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Recruitment Trends in Marketing

Kerry McFarlane explores market analysis as we head towards the year end of 2022 and the key trends across employers in Scotland.


At the beginning of 2022, Marketing Weekly told us 40.1% of companies would approach bridging the skills gap by hiring external talent. We knew this year was going to see lots of movement within the marketing industry and reflecting back, we take a look at what employers deem to be the most in demand skills in the Scottish marketplace.

Marketing hires in Scotland have seen a sharp increase in more traditional skillsets, with events specialists included in the most in demand. We are noticing professional and financial services sectors have the most opportunities for senior hires. A third of new hires this year in Scotland are joining global firms. As we approach the end of the year, looking back on a very digitally focused 2021, this year has shown a very different picture as the marketing industry continues to thrive.

Within Iconic Resourcing’s marketing division, 26% of hires in 2022 have been at Director or Head Of level. As the market stabilises, organisations require senior leaders to continue to drive growth. During the pandemic there was a noticeable request for a ‘hands on’ approach. Now, as businesses continue to prosper, many are now looking for leaders to design and deliver their strategy. Only 12.5% of senior hires were digital leaders, as the market looks for a skillset who can oversee their entire strategy. A vast change in focus from previous years.

Events have played a very important part in the marketing strategy of 2022 across all sectors and at all levels. 22% of hires made were within Events including Events Coordinators, Events & PR Managers and Head of Events. Digital events continue; however, this was not a key skill in demand, but an addition. Companies are focusing on large events and expo’s, in both B2B and B2C markets.

A third of Manager level hires were made within Communications and PR. Internal communications has been steadily increasing since 2018. We are now seeing more roles combining internal, external and PR, as organisations look for experts who can project manage change and control brand perception.

Digital marketing still plays a huge part in all organisation’s marketing strategy.  Many disclosed that digital marketing is 80% of their agenda. With rapid year on year demand and skills shortages in digital marketing being widely reported in previous years, the results of 2022 would tell us that organisations now have the digital skillsets they require and the focus has been on bolstering this with a more traditional marketing approach.

For more information or insights into the marketing industry sector, a new role within marketing or your next hire, we are here to help! We recruit the best in house talent for our clients across all industry sectors, please feel free to reach out to Kerry McFarlane on 07780138964 or email