Economic headwinds and skills gap to challenge marketing industry in 2025

By James Delves, Head of PR and External Affairs

A recent report by Hays Recruitment, a strategic partner of the Chartered Institute of Marketing (CIM), reveals significant challenges facing the marketing industry in the coming year. Reviewing the Hays Salary and Recruiting Trends 2025 guide, which surveyed over 400 marketing professionals and employers across the UK – there are some key take aways for CIM members, including a pending difficult economic climate and a persistent skills shortage which could impact marketers' development in 2025.

Key findings

• Marketers face a difficult economic climate in the coming months
• Skill and career progression regarded as key by employees and employers alike, with almost nine in ten employers (88%) experienced skills shortages in the last year
• 52% of marketing employers lack access to skills needed for technologies like AI
• 62% of marketers are concerned about career progression and 53% would consider leaving their job for a better work package
• Employers are happy to invest in professionals who do not possess all the required skills, with the intention of upskilling them to their particular needs

Economic challenges

The marketing industry faces a turbulent economic environment, with rising costs for businesses and difficulties in securing top talent. This situation is compounded by ongoing skills shortages, presenting significant obstacles for employers looking to expand or develop their marketing teams.

Skills gap and talent retention

The research underscores a critical need to address the skills gap in the marketing sector. With nearly nine in ten employers experiencing skills shortages, there is a pressing demand for marketers to expand their skillsets.

Career development and compensation

Marketing professionals are actively seeking opportunities for career growth and improved compensation packages. The study reveals that over a third of marketers are dissatisfied with their current salaries, while more than half would consider changing jobs for better benefits.

Industry competitiveness and technological advancements

The marketing industry is more competitive than ever, driven by rapid technological advancements. Marketers who are willing to upskill, especially in new technologies such as AI, are in the highest demand and best positioned for success in today's dynamic landscape.

Employer strategies

To attract and retain top talent, employers must carefully consider how to address marketers' needs.

When considering job applicants, 71% of employers stated that they are likely to hire professionals who do not possess all the required skills, with the intention of upskilling them to their needs. To help employees upskill, two-thirds (66%) of marketers would prefer that their employer invested in their training, with 61% feeling time should be allocated to complete training during working hours; a further 48% would like to be granted time to attend relevant conferences, seminars or talks within working hours.

Marketers benefit from new ways of working

Marketers are increasingly reaping the benefits of innovative working arrangements. The research found that 77% of marketing employers have adopted hybrid working models, which has resulted in increased staff retention for 52% of the organisations surveyed. This shift has positively impacted work-life balance, with 71% of marketers rating their balance as ‘good’, an improvement from 68% the previous year. Furthermore, a significant 68% of marketers expressed that they would not consider future job opportunities that do not offer hybrid working options. This trend underscores the importance of flexible work arrangements in attracting and retaining talent within the marketing sector.

The marketing industry faces significant challenges in the coming year, with economic pressures and a skills gap at the forefront. Both employers and employees must adapt to these changing conditions, with a focus on continuous learning and development to remain competitive in an evolving marketplace.