UK Staffing in Marketing: What’s ahead for 2025?
01 Nov 2024
As we look back on 2024, it’s clear that the staffing industry in the UK, especially within marketing and communications, is undergoing a significant shift. Permanent hiring has slowed, influenced by economic uncertainties and inflationary pressures. But as we approach 2025, there’s optimism on the horizon. Innovations in recruitment technology, the rise of AI, and the increasing demand for freelance and contract workers are all helping shape the industry for the better. Yet, the talent shortage remains a challenge, with 7 out of 10 employers still struggling to fill vacancies, particularly for specialised roles like digital marketing and communications (SenseHQ, 2024).
“As we head into 2025, we’ll see more UK businesses tapping into global talent—particularly from South Africa—and embracing advancements in AI to meet critical skill demands. This strategic approach provides an edge in navigating talent shortages while staying agile in a competitive market.”
– Thea Palmer, Chief Services Officer
One of the most exciting developments is the growing use of AI and automation in recruitment. Staffing agencies are embracing AI-powered tools to refine candidate matching, streamline scheduling, and enhance client engagement. This has led to faster placements, with many agencies filling roles in just 19 days or less (Bullhorn UK, 2024). In a competitive market, speed and precision are key, and these technologies are giving early adopters a much-needed edge.
Demand for temporary workers, freelancers, and contractors remains strong, as businesses seek flexible staffing solutions to navigate ongoing economic challenges. This trend is particularly pronounced in marketing and communications, where the digital transformation has created a surge in demand for specialised skills like social media management, content creation, and digital strategy (Signature Recruitment, 2024).
Tapping into South African talent for the UK market
A notable trend that’s gaining traction is the outsourcing of talent from South Africa. The UK and South Africa have a long history of collaboration in staffing, with South Africa emerging as a key provider of skilled marketing and communications professionals. Several factors are driving this trend:
Cost efficiency
South Africa offers a highly skilled talent pool at a more affordable rate compared to the UK. In challenging economic times, businesses are seeking ways to manage costs without compromising quality.
Time zone alignment
South Africa’s time zone aligns closely with the UK, enabling seamless, real-time collaboration—something that can be tricky when outsourcing to other regions.
Exceptional skill sets
South African professionals are well-known for their strong command of English and advanced digital marketing skills, particularly in SEO, social media, and content marketing. This makes them a great fit for UK firms looking to strengthen their marketing efforts.
By tapping into South African talent, UK staffing agencies can help businesses access a wider talent pool, meeting the increasing demand for marketing and communications expertise while ensuring high-quality, cost-effective solutions (SenseHQ, 2024).
As we move into 2025, the UK’s marketing and communications staffing landscape is set for transformation (Talent strategies for 2025). The growing reliance on freelance and contract workers, combined with advances in recruitment technology and strategic outsourcing, offers businesses new ways to navigate the talent shortage and optimise costs. These trends will undoubtedly shape the future of recruitment in the UK, helping businesses stay agile and competitive in a fast-evolving market.
Contact HelloKindred today to learn more about how we can help you create a talent strategy that drives success in 2025 and beyond.
