What Executive Candidates Are Really Looking for in 2025 (And How Associations Can Attract Them)

Over the past few months, we’ve been speaking to executives across the association and membership space – CEOs, COOs, Directors of Membership, Heads of Advocacy – and there’s a clear shift happening in what they want next.

In 2025, attracting top leadership talent isn’t just about offering a big salary or a fancy job title.
It’s about offering the right opportunity.

Here’s what’s standing out in candidate conversations – and how associations can position themselves to secure the leaders they need.

1. Purpose isn’t optional

More than ever, senior candidates are asking:
“Does this align with my personal values?”
“Will I be making a real impact?”

The best leaders want to work for organisations where their work feels meaningful – not just operational. If you’re hiring for an executive role, don’t just list KPIs. Talk about the mission, the big-picture outcomes, and how this role ties into them.

2. Hybrid is often the default

Fully remote roles are still popular, but most senior candidates now expect at least some flexibility as a baseline.

Rigid, office-only models are seen as outdated – and they’re causing good candidates to walk away.

Flexibility doesn’t mean chaos. It means trust. And trust is a big drawcard for experienced leaders.

3. Professional growth still matters

Even at senior levels, candidates want to know:

“Will I have room to keep growing?”

Opportunities for leadership development, board engagement, sector involvement, or strategic projects make a big difference. Even smaller associations can offer big development opportunities if they frame the role the right way.

4. Transparent hiring wins

In 2025, high level candidates are wary of glossy job ads that don’t match reality.
They’re looking for honesty upfront – about challenges, resources, and expectations.

When we partner with organisations for executive search, we work closely to help position roles authentically, not just attractively – because the right people value transparency over polish.

The Opportunity for Associations

The great news?
Associations are uniquely positioned to attract amazing leaders – if they lean into what makes them unique and authentic.

• Mission-driven work.
• Tight-knit, collaborative cultures.
• Opportunities to shape sectors and make a real-world difference.

At Revise Recruitment, we specialise in finding senior leaders who don’t just fit the job – they fit the mission.

If you’re planning an executive hire this year, our new Executive Search Services page has more information about how we work.