Demand for AI expertise continues to grow

To improve customer experience or to manage repetitive tasks – artificial intelligence is already finding its way into many industries. And it’s likely to impact the talent pipelines and hiring outlook for companies in 2025. While some are still looking for suitable use cases, others have already started with the implementation.

  • 72% of businesses are encouraging their employees to explore Gen AI for routine tasks and enhanced productivity.
  • 42% of employees are using Generative AI tools almost every workday.

2025 Highlights

Staying competitive as an employer a main driver for salary increases

In a skills-short market, growth-focused businesses have been pulling out all the stops in an attempt to attract and retain the top talent they need. And not surprisingly the hiring outlook shows companies increasing salaries with the sole motive to be an employer of choice.

  • 46% of businesses are increasing salaries to remain competitive in the attraction and retention of talent.

Competitive salaries can lure workers

Employers are faced with the tricky task of making the right offer at the right time to convince an employee to stay or a candidate to join. And salary premiums remain among the top tools to convince skilled professionals to remain with their current employer or jump ship.

Job security most important for workers

When having to choose between financial incentives or feeling secure in their job, almost half of employees would prioritise job security over salary in 2025.

A shift in optimism for the year ahead is reflected by the 30% of marketing and creative hiring managers looking to expand their permanent headcount, and a further 24% expecting to add more positions on a project basis. Experts in digital marketing, SEO, content and social media are most in demand, with financial services, e-commerce, and consulting among the industries recruiting for marketing professionals the most.

When it comes to salary expectations, Gen Z candidates (18-27 year olds) have become more demanding according to 67% of marketing hiring managers. And when it comes to expectations for new perks and benefits, top of mind for all marketing employees is the introduction of:

  • Stress reduction programmes (41%)
  • Financial allowances for working from home (52%)

Businesses are embracing innovation, with 70% of marketing leaders already encouraging their employees to use generative AI tools for the enhancement of routine tasks and productivity. And a further 59% are already planning structured internal training programmes on the usage of gen AI tools for their marketing teams.