The Marketing Recruitment Industry Has Exploded – What Does This Mean for Job Seekers?

The recruitment landscape for marketing, digital, and creative roles in the North of England has changed beyond recognition over the past five years. Gone are the days when a handful of big-name recruiters, think Network Marketing, Better Placed and Michael Page, dominated the space. Now? It’s a fragmented, dynamic market where experienced recruiters have struck out on their own, and new players are shaking things up with fresh approaches.

Here’s what’s changed and what this means for marketers looking for jobs in 2025.

There’s a new wave of specialist recruiters. Many of the bigger businesses have downsized or left the market entirely. Let’s face it, it is a challenging market. Many experienced recruiters worked for these agencies have branched out to set up on their own. Becky Burton at The Place to Be is a great example of someone who’s taken her experience and built something new in the agency scene. And she’s not alone, there are plenty of small, agile firms led by people with decades of industry knowledge and deep-rooted connections.

You’ve got fresh faces (not necessarily in age but certainly in branding – sorry guys!) bringing a completely different approach to the game. Sam Rainey and Greg Felgate over at Got The Shirt are leveraging their marketing agency backgrounds to offer something different. It’s a bold move, but they’re bold guys, and with a solid marketing machine behind them I am sure it’ll be a success.

My friend Dave Young at Parker Young is a classic example of someone who knows the FMCG sector inside and out, successfully recruiting for nearly 10 years, but likely unknown to you if you’re not in his sector. That’s the nature of this new breed of specialist recruiter.

And the market is still evolving. My old friends Julie Storey and Emma Thomson are about to set up shop, adding yet another layer to an already buzzing recruitment scene.

But What Does This Mean for You Looking For A Job?

First things first, if you’re still relying on Indeed, stop! It’s the graveyard of job searches. Applying for a job on that platform feels about as effective as launching your CV into space and hoping for the best. Not all job boards are bad, but a lot of them operate on algorithms that favour volume over quality, meaning your application often disappears into the abyss. Once upon a time, job hunting in the North’s marketing and digital space was pretty simple. Speak to one or two specialist recruiters, throw in a few direct applications to companies and you’d likely land a decent role. But the game has changed, and so should your approach.

How to Navigate the New Recruitment Landscape

Here’s what you should be doing in 2025 to land your next marketing, digital, or creative role:

1. Get on the Radar of Specialist Recruiters: With the market now full of independent experts, you need to be proactive. Find out who’s recruiting in your niche, get your CV in front of them. Have a chat. The more they know about what you’re looking for, the better they can help.
2. Set Your Parameters: Be clear about what you want. Salary, location, hybrid vs. remote, culture, it all matters. Setting expectations upfront saves everyone time and ensures you’re only being contacted and put forward for roles that genuinely suit you.
3. Ask for Advice: A good recruiter can help you refine your CV, making sure it highlights your skills and experience in the best possible way. Don’t be afraid to ask for their input, it could make a big difference.
4. Be Open to Collaboration: The biggest shift in recruitment right now is the move towards a more collaborative approach. Gone are the days of recruiters jealously guarding candidates. If a recruiter knows someone else who’s got a better opportunity for you, they should tell you. Likewise, if you’re not hearing about the right roles, ask them if they can point you in the direction of someone else who might be able to help more.
5. Don’t Rely on One Route: It’s no longer just about applying for jobs and hoping for the best. Connect with recruiters, engage with industry contacts, and keep an eye on direct opportunities from companies that interest you. A multi-channel approach is the best way to secure your next role.

A More Human Approach to Recruitment

If all this sounds a bit altruistic, it’s really not. This is exactly how I operate, and I fill roles regularly. The old-school, transactional approach to recruitment is outdated. Job seekers deserve better, and so do businesses looking for talent.

The way we work has changed. The way businesses recruit has changed. And the way you search for new role should change too.

So, if you’re in the market for a new marketing, digital, or creative role, stop wasting time on Indeed and get a plan together. Find the recruiters who actually know what they’re talking about, have real relationships with hiring managers, and genuinely care about finding you the right fit. But don’t expect them to be on the phone to you every day. That’s just not the way it can work any more. But do know that they haven’t forgotten about you and your experience absolutely has worth for the right client and the right job.