Marketing job trends for 2025

This article explores the key trends shaping the 2025 marketing recruitment market. You’ll see how emerging technologies, evolving consumer behaviours, and new skill demands are influencing hiring needs. 

Whether you’re a marketer planning your job search or a business leader seeking talent, this guide will prepare you to navigate the future of marketing jobs effectively.

The evolution of marketing jobs in 2025

The marketing industry continues to evolve as businesses adapt to new technology and shifting audience expectations. In 2025, companies are prioritising data-driven strategies, creative storytelling, and customer experience. These priorities are redefining the skills and roles in demand across the marketing job market.

Demand for data-driven roles

Data has become central to marketing strategies. Employers are searching for professionals skilled in analytics, data visualisation, and customer insights. Roles such as Marketing Analysts, Data Scientists, and Performance Marketers are growing. 

Key skills in demand this year include: SQL, Python, Google Analytics, and data storytelling.

Creative solutions

At the same time, changes in data processing and protection has limited data professionals' ability to gather insights. As a result, there's a renowned emphasis on creative skill sets to produce eye-catching ads that will beat the algorithms. 

The demand for Creative Strategists has skyrocketed over the past 12 months, and this will only continue.

Growth of artificial intelligence and automation

Artificial intelligence (AI) is transforming the marketing sector. Tools powered by AI assist with personalised messaging, content generation, and audience targeting. As a result, roles focused on managing and implementing these tools are emerging. According to Indeed, GenAI jobs are appearing in Marketing (0.5%) and Media & Communications (1.0%). 

Marketing professionals must understand how to integrate AI tools into their strategies.

Marketing recruitment trends in 2025

With data from over 1,300 industry professionals, our Annual Pay & Hiring Report reveals the hottest 2025 recruitment trends. To help you optimise your recruitment processes, we break down some of these trends for you here. For more detail, download the full report.

Hybrid skills sets

General marketers will be in high-demand this year. To keep up with the fast-evolving industry, employers are seeking candidates with broad skill sets. Marketers who combine creative abilities with technical knowledge stand out. For example, Content Managers fluent in SEO and UX principles will be highly sought after. 

Outside of upskilling and expanding their knowledge, job seekers must be able to demonstrate their ability to collaborate across teams.

Flexible working is key

Despite highly publicised return-to-office mandates in 2024, candidates are continuing to prioritise hybrid working in their searches. According to our salary survey, the most common working policy is 1-2 days required in the office. On the other end of the scale, just 5% of candidates reported working from the office full-time.

Employees want remote working to stay. Our data reveals that the more flexibility employees have, the more satisfied they are in their roles. Maintaining a level of hybrid working is crucial for attracting and retaining top talent.

Focus on stability

Senior Director, Liz Hopkins, reports that candidates are prioritising stability in 2025. Results from our marketing salary survey show that candidates are moving jobs for three main reasons:

1. Increased pay
2. A new challenge
3. Improved career prospects

Now that redundancy levels have decreased, candidates are seeking stronger careers. To attract top talent, it's key to show them the future they can expect at your business throughout the hiring process. Businesses should consider showcasing their successful teams in their employer branding and involving colleagues in interviews.

The future of marketing jobs

Looking ahead, our recruiters expect the following roles to be the most in-demand in 2025. We have seen an increased demand for these marketing job titles, which we expect to see long into the future.

Content Strategists and Creators

The demand for content remains strong. However, marketers must now optimise content for multiple platforms, including social media, email, and podcasts. Content Strategists with experience in creating omnichannel campaigns are particularly valuable.

Influencer Marketing

The demand for Influencer Marketing Managers has surged over the past 12 months. Brands are rapidly investing in social media influencers who can introduce their brand to untapped audiences. To manage these talent pools, brands need specialists dedicated to driving these marketing campaigns. Lucy Murray, Brand Director at Free Soul, says, “If it’s just part of someone else’s job, it’s really hard to invest the time needed to build those relationships.”

Community Managers

As brands build stronger direct connections with their audiences, the role of Community Managers is expanding. These professionals foster relationships, engage followers on social platforms, and monitor brand sentiment in real time.

Practical steps for hiring in 2025

To prepare for these marketing recruitment trends and hire successfully, here are five steps you can take when creating your recruitment process.

#1 Align job descriptions with trends

Make sure your job descriptions are clear and meet candidate expectations in 2025. For example, showcase your company culture, how you promote work-life balance and the unique opportunity for career growth.

#2 Leverage recruiter relationships to source talent

With recruitment expected to grow as the year progresses, engaging a specialist marketing recruitment agency can give you unique access to the market. They have already built strong relationships with a wide range of candidates, allowing you to move quickly through recruitment.

#3 Offer competitive salaries and benefits

In a competitive market, attractive salaries and benefits help secure top talent. Last year, salaries increased by 7.7%. If you haven't hired in the past 12 months, we highly recommend benchmarking your pay to remain competitive. Download our salary guides to learn more.

#4 Invest in learning and development

Businesses should anticipate the need for talent skilled in analytics, AI, and emerging platforms. These are areas the candidates are actively seeking development opportunities in. To attract top candidates, companies can offer training programmes or partnerships with platforms like Google or Coursera. Highlighting these opportunities in job ads can help attract job applications.

#5 Build a strong recruitment network

Companies need to maintain an active presence on LinkedIn and at industry events to connect with top talent. Engaging in networking opportunities, sharing thought leadership, and cultivating relationships with professionals will help businesses stay visible to potential hires and build a talent pool of qualified candidates.

For more marketing recruitment support, get in touch!

The marketing job market in 2025 reflects a blend of innovation and adaptation. Companies are seeking candidates with technical expertise, creative thinking, and flexibility. Internal talent teams should adjust their strategies to reflect these changes, while job seekers must remain proactive in developing relevant skills. Understanding these trends is essential for navigating the future of marketing jobs successfully.

For more support, get in touch with our expert marketing recruiters who can help you navigate the evolving talent market.