As we look to 2025, Joanna Milne, Head of Practice Business Development and Marketing at Totum, reviews the year and suggests some trends for the new year.
The candidate market for business development and marketing roles in professional services has fluctuated significantly over recent years. Unsurprisingly, we saw a huge increase in advertised opportunities post-Covid with a 76% year-on-year increase between 2020 and 2021.
This continued throughout 2022, with a further 34% increase in opportunities over this period. However, the past couple of years have seen a marginal and expected reduction in roles.
Negative hype around the Labour Government’s first Budget and the impact of the US election saw market caution in the autumn, but opportunities are beginning to filter through now. IPA Bellwether’s Q3 report suggested that firms aren’t cutting marketing budgets, they’re simply pausing them until they know more about the Government’s economic plans. As IPA Director General Paul Bainsfair said: “This may indeed prove to be a temporary dip in overall marketing spend rather than the start of a long-term downward trend.”
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