At Happy Sunday Recruitment, we spend our days matching brands with the best marketing talent in the UK — so we’ve got an inside look at the skills employers are really asking for right now.
Whether you’re a digital all-rounder or a specialist looking to level up, here are the 10 must-have digital marketing skills employers can’t get enough of in 2025 👇
1. AI-Powered Marketing Tools
Artificial Intelligence isn’t just a buzzword anymore — it’s baked into everything from campaign targeting to content creation. Employers love candidates who know how to use tools like ChatGPT, Jasper, or Google’s Performance Max effectively.
Recruiter Tip: Understanding AI ethics and prompt engineering will make you stand out from the crowd.
2. First-Party Data & Analytics
With third-party cookies on their final crumble, brands are desperate for marketers who can collect, analyse, and activate first-party data. If you can interpret data through platforms like GA4, Looker Studio, or HubSpot and translate it into action — you’re golden.
3. SEO That Actually Delivers
SEO remains a cornerstone skill, but in 2025, it’s all about E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Employers want SEOs who understand both the technical and human sides of search — schema markup, page experience, and content that adds genuine value.
4. Performance Marketing & Paid Media
If you can confidently navigate Google Ads, Meta Ads, and LinkedIn Campaign Manager, you’re already ahead. Employers are also seeking pros who can connect creative, copy, and conversion — not just manage budgets.
5. Conversion Rate Optimisation (CRO)
CRO used to be a “nice-to-have.” Now, it’s a revenue essential. Understanding user psychology, A/B testing, landing page design, and tools like Hotjar or Optimizely will put you firmly on the shortlist.
6. Short-Form Video Content
Reels, Shorts, TikToks — short-form video continues to dominate. Brands want marketers who can create snackable content that stops the scroll, builds community, and drives sales — without a Hollywood-sized budget.
7. Email Marketing Automation
Email is still alive and kicking (and converting). Experience with tools like Klaviyo, HubSpot, or Mailchimp — especially when it comes to segmentation, automation flows, and personalisation — is high on every employer’s wish list.
8. Social Media Strategy (Beyond Posting)
Social media management in 2025 means more than scheduling posts. Employers are looking for marketers who can build strategy, manage communities, and turn engagement data into meaningful insights that influence brand growth.
9. Creative Copywriting & Storytelling
With so much content online, storytelling is what sets great marketers apart. Whether it’s a landing page, email, or Instagram caption, your ability to connect emotionally and communicate a brand’s personality is priceless.
10. Adaptability & Continuous Learning
Perhaps the most underrated skill of all. The best digital marketers are curious, agile, and never stop learning — whether that’s keeping up with Google updates, mastering new platforms, or experimenting with AI tools.
Final Thoughts
Digital marketing in 2025 isn’t about being a jack-of-all-trades — it’s about mastering your craft while staying curious enough to evolve with the landscape.
If you’re a digital marketer looking to take your career to the next level, or a company ready to hire standout talent, we’re here to help.
👉 Explore our latest digital marketing jobs or connect with Happy Sunday Recruitment to chat about your next move.
