More than a quarter (27%) of UK employers who tried to fill vacancies over the past year were ghosted by new hires who didn’t show up on their first day, according to new research from the CIPD and Omni RMS.
That’s not all. The CIPD’s latest Resourcing and Talent Planning report also found that 41% of employers saw new employees quit within the first 12 weeks. For businesses already struggling to find and keep talent, these trends are putting an added strain on their recruitment and retention strategies. With competition for skilled workers fiercer than ever, the report calls on companies to rethink their approach to hiring, onboarding, and engagement to prevent new hires from disappearing before they even start. Here’s what the CIPD and Omni RMS recommend and why these insights matter for your talent strategy.
WAR FOR TALENT HEATING UP
The employment market is more competitive than it’s been in years. In a survey of over 1,000 HR professionals in the UK, the data paints a challenging picture:
- 64% of employers who tried to recruit in the past year reported difficulties attracting candidates.
- 69% agree that competition for well-qualified talent has risen sharply.
- 56% say retaining talent has become more difficult, with public sector employers feeling this pressure even more intensely (71%).
These numbers have pushed more organisations to focus on retention, with 42% now prioritising efforts to keep employees; a marked increase from 29% in 2021.
REASONS FOR GHOSTING
Louise Shaw, Managing Director at Omni RMS, explains that ghosting is often linked to a lack of post-offer engagement. “We’ve seen a steady increase in ghosting as candidates receive poor communication or simply lose interest after accepting an offer. With so many counteroffers and other job opportunities available, candidates often make alternative decisions before their start date,” Shaw said.
Omni RMS has seen success by implementing strategies to keep candidates engaged during the onboarding phase, reducing ghosting and dropouts by 30%. For employers without dedicated internal resources, investing in engagement-focused tech and touchpoints can make a significant difference. “Keeping candidates engaged is critical, especially with the high cost and effort involved in attracting and onboarding new talent. Businesses simply can’t afford the losses that come from dropouts,” Shaw added.
TALENT RETENTION SOLUTIONS
To prevent early exits, the CIPD recommends that companies focus on creating a strong connection with candidates well before their first day. According to Claire McCartney, Policy and Practice Manager at the CIPD, “Engaging and retaining employees starts long before new hires walk through the door. During recruitment, employers should be transparent about their organisation’s values, purpose, and benefits –especially flexibility and work-life balance, which are top priorities for many candidates today.”
Employers that invest in consistent, open communication with prospective employees and set clear expectations are more likely to secure committed hires. McCartney highlights the importance of providing supportive onboarding experiences as well. “An informative induction helps new starters feel connected and supported, which significantly boosts their chances of thriving in their new role,” she noted.
FLEXIBILITY, PAY & PURPOSE MATTERS
To improve recruitment and retention, many UK companies are fine-tuning their employer brand. Among the top strategies:
- Flexible working: 35% of employers increased flexible working options to make roles more appealing.
- Competitive pay and benefits: 34% of employers boosted compensation to stand out.
- Values-driven messaging: Public sector organisations leaned into promoting organisational values (41%) over pay (16%).
These initiatives reflect a shift towards creating workplaces where employees feel valued and aligned with the mission of their organisation.
STRONGER ENGAGEMENT EQUALS BETTER RETENTION
The data is clear. Effective engagement, transparency, and onboarding are no longer “nice-to-haves” but essential elements of a resilient recruitment strategy. As Shaw puts it, “The stakes are high, and companies that don’t adapt will continue to lose out on the best talent.” In a job market that’s tilted in favour of candidates, businesses must double down on efforts to keep new hires interested and connected from the moment they sign an offer letter.
For HR leaders, this means taking a closer look at every stage of the hiring journey and ensuring candidates experience consistent engagement and clarity. As the economy shifts and the demand for talent grows, proactive onboarding and ongoing engagement may be the key to turning ghosted hires into long-term, loyal employees. With competition for skilled workers fiercer than ever, the report calls on companies to rethink their approach to hiring, onboarding, and engagement to prevent new hires from disappearing before they even start. Read the full report here.
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