The Role of Bluesky in Social Media Management in 2025

Regular social media users have been closely monitoring the changes on X, formerly known as Twitter, since its acquisition by Elon Musk in late 2022. The platform has undergone significant transformations, leading to a decline in popularity and prompting users to explore alternatives like LinkedIn, TikTok, and Threads. Recently, a new contender, Bluesky, has emerged. What role will Bluesky play in social media management in 2025, and what should organizations consider when adopting this platform?

Growth of a New Platform

Users familiar with X are aware of the impact Musk has had on the platform. The downturn began with the introduction of paid-for verification, forcing corporate entities to pay for their presence. This led to an influx of bots and disturbing content, causing many users, including major brands, to leave. Advertising from luxury brands like Gucci and Nike has been replaced by promotions from lesser-known companies.

The situation worsened during the US election, as Musk used his influence to promote political agendas, raising concerns about misinformation. These factors contributed to the user exodus, benefiting Bluesky. Initially developed by Twitter’s founder Jack Dorsey, Bluesky was invitation-only until February last year. It has since experienced rapid growth, adding millions of users, including notable figures like Alexandra Ocasio-Cortez.

Using Bluesky

Bluesky’s growth and its positioning as a friendlier alternative to X make it an intriguing option for corporate social media management in 2025. The platform’s interface is reminiscent of earlier versions of X, with familiar features like timelines, notifications, and search functions. Users can post, comment, repost, and like content as they did on X.

Several major brands have migrated to Bluesky, reducing their presence on X. The platform’s algorithm, which favors internal content over external links, has accelerated this shift. Brands like Netflix, Hulu, and Microsoft have moved to Bluesky for various reasons. The Guardian cited concerns about disturbing content and political influence as reasons for its departure from X.

However, Bluesky is not without challenges. It experiences occasional outages as developers manage the influx of new users. Critics also point out that it can become an echo chamber, albeit on the opposite end of the political spectrum compared to X. Despite these issues, Bluesky has the potential to evolve and compete with platforms like Facebook, Instagram, and LinkedIn.

Bluesky in Social Media Management

The emergence of Bluesky presents an opportunity for organizations to capture market share and engage with a friendly audience. While it doesn’t offer the same range of advertising models as other platforms, its popularity is expected to grow. Establishing a presence on Bluesky early could give brands a competitive edge. It will require adaptation and learning, but the effort could be worthwhile.

If your organization is looking to source social media or marcomms expertise in 2025, speak to our expert team. Read more of our blogs on LinkedIn.

The marketing and communications (marcomms) landscape is rapidly evolving, driven by technological advancements and shifting consumer expectations. As we approach 2025, professionals in this field must adapt to new demands and enhance their skill sets to stay relevant. While foundational skills like effective communication and creativity remain crucial, several emerging competencies are becoming increasingly important.

Digital Proficiency

Digital expertise has been a staple requirement for some time, but recent years have seen a surge in demand for advanced digital skills. Marcomms specialists must navigate platforms like TikTok and Bluesky, as well as tools in virtual and augmented reality. The integration of GenAI tools such as ChatGPT, CoPilot, and DALL-E will further expand these requirements. Professionals must not only leverage these technologies but also understand their limitations and ethical considerations. Bridging the gap between marcomms and technical development will be essential for creating comprehensive solutions.

Data Analysis

The ability to analyze and interpret complex data is becoming a critical skill for marcomms professionals. In a data-rich environment, understanding tools like Google Analytics, Tableau, and Python is essential for designing effective campaigns and measuring their success. Additionally, professionals must be knowledgeable about consumer data privacy laws and personalization techniques to ensure compliance and effectiveness.

Global Knowledge

As the world becomes more interconnected, understanding international nuances and customer preferences is vital. Marcomms specialists must develop inclusive campaigns that respect diversity and cater to a global audience. Despite potential political challenges, the growth of cross-border platforms necessitates a broader perspective and the ability to manage activities on a global scale.

