With emerging technologies, global turmoil, and climate change impacting the business agenda, the pace of evolution in marketing, communications, and digital recruitment is accelerating. The skills that organisations sought a few years ago have evolved, requiring employers to either train existing staff or seek new skills externally. Despite economic disruptions earlier in the year, there are positive signs in the UK, and employers are expected to bolster their workforces as we move through the final part of 2025.
In-Demand Communications & Marketing Roles for the Second Half of the Year
Content Strategists (with AI Proficiency)
Content remains crucial, and professionals who can balance AI tools with expertise in SEO and content marketing are highly sought after. These specialists drive organisations’ marketing activities and understand customer search intent. The best professionals incorporate AI but recognise its limitations, using it as an assistant rather than a guide. Tools like ChatGPT, CoPilot, and DALL-E are invaluable for brainstorming, but a balance between AI and human expertise is essential. Gabriel Charles, Senior Consultant, Marketing & Digital at VMA Group, highlights the importance of AI-guided creativity skills for marketers to stay competitive.
Public Affairs Specialists
The political landscape is a major driver of market shifts. In the UK, new legislation and laws require organisations to adapt. Public affairs specialists manage these changes and help shape them. They blend political intelligence with communications, legal awareness, and business acumen. Their expertise is valuable in sectors under intense scrutiny, such as energy, technology, financial services, and healthcare. Julie Mazzei, Account Director, North & Midlands, notes the growing demand for public affairs practitioners as organisations navigate geopolitical changes.
Change Communication Leaders
With political and legislative flux, change communications leaders are in demand. They design strategies to manage messaging during periods of change, embedding empathy and effective stakeholder management. Interim change professionals are particularly sought after, as Deborah Le, Principal Consultant, Interim & Contract at VMA Group, explains. These roles often last 12 months and offer attractive day rates.
Despite challenges earlier this year, the market is improving, and organisations may expand their communications and marketing teams to seize new opportunities.
*****
If your business is looking to recruit its next communications, marketing, or digital specialist, don’t hesitate to get in touch.
