In the competitive UK job market, a generic "benefits package" is no longer enough to attract top talent. To stand out, you need to understand exactly what your ideal candidates value most. A/B testing, a method of comparing two versions of a job ad to see which performs better, allows you to move beyond guesswork and use data to pinpoint which perks are most effective at driving applications from the right people.
A/B testing is a powerful but simple process. You create two versions of a job ad, changing only one variable, and then measure which version gets a better response.
Isolate a Single Variable: The key to an effective test is to change just one element at a time. This could be a specific perk (e.g., "enhanced pension" vs. "private health insurance"), a change in wording (e.g., "flexible working" vs. "hybrid work model"), or the placement of the benefits information within the ad.
Run the Test on the Same Audience: To ensure a fair comparison, both versions of your job ad must be shown to a similar audience over the same period. Many job boards and recruitment platforms have built-in A/B testing features that can help with this.
Measure the Right Metrics: Don't just look at the number of clicks. Track key recruitment metrics like the number of qualified applications, the quality of hire, and the conversion rate from application to interview. This tells you which ad attracted the best talent, not just the most talent.
Recent data from the UK reveals that while salary remains important, candidates are prioritizing benefits that support their financial security, wellbeing, and work-life balance.
Work-Life Balance and Flexibility: This is now a non-negotiable. Candidates want flexible working hours, remote or hybrid work models, and a culture that actively prevents burnout. Studies show that candidates would often forgo a pay rise for more flexibility.
Health and Wellness: Beyond basic private medical insurance, UK candidates are increasingly seeking benefits like dental insurance, enhanced mental health resources, and financial allowances for home office equipment or commuting.
Career Development: In a fast-changing job market, employees want assurance that their skills won't become obsolete. Perks like paid-for external learning, professional development funds, and clear career progression paths are highly valued.
Once you have the data from your A/B tests, you can use those insights to build a winning recruitment strategy.
Optimize Your Ad Copy: Use the language and benefits that your A/B tests showed were most effective. For example, if "flexible hours" got a higher response than "hybrid model," use that phrasing.
Tailor Your EVP: The data can inform and refine your entire Employee Value Proposition (EVP). Use the results to build a benefits package that is genuinely compelling to your target audience, not just what you think they want.
Benchmark Against Competitors: Your data provides a clear picture of what's working for you. You can then use this information to see where you have a competitive advantage and highlight those benefits even more prominently in your ads. .