Crisis Communications

The digital age has brought about increased cyber threats, making crisis management a crucial skill for marcomms professionals. With cybercrime expected to cost the global economy trillions, organizations are enhancing their cyber defenses. However, breaches can still occur, and marcomms specialists must expertly navigate these crises to maintain customer confidence and loyalty. The ability to manage crises effectively will be a highly sought-after skill in the coming years.

If you’re looking for support navigating this changing market in 2025, speak to our expert team. Read more of our blogs on LinkedIn.

The Ethical Use of AI in Marcomms Recruitment

Regular readers of our blogs will know that we’ve written extensively about the growing role of artificial intelligence (AI), not just within marketing, but across hiring too. However, the growth of these platforms has led to concerns in some circles around potential biases. With this in mind, how can employers ethically use AI in marcomms recruitment?

The Role of AI in Recruitment

AI is already a key component of many hiring programs, especially in larger firms. It allows employers to identify candidates and assess their suitability for roles much faster than before. Initially, these tools were seen as a way to remove biases from the recruitment process. However, they may actually be having the opposite effect.

As with any transformative technology, adoption comes with uncertainty around ethical responsibilities. For those seeking marcomms expertise, the question isn’t just about leveraging AI but rather doing so in a way that upholds fairness, inclusivity, and human-centered values.

Several leading GenAI tools based on large language models (LLMs) have been scrutinized for potential biases in their outputs. The so-called ‘knowledge’ of these platforms is built on pre-existing data and the attitudes of those feeding it. This means potential biases are inherent and hard to avoid without careful management. Failing to manage these biases can perpetuate discrimination related to gender, race, age, or disabilities.

Challenges of Transparency and Privacy

Tools like ChatGPT, Microsoft’s CoPilot, and DALL-E also face challenges with transparency and understanding of their fundamental operations. Few people understand why these platforms work the way they do or how they learn. Many tools have displayed divergent behaviors and can generate answers that even specialists find confounding. They must be consistently monitored to ensure that developing tendencies do not lead to further biases.

Using AI effectively means understanding its limitations and evolving our expectations and relationships with technology. The information provided by AI must be carefully weighed and evaluated. Additionally, data privacy is a significant concern. Without strict safeguards, sensitive candidate data could be misappropriated. Sharing personal information without permission breaches GDPR, and feeding a person’s entire CV into a platform without a proper process could be unethical.

Ethical Use of AI in Hiring

There are solutions for employers who want to leverage AI tools ethically. Many organizations are concerned about handing a human-led process over to technology. While AI can enhance efficiency, relying too heavily on it risks removing the human touch essential in marcomms recruitment, where understanding soft skills and cultural fit is critical.

Firms should use AI as a partner and maintain control over the recruitment process. Employers should inform candidates if AI is used in hiring and allow them to withdraw if they choose. As more organizations adopt AI, the potential for discriminatory practices increases. Only those fully aware of the benefits and risks can use these tools effectively and fairly. Reducing bias is not just a legal obligation but a strategic imperative. By prioritizing equality, transparency, and candidate experience, marcomms employers can harness AI’s potential while fostering trust and inclusivity.

If your organization is looking to source the best marcomms talent, speak to our expert team. Read more of our blogs on LinkedIn.

Business transformation is an exciting yet challenging phase for any organization. Whether you’re implementing new technologies, expanding into new markets, or reshaping your company’s structure, these periods demand agility, strategy, and often, additional resources. One critical question that arises is whether you need extra staff to support these changes.

Why Business Transformation Creates a Need for Additional Staff

Business transformation often involves tasks and responsibilities beyond your current team’s capacity or expertise. Here’s why additional support may be essential:

Increased Workload

Transformation initiatives typically add new projects and workflows. Your existing team might struggle to manage their regular responsibilities alongside transformation demands.

Specialised Expertise

Implementing new systems, processes, or market strategies often requires skills that your current employees may not possess.

