Businesses to hire with eye on improving content, marketing spend and user experience
In 2024, Sales & Marketing professionals worked hard to keep up with shifting consumer behaviours and preferences. Aishah Jamall, Senior Consultant at Robert Walters Singapore, highlights a significant trend toward localised content as businesses sought to win over consumers who were tightening their spending due to inflation and geopolitical uncertainties.
Beyond financial concerns, consumer expectations around sustainability have also intensified. More consumers now scrutinise brands for their efforts to reduce carbon footprint. Marketing has become more purpose-driven, with brands leveraging social media and other platforms to communicate their positions on social and environmental issues.
Read on to find out more about Aishah’s expectations of the labour market and hiring trends for Sales & Marketing professionals in Singapore in 2025, specifically for contract positions.
Businesses emphasise contract hiring and talent retention
Looking ahead to 2025, Aishah predicts that cost pressures could push companies to lean more heavily on contract hiring. “Contract roles allow organisations to fill interim positions or quickly establish new teams. It also provides a trial period to assess whether talent is a long-term fit before converting them to permanent roles.”
Retaining talent, especially in niche areas like customer relationship management (CRM) or customer insights, will also be a key focus for employers.
Analytics, content, digital and social expertise gives candidates an edge
Data analytics, content creation, digital marketing and influencer marketing will be among the most sought-after skills in the coming year.
Aishah anticipates a surge in hiring for marketing analysts as data becomes a central part of decision making. These talents will be key in interpreting data, gaining insights into consumer behaviour and optimising marketing spend. Similarly, digital marketing specialists are also in demand as SEO and SEM remain critical aspects of businesses’ organic and paid campaigns. CRM specialists are also expected to be in demand, as companies focus on gathering meaningful feedback to improve customer engagement and user experience.
Provide flexibility and growth opportunities
In the wake of 2024’s layoffs, candidates are mindful of a challenging job market and wary about seeking new opportunities. To attract and retain talent in the year ahead, Aishah suggests focusing on flexible work arrangements and career progression pathways.
“This is a dynamic industry,” she explains. “Investing in learning opportunities to keep employees updated on the latest trends is essential.” Remote work and flexible hours, which have become highly valued by younger professionals, will continue to be significant draws. With the new Flexible Work Arrangement guidelines on the horizon, companies must strike a balance between supporting flexibility and maintaining productivity.
Advice for industry professionals
In today’s labor market, industry professionals have to be proactive to remain competitive. Upskilling through online courses, certifications, or industry-specific training is vital to staying relevant in an ever-evolving job market.
Building and maintaining a strong professional network is also crucial. “Connect with industry peers or recruiters to stay informed about new opportunities,” Aishah suggests.
Those in transition can also consider contract work. Such positions offer a way to stay active in the field and up-to-date with market trends.
Salaries remain stable
Market conditions remain challenging, so Aishah foresees that salaries will stay consistent, with job movers receiving increments between 10 – 15%.
Find out more
Request access to our 2025 Salary Survey to benchmark salaries and to find out more about key hiring trends for Sales & Marketing contract professionals in Singapore.
