Marketing Market Insights and Personal Brand in Focus
As we head towards the end of 2025, the marketing recruitment market across Scotland remains active but highly competitive. Demand for talent has not disappeared, but hiring decisions are more deliberate, processes are longer, and expectations of candidates are higher than they have been in previous years.
We continue to see strongest demand across digital, performance marketing, CRM, content, and data-led roles, with Glasgow leading the way in overall vacancy volume and Edinburgh showing a growing concentration of tech and data-enabled marketing positions. Employers are prioritising marketers who can clearly demonstrate commercial impact, adaptability, and the ability to influence stakeholders, not just execute campaigns.
One consistent theme we are seeing is the move towards skills-first hiring. While job titles vary widely, the underlying skills employers are seeking are remarkably similar. Data literacy, comfort with AI tools, and the ability to translate insight into action are now baseline expectations, while leadership potential and cultural alignment are being assessed at every level.
These themes were echoed recently when Lauren had the opportunity to speak in partnership with the Chartered Institute of Marketing on Personal Brand and Market Insights. A key part of the discussion focused on how marketers can stand out in a crowded market where many CVs look similar on paper. Personal brand is increasingly acting as the differentiator, not as self-promotion, but as clear evidence of reputation, value, and outcomes.
Recruiters and employers look online first. Marketers who can articulate what they are known for, the problems they solve, and how they deliver results build trust earlier in the process and are more likely to be shortlisted. We are seeing this play out in real time, with candidates who show clarity, consistency, and credibility across LinkedIn, interviews, and in-person interactions gaining momentum more quickly.
As we look ahead to 2026, we expect marketing hiring to remain focused on impact rather than volume. Teams may not grow significantly in size, but the expectation on individual contribution will continue to rise. Marketers who invest in their skills, their adaptability, and their personal brand will be best positioned to navigate what comes next.
Contact our Sales & Marketing team:
Lauren Jow (Director & Co-founder) – lauren.jow@iconicresourcing.com
Robyn Christie (Sales & Marketing consultant) – robyn.christie@iconicresourcing.com
Becky Taylor (Delivery consultant) – becky.taylor@iconicresourcing.com
