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It’s a strange time to be in marketing.

On one hand, there’s an incredible amount of talent out there, brilliant marketers who’ve found themselves unexpectedly back on the job market after restructures, budget cuts, or team reshuffles.

On the other, businesses are being cautious.

Marketing teams are being asked to do more with less, and even when there’s a genuine need to hire, decision-makers are hesitating. The result? A market that feels busy, but not necessarily moving.

And for those of us who live and breathe marketing recruitment, we see it every day.

The paradox of choice

When there are hundreds of applications for every role, it might seem like a dream for hiring teams.

But the reality? It’s never been harder to hire well.

Because more choice doesn’t automatically mean better outcomes. It means:

• More time spent filtering and reading through near-identical CVs.

• More interview fatigue.

• More risk of missing the perfect fit because they got lost in the noise.

We’ve spoken to so many businesses lately who’ve said the same thing, they tried advertising directly, only to find themselves weeks (and dozens of interviews) later, still unsure who to hire.

Why it’s not just about filling a role

The marketers who are in highest demand right now aren’t just the ones who can do the job, they’re the ones who can grow with the business.

That’s why we believe the real question isn’t “Who can I hire?”

It’s “Who fits our culture, ambition, and way of thinking?”

Because marketing isn’t a plug-and-play discipline. You can’t just drop in a new person and expect your brand tone, content voice or CRM strategy to feel consistent. Every marketer brings something unique, and aligning that with your brand’s direction is where real recruitment value lies.

So, how can businesses hire smarter right now?

Here are a few practical ways to stay ahead in a talent-heavy, budget-cautious market:

1) Prioritise culture and capability over convenience.

The right person may not be the first one who applies, they might be the one who aligns with your long-term brand goals. Take the time to look beyond job titles.

2) Be transparent about expectations.

The best marketers are looking for clarity, on flexibility, growth, and purpose. The clearer you are upfront, the better your matches will be.

3) Consider flexible hiring models.

Whether it’s fixed-term contracts, project-based support, or part-time specialists, adaptability helps you keep momentum without long-term risk.

4) Lean on specialists who know the market.

At Kin, we spend every day talking to marketers across brand, digital, product, and communications. We know who’s moving, what skills are trending, and where the hidden gems are.

What we’re seeing at Kin

Since launching Kin Collective in May 2024, we’ve been through the same market ups and downs as the businesses we support.

We’ve seen how tough it’s been for marketing leaders to get sign-off for new roles.

We’ve seen incredible marketers struggle to stand out in overcrowded applicant pools.

And we’ve also seen the difference that a carefully matched placement can make, when it’s done with thought, not speed.

That’s why we’ve been helping clients find new, flexible ways to hire, from shortlist support for busy teams, to salary benchmarking and market insight sessions to help plan ahead for 2026.

Our advice?

Keep the conversation going.

Even if you’re not hiring right now, it’s worth knowing what the talent market looks like, because when things shift (and they will), you’ll want to move fast and confidently.

At Kin, we know what it’s like to weather uncertain times. We launched our business in May 2024, right in the middle of this market, so we’re living and breathing the same challenges as the teams we partner with.

We’re here to listen, share what we’re seeing, and help you make the right moves, whether that’s planning your next hire, understanding salary benchmarks, or simply talking through how others in your sector are navigating the same storm.

Because even in a tough market, great marketing never stands still. And neither do we.

Kin Collective Recruitment specialises in marketing, brand, product, creative, digital, and communications careers, connecting ambitious people with companies that truly deserve their talent.

📩 Want to talk about what’s happening in your marketing team right now?

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Photo by Christin Hume on Unsplash