Posted on: 11.07.2025
UK Communications, Public Affairs and Digital Marketing Talent Market H1 2025 Overview
The UK recruitment market continues to navigate a slow but steady recovery following several challenging years. While hiring remains cautious, there are clear signs of improvement, particularly in specialist areas.
Market Conditions and Hiring Landscape
Across the industry, there is a sense of cautious optimism. Budgets are slowly recovering following prolonged economic uncertainty, but many organizations—both in-house and agency-side—are still highly cost-conscious. Clear evidence of return on investment from communications teams is increasingly expected.
Selective hiring remains the dominant trend, with many in-house teams seeking professionals who can cover multiple areas such as communications, digital marketing, ESG, and public affairs. Consultancies remain lean, focusing more on agility and value delivery than on expanding headcount.
Permanent hiring has been largely stagnant over the past 18 months. However, there are emerging signs of renewed demand, particularly where client priorities are shifting. Recruitment processes are longer and more rigorous than in previous years, often involving more interview stages and broader stakeholder engagement. The candidate market remains competitive, with a surplus of experienced professionals following recent restructures. Many senior candidates are turning to interim or freelance roles, given the limited availability of permanent senior positions. Contracting is seen as a way to maintain income and gain diverse experience.
For candidates, versatility is crucial. Employers increasingly expect strong commercial acumen, strategic thinking, and the ability to deliver measurable outcomes. Those with blended skills in corporate communications, digital, public affairs, and ESG are well positioned in this evolving market.
Public Affairs and Corporate Affairs
Public affairs and corporate affairs remain relatively strong hiring areas, driven by demand in sectors such as housing, clean energy, advanced manufacturing, and infrastructure. This demand aligns with the UK government’s focus on industrial strategy and infrastructure investment to support economic growth.
Policy, AI, and Regulation Trends
Artificial intelligence is emerging as both a regulatory focus and a practical tool in policy-related work. Professionals with expertise in AI regulation, governance, and ethics are increasingly in demand. Internally, AI is also being used to enhance campaign execution and policy analysis.
There is also growing interest in talent related to national security, cyber resilience, foreign policy, and defense, particularly as geopolitical risks and supply chain concerns rise. Regulatory changes, such as the Digital Markets, Competition and Consumers Act and the Procurement Act, are reshaping engagement strategies, particularly for those working with SMEs and government contractors. Employers are seeking individuals with advanced digital skills and strong policy expertise.
Digital Communications
London’s digital communications market remains fast-moving and competitive. Digital capabilities are now essential across agency teams, with many focusing on advanced technical and analytical work.
There is a noticeable shift toward purpose-led, meaningful engagement rather than broad-based outreach. Social media platforms like Instagram and TikTok are central to many campaigns, alongside initiatives focused on branding and repositioning.
AI is increasing campaign efficiency, but creative direction and authentic storytelling still require human insight. Brands and agencies alike are prioritizing agile, data-driven campaigns that deliver measurable business impact and resonate on a personal, values-based level.
Healthcare Communications
The healthcare communications market is showing early signs of recovery, with more activity in both agency and in-house settings. Health and biotech sectors, which had slowed down, are now seeing increased demand, particularly for communications around medical innovations, funding announcements, and regulatory developments.
The UK Chancellor’s recent Spending Review, with its significant healthcare funding commitments, is shaping public affairs and communication priorities in the sector. However, the market remains very much employer-led, with selective hiring strategies in place. Organizations are looking for candidates who offer not only strong communications skills but also commercial acumen and business development capabilities, particularly at senior levels such as Account Director and above.
Agencies are increasingly targeting professionals who can actively contribute to business growth, rather than just maintaining existing client relationships. There is high demand for candidates who can combine scientific expertise with digital and client management skills. Recruitment processes are becoming more thorough, with greater involvement from senior leadership and a stronger focus on securing candidates who can deliver long-term value.
Candidates continue to face competition and uncertainty. Hiring processes can be lengthy, with occasional delays due to internal restructuring. However, professionals with strong strategic skills, flexibility, and a proven record of delivering results remain in demand.
Many candidates are using this period to enhance their skills, particularly in areas like digital health, market access, and patient engagement. Others are exploring interim or freelance work as they await the right permanent opportunities. Those demonstrating adaptability, commercial focus, and resilience are expected to be well positioned for future roles.
Interim and Freelance Market
The interim and freelance market remains steady, with signs of gradual recovery. Organizations are continuing to use flexible talent solutions to meet project demands, access specialized expertise, and manage costs effectively.
Demand for interim professionals remains high in corporate communications, digital marketing, ESG, and public affairs. Blended skills are especially valued, allowing companies to quickly adapt to evolving challenges and deliver results in a cost-effective manner.
Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. We have consultants based across the UK, Europe, UAE, and USA. Our expertise lies in building successful ventures worldwide through our recruitment, interim, and executive search services for business-critical roles. We help clients hire inspirational C-suite leaders and functional heads across communications, sustainability, public affairs and policy, digital marketing, sales, and investments.
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