The way people view work has changed. Salary still matters, of course, but for most data and tech professionals, it’s not the only thing on the table. Flexibility, meaningful work, and being part of a supportive, values-driven company are just as important, sometimes more so.

So if you’re hiring, or looking to retain the talent you already have, here are five areas that professionals in this space really care about—and some fresh data to back that up.

Access to the right tools and technology

Most data and tech professionals want to work with modern, effective tools, not just because it makes their job easier, but because it shows their employer is serious about innovation and enabling high-quality work.

According to Verizon’s State of Small Business Survey, 38% of SMBs are already using AI in functions like marketing, recruitment, and customer service, while 47% have upgraded cybersecurity in the past year. That kind of investment doesn’t go unnoticed, and it matters to the people who have to use the tech every day.

On the flip side, if teams are expected to deliver results but stuck using outdated systems or clunky processes, it quickly leads to frustration. Smart automation and access to the right tools give specialists more time for strategic, value-add work, something that tends to improve both satisfaction and performance.

A genuine approach to inclusion, especially around gender

Diversity still remains a real challenge across the tech sector, particularly when it comes to gender. Despite years of conversation, women still only make up around 25% of the tech workforce, and the numbers in leadership roles are even lower.

If your business is trying to scale and compete for limited talent, this is a missed opportunity. Supporting women in tech, through flexible policies, unbiased hiring processes, and clear return-to-work routes, can have a major impact. And it’s not just about doing the right thing; it’s about building stronger, more balanced teams with diverse perspectives that drive better outcomes.

A culture that aligns with their values

The culture of a business often becomes the deciding factor when people are thinking about whether to stay or go. A recent Sunday Times Best Places to Work report confirmed that organisations with strong cultures see higher productivity, better recruitment outcomes, and lower turnover.

In tech, where demand for talent often outweighs supply, culture isn’t a “nice-to-have.” People want to work somewhere they feel respected, where communication is open, and where leadership walks the talk. It doesn’t have to mean beanbags and beer fridges, but it does mean creating an environment where people feel valued and aligned with the direction of the business.

Clear career paths and regular recognition

Progression is a big one. In ADP’s People at Work report, career growth and skills development ranked among the top priorities for younger professionals aged 18 to 44. But it’s not just a generational thing,most people want clarity on where they’re heading and what it’ll take to get there.

Too often, career development is left vague or inconsistent. Be clear about the skills, behaviours, and timelines required for promotion. Make sure managers are equipped to have regular, useful conversations about progression. And when someone’s going above and beyond, say so. Whether it’s a new title, public recognition, or just a simple thank you, that kind of acknowledgement goes a long way.

Responsible and ethical use of data

With the rise of AI and widespread access to data, professionals are increasingly concerned with how their work is being used. A TELUS survey found that 82% of Americans believe data privacy is more important now than ever, and 86% said trust in a business directly affects whether they buy from it.

That mindset is true of employees, too. Data and tech professionals want to know they’re working for companies that are serious about privacy, security, and ethical use of technology. And increasingly, they want their work to contribute to something positive, whether that’s environmental sustainability, better healthcare, or reducing bias in systems and decision-making.

Attracting and keeping top data and tech talent in 2025 isn’t just about ticking boxes on a job description. It’s about building a workplace that understands what motivates people today: the tools they use, the culture they experience, the opportunities they’re offered, and the values the company stands for.

Get those things right, and the rest tends to follow.