Temporary Support Needs

Business transformations are usually time-bound. Hiring temporary or contract staff can address immediate requirements without long-term commitments.

Avoiding Burnout

Overloading your current team could lead to stress, decreased productivity, and higher turnover rates. Additional staff ensures work-life balance and sustained performance.

Key Roles to Consider During Business Transformation

The specific roles you may need will, of course, depend on the nature of your transformation. However, common positions include:

Project Managers

To oversee transformation initiatives and ensure milestones are met.

Change Management Specialists

To guide employees through the transition and foster buy-in.

Change Communications Professionals

To manage internal and external messaging during periods of change.

Interim Support Staff

To handle day-to-day operations while your core team focuses on the transformation.

Hiring Options to Fit Your Needs

When considering hiring additional support during your business transformation, there are several options:

Full-Time Employees

Ideal for long-term transformations that require sustained expertise.

Contractors or Interims

Perfect for specialised skills or short-term projects.

Consultants

Bring in external experts to provide strategic insights and execution support.

How to Determine If You Need Extra Staff

To assess your potential hiring needs during a business transformation, it’s important to consider the following steps:

Audit Your Current Resources

Evaluate your team’s capacity and skills relative to the transformation goals.

Define Key Objectives

Identify what success looks like for your organization and the resources required to achieve it.

Forecast Workloads

Estimate the additional workload and timeframes.

Consult with Experts

Engage with HR professionals or recruitment specialists to understand the market and available talent.

The Role of Strategic Recruitment

Periods of business transformation are pivotal moments for any organization. While these times bring challenges, they also offer opportunities for growth and innovation. Employing the right support can ensure your transformation is seamless, efficient, and successful. The key to this success? Strategic recruitment.

Strategic recruitment can make or break your transformation efforts. Partnering with a specialised recruitment agency ensures access to a wider talent pool, faster hiring processes, and candidates who align with your goals.

If your organization is looking for some extra support during a time of business transformation, contact our team today. Read more of our blogs on LinkedIn.

What Does 2025 Have In Store for Marcomms Recruitment?

The rising adoption and usage of GenAI tools have driven perhaps the biggest change in the marcomms arena since the advent of computing. This transformation is ongoing, with roles continuing to adapt and customer demands for marketing, communications, and digital skills shifting. So, what does 2025 have in store for marcomms recruitment in this evolving environment?

The Rise of AI

Several tools, including ChatGPT and DALL-E, have contributed to a shake-up felt across almost every industry. In our specific markets, the growth of these tools led some organizations to initially—and wrongly—believe they could effectively outsource their marketing activity to technology. However, these employers are quickly finding out that GenAI platforms still need human direction and interaction to effectively do their jobs.

Relying solely on Microsoft’s CoPilot, for example, to produce content that resonates with target audiences will only fail, leading to a reduction in brand engagement. As anyone who has used these tools in practice will recognize, they are a long way off from being able to do the job to the required standard, for now, at least. Instead of relying entirely on GenAI, the best marcomms professionals use them as assistants or partners.

The rise of AI, along with the growth of other digital tools, has forced a shift in skills requirements within the marcomms world. Employers face the challenge of sourcing skills from a relatively limited pool of talent and cannot afford to get their hiring strategies wrong, particularly with many operating on limited budgets. Finding and recruiting professionals who can leverage the power of emerging AI-backed tools will be a main focus for marcomms recruitment in 2025.

There will still be a place for niche specialisms, but organizations are already seeking those with broader skill sets, combining marketing, communication, and technical expertise. This trend will grow, and the delineation between these fields will become blurred, especially as more organizations include AI skills and understanding as a basic requirement for most roles. As platforms become more sophisticated, these roles will continue to evolve, with professionals relying on AI for hyper-personalization, predictive analytics, and customer journey mapping at a granular level.

