Marketing News Q3
This last quarter has brought some interesting changes and trends in hiring for marketing roles, with the biggest standout being the need for strong specialist skills. While there is still a big need for generalists (and those unicorns too), skills in content marketing, email automation, and AI-based campaign analytics are increasingly sought after. Having certifications and experience in tools like Google Analytics or HubSpot are helping candidates stand out in today’s market.
This quarter, our Director Lauren has been working on divisional strategy, ensuring we continue to connect talented marketers with the best opportunity in the UK. We have been working closely with industry leaders, networks and the wider community to plan exciting developments in 2025.
Lauren and Sarah attended the fabulous Marketing Society St Andrew’s Day Dinner in November. It was great to hear about the phenomenal work the Scottish marketing community has been creating throughout the last year – it is so important to take a moment to appreciate the amazing talent we are surrounded by. Although we have already said it, an extra well done to Euan McNair & the team at Aegon UK for winning Client Employer Brand of the Year and everyone at Lane – a Certified B Corp for Agency Employer Brand. It was a privilege to watch both companies being recognised for their outstanding work.
Also with the Marketing Society, Sarah attended the outstanding Changemakers Conference. A truly inspiring day filled with stories, insights, and a focus on how individuals and organisations can drive meaningful change. If there was one big takeaway, it was that the best way to make an impact—whether on a personal level, for a client, or as a company—is by creating a strong culture. From sustainability to authenticity, the stories and lessons shared at the conference emphasised that change is about actions, not words.
In addition to these exciting updates, here are some key trends shaping the marketing recruitment landscape in Scotland as we approach 2025:
- Inclusivity in marketing: Scottish businesses are prioritising inclusivity, focusing on using gender-neutral language and amplifying diverse voices in campaigns. This approach helps brands build stronger emotional connections with their audiences.
- Advanced use of AI: AI continues to transform marketing strategies, from automating campaigns to creating hyper-personalised customer journeys. However, there’s also a movement toward “AI-free” branding for consumers who prioritise authenticity.
- Sustainability in marketing: Customers are demanding more eco-conscious practices, and businesses are responding by integrating sustainability into their branding and highlighting green initiatives.
These trends, alongside our industry insights, will undoubtedly shape the marketing landscape as we move into the new year.
Have a fabulous festive break, and we cannot wait to catch up with you in the new year – bring on 2025!
