The real-pay recovery in context
Published on 18 July 2024, the bulletin reported regular-earnings growth of 5.7% for March to May 2024. After adjustment using CPIH, regular pay grew by 2.5% annually. Those figures described average earnings and a particular inflation measure; they were not estimates of the financial position of every household or the reward available in every role.
Improved average purchasing power can coexist with a candidate rejecting an unsuitable commute, uncertain hours or limited progression. Our interpretation is that recruiters should keep examining the complete employment proposition. A national earnings improvement is useful background, but it does not remove the need to understand what a move changes for the person considering it.
What makes this offer work for this person?
Revisit the candidate’s priorities before presenting an offer, especially if the process has taken time. Confirm the actual hours, work location, benefits and development commitments that the employer has approved. If the advertisement used broad language about flexibility or progression, clarify what it means in practice so the eventual decision is based on a consistent account.
For employers, evidence about declined offers is most useful when reasons are recorded with enough structure to distinguish pay from other factors. Do not force every withdrawal into a salary category. A short, relevant explanation can reveal a role-design issue, slow decision-making or an expectation that was never agreed during the briefing stage.
Record the whole candidate proposition
Key Med can support candidate engagement, interview coordination and offer-stage administration under client instructions. A support team can confirm outstanding questions, maintain a decision log and ensure authorised package details reach the candidate consistently. It can prepare anonymised themes for the hiring team without negotiating beyond its mandate or promising benefits the employer has not approved.
A focused pilot can follow one campaign from first conversation to final decision, checking where the stated proposition changes. Review handover gaps as well as outcomes. This gives the employer a clearer account of the candidate experience and a better basis for adjustment, while avoiding any claim that an average real-pay rise guarantees stronger recruitment results.
The source material
- Labour market overview, UK: July 2024 ↗Office for National Statistics · 2024-07-18
Contains Office for National Statistics information licensed under the Open Government Licence v3.0.
Retrospective briefing · Published 4 November 2026. Historical figures and measures describe their period; consult current official guidance before acting. This article provides operational context. Legal, immigration, clinical and financial decisions need the responsible organisation’s qualified advisers.
