The UK marketing industry is facing rising recruitment tension, with 44% of professionals actively looking for a new role but the same proportion of hiring managers struggle to find talent and both sides seemingly following the online dating mantra of holding out for the “perfect match”.
That is according to a new study by recruitment specialist Michael Page, which has dubbed the phenomenon “the wait-and-see workforce”.
In an effort to tackle the issue, Michael Page has released its 2026 Salary Guides, offering insights into key trends in the UK market, the most in-demand roles, and the priorities marketing professionals are seeking in their next positions. The report analyses data across thousands of placements and conversations with hiring managers and professionals in 18 guides across 15 sectors, highlighting recruitment demand and insights.
As marketing continues to be reshaped by AI, automation and tighter budgets, the guides point to a new hiring pattern emerging. Businesses are prioritising mid-level manager roles that can bridge strategic thinking with hands-on delivery, shifting demand from both the senior leadership and entry-level ends of the market.
Alongside this, the strongest hiring demand is centred on revenue-generating functions. Expertise in demand generation and ecommerce is also in high demand, while content strategy roles remain resilient despite the rise of generative AI.
The regional hotspots for hiring marketing talent include London, the Midlands, and the Southern Home Counties, with the most in-demand marketing roles being marketing manager; marketing executive; product manager; brand manager; and head of marketing.
Meanwhile, the most in-demand marketing skills are content creation and writing; end-to-end campaign management; data analysis and reporting; and stakeholder management.
Michael Page senior operating director of marketing James Nally said: “Inevitably, AI is reshaping the hunt for marketing talent – but while this technology can assist with tasks like copywriting, the strategic layer of content creation still requires human insight.
“We know that 79% of marketing professionals use AI at least once a week, but many businesses are doubling down on hiring individuals with storytelling, creative, and brand management skills to work alongside AI. We’re also seeing a strong push toward social-first and video-first marketing content, areas where brand nuance and authenticity are difficult to automate.”
The data reveals candidate applications are increasingly aligned with the roles businesses seek – from copy editors and senior product managers to heads of marketing, marketing assistants and communications managers.
Despite this alignment, hiring managers are still struggling to secure top marketing talent, although the guides suggest the issue is no longer solely about supply and demand – it is about meeting the evolving expectations of candidates.
Work-life balance now leads the list of priorities for marketing professionals, with 96% rating it as their top consideration when thinking about work. In fact, 61% would turn down a promotion if it compromised their wellbeing.
The guide highlights a clear opportunity for businesses and leadership to revisit their hiring strategies with competitive salary benchmarking, while also expanding the focus to include holistic compensation packages.
Nally continued: “What we’re seeing is a strong alignment between the roles candidates are seeking and the positions businesses are listing. However, it’s no longer just about filling roles; recruitment is being shaped by a more considered, ‘wait-and-see’ workforce.
“Both businesses and candidates are only ready to commit if everything is in place. To secure these ideal matches, businesses need to offer competitive salaries to persuade candidates to make the leap. But this is just one part of the equation. With nearly all marketing professionals prioritising work-life balance, offering holistic compensation packages is essential to finding the right talent for your team.”
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