Why 2025 is Looking Brighter for Marketing in NZ

9 May

6 mins read

Employer Job Seeker Hiring Tips Marketing & Communications NZ employment market

After several challenging years, signs are emerging that New Zealand’s economy is beginning to turn a corner – albeit more slowly than most of us would like! Consumer confidence has seen an uptick, with ANZ data showing a rise to 98.3, while business confidence has also increased, with 58.4% of respondents expecting economic improvement over the next year. However, inflation expectations have also risen to 4.7%, reflecting ongoing economic uncertainties.

While the economic rebound may be uneven and gradual, the outlook for many sectors – including marketing and communications – is starting to look more positive. This has important implications for both marketers and the businesses across the country that rely on them.

As a recruiter specialising in the marketing and communications sector, I believe this evolving economic context offers untapped potential for businesses willing to invest. The marketing function can be a real driver of growth – even in an uncertain market – if approached strategically.

So, whether you’re an employer planning your next hire, or a marketing professional considering your next move, now is the time to look ahead and explore the opportunities a growing market could bring.

Green Shoots: A Changing Job Market

Like every sector, marketing and communications have experienced considerable change over the last few years, with teams adapting to shifting business priorities and tighter budgets.

But in 2025, I’m starting to see early signs of businesses shifting their attention back to growth. This means new product launches, brand rebuilds, customer engagement strategies, and yes – increased demand for marketing expertise.

Industry reports indicate that a large proportion of businesses are planning to increase their marketing investments over the next 18 months. I believe this reflects a growing recognition that investing in marketing now can lead to better returns down the track, highlighting the important role marketing can play in helping organisations stay competitive and visible.

For marketing professionals, this means fresh opportunities. For hiring managers, it could be the right time to grow or reshape your team.

Why Marketing Matters More Than Ever

I won’t preach to the choir about the fundamentals of great marketing. But it’s worth noting that some trends are making marketers even more valuable in 2025:

Digital demand is still rising. With more than 95% of Kiwis online and e-commerce continuing to surge, digital marketers, content creators and CX specialists remain in high demand.
Consumers expect more. From B2B to B2C, studies show that people want personalised, authentic brand experiences that reflect their values. This requires strategic thinking and a sharp customer focus.
Technology is transforming the toolkit. AI, automation, and advanced analytics are becoming standard parts of the marketing mix. Those who can use data to drive outcomes will continue to stand out.

I’m aware that these aren’t new concepts, but in a cautious economy, the pressure is on to deliver campaigns and experiences that don’t just look good, but also perform well. So if you can help drive measurable outcomes and increase ROI – whether you’re a marketer honing your craft or a hiring manager building out your team – you’ll be ahead of the game.

Marketing Professionals: Emerging Opportunities

If you’re a marketing or communications professional feeling stuck or underutilised, now might be the time to start thinking about your next step. Many organisations downsized across the board last year, and with teams now stretched thin, I’m seeing a gradual increase in hiring activity across all levels and job types.

While many businesses are still hiring cautiously, momentum is building, and we’re expecting more opportunities to emerge over the next 3–6 months. So I’d suggest making the most of this time by:

Reflecting on what you want from your next role and organisation
Keeping an eye out for emerging opportunities
Upskilling or diversifying your toolkit so that you’re ready when the market lifts

If you’re curious about what opportunities out there, I’d be happy to share insights. Whether you’re ready to move or just want to explore, it never hurts to get the conversation started!

Employers: Don’t Underestimate the Power of Marketing

If you scaled back your marketing and communications function previously, it’s worth considering how the right talent and strategic approach could support your business goals this year.

Investing in skilled marketers can help your organisation maintain (or even grow) market share, provide valuable audience insights, strengthen customer relationships, and position your brand for future success.

Strong leadership can help motivate teams during tumultuous times, and I’ve recently seen this reflected in an increase in middle-management marketing and communications roles being listed. There’s also been an uptick in skilled junior positions, as businesses recognise the need for solid support while they begin to ramp back up.

While there’s still competition for top talent, many experienced marketing and communications professionals are open to the right opportunities – they’re just not necessarily applying to job ads or actively searching.

This is where partnering with a recruiter can really make a difference – if I do say so myself! I can help you by:

Using exclusive networks and tools to reach and engage passive candidates
Saving you time and resources on sourcing and screening
Positioning your opportunity to attract the right people

And importantly – I’ll listen. Every business is different, and a tailored, thoughtful approach is essential to finding the right cultural fit and long-term contributor to your team. Even if you’re not ready to make major hires, thinking strategically about your team structure and capability now can help you stay ahead, and I’m happy to help!

