Are counteroffers still effective in 2026?

Despite these results, the report found that 17% are still being reactive when it comes to retention, including relying on counteroffers when valued employees express intent to resign.

Nearly half of employers (41%) said they are implementing proactive retention strategies, and 35% rely on a mix of both reactive and proactive measures depending on the circumstances.

Gorton advised employers to look at counteroffers as a “tactical response” but not a substitute for a proactive retention strategy.

“Employers are under pressure to retain top talent in a competitive job market, but quick fixes like counteroffers don’t always address the root cause of turnover,” she said.

“The most effective organisations are shifting toward long-term solutions like development pathways, regular salary reviews, and clear communication to build loyalty before employees consider leaving.”