Gavin Mochan, head of sales with s1jobs, said he believes a trend has emerged whereby the Generation Y - people in their 20s and 30s - prefer to weigh up the attractions of a company offering a position, rather than the actual job.
He said this new movement has also led to directorlevel individuals applying for positions in middle management because of the appeal of a particular company's culture.
Mr Mochan said: "The Generation Y employee is becoming increasingly company-led rather than job-led. That means that a great position is not enough to entice the best candidate, they want to pick the best company first.
"Individuals are even stepping down the career ladder should a company stand out to the applicant offering a better work-life balance and culture.
"It means big powerful organisations are very attractive to candidates. For example, if Yahoo are looking for suitable candidates, then a bigger organisation like Google advertise for the same role the next day, Generation Y candidates are more likely to go for the Google position."
Companies are also increasingly reacting to the trend and using innovative methods to find the best people - videos are one tool being used to show applicants the environment of the workplace, helping the candidate to identify if they are the best cultural fit.