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.
The shift from agency to in-house marketing teams continues
Noticeable uptick in temporary and contract hiring
Key Developments in Marketing Recruitment
- The volume of entry-level marketing roles remains extremely low, contributing to graduate underemployment.
- Time-to-hire has increased, with employers conducting more rigorous interview and selection processes.
- Applicant rates per job advert have risen, indicating an oversupply of candidates relative to available marketing roles.
- There has been a noticeable uptick in temporary and contract hiring, reflecting employers’ reluctance to commit to permanent headcount in uncertain economic conditions.
- The shift from agency to in-house marketing teams continues, particularly in digital and content functions, as brands seek greater control and cost efficiency.
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 budgets grew by a net balance of +5.5% in Q2 2025
Growth was strongest in sales promotion and direct marketing channels
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.
Our 2025 Marketing Salary Guide focuses on major roles in the marketing sector, created from data analysed from over 3,550 organisations, 22,000 registered jobs, 314,000 recently active candidates, ONS data and other external data sources. Explore industry specific salary data and salaries for individual job roles, based on experience and location.
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