2025 US Marketing Staffing Trends: AI, Skills & Nearshoring
24 Feb 2025
By Cindi Boudreaux, Commercial Partner NA
Looking back on 2024, it’s evident that the US staffing landscape in marketing is undergoing notable changes. Economic fluctuations, shifts in worker priorities, and advances in technology are all inspiring or necessitating new approaches to recruitment and retention. Heading into 2025, we’re seeing a blend of optimism and adaptation as companies explore innovative staffing strategies to keep up with industry demands. Here are some of the recruitment trends already shaping 2025, including how offshore and nearshore solutions are rewriting the rulebook for talent acquisition.
1. Hiring for Skills, Not Qualifications
Rigid degree requirements are a thing of the past. Skills-based hiring is now the leading strategy to address talent shortages, and according to the World Economic Forum, the global skills gap could leave 85 million jobs unfilled by 2030 and result in US$8.5 trillion in unrealised annual revenue. In marketing and creative sectors, where innovation thrives on varied perspectives, skills-first hiring enables organisations to tap into a broader talent pool, including professionals who have a wealth of experience and expertise but do not hold traditional academic credentials.
The ongoing demand for specialists reflects a widening skills gap in the US staffing market. In 2022, 87% of executives told the McKinsey Global Survey that their workplaces were increasingly grappling with a skills gap, and furthermore, that “recent university graduates, a traditionally reliable source of talent, often lack the required competency level for key skills”. To address this, some companies are offering more training opportunities and cross-skilling initiatives to bridge the gap and prepare employees for emerging roles.
The digital transformation across industries has also intensified demand for marketing professionals with specialised skills, including expertise in social media management, SEO, data analytics, and content marketing strategy. As organisations invest more heavily in digital channels, they are looking for professionals who can navigate complex digital ecosystems and drive brand growth.
2. AI and Automation in Staffing
Artificial intelligence continues to transform recruitment. It is estimated that this year, AI-driven tools will handle up to 90% of repetitive recruitment tasks – from screening CVs to shortlisting candidates. This shift frees up recruiters’ time, enabling them to focus on high-value activities like building relationships and establishing a compelling employer brand.
AI’s predictive analytics can also identify candidates for marketing and communications roles who have niche skills or demonstrable track records in creative campaigns. Programmatic job advertising – automating ad placements across multiple platforms – is also gaining momentum. It is a strategy that ensures job postings reach the right audience, including passive candidates, while maximising ROI.
3. Nearshoring and Outsourcing: A Strategic Talent Solution
The trend towards offshore and nearshore outsourcing has gained a lot of momentum. The proximity, cultural common ground, and economic advantages of European markets make them preferred nearshore destinations for US companies. Research indicates that an increasing number of organisations are shifting some operations closer to home to enhance efficiency and maintain quality standards.
Nearshoring offers flexibility and access to a multilingual marketing and communications workforce familiar with US consumer behaviour. Sourcing talent from countries like Poland and Portugal allows organisations to reduce costs without compromising quality, giving them a competitive advantage. Whether managing influencer campaigns, producing video content, or designing digital ads, nearshore teams deliver results that align with US market standards.
4. Statement of Work (SOW) Solutions Are Replacing Contingent Solutions
Outcome-based models like SOW solutions are also gaining traction as organisations seek to focus their efforts on risk-free, performance-related marketing projects. This includes outsourcing functions like marketing and IT to avoid the overheads associated with having in-house teams providing non-core skills. SOW agreements allow businesses to expand teams across borders and geographies, providing a more efficient cost-overhead model.
Staffing agencies have been using SOW models for years. They provide a roadmap outlining project-specific activities, deliverables, and timelines for a service provider to follow in delivering outsourced work for a client, clarify each party’s understanding of the terms of their co-working agreement, and improve communication between clients and service providers.
SOW or project-based setups give clients more flexibility to adjust as their needs shift. Since these models focus on roles and services rather than individual contractors, it is easier to swap in a graphic designer instead of a motion designer if that is what the project calls for—something that is trickier with the traditional contingent model.
Staffing Industry Analysts (SIA) found that 31% of contingent workforce programmes intend to integrate SOW spend by 2027, allowing companies to reduce the cost of high-quality deliverables. SOW solutions also offer flexibility so that businesses can scale up or down at speed based on changing project demands.
5. Candidate Experience Is the Differentiator
In such a competitive market, the candidate experience is what sets your organisation apart from the rest. The best talent will no longer accept lengthy application processes and impersonal interactions – candidates expect seamless, personalised experiences from the first touchpoint to onboarding.
Automation plays a pivotal role here, too. Chatbots, automated email campaigns, and mobile-friendly application processes streamline recruitment while enabling a more human touch by freeing recruiters’ time to focus on onboarding qualified candidates without leaving the others hanging.
Positioning for Success in 2025
As US marketing and communications recruitment evolves and gains complexity, marketing leaders will continue to look for increased flexibility and agility. By embracing trends like skills-first hiring, AI-driven recruitment, SOWs, and nearshore outsourcing, CMOs and contingent workforce leaders can navigate challenges with confidence.
HelloKindred is uniquely positioned to help employers harness the potential of nearshore partnerships. European markets stand out as nearshore powerhouses, offering cost-effective, culturally aligned, and highly skilled talent. Our SOW solutions afford clients agility and flexibility and let marketers tap into highly specialised skill sets cost-effectively while keeping their teams agile and flexible in the face of changing needs. Whether you are launching global campaigns, analysing consumer data, or optimising social media strategies, nearshore teams can provide the expertise and agility your organisation needs.
Success in 2025 will hinge on adaptability and innovation. By leveraging these trends and partnering with HelloKindred, you can build a resilient, future-ready workforce that drives business growth in the ever-evolving marketing arena.
