It’s no secret that broader economic conditions have unbalanced the hiring market over the past year, with supply of professionals outweighing demand from businesses that have been uncertain about their financial futures. However, early signs suggest that this situation is evolving, and in the coming months we're hopeful that employers will once again seek growth, and look to bolster the size of their marketing and communications teams. However, the market moves quickly; and what do employers need to keep in mind to attract and retain marcomms talent?
A Market of Peaks and Troughs
Early indicators suggest that the challenging macroeconomic environment is lifting with sustained, albeit minor, economic growth noted at the start of this year, and the likes of retail and consumer goods sales increasing, both of which act as bellwethers to the broader economy. Equally, the UK is currently better protected from the effects of US tariffs than many other competitor nations, and anecdotal evidence – and our own experience – suggests that the hiring market may begin to turn as the year goes on.
This represents a change on the past 18 months where hiring did slow down, but equally it’s all part of the natural peaks and troughs seen in economic cycles. That means employers need to be prepared to adapt, and ensure they are in the best possible position to take on new skills and expertise to support their growth.
But the hiring market is complex and ever-evolving, meaning that organisations that look to reuse their approach to talent acquisition that worked a few years ago, are in for a surprise. The hiring landscape has seen significant transformation over the past year with the influence of emerging technologies, changing workforce expectations and a broader shift in what candidates seek from employers all playing a role. For at least the rest of 2025, attracting and retaining marcomms professionals will require more than an attractive salary and benefits package. It demands cultural intelligence, organisational empathy, and a deep understanding of what motivates today’s - and tomorrow’s - talent.
So, How Do Organisations Attract (And Retain) Talent
Not only has the hiring market adapted, but the requirements of modern marcomms professionals have too. Roles have expanded, and marketing and communications specialists are now storytellers, custodians of brands, strategic advisors and more. From digital-first marketers to internal communications experts navigating hybrid workforces, the profession is more multifaceted than ever.
This has meant that organisational requirements have also evolved, and led to growing demand for talent with a blend of creativity, data literacy, emotional intelligence, and commercial acumen. However, while the market is awash with talent, finding those with the mix of these attributes is tough, particularly when everyone is seeking them. Here’s what employers need to keep in mind:
Be Authentic
The modern consumer and professional is savvier than ever before, and at a time when we all have access to Glassdoor, employee reviews on LinkedIn, and more, inauthentic messaging will get found out – fast. This is why it’s better to be authentic and honest, and base employer value propositions on reality, rather than ambition. This will not only help to attract professionals with shared values, but also prevent retention issues when the professional starts and finds that the dream doesn’t match the reality.
Promote Career Development
The employment world has changed and most professionals are no longer seeking a job for life. Instead, they are looking for more opportunities that offer the chance to stretch and develop skill sets. Incorporating and promoting continuous learning and the organisation’s approach to staff development will help employers to get on the radar of the modern marcomms expert, and will set the business apart from others that don’t do the same. This also ties into the way roles are structured; Forward-thinking organisations build roles to offer breadth and depth, not just seniority. They embed mentorship, coaching, cross-functional projects, and international exposure into their development pathways. And most importantly, these opportunities should be aligned with the individual’s goals and preferences, rather than being prescribed from the top.
Offer Flexibility
The option to work remotely or on a hybrid basis is now a must-have, and in order to attract the best talent, employers will need to offer autonomy over where, when and how professionals work, within reason of course. Naturally, some people prefer office-based roles, so speaking to the individual and identifying their preferences can make a huge difference. True flexibility also extends to role design. Offering part-time, job-share, or project-based contracts can attract professionals who might otherwise be lost to freelancing or burnout.
Support Wellbeing
Marcomms is widely recognised as one of the more stressful office-based professions, and burnout remains a risk for many. This is an often fast-paced, high-pressured environment and the nature of roles means that work and life boundaries can be blurred. Consequently, providing proactive wellbeing strategies is pivotal. Equally, offering mental health support and helping professionals to manage workloads isn’t just a way of attracting and retaining talent, it’s also the morally correct thing to do.
This is just a fraction of the methods that employers should adopt to encourage potential marcomms talent to join an organisation. But it should also be remembered that everyone is different, and a broad-brush approach won’t necessarily work. Instead, employers should look to incorporate all of the above elements, but also be flexible, and willing to adapt to find the right professional for them. By finding ways to tap into the drivers and motivators of the talent they are targeting, organisations will be able to recruit the marcomms expertise that enables them to thrive.
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If your business is looking to grow its marketing and communications team, get in touch with our expert team to find the talent it needs to thrive.
