We talk to Brian White, Senior Principal Consultant at Salt Recruitment on the outlook for 2025 and some key interview tips.


About Brian:

Brian joined Salt 10 years ago to be their specialist recruitment consultant for the creative desk and has expanded his role to lead the marketing specialisation for NZ. He brings his passion  from a former life as an animator and career mentor into matching the best talent with the industry.  He believes a CV only tells a fraction of the candidates story, and works to uncover the full picture. Client side, he uses his expertise to advise hiring managers on changes in candidate behaviour and market information.

Prior to Salt, Brian has been an animator, tertiary tutor, legal executive and even a musician.

It’s been a tough year for a lot of businesses and people which has resulted in redundancies. What is your outlook for 2025 on the job front? Do you think more jobs will become available, and if so, when?
A lot of clients are considering what skills they need to take their business forward, and these may be different to the skills they currently have in the business. So, while there have been redundancies, job creation may come as a result of restructuring businesses to acquire those new skills. Initially, into the start of the year, we expect there will be cautious hiring plans looking at what skills they need permanently or on a contingent basis. However - there are industries that are still in growth mode and adding additional head counts. I think for the interim and Q1, fixed term and project-based contracts might continue to be a short-term bridging solution.

For anyone who has been made redundant or is looking for a new marketing job, what is the best advice you would give them to start the year strong in finding a new job?
Freshen up your CV to make sure it’s updated, definitely update your LinkedIn profile, and stay active on there - connecting with industry peers, former colleagues, recommendations from past clients or managers. There is a function where you can add a 'looking for work' banner which makes you a lot more visible to hiring managers - and the more you engage with LinkedIn the higher your profile. I always say 'if you're not active on LinkedIn, you're invisible on LinkedIn!'
This means following businesses you want to work for, liking/ commenting/ sharing posts that relate to your industry - a great marketing campaign you resonate with for example. Be seen to be out there and engaged.
Remember - you're a marketer - your client right now is YOU!

Biggest don’ts people should avoid in an interview? What is a common mistakes you see people make?
This is an entire topic in itself! But firstly - don't be unprepared - do your research. Look at their website thoroughly and look at it through a marketing lens. Stay away from talking about the benefits, salary, flexibility - that will come in due course, focus on the role itself, the development opportunities, how this position came about - are they expanding? Is it a new role? And for grads or juniors - know your 4 'P's of marketing. Tread carefully on how you frame the WFH/ flex piece - you don't want to seem overeager NOT wanting to be on site with the team!

For those who want to start looking for a new job in 2025, what do you recommend they do and where do they start? Should they be proactively contacting recruiters as well as looking on job boards?
Yes - definitely register your CV with recruiters and see above for CV and LinkedIn advice. Remember you are marketing yourself! I will expand on that by suggesting they network within the industry, coffee catch ups, attend marketing meet ups, I can't stress the latter enough! (The MA runs free networking events every month for MA members). Find out what's new, keep reading the market, follow articles and thought leaders on trends and where things are going. Look at how AI is being used as a tool. And make sure you are having those conversations with your peers.

For people hiring, what are your top tips for ensuring they hire the right person for their business? What do you think is a skillset that is underrated?
People skills! Having good EQ and common sense is surprisingly uncommon. Resilience, and a growth mindset also critical for futureproofing your business - constant change is the new normal. Does the candidate demonstrate they can pick up new skills, learn quickly, adapt? Skills can be taught, but maturity, commercial acumen and reading a room - not so much.

Any final comments about the job market in 2025, especially for marketers?
Look, I'd say all indications point to a slow and steady start to the new year - but everything is cyclic and each emergence from an economic downturn has seen the green shoots appear in advertising, creative and marketing, and as retail and business confidence increase - so will the opportunity for marketers. The elephant in the room is AI, but like most sectors, marketers who can embrace and use it as a tool alongside the solid blocks of good marketing practice will be in good stead.

Source: Brian White, 12 December 2024