Marketing recruitment in 2025

Marketing Job Market Insights – Q3 2025

Marketing recruitment in the UK in Q3 2025 presents a mixed picture. While marketing budget optimism has returned, hiring activity remains cautious, particularly for permanent roles, with stronger demand for temporary contractors. Employers are continuing to invest in specialist marketing skills, with a strong focus on digital, AI, and CRM expertise. However, early-career marketers face a challenging time, with graduate-level opportunities at their lowest levels since the pandemic-induced recession.

Job Market Conditions

Hiring across the UK has softened year-on-year, with the marketing sector reflecting this broader slowdown. Seasonal trends typically bring reduced recruitment activity during the summer months, which adds volatility to short-term hiring sentiment. Despite this, structural trends point to a sustained caution in workforce expansion.

Marketing Budgets and Outlook

According to the IPA Bellwether Report, marketing budgets grew by a net balance of +5.5% in Q2 2025, marking a return to investment following a contraction earlier in the year. Growth was strongest in sales promotion and direct marketing channels.

Whilst this signals renewed optimism, employers are awaiting Q3 data before making long-term headcount decisions.

Marketing Skills in Demand

Employers are placing increasing value on marketing professionals with highly technical and performance-focused skill sets, including:

• Generative AI and AI analytics – Proficiency with tools like ChatGPT, Jasper, and content automation platforms is now a core requirement for most content focused digital roles.
• Direct marketing with an ROI focus   – Skills in campaign targeting, response tracking, and commercial attribution.
• CRM – Experience with low-code tools such as Zapier, HubSpot, and Salesforce to automate customer journeys and segmentation.
• Short-form video marketing
• Brand management skills tied to commercial outcomes.

Salary Trends

Despite the softening in demand, marketing salaries have remained resilient.

• Average salaries have increased by just over 5% year-on-year, outperforming the UK private sector average of 3%.
• Hiring cycles have lengthened, with more measured salary negotiations—particularly at senior levels where budgets remain under pressure.
• Employers are showing a willingness to pay for specialist skill sets that can deliver measurable ROI and enhanced efficiencies through automation.

Marketing Sector Performance

Recovery in marketing hiring is uneven across industries. Growth is being driven by:

• Technology
• Financial services
• Legal
• E-commerce

Conversely, there has been more restrained hiring activity in roles within publishing, media, and education.

If you are looking to hire Marketing talent why not get in touch. Ashdown have been providing Marketing recruitment in London and across the UK for over 25 years, and have a vast network of marketing professionals ready to introduce to your business.

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