Succession Planning: Why It Matters for Marketers

Over the past few weeks, I’ve had dozens of conversations with marketers across Australia – from Digital Leads to Brand Directors – all quietly (or not so quietly!) exploring what’s next in their careers. Some are actively applying, while others are just keeping an eye on the market. But there's one trend that's impossible to ignore. A third of the people I’m speaking to are still earning BIG post-COVID boom salaries. Yes, we’re talking 20%+ increases – in one case, a digital marketer had their salary doubled to keep them from jumping ship. Clever retention strategy? Absolutely. Sustainable? Not so much in today’s market. So, what’s changed? Fast forward to 2025, and the economy has well and truly caught up with us. Businesses are feeling the pinch, and many marketers are holding onto their current roles for dear life – keen to protect their salary, even if the work or culture no longer lights them up. But here's the shift: Many are now facing the reality that securing their next role might come with a pay cut. And you know what? For a lot of people, that's actually okay. Because here’s what really matters... It’s not just about the $$$. Don’t get us wrong – a fair, competitive salary is always important. But time and time again, we hear that what truly matters is who people work with, how they work, and why the work matters. Culture, leadership, and growth opportunities are what keep people happy (and staying!). If you’re hiring in 2025, here’s what candidates are looking for beyond the pay packet: Flexible working – especially WFH. This can be a major sweetener when negotiating salary. If you can offer a couple of days from home or flexible hours, it often makes the pay cut easier to swallow. Perks with real purpose. No WFH? Then what else makes you stand out? Think generous parental leave, L&D budgets, clear progression pathways, or even just a strong sense of team culture and community. A workplace people want to be in. We always ask: Why do people love working for you? If you can’t answer that confidently, it might be time to rethink your EVP (employer value proposition). Final thoughts In a shifting market, salary expectations are starting to level out. But if you’re a business that can lead with purpose, flexibility, and culture – the best marketers will still want to work for you. And if you're a marketer navigating the current climate, know this: you're not alone. Whether you're adjusting your expectations or just weighing your options, we're always here to chat. Want help navigating your next marketing hire or career move? Reach out to the team at New Chapter Talent – we get marketing, and we get you. Contact Lucy At New Chapter Talent, we understand the marketing landscape and can guide you towards the roles that best fit your skills and aspirations or help you secure the talent you need to move your business forward - get in touch with us today! Feel free to contact Lucy... ✉️ lucy@newchaptertalent.com.au 📞 +61 416 153 144 𝐍𝐞𝐰 𝐓𝐚𝐥𝐞𝐧𝐭 𝑵𝒆𝒘 𝑺𝒕𝒂𝒓𝒕 𝐍𝐞𝐰 𝐂𝐡𝐚𝐩𝐭𝐞𝐫 Or connect with me ~ Lucy on LinkedIn ~ as I'll share all the insights on recruitment you could ask for! For more updates, career tips, and job opportunities , follow New Chapter Talent on LinkedIn .