The world of business support is undergoing a fundamental transformation. A cautious economic climate, coupled with rapid technological advancements, has created a market defined by new challenges and evolving expectations. For employers, successfully navigating this period of change is essential for attracting and retaining the skilled professionals who form the backbone of any successful organisation.
A climate of caution and opportunity
The hiring market for business support roles can best be described as cautious as we enter 2026. While economic uncertainty has led some businesses to pause permanent hiring, it has by no means brought recruitment to a standstill. Instead, we are seeing a more considered and strategic approach from employers.
Interestingly, this caution has fuelled a notable rise in demand for temporary and contract roles. As businesses navigate budgetary pressures and await greater economic clarity, many are turning to temporary employees as a flexible solution. This allows them to manage workloads and access specialist skills without the long-term commitment of a permanent hire.
Saying that, demand for certain roles remains robust. Positions like executive assistants (EAs) and office managers continue to be sought after, though the nature of these roles is changing. We have also seen a slight resurgence in receptionist roles for the first time since the pandemic, as more companies encourage a return to the office.
The evolution of the business support professional
One of the most significant trends is the evolution of the business support role itself. Gone are the days of siloed administrative functions. Today, employers are seeking multifaceted professionals who can bring a diverse range of skills to the table, effectively blending traditional responsibilities with more technical and analytical tasks.
Rise of the hybrid skill set
We are witnessing the amalgamation of job descriptions. A receptionist may now be expected to possess strong Excel skills for data entry and reporting. An administrator might be tasked with leveraging AI tools for basic marketing functions. This shift reflects a move towards more specialised, ‘hybrid’ roles where individuals are expected to add value across different business functions.
The impact of AI and automation is a key driver behind this change. As routine, process-driven tasks become automated, the need for general, low-level admin jobs has diminished. Customer service roles, for example, have been affected by the rise of AI chatbots handling initial enquiries. Consequently, the value of a business support professional is increasingly defined by their ability to perform more complex, analytical, and strategic tasks that technology cannot yet replicate.
A widening skills gap
This evolution has created a potential skills gap. While the market has a greater number of jobseekers, employers are less open to hiring based on transferable skills alone. In previous years, an applicant with the right attitude and potential might have been trained on the job. Now, with a larger talent pool to choose from, companies feel they can wait for the ‘perfect’ person who already possesses the exact combination of skills required.
Those who are proficient in data analysis, are adept with Excel, or have experience with emerging AI technologies hold a distinct advantage. For employers, this means that while the talent pool may seem larger, finding individuals with the right blend of traditional administrative competence and modern technical ability remains a challenge. Professionals who wish to remain competitive must focus on continuous upskilling to meet these new demands.
The great disconnect: salary vs. flexibility
Perhaps the most prominent challenge in the current market is the growing misalignment between what employers are offering and what jobseekers expect, particularly concerning salary and workplace flexibility.
Salary expectations vs. market reality
Across the board, salaries in the business support sector have seen a dip from the highs of recent years. This creates a significant challenge, as those returning to the market often have salary expectations based on their previous earnings, which may no longer align with current rates.
This issue is amplified by the demand for more advanced skills. Employers are asking for more - more versatility, more technical proficiency, more responsibility - while often offering less in financial compensation. This ‘more for less’ dynamic is a major source of friction in the recruitment process, making it difficult to attract and secure top-tier talent. While salaries for more niche and complex roles are higher, the general trend for traditional support positions has been a downward pressure on pay.
The hybrid work imperative
For many people looking for new job opportunities, flexibility is no longer a perk but a fundamental expectation. The ability to work in a hybrid model is often valued as highly as salary, viewed as essential for maintaining a healthy work-life balance. This sentiment was cultivated by businesses themselves during and after the pandemic, when the benefits of remote work were widely promoted.
However, a significant number of employers are now pushing for a full-time return to the office, citing benefits for collaboration and company culture. This creates a direct conflict with jobseeker desires. Many professionals are prepared to turn down roles that do not offer the flexibility they seek, while others may demand a higher salary to compensate for commuting time and costs. Conversely, some are willing to accept a lower salary in exchange for a desirable hybrid working arrangement. This disconnect remains one of the largest hurdles for companies to overcome in 2026.
Culture and benefits as the new currency
In a market where salary and flexibility are major points of contention, company culture and non-monetary benefits have become more important than ever in attracting and retaining people.
Today’s professionals are looking for more than just a job; they are seeking an employer that aligns with their values and invests in their wellbeing. A positive, inclusive company culture where employees feel valued as individuals, rather than just cogs in a machine, is a powerful retention tool. For experienced professionals in niche roles, who know their value in the market, a strong culture and sense of belonging are often the deciding factors that convince them to stay with a company long term.
The benefits that resonate most with business support professionals reflect a growing emphasis on wellbeing and personal time. Key offerings that make a real difference include:
Flexibility: As discussed, the ability to work in a hybrid model is one of the most powerful benefits an employer can offer.
Enhanced holidays: In a world where time is a precious commodity, offering additional holiday entitlement is a significant differentiator that shows employees their wellbeing is valued.
Private healthcare: With ongoing pressures on public health services, private healthcare is a highly sought-after benefit that provides employees and their families with security and peace of mind.
By investing in these areas, companies can build a compelling employer brand that attracts potential new employees even when salary budgets are constrained.
Actionable insights for employers
Navigating this complex market requires a strategic, thoughtful, and adaptable approach. If you’re looking to attract and retain the best business support talent in 2026, you may want to consider these:
Embrace realistic flexibility: A rigid five-day office mandate will significantly shrink your talent pool. Critically assess which roles can be performed effectively in a hybrid model and be prepared to offer genuine flexibility. If a full-time office presence is non-negotiable, be transparent about the reasons and consider offering other compelling benefits as a trade-off.
Benchmark salaries strategically: While market rates may have shifted, offering compensation that is significantly below the benchmark for the skills you require will lead to a frustrating and unsuccessful recruitment process. Use the current market data in this guide or talk to your local Reed recruiter to inform your offers and be prepared to negotiate for exceptional applicants who possess the hybrid skills you need.
Invest in upskilling and development: The demand for new skills is not a temporary trend. Invest in training and development for your existing business support employees to build the capabilities you need internally. This not only fills critical skills gaps but also fosters loyalty and demonstrates a clear commitment to your employees' career growth.
Showcase your culture: Your company culture is one of your most valuable assets. Actively promote your values, your commitment to wellbeing, and the unique benefits you offer. Make sure these are front and centre in your job descriptions and throughout the interview process.
Redesign roles for the future:
When designing new roles, think about how you can create positions that are both challenging and rewarding. Blending tasks can lead to more engaging work, but ensure the scope is realistic and the compensation fairly reflects the expanded responsibilities.
The business support sector is not just changing; it is undergoing a great skill shift. The employers who will thrive will be those who listen to the market, adapt to new expectations, and build a holistic value proposition that extends far beyond salary to encompass flexibility, culture, and meaningful professional development.
For more insights into the business support labour market and for reliable salary benchmarks for the sector, download Reed's 2026 business support and administration salary guide here.