Integrated Strategies

AI is not the only driver of change in marcomms hiring in 2025. The need for fully integrated marketing strategies, which has grown significantly post-pandemic and combines both online and offline work, will become essential for creating cohesive brand narratives. Employers will seek those who can bridge different domains such as content marketing, social media, PR, and experiential and digital marketing.

Sustainability will also grow in importance as the reality of the climate change crisis continues to hit home. Cataclysmic weather events are no longer limited to far-off nations, and countries like Spain have seen the critical impact of autumn floods. Ethical organizations will continue to focus on promoting their ESG credentials, driving the need for a deeper understanding of climate science. More organizations will seek those with these skill sets.

This activity will take place in a steadily improving financial climate. Early signs indicate that the UK economy is improving, driving more activity in the job market from employers seeking skills to support expansion and professionals who feel more comfortable switching positions. However, organizations will still face challenges.

Marcomms Recruitment in 2025

The question for many remains: how do you source combinations of marcomms expertise that include a deep understanding of AI or sustainability when few people have relevant experience or qualifications, and you’re competing with rival firms who also want to recruit these individuals? The answer is to follow a data-backed, skills-first approach to hiring.

By removing the need for a specific track record in these areas or only identifying those with appropriate qualifications, organizations can open themselves up to a much broader pool of talent. Few people have extensive experience in AI because they are relatively new tools, but many will have developed expertise outside of work or in their roles, despite not having a degree in this field or having operated in a specific role.

Instead of looking for the tiny pool of talent with all the skills needed, employers must look to hire on potential. This means incorporating different assessments into hiring strategies and adapting existing sourcing and interviewing processes. It won’t necessarily be an easy shift to embed into organizations, but it will pay off. Firms that don’t operate in this way will trail behind their competitors as the war for talent reignites in 2025.

If your organization is looking to source marcomms professionals in 2025, speak to our expert team. Read more of our blogs on LinkedIn.

As we approach 2025, the marketing and communications landscape is set to undergo significant transformations. Emerging platforms and evolving customer expectations will necessitate the adaptation of existing roles and the creation of new positions. This article explores some of these emerging roles and offers insights into how businesses can effectively recruit for them.

Emerging Marketing and Communications Roles

New positions in marketing and communications will likely focus on areas such as sustainability and artificial intelligence (AI). These roles are crucial as businesses strive to stay competitive and meet the demands of a rapidly changing market.

AI Marketing and Content Strategists

AI is poised to revolutionize the commercial sector, driving significant changes in employment. Organizations are eager to leverage AI’s potential to avoid falling behind competitors. There is a growing demand for marketing strategists and professionals skilled in brief writing and ideation, focusing on developing detailed, market-specific instructions for AI platforms.

Digital Ethics Managers

AI presents ethical challenges, particularly concerning intellectual property and content development. Organizations will need digital ethics managers to navigate an increasingly regulated market and international legislation. These specialists will bridge the gap between marketing communications and legal departments, ensuring compliance with policies.

Metaverse and AR Marketing Specialists

As brands enter virtual spaces and adopt AR and VR tools, there is a growing need for marketing specialists with digital expertise. These professionals will manage virtual campaigns and leverage emerging tools like voice search optimization and haptic technology to create immersive experiences. The talent pool for these roles is currently limited, especially for those with both technical and marketing skills.

Blockchain Marketing Strategists

Blockchain technology offers solutions for fraud prevention and enhances security, transparency, and trust. Brands can use blockchain to eliminate bot traffic and verify ad impressions, improving ad spend efficiency. As blockchain becomes more common, there will be significant demand for professionals with technical expertise and marketing skills to implement these solutions.

Sustainability Communications Managers

Sustainability is a key focus across all sectors. Organizations need marcomms professionals who can communicate effectively about sustainability and align messages with ESG goals. This is crucial in a field where misinformation is prevalent, and the impact of existing initiatives is waning.

Recruiting for New Roles

Employers face challenges in sourcing marketing and communications talent in a skill-short market. The emergence of new roles will increase demand, particularly for those with a combination of marcomms and technical expertise. Businesses must adapt their recruitment strategies to attract and retain the talent needed to navigate this evolving landscape.

