Across the UK, the marketing and digital job market is shifting in response to changing business needs, economic pressures, and the impact of new technology. At Proximity Recruitment, we’re in regular contact with both clients and candidates, and here’s what we’re seeing right now:
1. Multi-Skilled Roles Are the Norm
Hiring managers are no longer just looking for specialists in SEO, PPC, or content. Most businesses are searching for marketers who can work across several functions—think strategy, analytics, and execution all in one. Recent data shows a strong preference for marketers who can deliver on both technical and creative fronts, especially in roles that influence revenue.
2. Freelance and Contract Demand Is Growing
There’s been a noticeable uptick in short-term hiring. Instead of building large in-house teams, many companies are bringing in digital specialists on a project-by-project basis. Industry analysis suggests that freelance talent is being used to deliver high-impact work without long-term commitment, particularly in performance marketing and CRM.
3. AI Is Shaping Job Expectations
The rise of AI isn’t just a topic of conversation—it’s being built into the day-to-day functions of many marketing teams. One report revealed how global agencies are using generative AI tools to develop campaign concepts and automate content delivery. Employers are now looking for people who can use these tools thoughtfully, not just creatively.
4. In-House Over Agency
More companies are pulling marketing responsibilities back in-house. The goal? Greater control, quicker turnaround times, and tighter alignment with business goals. Recent figures confirm that companies are hiring more full-time internal talent to replace agency services, with generalists leading the way.
5. Flexibility Is Now a Deciding Factor
Most marketers we speak to expect some form of hybrid or flexible working. A major survey showed that over 90% of professionals now factor flexibility into their job decisions. Companies pushing for full-time office returns are struggling to retain and attract top talent.
6. People Want to Work for Businesses That Care
Culture and values are playing a bigger role in hiring decisions. Job seekers are looking beyond salary and title—they want to know what a company stands for. Whether it’s mental health support, sustainability, or flexibility, new research confirms that people are gravitating toward employers who show genuine care for their teams.
Final Thoughts
Marketing and digital hiring in 2025 is being shaped by practicality, adaptability, and purpose. Businesses want people who can do more with less. Professionals want roles that offer more than a paycheck. At Proximity Recruitment, we’re helping both sides connect in a market that’s as competitive as ever.
If you’re looking to grow your team or move into a new role, get in touch with us—we’d love to help.
