BY LUCY MARINO, executive director of the marketing and creative practice at global talent solutions firm Robert Half which connects employers with skilled marketing, creative, digital, advertising and public relations professionals to meet their specialized recruiting needs. Marino manages strategy and operations for the company’s marketing and creative talent solutions teams across U.S. locations.
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Today’s marketing and creative teams rely heavily on professionals who can fashion compelling campaigns and designs. But in a hiring environment where there are still more open positions than suitable job candidates, in-house and agency leaders must think in new ways when it comes to bringing on new talent.
Staying on top of employment trends can help you adapt your recruitment practices and salary structures. Consider the following key factors shaping the hiring scene for marketing and creative professionals, drawn on research for the 2025 Salary Guide From Robert Half.
The Money Mismatch: What Job Seekers Want vs. What Companies Can Offer
Marketing and creative professionals with the specialized expertise required to drive priority projects are seeing the most significant rises in starting salaries. As we approach 2025, 43% of marketing and creative hiring managers say job seekers are more likely to negotiate salary now than a year ago. At the same time, 45% of managers anticipate ongoing difficulty meeting candidates’ compensation expectations.
Skills that marketing and creative managers are raising salaries for, when they can, include creative development and art direction, UX and UI design, content strategy, and graphic design. In addition, some companies are expanding flexible work options to sweeten job offers.
To get a better idea of what the competition is offering, consult our Salary Guide and Salary Calculator (at roberthalf.com/salary-guide), which allows you to customize pay levels to your geographic location and learn more about each role.
AI Experience Is Crucial Today
As AI tools become more sophisticated, the ability to strategically implement and leverage these technologies is becoming as crucial as traditional marketing and design skills. Almost 7 out of 10 (69%) marketing and creative managers say advancements in AI and automation are reshaping the list of skill sets they need. The most sought-after candidates are professionals who can merge creativity and technology effectively.
Generative AI empowers marketing and creative professionals to craft tailored marketing messages, explore diverse design concepts and push creative boundaries. Managers look for candidates with AI expertise to apply to tasks ranging from data analysis and reporting to predicting sales.
The Pitfalls of Prolonged Recruitment
While managers often think they can wait until they find the perfect candidate, this approach can backfire in a competitive market for high-demand professionals, and companies with drawn-out hiring processes can encounter multiple risks. They can lose highly skilled talent to more decisive employers, as well as face increased workload pressure on existing staff and impeded business growth and productivity.
High-Value Skills for Contract Talent
Specialized expertise is also growing in importance in the contract labor market. More than 4 in 10 marketing and creative managers surveyed for the Salary Guide say they are engaging contract professionals to fill skills gaps, with companies reserving the largest rate increases for those with hard-to-find skills. Marketing and creative managers use contract talent most often in digital marketing.
Key Roles Creative Leaders Should Consider For Their Team In 2025
Each of the following roles contributes uniquely to creating compelling experiences that engage customers and drive business growth.
- Copywriter
- Digital marketing manager
- Digital project manager
- Graphic designer
- Product manager
- UI designer
- UX designer
- UX researcher
- Web content manager
- Web designer
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In today’s competitive hiring landscape, marketing and creative leaders must rethink their approach to talent acquisition. Keeping up with trends like these can help you conceive fresh hiring strategies