Looking Forward

While economic challenges persist, they also present opportunities for businesses to innovate and adapt – and marketing has a crucial role to play. Whether it’s shaping brand perception, engaging customers, or driving measurable results, smart marketing can help businesses navigate uncertainty and prepare for growth.

If you’re thinking about your next hire or your next career move, I’d love to talk through what’s possible – now, or in the months ahead. Feel free to reach out here!

Laura Murray

Principal Consultant

A bit about me With over 8 years of experience in recruitment, I’ve built a career centred on understanding people—their goals, potential, and how to create the perfect match. Originally from little old…

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The Benefits of Contracting: Why It’s a Win-Win for Contractors and Employers

Heather Kerr

10 Apr

4 mins read

Employer Job Seeker

Over the past few years, contracting has become an increasingly popular career and workforce solution – and for good reason. Whether you’re a professional craving more autonomy and flexibility, or an employer needing specialised skills on a project-by-project basis, contracting offers real value.

As a recruiter who works closely with both contractors and businesses, I’ve seen firsthand how impactful this arrangement can be for everyone involved. Here’s a closer look at why more people are choosing to go contract and why more businesses are reaping the benefits.

For Contractors: Freedom and Flexibility

Control Over Your Career
As a contractor, you have the autonomy to choose the projects that excite you. You can select projects that align with your passions and goals, giving you a greater sense of purpose and satisfaction in your work.
Work-Life Balance
Contracting offers a level of flexibility that most permanent positions can’t. Whether you’re looking to work part-time, full-time, or on a project-to-project basis, contracting allows you to set your own schedule leading to a better work-life balance, whether you want to take time off between projects or need flexibility for personal reasons.
Higher Earning Potential
Many professionals find that contracting allows them to earn more money than they would as permanent employees. Contractors can charge higher rates due to their specialised expertise, and lack of benefits such as health insurance, paid time off, and retirement contributions.
Variety Of Work
Contractors often work with a variety of clients, industries, and teams. This allows you to build an impressive portfolio of work and expand your skill set across different sectors. The diversity of projects also ensures that your work stays interesting and engaging.
Networking
The broad exposure to a variety of industries, companies, and work environments, allows you to not only gain insights into different practices but also build a robust professional network, which can lead to future opportunities or collaborations down the line.

For Employers: Specialised Talent and Adaptability

Cost Savings
Hiring contractors allows businesses to save money on overhead costs, such as benefits, insurance, and other employee-related expenses. Contractors typically work on a project-by-project basis, meaning businesses can avoid the long-term financial commitments associated with hiring full-time employees.
Expertise When You Need It
Many businesses need specialised expertise for specific projects or during peak periods. By contracting, businesses can tap into a pool of highly skilled professionals with the exact qualifications they need, without having to worry about long hiring processes or permanent hires. Contractors are often experts in their field and can hit the ground running, minimising downtime and boosting productivity.
Increased Flexibility
Business needs can change quickly. By employing contractors, companies can adjust their workforce to meet fluctuating demand. If a project needs extra hands or a specific skill set, contractors can fill that gap without the long-term commitment of permanent hires.
Faster Time-to-Hire
Finding the right candidate for a permanent role can take time, especially when you’re looking for someone with a specialised skill set. Contractors, however, are typically available immediately and can start working on projects right away. This quick turnaround helps businesses meet deadlines and stay on track with their goals.
Risk Mitigation
Contracting can be a great way to test out potential employees before offering them a permanent position. If a contractor proves to be a valuable asset, they may eventually be offered a permanent role, but businesses don’t have to make that commitment upfront.

The Mutual Benefits of Contracting

Contracting offers incredible benefits to both contractors and employers. For contractors, it’s an opportunity for more control over their careers, enhanced work-life balance, and a chance to earn more while gaining diverse experience. For employers, it provides access to specialised talent when needed, increased flexibility, and cost savings.

Whether you’re a professional ready to take control of your career, or an organisation seeking skilled support without the strings of a permanent hire, contracting could be the perfect solution. It’s a model built on flexibility, speed, and value – and when done well, everyone wins.

If you’re curious about what contracting could look like for you – whether it’s your next role or your next hire – I’d love to chat. You can contact me here. I’d be happy to help you navigate the contracting landscape and connect you with the right opportunities or talent for your business!

Heather Kerr

Senior Consultant

A bit about me I arrived in New Zealand in 2008 after spending most of my life in England and France. In 2016, I returned to the UK briefly and stumbled across a…

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Could it be time for a change?

Looking for a permanent role, or thinking about temping or contract work?