What marketing trends will grow in 2025?

As 2025 approaches, marketing continues to have a bigger impact in recruitment, and the pace of change and disruption will not slow down. We wanted to share some of the key trends that we see every day working with our recruitment clients. Look out for our new e-book coming out in January, 25 for 25 - which is all about 25 marketing trends to take note of in 2025. 

Businesses are increasingly moving away from generic strategies towards more focused, data-driven, and personalised approaches that better resonate with their audiences at a micro level. This is both an Account-based Marketing (ABM) and hyper-personalised approach where marketing sounds more like sales in a 1-2-1 approach, away from the blanket mass marketing in B2B. 

This shift reflects not just changes in technology but also evolving consumer expectations for authenticity, relevance, and value in the sales process. Dan Priestly describes this value journey of sales being ‘11 touchpoints across sales and marketing’ - 11 times that you need to interact with a prospect before they trust you and before they buy from you. 

It is this number of interactions that is driving sales and marketing integration. Marketing must help facilitate this contact through content and marketing touchpoints, alongside the traditional sales/BD approach. Account-Based Marketing (ABM) exemplifies this evolution. Instead of traditional lead-generation tactics, ABM emphasises a targeted approach, concentrating efforts on a selected number of accounts. 

ABM means that marketing is focussed on a number of targeted accounts, that the best recruiters already know and have already ‘mapped’. Marketing’s job is then to raise awareness with this group and not the whole market as the whole market does not care, but your potential customers do. This strategy prioritises collaboration between sales and marketing, ensuring that every interaction with potential clients is meaningful and impactful. 

Another powerful trend is the resurgence of podcasts as a marketing tool. Though podcasts have been around for years, they are seeing renewed interests due to their ability to create intimate, focused conversations with niche target customers - thus increasing the touchpoints. It is about increasing the number of interactions with potential clients and candidates prior to the podcast. The invite process enables more touchpoints as mentioned above. 

Businesses are leveraging podcasts as not just content delivery vehicles but also as relationship-building tools. By inviting guests from within their industries - whether they are clients, thought leaders, or even top candidates - companies can spark new conversations and open doors to collaborations - hence, increasing their touchpoints along the way.

Meanwhile, marketing’s number one strategy - content - continues to evolve. With the increasing complexity of the buyer’s journey (as per Dan Priestey’s point above), businesses must provide content that educates, engages, and informs. 

It can’t all be me, me, me. 

If all you do is talk about me, me, me on the first date - there isn’t going to be a second date. The key to success with content in recruitment is to produce a ‘content engine’. 

These ‘bits of content’ should contain the knowledge that your clients are most interested in:  market conditions, future workforce needs, and recruitment strategies. Here marketing’s job is to AMPLIFY the discussions that recruiters have every day - who’s moving, what projects have stopped/started, what is the going salary/rate.

 As Joe Pulizzi, author of Epic Content Marketing, aptly put it, "Content marketing is the art of communicating with your customers and prospects without selling."

The concept of productisation is gaining momentum as well, especially in service industries, and increasingly more so in recruitment.  For instance, recruitment firms are packaging their methodologies - such as "The Company X Way" - into sellable frameworks that offer transparency and build trust. This approach not only makes marketing efforts more efficient but also sets businesses apart in competitive markets. It is what makes the story stronger and easier to sell.

Personal branding is another strategy that will continue to grow in recruitment in 2025 - as individuals are increasingly becoming the face of their organisations. People buy from people and want to hear from individuals, not generic company content.

LinkedIn, and its infamous algorithm, favours content from individuals over companies. This makes it crucial for employees, particularly those in client-facing roles, to develop their online personas—their unique online voices and personal brands.

Building communities - particularly candidate communities - is emerging as a vital strategy for recruitment-focused businesses. Traditionally known as talent pools, these networks are evolving into dynamic ecosystems where candidates remain engaged long after placements, including strong candidates who were not placed (silver medalists). 

Seth Godin’s concept of a 'micro-tribe' encapsulates this perfectly: cultivating a dedicated, smaller group of engaged individuals rather than striving to amass large, disconnected audiences. Automation technology can now help recruiters manage these communities and deliver personalised marketing and exceptional experiences for a relatively modest investment. 

The role of AI in marketing extends beyond email and content production. It is reshaping recruitment processes, customer engagement, and decision-making. It reduces unconscious bias in hiring, automates routine tasks like scheduling and compliance, and enhances efficiency while driving innovation. For marketers, the challenge lies in integrating AI thoughtfully—not only to streamline operations but also to create richer, more personalised experiences for clients and candidates. This aligns with marketing’s roadmap towards hyper-personalisation, executed with finesse and precision to engage potential customers (clients or candidates) without overwhelming or alienating them.

Finally, businesses are rediscovering the value of direct, personal engagement through events. 

In an age dominated by digital communication, face-to-face interactions remain a great strategy to build trust and foster deep relationships. Events can be big or small depending on your target audience - from a CEO dinner to a meet up with pizzas. They platform for meaningful discussions and insights, positioning businesses as thought leaders while strengthening bonds with clients. These gatherings, when executed well, offer both immediate benefits - such as new referrals - and long-term gains in client retention and brand equity.

The marketing trends of 2025 reflect a broader shift towards authenticity, personalisation, and strategic collaboration with sales. 

As businesses navigate this changing landscape, the key to success lies in their ability to adapt, embrace innovation, and stay attuned to the evolving needs of their audiences. By focusing on these principles, companies can build not just campaigns but meaningful connections that drive sustained growth.

Customers first. 

Join us in our Exclusive Webinar: 25 Recruitment Marketing Trends for 2025 on Thursday, 16th January 2025 at 2 PM. 

Be part of the conversation as we dive into how marketing is evolving in recruitment AND get a sneak peek of our upcoming e-book 25 for 25.

Don’t miss out! Register now and secure your spot!