What Recent Layoffs Mean for Marketing Hiring (And What They Don’t)

If you’ve been following recent headlines, you’ve likely seen reports of layoffs and restructuring across several industries throughout Alberta and BC. 

For hiring managers, it raises a natural question:

With an increase of talent back in the job market, shouldn’t this mean it’s easier to hire marketing roles?

The short answer is no.

While the broader market is shifting, the reality for marketing, communications and creative hiring is more nuanced. Here’s what’s actually changing, and what isn’t.

What’s Changing: A More Cautious Hiring Environment

Across many BC and Alberta-based organizations, we’re seeing a shift toward more measured hiring decisions.

After several years of rapid growth and hiring, some companies are:

+ Reassessing team structures
+ Prioritizing efficiency and profitability
+ Consolidating roles or building leaner teams

This doesn’t mean hiring has stopped. It means expectations are higher.

Roles are being more carefully defined. Hiring decisions are taking longer. And there’s greater scrutiny on how each position contributes to business outcomes.

What’s Not Changing: The Need for Strong Marketing Talent

Despite the headlines, one thing remains consistent:

Companies still need experienced marketing, communications and creative professionals to grow.

Brand visibility, customer acquisition, and retention don’t pause in a slower market. In many cases, they become even more important.

We’re still seeing demand for:

+ Strategic marketing leaders who can connect brand and revenue
+ Digital and performance marketers who can drive measurable results
+ Communications professionals who can guide messaging during times of change

The difference is not whether companies are hiring. It’s how intentional they are about it.

More Candidates Doesn’t Mean Better Fit

One of the most common assumptions during periods of market uncertainty is that talent becomes easier to access.

In practice, that’s rarely how it plays out.

Yes, there may be an increase in applicants. But hiring managers often find that:

+ Many candidates are not aligned with the role’s scope or seniority
+ Experience doesn’t always translate across industries or business models
+ It takes more time to assess who can truly deliver impact

There’s another important dynamic at play.

In uncertain markets, the strongest candidates are often the least active. Those who closely match what hiring managers are looking for are typically more cautious about making a move. They’re not the ones applying broadly to posted roles.

As a result, while application volume increases, access to right-fit talent does not necessarily improve.

In many cases, the candidates who are the best match for a role still need to be identified, approached, and engaged directly.

In other words, volume increases. Quality and access may not.

What This Means for Hiring Managers

If you’re hiring in this environment, the approach matters more than ever.

A few things we’re advising clients right now:

+ Get clear on what you actually need
Avoid overly broad roles. Define the outcomes you expect this hire to deliver.

+ Don’t rely on volume
More resumes doesn’t mean the right candidate is in the mix. A focused search is still critical.

+ Look beyond the resume
Especially in marketing roles, impact, critical thinking, and execution matter more than titles alone.

What This Means for Candidates

For marketing professionals, this market shift brings both challenges and opportunities.

There may be more competition, but there is also more opportunity for candidates who can clearly demonstrate their value.

The strongest candidates right now are:

+ Clear about the impact they’ve made, not just what was on their job description
+ Able to connect their experience to business outcomes (results)
+ Thoughtful in how they position themselves for the role

In a more competitive market, clarity stands out.

The Bottom Line

While recent layoffs have changed the broader employment landscape in Alberta and BC, they haven’t simplified hiring in marketing, communications and creative roles.

If anything, they’ve made it more complex.

Companies still need strong talent. Candidates are still looking for the right fit. And the challenge remains the same:

Finding the right match between the two.

Many companies struggle to find the marketing professionals they need. At Smart, Savvy + Associates, we recruit right-fit marketers for your team so you can stay focused on delivering great work and achieving strong results. Looking for your next move? Check out our job board for new opportunities.