What Will 2025 Hold for the Australian Marketing Job Market?

As 2025 approaches, the buzz around marketing trends and the job market in Australia is growing louder. Lucy Bolan recently shared her thoughts on LinkedIn, and while she doesn’t claim to have a crystal ball (who does?), her insights are grounded in reality. Here’s a deeper dive into her predictions, with added context and statistics relevant to the Australian market.

1. The Job Market Will Kick Off Strongly in Q2 2025

In Australia, hiring activity often ramps up in Q2, after businesses finalise budgets and recruitment plans in Q1. This aligns with SEEK’s insights that April and May typically see a rise in advertised roles, as companies prepare for mid-year growth initiatives. For marketers, this may mean opportunities in roles tied to campaigns for EOFY sales and tax season promotions.

2. January Brings a Wave of Job Seekers

The “new year, new job” mindset is particularly strong in Australia, with job applications spiking in January. LinkedIn data suggests a 30% increase in applications during January and February, as professionals reflect on their career trajectories over the summer break. Marketers should brace for a competitive landscape as employers look to lock in fresh talent.

3. The Rise of CX-Focused Marketing Roles

Customer experience (CX) is becoming a cornerstone of Australian businesses. With an emphasis on personalisation, many marketers are pivoting towards CX roles that focus on delivering seamless, tailored customer journeys. A study by Adobe reveals that 89% of Australian consumers say personalisation influences their purchasing decisions, highlighting why CX expertise is increasingly in demand.

4. Marketers Open to Work in Record Numbers

Lucy predicts 75% of marketers will be open to new opportunities, with 30% of senior marketers actively job-seeking due to unemployment. This trend reflects the challenges faced by senior-level professionals in a tight market. According to the Australian Bureau of Statistics (ABS), underemployment rates in professional sectors, including marketing, remain a concern, underscoring the importance of employer branding and competitive offers to attract top talent.

5. The Amazon Effect: A Growing Threat to Retailers

Amazon continues to dominate, with its market share growing steadily in Australia since its 2017 launch. IBISWorld reports that Amazon now holds 14.5% of the Australian eCommerce market, making it a significant disruptor. Smaller retailers are under pressure to innovate, driving demand for trade-focused eCommerce experts who can create unique, value-driven customer experiences to compete.

6. Social Media Integration Becomes Non-Negotiable

For Australian brands, the integration of organic content, paid advertising, and user-generated content (UGC) is becoming essential. A recent Sensis Social Media Report found that 62% of Australian businesses use social media as a primary marketing tool, but those leveraging multi-channel strategies see significantly higher engagement. Synchronising efforts with email and SMS marketing will be key to driving results in 2025.

7. Employer Branding: Creativity is King

With competition for marketing talent fierce, Australian employers are increasingly turning to creative employer branding strategies. Research by LinkedIn Australia shows that companies with a strong employer brand attract 50% more qualified applicants and reduce hiring costs by 43%. Showcasing authentic workplace culture through video, testimonials, and storytelling will remain crucial.

8. Data Privacy: A Non-Negotiable Skillset

Australia’s privacy landscape is evolving, with new legislation like the Consumer Data Right (CDR) and stricter data breach reporting requirements under the Privacy Act amendments. Marketers skilled in customer data platforms (CDPs) and compliance will be indispensable. A PwC Australia survey found that 87% of Australian consumers are concerned about how companies use their data, making transparency and consent vital.

9. Return to Work vs. Work from Home: The Ongoing Tug of War

Flexibility is a non-negotiable for Australian employees. While some companies push for 4 days in-office and 1 day WFH, data from Hays shows that 48% of Australian professionals prioritise flexibility when considering new roles. Employers unable to offer competitive salaries can still attract top talent by promoting flexible working arrangements.

Final Thoughts: Preparing for a Transformative 2025

Whether you’re an employer navigating a competitive hiring market or a marketer looking to stay ahead, these trends paint a clear picture of what to expect. From CX-focused roles to innovative approaches to employer branding, 2025 is shaping up to be a year of adaptation and opportunity for the Australian marketing sector.

What’s your take on these predictions? Let’s chat - get in touch to share your thoughts! Connect with Lucy at New Chapter Talent.

📧 lucy@newchaptertalent.com.au
📞 +61 416 153 144

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