April marks the real start of the year for graduates or anyone job hunting. It’s the month when employers begin looking to fill positions. But are you ready to tackle 2025, which is shaping up to be one of the toughest job markets yet?
Why 2025 is the Toughest Market Yet
The UK marketing job market in 2025 is one of the most competitive landscapes graduates and junior professionals have ever faced. According to Adzuna UK (2025), marketing job postings dropped by 12% year-on-year, while applications per role increased by 35%. Remote-first hiring is shrinking, meaning London roles are oversubscribed, and regional employers are becoming pickier about sponsorships and experience.
But here’s the good news: recruiters aren’t only looking for long experience anymore. They’re looking for evidence of skills, adaptability, and ROI-driven thinking. With the right strategy, even in this tough market, you can leapfrog competitors who apply blindly to dozens of jobs with generic CVs.
This guide will show you the 10 steps to stand out and get hired in marketing in 2025.
Step 1: Audit and Optimise Your CV for ATS & Humans
- Stat Check: 75% of CVs are rejected by Applicant Tracking Systems (Jobscan, 2024).
- Tailor your CV to one clear target role.
- Use keywords from the job description (SEO, PPC, Campaign ROI, Engagement, etc.).
- Quantify achievements:
- “Increased Instagram engagement by 45%.”
- “Generated 1,200 leads through paid social campaign.”
Mentor Note: Hiring managers skim CVs in 7 seconds. Bullet points with action verbs + metrics get you noticed.
Step 2: Build a Portfolio That Speaks Data
A PDF portfolio isn’t enough anymore. Employers want proof you can plan, execute, and measure campaigns.
Include:
- Campaign case studies (even uni projects or volunteering).
- Screenshots of engagement stats, CTRs, CPC improvements.
- Content samples: blogs, carousels, reels.
Pro tip: Use Notion or a personal website (like OtingaMarketing.com) so recruiters can click and explore your work.
Step 3: Master the Right 2025 Skills
Marketing is evolving fast:
- AI-Powered SEO (SEMRush + ChatGPT for keyword clustering).
- Paid Social & Creative Testing (TikTok Spark Ads, Instagram Reels).
- Analytics (GA4, HubSpot, Power BI).
- Data: LinkedIn (2025) shows the most in-demand skills for marketers:
- SEO & Analytics
- Paid Social Strategy
- Copywriting with Conversion Focus
- Video Editing & Storytelling
- Checklist: Add 1–2 certifications like Google Analytics 4 or HubSpot Inbound.
Step 4: Treat Job Applications Like Marketing Campaigns
Stop firing 50 CVs a week. Instead:
- Pick 20 employers you genuinely want.
- Segment them into “dream,” “growth,” and “backup.”
- Customise your CV + cover letter for each.
Think like a marketer: You wouldn’t run the same ad for every audience. Don’t run the same CV either.
Step 5: Network Like 70% of Hires Do
- 70–80% of jobs are never advertised (HBR, 2024).
- Go where recruiters are: LinkedIn, TechTalks, local marketing events.
- DM hiring managers with value-led messages.
- Share short case studies on LinkedIn to show expertise.
- Recruiter Quote: “We don’t scroll CV databases anymore — we hire who’s already visible online.”
Step 6: Follow Up & Negotiate Smart
Most candidates ghost themselves by not following up.
- Send a thank-you note after interviews.
- After 1 week: send a polite nudge with added value (link to your recent campaign or blog).
- Use Brian Tracy’s negotiation principle: Ask for more than you expect.
Example Script:
“Based on the scope of responsibilities and my results improving CPC by 22% at my last role, I’d be looking for a salary in the £28K–£32K range. Does that align with your banding?”
Step 7: Build Resilience Against Rejections
Job hunting is a campaign. Expect rejections but treat each as A/B testing.
- If no callbacks → tweak CV keywords.
- If no interviews → sharpen portfolio.
- If no offers → practise interviews.
- Mindset Hack: Record yourself answering 10 common questions. You’ll instantly hear filler words and tighten your delivery.
Step 8: Use AI Tools as Your Assistant, Not Your Crutch
AI isn’t replacing marketers — it’s replacing those who don’t use it.
- Use ChatGPT for cover letter drafts, not final copies.
- Use Canva + AI for fast campaign visuals.
- Use SEMrush AI or Ahrefs for SEO gap analysis.
- Stat: 64% of UK marketing recruiters in 2025 now test candidates on AI tool fluency.
Step 9: Showcase Side Projects
Employers care about proof more than job titles.
Ideas:
- Run a TikTok page for a hobby.
- Optimise a friend’s Etsy store SEO.
- Write blog posts for OtingaMarketing.
- Recruiter Insight: “Side hustles show initiative. I’ve hired more candidates off their blogs than their CVs.”
Step 10: Apply the ‘1-3-5 Rule’
Your weekly job-hunting sprint:
- 1 big application (dream job, heavily tailored).
- 3 medium applications (growth roles).
- 5 networking touches (DMs, posts, events).
This keeps momentum and ensures both visibility and reach.
Conclusion: You’re Marketing Yourself
Finding a marketing job in 2025 is about positioning yourself like a campaign. You are the product. Your CV is the landing page. LinkedIn is your ad spend. Your interviews are the conversion funnel.
If you follow these 10 steps consistently, you’ll rise above the noise in this crowded market.
Don’t forget to subscribe and download free 2025 Job Application Tracker Excel that cover:
- Stage 1: Applied
- Stage 2: Interviewed
- Stage 3: Follow-Up Sent
- Stage 4: Offer / Feedback
And grab our CV Optimisation Checklist inside the pack
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