Businesses are evolving their approach to marketing talent, with a significant emphasis on cost efficiency, in-house expertise, and adapting to new candidate and client expectations.
A strong jobs market with regional nuances
Contrary to challenges in other industries, towards the end of 2024 the marketing labour market was bustling with opportunities across regions. From the Midlands to the Thames Valley and the M25 corridor, roles are abundant, particularly in the digital marketing space.
Pay-per-click (PPC) roles and generalist positions were among the most sought after as companies increasingly moved their marketing efforts in-house. This in-house shift reflects a cost-saving strategy and a desire for more personalised, agile marketing management.
Businesses now seek professionals who can manage agencies effectively or take on broad marketing responsibilities that reduce dependency on external agencies. While this approach creates efficiency, it also demands marketers with a versatile skill set, capable of maximising returns on tighter budgets.
A wealth of candidates, but challenges in the mid-tier
In the marketing and creative sector there is no shortage of professionals, particularly at the senior level, where our job advertisements regularly attract hundreds of applications.
However, mid-level and junior candidates are in shorter supply, creating a bottleneck for roles requiring three-to-five years of experience.
Entry-level roles, while less frequent, still prioritise people with formal qualifications in marketing or related fields, such as journalism or media studies. This demand stems from the increased expectations placed on new hires, particularly as businesses look to integrate them into leaner, more focused teams.
The hybrid work tug-of-war
As in many office-based fields, hybrid working has become a baseline expectation for marketing professionals, with professionals prioritising roles offering flexibility. The demand for hybrid work has risen sharply, with some jobseekers willing to accept lower salaries in exchange for improved work-life balance, shorter commutes, and appealing benefits.
However, challenges remain. Businesses pushing for in-office commitments of four or five days a week often struggle to secure top applicants. Roles offering three in-office days a week seem to hit a sweet spot, balancing collaboration and flexibility. For employers, finding the right mix of hybrid working is crucial to staying competitive in a crowded hiring landscape.
Demand for specialist skills meets system challenges
While generalist roles dominate, niche skill sets, such as expertise in email marketing platforms like Marketo and Pardot, are also in demand. Businesses relying on outdated or highly specialised systems face difficulties in finding professionals with direct experience, often leading to longer recruitment cycles.
Additionally, digital marketing remains prominent, with businesses focused on data-driven strategies that require technical acumen. Those jobseekers with a deep understanding of analytics, automation tools, and customer relationship management (CRM) platforms have a clear edge in this evolving landscape.
The shift to in-house marketing
One of the most significant trends for 2025 will be the continued move from agency reliance to in-house teams. This trend is driven by cost considerations and the desire for greater control and alignment with business goals.
By bringing marketing functions in-house, businesses can hire professionals who intimately understand their brand and market, ensuring a more tailored approach to campaigns and strategy.
Generalist marketers are particularly valued in this shift. These professionals can handle diverse responsibilities, from content creation to analytics, offering companies a cost-effective way to consolidate their marketing efforts. This trend is likely to accelerate in 2025 as businesses seek further efficiencies in their operations.
Employee expectations and employer adaptation
Yes, salaries remain important, but professionals now look beyond pay, seeking comprehensive packages that include strong benefits, flexible working, and an engaging company culture.
Many professionals are willing to take a pay cut for the right hybrid work arrangement, a manageable commute, and a positive office environment.
Employers, in turn, are adapting by offering improved benefits and placing greater emphasis on their employer value proposition (EVP). Building a compelling culture and demonstrating care for employees’ work-life balance have become key strategies for attracting and retaining top talent in the competitive marketing space.
The inclusion gap: prioritising D&I
Diversity and inclusion (D&I) remain areas of improvement within marketing recruitment. While employees frequently prioritise workplace culture and inclusivity, businesses are less proactive in addressing these concerns. D&I initiatives rarely feature prominently in job briefs, highlighting a disconnect between employer priorities and employee expectations.
Organisations that actively incorporate D&I strategies into their hiring processes can differentiate themselves in the market, appealing to professionals who value inclusivity and ethical practices. Meeting this expectation is not only a competitive advantage but also a critical step in fostering innovation and collaboration within teams.
Regional pay disparities and mobility
Significant regional differences in salaries remain a challenge for employers and jobseekers alike. Marketing managers in London or the Thames Valley often earn significantly more than their northern counterparts, despite comparable skill sets.
However, hybrid working has somewhat mitigated this gap, enabling those from lower-paying regions to compete for higher-paying roles that require only occasional in-office presence.
This shift has made relocation less critical, although some professionals remain willing to move for the right opportunity. Employers must now consider how location-based pay structures impact their ability to attract the best talent in an increasingly interconnected job market.
Despite economic pressures, marketing continues to prove its indispensability. Businesses are recognising that strong marketing functions are not a luxury but a necessity for driving growth and maintaining competitiveness in a rapidly changing environment.
As we move into 2025, the sector offers opportunities for both professionals and companies to innovate, adapt, and thrive.
Download your copy of the Reed marketing and sales salary guide 2025 now.
