The UK recruitment market continues to be very competitive, and to ensure access to the best candidates, employers are having to make themselves more attractive from the beginning. Rising costs and competition for talent mean retention is especially valuable to companies. The recruitment process is becoming more of an experience for candidates and people are critically assessing companies’ hiring processes and evaluating employers based on their "performance". Potential hires are looking to see whether a company aligns with their values and shows that it cares about its employees.