If there’s one thing that keeps coming up in conversations with clients at the moment, it’s this: things feel uncertain.
Between rising costs, shifting budgets and ongoing global tensions, including the situation in Iran, businesses aren’t approaching hiring in quite the same way they were a year ago.
But hiring hasn’t stopped.
It’s just become more considered, more flexible and far more focused on impact.
Here’s what we’re seeing across the marketing and creative space right now.
A shift towards fractional and flexible support
One of the clearest changes is the rise in fractional talent.
Instead of committing straight away to a full-time senior hire, some businesses are bringing in experienced marketers on a part-time or project basis. It gives them access to the right level of expertise, without the long-term risk.
Often, this sits alongside permanent hiring rather than replacing it. For example, bringing in a fractional Head of Marketing to shape strategy while taking the time to find the right long-term hire, or to support a growing in-house team.
It’s less about choosing one route, more about building the right structure for where the business is right now.
A sharper focus on revenue-driving roles
When budgets tighten, priorities become clearer.
Roles that directly contribute to revenue are still moving, often at pace. Anything tied to pipeline, acquisition or retention is continuing to get sign-off.
We’re seeing strong demand for:
- Demand generation specialists
- Performance and paid media talent
- CRM and lifecycle marketers
- Growth-focused roles
These are hires that businesses feel confident investing in, because the impact is clear.
Building a stronger freelance bench
Freelance support isn’t just reactive anymore. It’s becoming part of the plan.
More businesses are building a trusted network of freelancers they can rely on when things shift. Whether that’s to support a campaign, cover a gap or bring in a specialist skillset.
It adds flexibility, but it also helps permanent teams keep momentum without stretching internal resource too thin.
Slower decisions, but clearer thinking
There is more caution in the market. That’s hard to ignore.
We’re seeing more sign-off layers, more detailed conversations around budgets and, in some cases, longer hiring processes.
But alongside that comes clarity.
When businesses do decide to hire, they’re doing it with purpose. There’s a much stronger understanding of what the role needs to deliver and how it fits into the bigger picture.
One of the biggest challenges here is getting salary expectations right from the outset. With the market shifting, having a clear benchmark can make a real difference when it comes to attracting the right people and avoiding delays.
If you’re sense-checking where things sit, our 2026 salary guide is a useful reference point and reflects what we’re seeing day to day across marketing and creative roles.
So, what does this mean?
The market hasn’t slowed as much as it’s shifted.
Businesses are still investing in talent, but with a bit more flexibility built in. That might mean using fractional or freelance support to bridge gaps, access specialist skills or keep things moving while plans evolve.
At the same time, permanent hiring is still very much part of the picture. For roles that need long-term ownership, consistency and cultural impact, businesses are continuing to invest in building out their core teams.
It’s less about one approach over another, and more about making the right hire in the right way.
Final thoughts
Global events will always influence confidence, and the current situation is no exception.
But what’s been interesting is how businesses have adapted.
They’re still moving forward. Still investing. Still building teams.
Just with a bit more care, a bit more flexibility and a much sharper focus on long-term impact.
If you’re weighing up your next hire, whether that’s permanent, fractional or freelance, we’re always happy to share what we’re seeing in the market and talk through what might work best for you.
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