The charity sector is evolving rapidly as we move through 2025.

Our daily interactions with passionate professionals and values-led organisations all point in the

same direction. Recruitment isn’t just about filling roles anymore. It’s about creating lasting,

meaningful connections. The focus is aligning people with purpose, and doing it in a way that feels

inclusive, empathetic, and respectful every step of the way.

What’s changing in 2025 and why it matters to you?

Here are the 10 biggest shifts shaping charity recruitment in 2025:

1. AI is here - but people still matter

Artificial intelligence makes waves in recruitment. From CV support to interview preparation,

shortlisting and writing interview questions, it’s already streamlining a method of working.

However, tech can’t replace real connection. Efficiency is great, but people still want to feel seen,

heard, and understood. That’s where the human touch still matters most, while understanding the

level of emotional intelligence, passion and strength within the recruitment process. Charities seek,

valuable compassionate individuals who bring integrity, experience and determination to lead a

mission or a team to drive and achieve key goals. These are key factors that cannot be derived from

AI.

2. Hybrid and flexible working are the new normal

Flexibility isn’t just a perk, it’s a priority. More candidates are asking: Where will I work? How often

will I need to be on-site? Will I feel part of the team if I’m remote?

Being clear and upfront about working patterns builds trust, and it opens the door to a more diverse

talent pool. This increases the outreach to attract the right candidates for the right roles.

3. The candidate experience really matters

Candidates today often have more than one offer on the table. Therefore, the level of service and

engagement during the hiring journey really counts. It’s essential to have clear communication,

timely updates, and respectful and constructive feedback.

A thoughtful, seamless process helps you secure great people and most importantly, it builds your

reputation for the long term. One common pitfall that still plagues the sector is ghosting. Avoiding

communication with candidates especially after interviews, can seriously damage your employer

brand. It’s a red flag to candidates and may discourage them from applying in the future. Even if a

candidate isn’t the right fit for one role, holding on to their CV means you can match them to future

opportunities where they may truly thrive.

4. EDI: From values to action

Equity, diversity, and inclusion have always been at the heart of the sector. We’re now seeing more

organisations that have a pro-active approach.

This is driven by a growing commitment to engaging and retaining more diverse teams, with a wide

range of lived experiences and voices, which encourages greater creativity and a diversity of thought

and ideas. Diverse teams bring more than fairness, they perform better, innovate faster, and reflect

the communities they serve. Organisations should be striving to create more accessible and

welcoming recruitment processes.

5. Transferable skills are gold

Haven’t worked in the charity sector before? No problem.

Skills in finance, marketing, operations, and digital are all in high demand. What matters more than a

job title is what you have to offer. Charities are and we hope will continue to value fresh thinking,

curiosity, and a new perspective.

6. Pay transparency builds trust

In a sector where salaries can be lower than in corporate roles, being open about pay matters.

Charities offering clarity around salary and showcasing great benefits, like flexible working, extra

holiday, wellbeing programmes, and strong pensions, are winning candidates over.

When you’re transparent, you attract the right people faster.

7. Digital and data skills are in demand

Digital transformation is here, and charities are adapting fast.

Skills in CRM, data analysis, digital fundraising, and IT systems are extremely helpful and highly

essential. Hiring outside the sector can bring in the expertise needed to move things forward.

8. Leadership needs heart

Boards are seeking a combination of qualifications and experience and require professionals who

lead with empathy, active listening, building inclusive teams, and inspire with authenticity.

Authenticity and emotional intelligence are what set today’s leaders apart.

9. Volunteering is evolving

More and more people want to give back, but they’re keen to do it in ways that fit comfortably

around their lives. Remote and micro-volunteering are making that possible, helping charities tap

into fresh energy and enthusiasm.


In 2025, volunteering in the UK is embracing new ways of connecting. Digital platforms are playing a

bigger role, making it easier than ever for people to find opportunities that match their skills and

interests. Younger generations, like Gen Z and Millennials, are especially drawn to volunteering that

not only helps others, but also allows them to learn and grow.

There’s also a growing focus on making volunteering accessible to everyone, regardless of

background or ability. Charities that create flexible, inclusive roles are finding it easier to attract a

wider range of volunteers who are eager to contribute.

It’s not just about what people give, but how easy, enjoyable and rewarding you make it for them to

give.

10. Football, fun and philanthropy: a season of impact

At Charisma, we believe purpose and creativity can go hand in hand.

That’s why we love this season's OSOC Fantasy Football League, initiated by our Senior Consultant

and OSOC Trustee, Nick Thomas. It’s raising funds for Our Street Our Children, supporting children in

Nepal, and adding a bit of friendly competition along the way.

With a £10 entry and prizes up for grabs, it’s proof that doing good can be joyful, simple, and full of

heart.

Final reflections

Charity recruitment in 2025 is being shaped by innovation, inclusion, and intention.

AI is helping us work smarter and flexibility is widening access. People and processes are at the

centre of it all. We're always looking for ways to work more intelligently, without losing the human

touch that defines us.

At Charisma, we’re not just here to help you find a job, we’re here to help you find your calling. We

connect purpose-led organisations with the people who’ll truly make a difference and a lasting

impact. Let’s shape the future of recruitment together.