We’re halfway through 2025, and the digital marketing recruitment landscape is continuing to shift. After a cautious 2024 marked by hiring slowdowns, this year has brought a more balanced market – where employers are still selective, but top digital talent remains in high demand.

Based on conversations with our clients and candidates, plus data from our Digital Marketing Salary Survey 2025, here are the key hiring trends and insights shaping the industry.

1. Performance Roles Are Still Driving Hiring

Roles in PPC, Paid Social, and Performance Marketing remain the most in demand, particularly for candidates who can demonstrate ROI, work across platforms, and use automation tools like Google Performance Max or Meta Advantage+.

Top Hires:

• Paid Media Executives & Managers
• Performance Marketing Specialists
• Head of Digital/Performance

2. Demand for AI-Ready Marketers Is Rising

Hiring managers are increasingly prioritising candidates who are confident using AI tools – whether for content creation, campaign automation, data analysis, or A/B testing.

What Employers Want:

• Practical AI application (not just awareness)
• Familiarity with platforms like ChatGPT, Jasper, Google’s AI tools
• A willingness to learn and adapt quickly

3. Salaries Are Stable, But Expectations Have Shifted

Salaries are holding steady across most specialisms, but candidate expectations are rising – especially around flexibility, progression, and wellbeing.

In Focus:

• Work-life balance and clear development pathways are key to attraction and retention
• Bonuses and benefits are becoming key differentiators

4. Multi-Channel Experience Is a Competitive Advantage

Specialisation is still important, but employers are increasingly looking for marketers who can operate across multiple platforms or channels. Candidates with both organic and paid experience, or across search and social, are highly valued.

5. Contract Market Remains Active

Freelance and contract hiring remains strong, particularly in:

• Paid Media
• Creative (especially video content and UGC)
• Analytics and CRO

Short-term hiring allows brands to fill gaps while keeping teams lean. If you’re a contractor with proven results, 2025 continues to offer strong opportunities.

6. Senior-Level Moves Are Picking Up

After a slow 2024, there’s a notable uptick in senior-level movement – particularly in Performance, Strategy, and Client Services roles. Companies are hiring experienced leaders to drive growth in H2.

Emerging Roles:

• Head of Performance Marketing
• Client Strategy Lead
• Digital Growth Director

Final Thoughts: What’s Ahead for H2 2025?

We expect hiring to remain steady into the second half of the year, with a continued focus on:

• Results-driven marketers
• AI and data literacy
• Flexible, values-driven work environments

If you’re hiring or considering your next career move – our team at Herd Digital is here to help. Explore our live roles, or get in touch for tailored recruitment support.

For more insights into the latest hiring trends, salaries, and career advice, keep an eye on Herd Digital’s blog and LinkedIn page.