London is talking again: The heartbeat of FS hiring in the City

By Tracy Freeman, Director – HR & Executive Jobs, Meraki Talent

After a few quiet years, the City of London is on the up again. Volumes are rising, clients are back in town, hospitality is thriving, and, more than ever, face-to-face time matters.

Firms want to sit down with their recruitment partners, discuss challenges, and share insights over coffee, not just Zoom calls. It’s not just about “filling roles” anymore but a renewed focus is visible on shaping strategy.

And that’s exactly where my role comes in. I partner with HR leaders and senior stakeholders across Financial Services to share best practice, guide EVP, and provide real-time insights on what’s shaping the hiring landscape.

Yes, AI is changing HR and recruitment but not in the “robots take over the City” way some feared. Instead, AI is acting as a co-pilot, automating repetitive admin, freeing HR teams to focus on strategy, culture, and leadership development.

Jobs are evolving, in my view, not disappearing. Yes, some lower-level HR roles are reducing, but we see more demand for specialists in talent management, succession planning, change management and employee experience.

Financial Services firms want joined-up skillsets that groom the next generation of leaders and reduce attrition. This is a challenge AI can overcome but will never replace.

The human touch still wins.

EVP is everything 💼✨

Employee Value Proposition (EVP) has become one of the most powerful tools in London’s hiring market but equally one of the trickiest to get right.

Firms are wrestling with questions like:

• How flexible should our hybrid model really be?
• What’s the right balance between compensation and culture?
• How do we make coming into the office worth it?

Increasingly, clients focusing on growth opportunities with structured learning, leadership development, and career progression are leading the field in the competition for talent.

I think, clients and candidates who know me, know what a “people person” I am and that they aren’t talking to a recruiter who will fire a bunch of CVs around.

My job is now very much about offering advice and consultancy and I spend a lot of my time guiding clients on EVP strategy, sharing what’s working elsewhere, benchmarking offers, and helping them position themselves as employers of choice.

Sometimes, it’s the little things that make a big difference:
☕ Coffee cards
🚇 Subsidised travel
🏋️ Gym memberships
🥗 Free lunches on set days

It’s not just perks though as perception matters. In a competitive market, EVP is often the deciding factor between winning and losing the best talent.

London wants its people back 🏙️

The return-to-office debate is alive and kicking in the City.

Across banks, asset managers, and wealth firms, four days in the office is becoming the new normal. Flexibility still features heavily in EVP messaging, but leaders increasingly want people sitting side by side, collaborating, and re-igniting culture.

On the other end of the spectrum, smaller hedge funds and private equity firms can even demand five days in-office. For them, their culture is built face-to-face, and my candidates will know this going into interview.

This is where benchmarking matters. Helping clients position their 3model competitively is becoming just as important as salary when it comes to attracting the right talent.

 Benchmarking is back 📊

London’s Financial Services firms are asking bigger, bolder questions like “What’s the going rate for a Head of HR?”, “How does our EVP compare to the market?” or even “What are competitors doing to bring people back into the office?”

This is where my role as a business partner really comes to life. I work closely with HR directors and senior leadership teams to provide consultancy which includes real-time salary benchmarking, competitor insights, best-practice EVP frameworks and market intelligence on hiring trends

I am a firm believer that my role is to help clients make informed, strategic decisions that will develop their workforce and not just placing candidates.

I repeat. The human touch still wins.

The City feels different, but in a good way 🌟

After years of uncertainty, there’s renewed energy in London. Firms are hiring strategically, hospitality is on the up, and clients want face-to-face time with partners who can guide, advise, and deliver.

Yes, AI is transforming workflows. Yes, hybrid working is reshaping EVP. But in a market defined by change, one thing’s clear: London is thriving again.

And for HR teams and Financial Services firms alike, this moment isn’t just about filling roles. It’s about building businesses, shaping culture, and preparing for what comes next.

Final thought

The City of London is evolving fast, and the organisations winning right now are the ones investing in people, purpose, and partnerships.

If you’d like to talk about market trends, EVP strategy, or salary benchmarking insights, let’s connect. I’d love to share what’s working in the City and how Meraki Talent can help you get ahead.

And, more importantly, it’s always great to meet Tracy 😁

📩 tracy.freeman@merakitalent.com
🔗 https://www.linkedin.com/in/tracy-freeman