73% of young workers feel comfortable negotiating their salary
Totaljobs' latest research found that 4 in 10 under-30s plan to job hunt this year with many seeking higher pay. As a result, employers need to come to salary discussions prepared for negotiations with young professionals.
Key takeaways
- 44% of under-30s plan to job hunt in 2025, with 1 in 3 seeking higher pay
- 65% of candidates under 30 avoid applying for roles without salary information
- 73% of young workers feel comfortable negotiating their salary
- 71% of workers under 30 are comfortable sharing their salary with their peers
With older employees retiring and skills gaps widening, employers are facing increased pressure to attract and retain the next generation of talent. The demand for skilled professionals is growing, yet the pool of young workers remains relatively small, creating a highly competitive hiring landscape.
Beyond the ability to attract younger talent, retention is equally crucial. Our research reveals that 44% of young people under 30 plan to find a new role in 2025, with 1 in 3 seeking higher pay and 1 in 4 prioritising work-life balance, training, and career growth opportunities.
To help employers navigate these challenges, we’ve conducted an online survey of 1,000 workers under 30 to understand their salary expectations, negotiation habits, and generational attitudes toward pay.
Download our factsheet to learn how to:
- Stand out to younger talent by adapting salaries in line with expectations and skills while staying within budget
- Sharpen your attraction and retention strategy with actionable steps to bolster your benefits packages
- Close the gender pay gap by understanding the measures you can take to negotiate fair compensation with younger employees
Young candidates are confident they know their worth
Gen Z jobseekers are entering the workforce with a strong sense of self-worth and a clear understanding of what they expect to earn.
Our research found that 89% of workers under 30 believe they know how much they should be earning, a striking level of confidence that sets them apart from previous generations.
In addition to this, 71% of young professionals feel comfortable discussing their salary with peers and 82% say discussions with colleagues help them make salary negotiations. In contrast, just 60% of workers over 30 are happy sharing their salary information.
This willingness to be transparent about earnings appears to be driving a cultural shift in workplace conversations, increasing accountability for fair pay and pushing employers to be more open about compensation structures.
The gender divide in salary confidence
Despite this overall confidence among Gen Z talent, gender disparities persist when it comes to salary expectations and negotiation habits. Our findings show that:
- 42% of young men say they know how much they should be earning “very well”, compared to just 31% of young women.
- 79% of young men feel comfortable negotiating their salary, while only 67% of young women say the same.
These findings align with our previous research on ageism in the workplace, which suggests that young women are more likely than their male counterparts to doubt their experience and hesitate to negotiate.
Moving forward, employers should be mindful of these differences and actively work to create a more equitable hiring and negotiation process that empowers all candidates to advocate for fair pay.
Learn how to overcome age bias and bolster your hiring in our report The Age Advantage.
Workers under 30 feel more confident negotiating pay
The days of avoiding salary discussions are over. Young professionals aren’t just aware of their worth, they are also confident and prepared to negotiate for it.
Our research found that an impressive 73% of workers under 30 feel comfortable negotiating their salary, and this confidence is informed, not misplaced.
Young jobseekers are strategic in their approach, with 76% relying on online sources to determine fair pay. These include:
- Salary comparison websites
- Salary information on job ads
- Salary calculation tools, such as the Totaljobs salary checker
As a result, employers should be prepared for young candidates who have done their research and are ready to discuss pay in detail during hiring conversations.
Young workers feel more comfortable asking for a pay rise
Negotiations don’t finish once an employee has accepted a role and completed their onboarding. Our research shows that, on average, UK workers expect a 4.5% pay rise this year.
Young employees are also demonstrating confidence in this area. We found that 67% of workers under 30 feel comfortable asking for a pay rise. In contrast, just 56% of workers over the age of 30 express the same confidence.
Candidates are ready to ask for more
With 74% of young workers feeling that entry-level salaries are lower than they expected, it should come as no surprise to employers and recruiters that the next generation of talent are prepared to negotiate.
As a result, in addition to feeling confident and prepared to negotiate salary and pay rises, young professionals are also demonstrating strategic thinking.
We found that 61% of workers under 30 ask for a higher salary upfront when negotiating their pay, with the goal of allowing more room for discussion in salary conversations.
Confidence in skills and experience
Beyond salary research, young professionals believe in their own abilities and see their skills as strong leverage for negotiating pay.
When asked why they feel justified in asking for higher salaries, young workers cited:
- I know my skills and experience justify a higher salary (45%)
- I have clear examples of my achievements (34%)
- I have successfully asked for and received a pay increase before (26%)
- There is strong demand for my role in the job market (25%)
Employers can entice young talent with clarity and flexibility
While salary remains the number one driver for jobseekers, benefits and workplace flexibility are also major factors in a successful recruitment process.
Our research found that 63% of young candidates would accept a lower salary if it came with additional benefits. This aligns with previous research which show that 66% of workers would trade a pay rise for their most desired benefit.
We found that the most attractive perks for young professionals include:
- Flexible working hours (44%)
- Additional annual leave (43%)
- Remote or hybrid work options (39%)
Furthermore, certainty and job security are strong motivators, with:
- 38% valuing job stability
- 41% wanting a clear promotion path within 12-24 months
In light of these findings, employers who provide transparency on career progression and offer flexible working arrangements will have a significant advantage in attracting Gen Z talent.
Transparency is key to keeping young talent engaged
Attracting young talent with competitive salaries and benefits is just the first step. Keeping them engaged and motivated is just as important.
With 1 in 3 UK workers actively seeking new roles in 2025, retention strategies should be focused on long-term career growth and clear salary progression.
For workers under 30, transparency is non-negotiable:
- 88% want clear career progression and salary growth opportunities.
- 88% expect performance-based salary increases within the first year.
- 87% believe job ads should clearly state salary ranges.
Download our factsheet for actionable tips to attract young talent.
About the research
Based on over 17M job ads in 23 industries, our salary research looks at advertised salaries and benefits across the UK to help businesses benchmark their offer. Additionally, our survey of 3,000 UK workers offer a candidate perspective; revealing salary and benefit satisfaction per industry, the most sought-after benefits and other job factors that attract candidates. Within our salary research, we looked at how younger talent feels about salary negotiations and conducted additional research among 1,000 under 30-year-olds to understand the differences between younger and older generations.
All surveys were conducted online and the survey of 1,000 under 30-year-olds was undertaken between 18th and 21st February 2025.