Is the Current Rural Employment Landscape Making You Reconsider Your Recruiting Strategy?
Strutt & Parker’s Rural Hub have released an article regarding the challenges on recruiting and retaining skilled workers. Farmers and land-based employers are entering a tighter labour market than ever, as wage growth elsewhere in the economy forces them to rethink how they attract and retain staff.
As I head up the rural recruitment desk here at MorePeople, I thought it would be beneficial to share my thoughts regarding the topic and what we’ve experienced whilst recruiting for the sector.
Rising wages across the wider economy are putting labour costs back in the spotlight for farmers and landowners.
Although many farming and land-based businesses are under financial strain, rising private and public sector wages and increases in the National Living Wage meaning employers are under pressure to keep up the pace.
Here are some of my thoughts on these challenges:
Wage escalation in competing sectors is creating pressure
Wages in the private and public sectors are rising by 3–5 %, and the National Living Wage increased by 6.7 % in April 2025 (to £12.21/hr). Agricultural employers without formal benchmarks (for example, in England, where the Agricultural Wages Board was dissolved) are finding it hard to set competitive pay scale increases.
Farm profit margins are squeezed
At a time when farming revenues are under pressure (because of rising input costs, lower commodity prices, reduced subsidy support, and climate risks), paying higher wages becomes a harder pill to swallow.
Other benefits and working environments count more than ever
Because wages are under such upward pressure, employers who lean solely on “pay increases” will struggle to compete. Non-monetary factors, such as accommodation, bonuses, career progression and a supportive workplace culture are critical to attract and retain rural talent.
Recommendations and forward planning
Many farm employers are considering aligning pay reviews with the government’s NLW review (i.e. moving wage reviews to 1 April) to capture market momentum.
Employers should use a mix of measurable rewards (wages, bonuses, accommodation) plus softer incentives (culture, training, recognition) to remain competitive.
As a recruiter in the rural sector, this shift highlights the need to frame roles not just on pay, but on stability, personal development, quality of life, and fit with rural mission.
What can we do in the recruitment industry?
Elevate the non-salary selling points. In your job ads and candidate conversations, emphasise lifestyle, job security, training pathways, culture, and unique rural perks.
Benchmarking & transparency. Help your clients in the agriculture sector understand current market pay trends (e.g. the 3–5 % rises elsewhere). We will shortly be releasing our Salary and Benefits Survey for 2025, drop me a message if you’d like a copy!
Package design. Encourage clients to combine compensation with benefits like quality housing, flexible schedules, performance bonuses, or career development plans.
Retention focus from day one. The “soft” side of management (listening, respect, clear vision) becomes a competitive differentiator in rural roles.
Forecasting & adjustment flexibility. Build in regular review points (e.g. mid-year) so employers can respond to market shifts.
As always, if you would like support in retaining talent within the rural sector, looking to hire or expand your team, or perhaps you are a candidate, on the look our for new rural opportunities. Whatever your position, please drop me a message and I’d be happy to support you.
