Career growth still outranks pay in L&D priorities

New research confirms what many L&D professionals have long observed: employees are primarily motivated by long-term career development rather than short-term financial rewards when engaging in workplace learning. According to a December 2024 survey of 1,000 employed adults, 32.6% cite career advancement as their main reason for participating in learning and development (L&D) programmes—more than twice the 15.2% motivated by pay.

While not surprising, the data provides timely evidence of the enduring importance employees place on personal progression, particularly in a labour market where retention and internal mobility are front of mind. The survey also reveals significant demand for skill development, personalisation, and greater autonomy in training—offering useful benchmarks for practitioners designing learning strategies in 2025 and beyond.

Career development remains central to employee motivation

The report shows that 82.7% of respondents consider professional development essential to their success, and 60% rate access to such tools as highly important. Yet nearly a third of employees say they never take part in company-sponsored training—suggesting a persistent disconnect between employee expectations and organisational offerings.

For those who do participate, the focus is clear. Nearly half (48.8%) engaged in programmes to develop new skills over the past year, while 43.6% sought to enhance existing ones. A further 31.8% undertook certifications or licensing, indicating an active interest in employability and progression rather than one-off transactional incentives.

Autonomy and relevance remain challenges

The report also underscores some of the friction points that continue to limit L&D impact. Forty-five percent of employees feel they have little or no control over which programmes they join, and a third (34%) say they lack sufficient career development guidance.

Satisfaction with digital training is mixed. While 79% are happy with accessibility, 32.5% express concern over how well the training aligns with their long-term career goals. Format preferences also vary: 45% favour experiential (“learning by doing”) formats, and 28.7% prefer video-based instruction—highlighting the ongoing importance of offering content in multiple formats to accommodate diverse engagement styles.

AI interest high, but trust varies by tenure

The use of AI in learning continues to gain traction. More than half (58.4%) of employees want AI to personalise their training experiences, and 44% trust it to assess their skills and make development recommendations. Trust in AI correlates with length of service—longer-tenured employees are more likely to see it as a valuable tool for aligning growth with organisational goals.

“The value of training is critical in supporting the next wave of organisational and individual growth,” said Mike Scarbrough, CEO of Litmos, the learning platform provider that conducted the survey.

Supporting stats: Inside the 2024 data

• 32.6% prioritise career growth when engaging in L&D
• 15.2% are motivated primarily by monetary incentives
• 82.7% consider professional development essential
• 48.8% trained to develop new skills in the past year
• 58.4% want AI-personalised training
• 45% feel they lack control over training choices

The findings come from Shaping the Future of Learning & Development, a report published by Litmos, a workplace learning platform. The survey captured insights from 1,000 employed adults in December 2024 across a range of sectors.