The world of digital marketing doesn’t sit still for long. One minute it’s all about Facebook ads and email newsletters, the next we’re talking TikTok virality, AI-driven content, and personalisation at scale. For job seekers, that can feel a little overwhelming. For employers, it’s equally tough to know which skills will really move the needle in 2025.
At Happy Sunday, we spend every week matching talented marketers with forward-thinking businesses across the UK. We see first-hand what hiring managers are crying out for, what skills candidates need to polish up, and where the digital marketing industry is heading.
So, if you’re looking to get ahead in your career – or you’re an employer wondering what to prioritise when building a dream marketing team – here’s our expert take on the top digital marketing skills employers are looking for in 2025.
1. Search Engine Optimisation (SEO) – Still the Backbone
Search is not dead, far from it. Despite endless talk of TikTok “replacing Google”, SEO is still one of the most in-demand skills in digital marketing. Why? Because ranking highly in search results continues to be one of the most cost-effective ways for businesses to generate leads.
In 2025, it’s not just about stuffing keywords into blog posts. Employers want candidates who understand:
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Technical SEO – site speed, schema markup, crawlability.
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Content strategy – creating content that matches user intent.
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AI search changes – adapting to Google’s Search Generative Experience (SGE) and other AI-powered search engines.
If you can prove you can bring organic traffic in a world of AI-driven search, employers will love you.
2. Paid Media – Smarter, Data-Driven Campaigns
Google Ads and paid social aren’t going anywhere. In fact, with privacy changes (hello, cookie-less world!) and rising competition, employers are looking for candidates who can squeeze more ROI from every campaign.
The hot skills employers mention most often to us:
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Advanced targeting on platforms like Meta, TikTok, LinkedIn.
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Performance Max campaigns in Google Ads.
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Data-driven budgeting – being able to test, learn, and scale campaigns efficiently.
In short, it’s not about throwing money at ads anymore; it’s about smart, efficient, creative execution.
3. Content Marketing & Storytelling
“Every brand is a publisher” might be a cliché, but it’s true. Employers need marketers who can turn brand messaging into engaging stories across multiple channels.
In 2025, that often means short-form video content. Think TikToks, Instagram Reels, and YouTube Shorts. But it also includes blogs, newsletters, podcasts, and even long-form LinkedIn posts.
If you can demonstrate skills in:
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Video editing & production (even just smartphone-based).
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Copywriting that sells without sounding salesy.
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Content repurposing (turning one piece of content into multiple assets).
…then you’ll be high on any employer’s wish list.
4. Data & Analytics – From Gut Feel to Hard Numbers
Marketers in 2025 need to back up their ideas with numbers. With GA4 (Google Analytics 4) now the norm and AI-driven reporting tools becoming more common, employers expect candidates to be comfortable with data at their fingertips.
The most in-demand skills we’re seeing:
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GA4 mastery – not just using it, but understanding how to set up reports.
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Attribution modelling – knowing which channels drive results.
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Dashboard tools – Looker Studio, Power BI, Tableau.
If you’re the kind of marketer who loves diving into spreadsheets and pulling out actionable insights, you’ll always be in demand.
5. AI & Marketing Automation
AI isn’t taking over marketing jobs – but marketers who know how to use AI tools effectively are miles ahead of the competition. Employers are increasingly looking for candidates who can balance creativity with automation.
Some of the AI-related skills we’re hearing about most often:
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Using AI tools like ChatGPT, Jasper, or Copy.ai for brainstorming and first drafts (without relying on them completely).
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Automating email journeys with HubSpot, Marketo, or Klaviyo.
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Personalising user journeys at scale through AI-driven segmentation.
If you can show that you’re comfortable experimenting with AI while still bringing a human touch, employers will see you as future-proof.
6. Social Media Strategy – Beyond Likes and Shares
Social isn’t just about pretty pictures anymore – it’s about community, engagement, and real ROI. Employers want marketers who understand:
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Platform-specific strategies (TikTok ≠ LinkedIn).
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Influencer partnerships and UGC campaigns.
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Social commerce – turning engagement directly into sales.
The days of “just posting” are over. Today’s employers want marketers who can create strategic campaigns that drive awareness, leads, and revenue.
7. Email Marketing – The Underrated Powerhouse
Email might not be sexy, but it still delivers one of the highest ROIs of any channel. Employers consistently tell us they want candidates who can:
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Write subject lines that actually get opened.
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Create automated nurture journeys.
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Segment and personalise effectively.
And with AI and CRM tools making automation easier than ever, employers are investing in email again in 2025.
8. Soft Skills – Creativity, Curiosity & Collaboration
It’s not all about hard technical skills. Employers also hire for mindset. The candidates who stand out most are those who bring:
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Creativity – fresh campaign ideas.
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Curiosity – always learning new tools and platforms.
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Collaboration – working well with designers, developers, and sales teams.
At Happy Sunday, we hear again and again that “we can train the tools, but we can’t train attitude.” Employers value marketers who bring positivity, adaptability, and a genuine love of the craft.
How to Stand Out in the 2025 Job Market
If you’re job hunting this year, here are a few quick wins to make yourself more attractive to employers:
✅ Get certified – Google Ads, HubSpot, LinkedIn, or TikTok Academy certificates can tip the scales.
✅ Build a portfolio – even side projects, blogs, or campaigns for friends count.
✅ Stay current – follow industry blogs, join webinars, test new tools.
✅ Network – LinkedIn is still the best platform for building visibility with recruiters and employers.
