Recruitment Update

Marketing recruitment trends continue to shift, with strategic planning (64%), customer experience (50%), and social media (39%) emerging as key skill areas for development. Businesses are focusing on lead generation (60%) and brand awareness (54%), while AI and automation remain secondary concerns at 14%, reflecting a cautious but growing interest in technology-driven marketing solutions.

Hiring activity remains subdued, with 42% of respondents not planning any marketing hires this year. However, demand persists for junior roles such as marketing assistants (19%) and coordinators (14%), alongside a resurgence of generalist positions as businesses tighten budgets. AI is impacting content creation the most (41%), followed by creative asset generation (27%) and SEO (21%), underscoring the industry's shift toward automation in digital marketing functions.

of marketing teams plan to grow their teams in 2025

89%

of marketing teams have started using AI to maximise their efficiency

56%

of teams describe themselves as slightly or significantly under-resourced

Industry Leaders Highlight

"Top marketing talent needs more than just a paycheck—they need growth opportunities, recognition, and a culture that values creativity. Competitive salaries are expected, but engagement comes from upskilling, particularly in AI, data analysis, and consumer psychology. While flexible work is valuable, being on-site fosters real brand connections, better customer insights, and stronger collaboration. The human touch remains irreplaceable.

Junior marketers must master digital tools, storytelling, and audience understanding—not just personal preferences. They should also see how traditional media fits with digital strategies to form a true media mix. Senior marketers must be strategic thinkers, using data to drive action while keeping teams creative and motivated. A critical skill for all? Balancing AI’s efficiency with human intuition."