Q4 Marketing Recruitment Update
As we wrap up Q4, the marketing job market has remained dynamic, with strong demand for talent across various industries in Scotland. We have successfully placed professionals into communications, digital marketing, paid social, business development, campaign management, and talent attraction (employer brand). The breadth of roles we’ve placed this quarter reflects the continued investment businesses are making in brand visibility, customer engagement, and commercial growth.
Hiring Trends
Digital & Paid Social
The demand for digital marketing specialists, particularly in paid social and performance marketing, has remained high. Brands are looking for experts who can maximise ROI on ad spend and drive targeted engagement, with a preference for those skilled in platform-specific strategies across Meta, Google, and TikTok.
Business Development
More businesses are prioritising customer acquisition and retention strategies, leading to increased hiring across BD and campaign management roles. There’s been a particular push in sectors like professional services and B2B, where marketing teams are working more closely with sales to drive revenue.
Talent Attraction & Employer Branding
An increasing number of businesses are recognising the importance of strong employer branding and talent attraction strategies to stay competitive in hiring. We’ve seen more demand for marketing professionals who can craft compelling employer value propositions, manage recruitment marketing campaigns, and elevate their company’s presence as a top destination for talent. With the competition for skilled professionals intensifying, this trend is only set to grow into 2025.
Hybrid Working
Marketing candidates continue to prioritise flexibility, with hybrid roles significantly outperforming fully office-based roles in terms of applicant interest. While in-person collaboration is valued, businesses requiring full-time office attendance are seeing a narrower talent pool.
Industry Highlights & Events
The Marketing community is thriving
Q4 was packed with networking and learning opportunities across the marketing sector. Iconic Resourcing was proud to host our first CiM Breakfast Social at The Garment Factory in Glasgow, bringing together marketing professionals to connect, share insights, and discuss industry trends. We heard from guest speaker, Nicky Logue from We Are Hydrogen on ‘How to Navigate Social in 2025’
Networking
Q4 saw a surge in industry engagement from a networking perspective. Key themes included the evolution of AI in marketing, the growing importance of first-party data, and the shifting landscape of content strategy in an increasingly privacy-focused world.
Looking Ahead
With April on the horizon, we anticipate continued investment in data-driven marketing, employer branding, and AI-powered personalisation. The appetite for performance-driven marketers and commercial BD professionals is unlikely to slow down, making it an exciting time for job seekers and hiring managers alike.
Networking is showing no signs of slowing down, with the likes of The Marketing Society’s Digital Day around the corner.