Event Recap: BID Breakfast “Attracting, Recruiting & Retaining Talent in Norwich”
On Thursday 4 June 2026, Norwich BID welcomed businesses from across the city to our latest BID Breakfast event, focused on one of the biggest challenges facing employers today: Attracting, recruiting and retaining talent.
The session explored how Norwich can strengthen its position as not only the UK’s best place to live, but also one of the best places to build a career.
The morning began with an introduction from Norwich BID’s Head of Marketing, Holly Bamford, who shared an overview of the BID’s Work in Norwich (WiN) campaign. Designed to showcase Norwich as an attractive relocation destination for professionals, the campaign highlights the city’s thriving business community, quality of life and diverse career opportunities.
Understanding Norwich’s Recruitment Landscape
The keynote presentation was delivered by Graham Moss, Director at Atkinson Moss, who provided an overview of the current recruitment landscape across Norwich and Norfolk.
Drawing on more than two decades of recruitment experience, Graham highlighted several positive trends emerging within the local economy. He noted that average salaries in Norwich have been steadily increasing in recent years and that the city’s position compared to other comparable locations continues to strengthen. Combined with Norwich’s affordability and quality of life, he argued that the city presents a compelling proposition for many professionals considering relocation. Graham also highlighted the strength and diversity of Norwich’s business community, referencing continued investment across sectors including life sciences, financial services, engineering, technology, tourism and the creative industries.
While optimistic about Norwich’s future, Graham acknowledged that challenges remain, particularly around retaining graduates and early-career professionals. He stressed the need for stronger connections between employers and educational institutions, as well as continued collaboration between organisations to promote Norwich as a place where people can build long-term careers.
Panel Discussion: What Really Attracts Talent?
Following the keynote presentation, Holly chaired a panel discussion featuring Graham, Becci Winton (Finance Director & Chief Resource Officer at Norwich Theatre) and Sarah Graham (Head of Media Communications & Member Experience at Fritton Lake).
A recurring theme throughout the discussion was that while salary remains an important factor in recruitment decisions, it is rarely the only consideration. Graham noted that “we’re never going to get away from the fact that headline salary plays a huge part in recruitment decisions”, but stressed that employers must think about the overall package they offer, including flexibility, culture, development opportunities and quality of life.
Becci shared Norwich Theatre’s experience as a Real Living Wage employer, explaining that becoming accredited was a values-led decision that aligned with the organisation’s commitment to supporting its workforce. She reflected on the positive impact this has had on employee engagement and employer reputation.
Sarah offered a perspective from someone who relocated to the region, highlighting the importance of purpose and identity in attracting talent. She explained that many people considering a move ask, “What are the values of this business?” and want to feel they are joining an organisation whose mission resonates with them.
Attendees then took part in facilitated table discussions, sharing their own experiences and perspectives on recruitment and retention. Conversations focused on the challenges businesses face in attracting talent, particularly in a competitive labour market, and explored how employers can strengthen their overall proposition beyond salary alone. Discussions considered a range of factors that influence employment decisions, including flexibility, workplace culture, opportunities for progression, wellbeing, lifestyle and a sense of belonging.
A clear theme emerged around the need for Norwich businesses to work collectively to promote the city’s strengths and communicate the unique opportunities available to those looking to build their careers in the region.
“We need to stop talking about Norwich as an alternative to other places – Instead, we need to focus on everything one gains from being here, not what you are giving up.”
Looking Ahead
The event reinforced that there is no single solution to the challenges of attracting and retaining talent. However, it also highlighted the significant strengths Norwich already possesses. From a diverse and growing business community to an exceptional quality of life, Norwich has a compelling story to tell.
By working together to champion those strengths, raise awareness of local opportunities and create workplaces where people can thrive, businesses across the city can help ensure Norwich continues to attract and retain the best people.