The FMCG job market has changed dramatically. The days of companies holding all hiring power are long gone. Today, top talent - especially in commercial roles, has more options than ever before.

This shift means that if your hiring process isn't fast, competitive, and aligned with candidate expectations, you're going to struggle to attract and retain the best talent. Why? Because hiring in FMCG is now a numbers game - candidates are constantly presented with new opportunities, and they're making decisions based on speed, salary, flexibility and career progression.

Here's why top FMCG candidates are hard to secure - and what you need to do to stand out.

Candidates Are in Multiple Hiring Processes at the Same Time

The job market is still candidate-driven, particularly for high-demand roles in FMCG sales, marketing, and commercial teams. Top candidates aren't just being approached with one compelling opportunity, therefore, they are: 

• Juggling multiple interview processes at once

• Receiving offers from multiple companies simultaneously

• Choosing companies based on speed of process, salary, and flexibility

If your hiring process is slow, or if you expect candidates to wait weeks for an offer, you're already losing the best talent to faster-moving competitors.

Candidates Have More Choice Than Ever Before

The FMCG industry remains a candidate-led market. This means skilled professionals hold the power- they can afford to be selective, negotiating higher salaries, better benefits, and more flexibility.

Employers who assume top talent will wait for them are making a critical hiring mistake. If you're offering below-market salaries, lack progression opportunities, or have a rigid hiring process, candidates will simply move on.

How to Stand Out:

• Speed up your hiring process - top candidates won't wait weeks for an offer

• Ensure salaries are competitive - lowballing will cost you great talent

• Highlight career growth - candidates want clear pathways for promotion

AI Has Changed How Candidates Apply for Jobs

Advancements in AI-driven job search tools mean that candidates can now apply for multiple roles simultaneously with minimal effort. Automated job applications, CV

optimisers, and AI-assisted cover letters allow top talent to be in dozens of hiring processes at once.

 What does this mean for FMCG employers?

• Your competition has expanded - you're no longer just competing with direct competitors, but with every company hiring for similar roles

• Candidates are applying at scale, meaning you need to respond quickly before they commit elsewhere

• A strong employer brand is essential - if your Glassdoor reviews or company culture are lacking, candidates will move on. 

How to Stand Out: 

• Make your employer brand visible - candidates research your company before applying

• Streamline your hiring process - remove unnecessary steps that slow down recruitment

• Use AI-driven recruitment tools yourself to match top talent before competitors do

Remote Work Has Expanded the Talent Pool

Remote work in FMCG has completely changed how candidates evaluate job opportunities. In the past, a commercial candidate based in Manchester might have been limited to regional FMCG roles. Now? They can work for a London-based or even an international FMCG company without relocating.

This means:

• You have a much larger talent pool, but your candidates have far more options too

• Candidates expect remote or hybrid work options - if you don't offer flexibility at all, they'll find a company that does

• Location-based salary constraints no longer apply - you can hire talent from anywhere, but you also need to match competitive salaries from larger markets

How to Stand Out:

• Offer hybrid or remote work - this is now a deal-breaker for many candidates

• Expand your talent search - look beyond your immediate location

• Be flexible with salaries - top candidates will compare your offer with roles across the UK

Loyalty Has Decreased - Candidates Prioritise Career Progression

Gone are the days of 10-year stints at one company. Today's FMCG professionals are more strategic about their career moves. If your business doesn't offer clear career progression, they won't stay long, no matter how great the company is.

• FMCG candidates now change jobs every 2-3 years to maximise salary growth

• They prioritise career acceleration over company loyalty

• If progression isn't available, they will leave for a competitor

You might have outdated expectations if you still expect long-term commitment as a given without offering genuine career progression. Maybe you're a start-up and the progression won't be there immediately, that's totally ok, but be comfortable with the fact that until a progression path starts to develop, your opportunity might just be a stepping stone for someone.

How to Stand Out:

• Be transparent about career growth opportunities - top candidates need to see a path forward

• Offer learning and development programs - candidates are looking for growth

• Conduct regular salary reviews - if you don't, your competitors will

And on that final point … don't fall into the trap of only raising an employee's salary as a counteroffer when they've been offered another job … more often than not, once an employee gets offered another job, they have mentally left already. Make sure their salary reflects their value and the market throughout their career with you.

How to Make Your Opportunity Stand Out

With thousands of FMCG jobs available, your role needs to cut through the noise. The best candidates have multiple offers, so you must be proactive in making your opportunity the most attractive one.

What FMCG Candidates want in 2025:

• Competitive salary - keep up with inflation and market rates

• Flexible work arrangements - hybrid or fully remote options

• Clear career progression - a structured path for promotions

• Fast, efficient hiring process - candidates don't wait for slow employers

• A strong employer brand, positive reviews, and a great reputation

What will Make You Lose Top Talent:

• Long, drawn-out hiring processes - if it takes weeks, you've already lost them

• Rigid salary structures - lowballing is a major turn-off

• Lack of flexibility - if hybrid work isn't an option, many candidates will pass

• No clear career progression - top candidates are looking for growth

Final Thoughts: Are You Keeping Up?

The FMCG job market is a numbers game, and candidates have more options than ever before. If you want to hire top talent, your hiring process, salary offers, and career progression opportunities must be aligned with market expectations.

Companies that fail to adapt to this fast-moving, candidate-driven market will continue to struggle to attract and retain top professionals. But those who act quickly, offer competitive compensation, and prioritise flexibility will win the battle for top FMCG talent.