Managing Pay Expectations: Insights for Employers & Candidates

In 2026, managing pay expectations has become one of the most challenging, and defining, aspects of recruitment. Employers are balancing tighter budgets, rising operational costs, and long-term workforce planning, while candidates are navigating cost of living pressures, evolving benefits packages, and shifting perceptions of what “competitive pay” really means. Getting pay conversations right is no longer just about salary figures; it’s about transparency, alignment, and trust on both sides of the hiring process.

Pay expectations are now shaped by more than job titles or years of experience. In 2026, they are influenced by economic uncertainty, flexible working norms, AI-driven productivity changes, and increased access to salary data.

For employers, failing to manage pay expectations early can lead to:

• Prolonged vacancies and lost productivity
• High drop-out rates late in the hiring process
• Offer rejections that damage employer brand

For candidates, unrealistic expectations can result in:

• Missed opportunities that would otherwise be strong career moves
• Frustration and fatigue during prolonged job searches
• Poor long-term fit when salary outweighs role substance

Managing pay expectations in 2026 is therefore critical to sustainable hiring outcomes.

Several key factors are shaping pay expectations this year:

Economic realism meets transparency; While inflation has stabilised compared to previous years, many candidates still expect “catch-up” salary increases. At the same time, employers are under pressure to demonstrate financial responsibility and long-term stability.

Access to (sometimes misleading) salary data; Salary benchmarking tools and online job boards have increased transparency, but they don’t always reflect role scope, regional variation, or total reward. According to the Office for National Statistics, median earnings growth has varied significantly by sector and region, reinforcing the need for context rather than headline figures.

Total reward over base salary; Benefits such as hybrid working, pension contributions, learning budgets, and wellbeing support are now central to pay conversations – not optional extras.

Employers who are succeeding in 2026 tend to share a few common approaches:

• Define salary bands clearly before roles go live
• Communicate total reward packages, not just base pay
• Align hiring managers early to avoid mixed messages
• Use market data as a guide, not a promise
• Be honest about budget constraints and progression timelines

At Sammons, we regularly see that early transparency leads to stronger engagement and faster hiring outcomes – particularly across professional and specialist markets we serve.

For candidates, managing pay expectations in 2026 is about balancing ambition with long-term career value.

Strong candidates are:

• Researching realistic market ranges for their location and sector
• Considering role scope, progression, and stability alongside salary
• Open to structured salary reviews rather than immediate top-end offers
• Clear on their “must-haves” versus “nice-to-haves”

A higher salary doesn’t always equal a better move. The most successful placements often come from candidates who understand where flexibility exists – and where it doesn’t.

A good recruitment partner acts as a translator between employer constraints and candidate expectations.

From a team perspective, our consultants often support pay discussions by:

• Providing real-time market insight, not outdated benchmarks
• Advising on role design to justify salary levels
• Coaching candidates on positioning and negotiation
• Helping employers communicate value beyond salary

You can learn more about how our teams support clients and candidates on our About Sammons page and meet the specialists involved via Meet the Team.

1. What does managing pay expectations in 2026 mean for employers? It means setting realistic salary ranges, communicating total reward clearly, and aligning pay with long-term business sustainability – an approach Sammons actively supports with clients.

2. Are salaries still increasing in 2026? Increases are more selective. Growth depends heavily on sector, skills scarcity, and location, particularly across the South East.

3. How can candidates benchmark salaries accurately? Use multiple sources, consider regional variation, and speak with recruiters who understand real-time market conditions rather than relying on headline figures alone.

4. How does Sammons help manage pay expectations? Sammons provides market insight, honest guidance, and structured support to align employer budgets with candidate expectations from the outset. 

5. Should employers advertise salaries in 2026? Yes, where possible. Transparency improves applicant quality and reduces mismatched expectations later in the process.

6. Is total reward more important than salary now? For many professionals, yes. Flexibility, pensions, and development opportunities often outweigh marginal salary differences.

7. How can businesses in East Sussex and Surrey stay competitive on pay? By offering clarity, progression pathways, and strong workplace culture alongside fair, market-aligned pay structures.

Managing pay expectations in 2026 is about honest conversations, informed decisions, and long-term thinking. Whether you’re hiring or considering your next move, the right guidance can make all the difference. If you’d like support navigating pay expectations, market insight, or hiring strategy, speak to our teams on 01252 727887 (Farnham), 01424 723723 (Hastings), 01277 268 988 (Pensions), or email enquiries@sammons.co.uk.