If your organization is looking to source marcomms professionals to help navigate this changing environment, speak to our expert team. Read more of our blogs on LinkedIn.

Even for the most ardent of skeptics, it’s becoming difficult to ignore the impact of climate change on the world around us. From steadily heating oceans to increasingly violent and unpredictable weather events, it’s clear that significant action is needed before it’s too late. The role of marketing in climate change is becoming increasingly important. But what impact do our specialist markets have on the environment, and how can they help support systemic change?

The Role of Marketing in Tackling Climate Change

The worlds of marketing and communications play vital roles in addressing climate change. Specialists hold an instrumental position in influencing stakeholders and driving change. There is significant opposition towards climate science, not just from individual cynics but also from entire markets and even governments. Organizations fighting back are seeking top professionals to support lobbying against powerful fossil fuel sectors.

Marketing and communications contribute to shaping public perception and awareness around climate change, as well as countering misinformation. Campaigns like the United Nations’ ‘Act Now’ and Greenpeace’s broader initiatives highlight the power of strategic marcomms activity to ignite action. Without the best and brightest marcomms specialists, these efforts would fail to compete with well-funded lobbying efforts from certain market sectors.

It’s not just environmental groups focusing their efforts on promoting the impact of climate change. Many FMCG organizations, particularly in the UK, have a carbon or green policy in place, forming a key part of their corporate identity. Both internal and external marketing teams play a crucial role in developing these narratives and driving transformation by integrating environmental responsibility into branding and messaging. Communications experts ensure that sustainability claims are backed by genuine action, a necessity in an era where ‘greenwashing’ is often met with widespread criticism.

Companies like Patagonia and Ikea demonstrate how strategic marketing aligned with environmental values can bolster brand loyalty and credibility. These shifts highlight the growing demand for marcomms professionals with expertise in sustainability and corporate social responsibility (CSR) from companies striving to lead the charge against climate change.

Is Marketing Contributing to Climate Change?

Developing and implementing messaging and strategies that resonate with the public isn’t the only role marcomms play in the climate crisis. It also inadvertently supports the use of plastics and other materials that contribute to environmental damage. Many have attended meetings, seminars, or conferences and received plastic puzzles, pens, binders, and more, which are generally unnecessary and add little value. This is a tangible way the marcomms industry affects the environment, with its reliance on plastic and paper causing significant damage.

Despite the shift toward digital media, the physical footprint of industries remains significant, stemming from product packaging, promotional materials, direct mail campaigns, and event merchandise. While these giveaways may support brand awareness, most end up in landfills, contributing to the climate crisis.

Beyond events, marcomms impacts the environment through product packaging, promotional merchandise, and point-of-sale displays, adding to non-biodegradable plastic waste. Terrifying statistics reveal the proliferation of microplastics worldwide, even found in newborn babies’ blood and the deepest parts of the Pacific Ocean. While marcomms plays a small role in this damage, it still contributes.

As global environmental awareness rises, the marketing industry faces scrutiny over its resource consumption and waste generation. The production and disposal of plastic generate significant greenhouse gas emissions. The industry’s reliance on paper also contributes to deforestation, impacting the UK and rainforests crucial to tackling the broader crisis.

How can marcomms change its position? The obvious answer is to reduce reliance on plastic and paper and lean more on digital alternatives. If plastics are used, ensure they’re not single-use and are designed for recycling. At a broader level, messaging needs to be strengthened to combat the rise of populist leaders who could threaten the impact of climate mitigation programs.

If you’re looking to hire a marketing or communications expert to help shape your corporate messaging, get in touch with our expert team. Read more of our blogs on LinkedIn.

