The first Totaljobs Quality of Living Index which unveils the cities where workers can find the best work-life balance in the UK, has found that Edinburgh has achieved the highest scores for overall quality of living, offering residents higher rates of local happiness, access to affordable housing and the best commute times.

Rising living costs are driving people to rethink where they live and work. 2 in 3 (65%) workers are open to relocating, citing ‘affordable living costs’ and ‘a pay rise’ as top incentives for making a move. 

With these findings in mind, Totaljobs has published its first ever Quality of Living Index, ranking quality of life factors for 15 UK cities to help employers showcase the best their area has to offer and attract a new talent pool open to relocation. 

Whilst London still boasts the highest level of job opportunities and highest earning potential, its regional stars like Edinburgh, Plymouth and Glasgow that are winning out overall.  

In the quality of life ranking London was ranked 10th behind cities like Manchester, Belfast and Liverpool.

Cost of living factors were the largest cause behind any antipathy that workers had about their current city. 23% of UK workers are dissatisfied with high housing & rent costs in the city they reside in, and 22% said that everyday living costs were too high. Unsurprisingly given the high living costs, 71% of Londoner’s said they would be open to relocating, a number only topped by those living in Belfast (72%)

The cost of living is also a clear driver for those considering relocating. The number one work related factor that would motivate a move is a higher salary or pay rise, with over half (55%) of workers saying this would motivate them. This was followed by a generous benefits package or a relocation package (both 39%), a promotion or better job title (38%) or more flexible work arrangements (32%).

It isn’t just work-related factors that can tempt Brits to move. 30% would be tempted to move to an area with more affordable housing, a quarter (26%) would move for a better work-life balance, and 22% would seek out a family friendly area.  

The research found that concerns about living costs are having a heavier impact on younger workers aged 18-34, who are less satisfied with their local city than those aged 55+ (85% vs. 90%). In particular, younger workers are more likely to be dissatisfied than those aged 55+ with the cost of housing and rent (26% vs. 15%) and with everyday living expenses (24% vs. 18%). 

This level of dissatisfaction among Zillenials’ (18–34-year-olds) has resulted in 75% considering relocation, up by 10% on the national average. The research found that a disproportionate number of this generation are delaying major life milestones due to the cost-of-living crisis. 32% are delaying buying a property and 24% are delaying having a child.

Commenting on the findings, Julius Probst, European labour market Economist at Totaljobs said: “Rising living costs are forcing workers to consider just how, and where, they can get the most out of their pay slip. This financial pressure, combined with the broader cultural shifts brought on by Covid-19, is resulting in more workers relocating to get the best work-life balance. After all, loving where you work is becoming just as important and enjoying what you do for work.

In a tight market, employers can expand their recruitment to make the most of a workforce open to relocation. By showcasing the best their city has to offer, and speaking to key factors that would incentivise candidates to move (including affordable living costs, a higher salary, and a generous benefits or relocation package) employers can win over the committed people they need.”