Marketing and advertising professionals are facing a classic working from home dilemma, with two-thirds (68%) of UK bosses believing an individual’s presence in the office significantly impacts their chances of a promotion, even though the majority (73%) of employees believe they are more productive in a hybrid set up.
That is according to Robert Half’s 2025 Salary Guide, which surveyed 1,000 employees and 500 hiring managers across the UK, and follows reports that more and more agencies are demanding their staff go back to the office.
On the flip side, however, the report reveals nearly a third (30%) of managers are looking to expand their permanent headcount in the year ahead and a further 24% expect to add more positions on a project basis.
Experts in digital marketing, SEO, content and social media are most in demand, with financial services, ecommerce and consulting among the industries recruiting for marketing professionals the most.
When it comes to salary expectations, Gen Z candidates (18- to 27-year-olds) continue to be more demanding, according to 67% of marketing hiring managers, even though that has fallen. In July, the Robert Half Jobs Confidence Index showed nearly three-quarters (73%) of those aged 18 to 34 expected to receive a pay rise within the next year.
Expectations for new perks and benefits are also high, with top of mind for all marketing employees being the introduction of stress reduction programmes (41%) and, ironically, 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; a further 59% are already planning structured internal training programmes on the usage of GenAI tools for their marketing teams.
Robert Half brand director for Scotland Reggie McMahon said: “While business leaders clearly place value on in-office attendance when it comes to career development in their workforces, it would appear that staff themselves value flexibility over promotions.
“We are still in a core transition period where the right balance for all is being defined, but it is key that employers are mindful of the tough labour market that we are still facing. Skills shortages remain rife, and firms that aren’t recognising what it is that workers want, will lose out in the war for talent both now, and in the immediate future.”
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That was then, this is now…for the digital skills crisis