Why Getting Communications Recruitment Right Is Key In Periods of Change

It’s no secret that the world is in the midst of a period of major change, led by climate challenges, political shifts, and geopolitical conflicts. In this difficult and evolving environment, ensuring an organisation’s communications and messaging strategies are correct has never been more important. Securing the right skills to deliver this can make or break the effectiveness of a comms strategy. However, as employers will recognise, the marcomms market is still feeling the impact of skills shortages. But why is messaging so key during times of change, and how can firms ensure they’re getting their communications recruitment right to secure the best talent in the market?

The Importance of Communication in Periods of Change

Ultimately, any major transition—planned or not—is destined to fail without effective communication. Periods of organisational change are inevitable in today’s fast-paced business world, and mergers, restructures, digital transformations, and crises all demand effective messaging to guide stakeholders. During these times, having specialists on board who can cut through the noise is especially critical.

In the UK political world, for example, the new Government has announced potentially unpopular moves, with tax increases being one such example. Explaining the rationale behind such moves to those impacted requires the right messaging and comms strategies. Across the Atlantic, the recent US election result is likely to have a similar effect, and the only way to regain the support of at least some of the near 50% of the population who opposed the Republican Party will be through effective and powerful communication.

The same principles apply in the world of business and employment. To take staff, investors, customers, or any stakeholders on a journey with you requires the skills of talented professionals who can cut through the noise and develop messaging and strategies that resonate with audiences and their range of individual and collective motivators. The best professionals will be able to develop these themes and deliver them appropriately, with the right messages reaching the right people at the right time.

Highlighting the reasons and drivers behind why a business is doing something, and the potential benefits that can follow, will help to reduce uncertainty, which is particularly valuable during periods such as a change in ownership or leadership, where staff might be feeling uncertain about their future. This also helps to build trust while realigning the organisation based on shared principles, goals, vision, and values. Effective communications can empower employees by giving them the information they need to adapt and thrive.

Any type of change—whether seemingly positive or negative—can lead to uncertainty, which, if not managed properly, can erode trust and potentially lead to staff leaving the company entirely. Shifts in organisational direction can be an emotionally charged time, sparking resistance and unease. The best communicators understand and recognise that emotions play a significant role in how people respond to change.

In this context, the responsibility of any communications team extends beyond disseminating relevant information; they need to craft narratives, anticipate questions, and manage the emotional and psychological impacts of change. Effective messaging can mean the difference between a smooth transition and one fraught with misunderstandings, resistance, and failure. Recruiting specialists with the right skills, such as empathy and conflict management, ensures that the organisation has the capacity to address concerns, fears, and questions in a way that respects individual perspectives. Put simply, getting the right people is absolutely critical.

Effective Communications Recruitment

However, this is often easier said than done. The challenge facing most employers is that almost every organisation is on the lookout for the same skills. Skills shortages mean that candidates often hold the power. In fact, according to our recently launched Marketing & Digital Hiring & Salary Guide 2024, communication is one of the most sought-after skills from hiring managers, and they are specifically seeking those who can effectively navigate ever-changing environments to drive overall business growth.

One potential solution that can aid hiring in this highly competitive market is to recruit on a skills-first basis. Yes, a great track record and experience at major organisations look good on a CV, but ultimately where someone has worked or what qualifications they hold doesn’t establish whether they’ll be able to carry out a job effectively, or whether they’ll be a good cultural fit.

Another way of getting ahead in the communications recruitment market is to have a clear idea of what motivates talent. Our report looked into candidate drivers and found the most in-demand perks were access to flexible working, pension schemes, and private healthcare. Providing these types of benefits can potentially be the decisive factor in whether a candidate chooses one organisation over another.

Of course, we have to add that it’s not only the wider world that is undergoing change. According to our data, 62% of communications, marketing, and digital professionals are considering switching roles in the next 12 months, meaning that if a company isn’t actively recruiting at the moment, it will likely need to within the next year to replace departing employees. With specialists being pivotal to delivering effective programmes of change, ensuring your firm has the ability to hire the talent it needs, when it needs it, will remain vital. Speak to our expert team to help you find the skills your organisation needs to thrive.

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