Job hiring trends: challenges and opportunities for employers

Where the market is now 

Sectors with the fewest applications per job listing 

These sectors are seeing lower application volumes per role, which may reduce competition between candidates but can also signal tighter talent pools for employers. 

Sectors such as farming & agriculture, education, sport & fitness, health, and skilled trades are seeing some of the lowest application rates. For business owners, this means fewer applications per role. With applications averaging 7–9 per vacancy, employers may need to ensure roles are clearly positioned and supported by alternative recruitment approaches, such as employee referrals. 

Sectors with the most applications per job listing 

These roles see the highest demand from job seekers, making hiring more competitive. 

On the other end of the spectrum, roles in cleaning, security, logistics, consulting, and science attract the highest number of applications, sometimes exceeding 40 per listing. While hiring in these sectors is more competitive, business owners benefit from access to a broader talent pool.

The key challenge lies in standing out to the right applicants and managing the higher volume efficiently to ensure that strong interest translates into quality hires and the best possible fit for your business. 

How job competition is changing 

Sectors where competition is rising fast 

Sectors with the biggest increase in average applications per job over the past 2 years indicate growing popularity or a tighter labor supply. 

Applications have risen sharply across several sectors, most notably animal care, policing roles within the police force, advertising, security, and PR. For business owners, this signals growing interest from jobseekers and a chance to connect with a broader pool of skilled candidates. 

However, with rising competition comes the need to act swiftly and be more strategic. Fine-tuning your recruitment process and ensuring your job listings stand out can help you attract and secure the right talent before competitors do. 

Sectors where competition is easing 

Sectors showing a decrease in applications per job over the past two years may be easier to recruit for now. 

Competition is easing in sectors such as social care, logistics, skilled trades, legal, and farming & agriculture, all of which have seen a noticeable drop in applications per role. 

With fewer applications to process, this can make recruitment more straightforward and give business owners a better chance of filling roles more quickly. It may also be an opportunity to attract candidates who perhaps previously overlooked these industries when competition was higher. 

Sectors seeing the lowest number of live roles 

Sectors with fewer live roles over the past year may be facing slower growth, which can make it harder for businesses to expand or take on new projects. 

Industries such as policing, security, animal care, travel, and insurance have all seen a sharp decline in live job listings over the past year. For business owners, this may signal slower sector growth or fewer opportunities to scale. However, it can also work to your advantage. With fewer roles competing for attention, your listings may stand out more to jobseekers actively looking for opportunities in these fields. 

Nick Thornhill, Direct and Partnerships Director at Hiscox, says: 

“Understanding the shifts in the UK job market is essential for business owners planning their recruitment strategy. While some sectors face higher competition for talent, others offer opportunities to hire more easily. By staying aware of these trends, businesses can be proactive, attract the right candidates, and ensure they’re well-positioned for growth in 2026 and beyond.” 

How to make your job listings stand out and attract the right candidates 

With more than 20 years of experience in people strategy, Nicola Weatherhead, VP of People at Totaljobs, understands what captures a candidate’s attention. She shares how to craft job listings that cut through the noise and attract not only more applicants, but also the right ones for your business. 

1. Are there common mistakes in job listings that turn potential applicants away? 

"Yes, and the good news is that most are easily avoided. One of the biggest deterrents for jobseekers is the lack of a listed salary. At Totaljobs, we’ve seen time and again that omitting salary information leads to fewer applications and reduces trust in the employer. Candidates also tend to skip over ads that use overly vague or confusing job titles or ones packed with internal jargon. 

“Another common mistake is overloading the listing with lengthy paragraphs and endless bullet points. Jobseekers typically scan ads quickly, so formatting is key. Think short sections, clear headings, and bullet points where appropriate. It’s also critical to avoid creating a 'wish list' of requirements that very few candidates can actually meet. Instead, separate must-haves from nice-to-haves. 

“Don’t forget about your tone. Ads that feel cold, generic, or templated often fail to resonate. You want to give candidates a real sense of your culture and mission. Finally, be mindful of biased or exclusionary language. Using terms like 'native English speaker' or 'energetic young team' may seem harmless, but they can deter applicants. Inclusive, well-structured ads are not just best practice. They get results." 

2. Do certain keywords or phrases tend to attract higher-quality applicants? 

"Absolutely. Language plays a major role in who applies and, just as importantly, who doesn’t. At Totaljobs, we’ve found that job adverts that use clear, purposeful language consistently attract more qualified candidates. Strong action verbs like 'lead', 'develop', 'deliver,' or 'manage' not only communicate responsibilities effectively but also help with search performance. 

“Industry-specific keywords and certifications such as 'ACCA', 'Scrum Master', or 'UX Design' are especially important for attracting applicants who meet specific skill criteria. Including these terms makes your advert more searchable and ensures it reaches the right people. 

“Right now, flexibility is a major draw. Phrases like 'remote working available', 'flexible hours', or 'hybrid work environment' increase engagement, especially with mid-career professionals and working parents. Likewise, many candidates are seeking purpose and development opportunities, so including terms such as 'career progression', 'training budget', or 'mentorship' shows you’re offering more than just a pay cheque. 

“Inclusive language is also vital. We always recommend avoiding gendered terms or cultural biases. Instead, use wording that makes everyone feel welcome. Ultimately, high-quality candidates gravitate toward roles that feel structured, meaningful, and inclusive. Your language should reflect that." 

3. Are there less obvious incentives that can help a small business stand out from larger employers?

 "Definitely. Many small businesses underestimate just how much of a competitive edge they actually have. While large organisations often dominate in areas like brand and benefits, small businesses can stand out by offering things candidates increasingly value. Flexibility, purpose, and human connection. 

“At Totaljobs, we’ve seen that flexible working options, whether that’s hybrid arrangements, flexible start times, or compressed hours, are now among the top decision-making factors for candidates. Small businesses are often far more agile in this space and can use that to their advantage. 

“Another strong differentiator is personal growth. Candidates want to feel like they matter. Highlighting opportunities for progression, exposure to decision-making, and hands-on responsibility can make your role far more appealing than a siloed position in a larger company. 

“We also encourage small businesses to highlight their unique culture. Do you offer volunteering days, wellness support, or training stipends? Even small, low-cost perks can show you genuinely care about your people. And don’t underestimate storytelling. Sharing real quotes from your team or a quick anecdote about company values makes your ad more authentic. 

“Your ability to offer flexibility, visibility, and meaningful work can often resonate more strongly than brand recognition or even base salary." 

Hiscox is a specialist insurer providing a range of business insurance policies designed to support small businesses and entrepreneurs. You can explore our business insurance cover or find out what protection you may need when hiring staff.

Methodology and sources 

We analysed Totaljobs’ hiring data from July 2023 to June 2025, comparing July 2023–June 2024 against July 2024–June 2025. 

* https://www.bbc.co.uk/news/articles/cpdjjp681p7o (external link)