What 2025’s Hiring Trends Tell Us About 2026

As 2025 draws to a close, one thing is clear: the world of work is evolving faster than ever.  

For marketing, communications, and creative professionals – and the companies that hire them – the past year has been shaped by new technologies, shifting candidate expectations, and a market that continues to balance growth with caution.  

So, what do the hiring trends of 2025 reveal about the year ahead? Here’s a closer look at the biggest takeaways and what they mean for 2026. 

Hybrid Work Isn’t Going Anywhere – But It’s Getting Smarter 

In 2025, companies embraced more intentional hybrid models. Rather than vague “two or three days in the office” expectations, many employers began setting structured rhythms: anchoring collaboration days, offering remote flexibility for deep work, and rethinking office design. 

Looking ahead to 2026: Expect more clarity, not less. Candidates will increasingly seek employers with well-communicated flexibility policies, while organizations that can’t define their model may risk losing top talent. 

Demand for Marketing Generalists is Rising, But Specialists Still Shine

This year saw a surge in demand for all-around marketers, professionals with expertise in content, digital, and analytics. At the same time, highly specialized roles, especially in performance marketing, data insights, and UX, continued to be critical.  

For 2026: The most successful teams will blend generalists who bring agility and specialists who provide depth in high-impact areas. 

AI Skills Are No Longer a Bonus. They’re an Expectation 

From copywriting tools to advanced analytics platforms, AI continued to reshape workflows in 2025. Candidates who demonstrated fluency with these tools had a clear edge in the hiring process.  

In 2026: Expect AI literacy to become a baseline expectation across marketing, communications, and creative roles. Employers will increasingly look for professionals who not only know how to use the tools, but also how to apply them strategically and ethically.  

Employers are Prioritizing ‘Culture Adds” Over “Culture Fits”

The conversation shifted in 2025 from hiring for “fit” to hiring for “value-add.” Companies sought out candidates who brought diverse perspectives, innovative ideas, and complementary skills – not just those who blended in.  

Looking to 2026: Organizations that embrace this shift will be better positioned to build resilient, innovative teams. Job seekers who can clearly articulate their unique value will stand out.  

The Employer Brand Matters More Than Ever

With a competitive job market, top candidates gravitated toward companies with strong, authentic employer brands. Transparent hiring processes, clear growth paths, and visible commitments to employee well-being proved to be differentiators. 

In 2026: Expect candidates to scrutinize not just what a company does, but how it shows up – online, in interviews, and through its people. Companies that neglect their employer brand risk being overlooked. 

What This Means for Employers and Job Seekers in 2026

For Employers: Start planning now. Define your hybrid model, strengthen your employer brand, and invest in the blend of generalist and specialist talent that will drive your business forward. 

For Job Seekers: Build your AI fluency, clarify the unique value you bring to teams, and look for employers who align with your career priorities.  

The future of hiring is bright – but it belongs to organizations and professionals who are ready to adapt, innovate, and lead with clarity.  

Need Hiring Help?

At Smart, Savvy + Associates, we help companies find the marketing, communications and creative talent they need to thrive in a changing market. Looking to build your team or take the next step in your career? Let’s connect.