new software proficiency, or specific industry knowledge. This not only retains talent but also ensures your sales force is equipped for future challenges. Pareto can help design and deliver these bespoke training programmes.

Partnering with Pareto for all things sales

Understanding these priorities is step one. Implementing them effectively to attract and retain top sales and commercial talent is where the real challenge lies.

At Pareto, we don't just find sales talent; we understand what motivates them. 

Our deep industry knowledge, combined with these crucial insights, allows us to:

• Leverage our expertise in commercial recruitment to connect you with candidates whose values and priorities align with your Employee Value Proposition (EVP).

• Our tailored sales training programmes can help you cultivate the in-demand skills your existing team needs to thrive, stay engaged, and perform at their peak.

Ready to transform your sales talent strategy?

Contact Pareto today to discuss how our recruitment and training solutions can help you build a high-performing and engaged sales team.