Storm Clouds for Recruitment?

Why the National Trust Recruitment Freeze Doesn’t Come as a Surprise

The National Trust made headlines last week after announcing a recruitment freeze in response to a £10 million rise in costs. For me, it’s not surprising - and if I’m honest, it’s exactly what I feared might happen after the Labour government set out its budget last October.

The increase in national insurance contributions, along with the rise in the national living wage, was always going to impact employers. And while these changes are designed to support workers (and rightly so), it’s clear that organisations - especially charities and public sector bodies - are feeling the pressure.

The Trust has pointed to higher pension contributions, pay, and insurance costs. They’ve also paused IT projects and are asking staff to cut back on travel and expenses. It’s a familiar pattern, and I think we’re going to see more of it.

The next three months will be telling

I expect we’ll get a clearer picture of where recruitment advertising is heading by early summer. From what I’m seeing already:

• Charities will be hit hardest. When consumer spending drops, donations tend to follow. Many charities are already working on shoestring budgets, and recruitment is often the first thing to pause.

• Businesses are getting cautious. I was speaking to a client just yesterday about a media proposal. A well-known job board had offered them an incredible deal—tons of extras, and the whole thing came in over £150k cheaper than usual. On paper, it looked great. But they turned it down. And I completely understood why.
  
  When recruitment is slowing, and you’re uncertain about how much hiring you’ll need, why spend thousands on blanket listings to cover every eventuality? That kind of spend starts to feel like a spray-and-pray tactic—and in today’s climate, it’s a risk. Their industry was hit hard by COVID and they’re right to be cautious now.
  
  What they are focusing on is visibility, brand awareness, and getting the journey right. It’s not about volume—it’s about quality. That’s where the smart money is going.

• Recruitment advertising needs to work harder and smarter. Gone are the days of just posting jobs in all directions. If you’re hiring, it needs to be intentional. Clear messaging, targeted placements, and strong employer branding will do far more than a long list of job board credits.

So where does that leave us?

I work with a lot of in-house teams and small businesses, and I know how tough it is right now to balance cost and impact. If recruitment is going to be slower in the months ahead, then it makes sense to invest in the things that don’t disappear overnight - your brand, your message, and your presence in the market.

And if you're rethinking your approach, or just want a second opinion, I'm always happy to chat. No pressure, no fluff.

The National Trust might be one of the first big name to publicly press pause - but they won’t be the last. Let's just make sure we're ready.