The Changing Face of Marketing: Are We Developing the Right Skills for the Future?

Marketing has always been an evolving field, but the pace of change in the last five years has been nothing short of extraordinary. With the rise of AI, video-first platforms, and an increasing demand for technical proficiency, the expectations placed on marketing professionals have shifted dramatically.

At SF Recruitment, we see this first-hand—not just within our own marketing team, but in the businesses we support with marketing recruitment. Employers are looking for adaptable, multi-skilled professionals who can navigate everything from brand storytelling to high-quality video production. So, are we equipping future marketers with the skills they’ll actually need?

The Expanding Skill Set of Modern Marketers

Marketers have always needed strong communication skills, creativity, and strategic thinking. But today’s landscape demands much more. The explosion of video content, for example, has turned marketing professionals into videographers, scriptwriters, sound engineers, and post-production editors. Platforms like LinkedIn and TikTok are no longer optional, they are key business channels, and the quality of content businesses put out directly impacts engagement and brand perception.

"Video already outperforms every other type of content we create, and the standard keeps getting higher," says Fiona Frudd, Head of Marketing at SF Recruitment. "Viewers are so used to seeing high quality, that we have to match the standard. We need to be producing multi-camera filming, in 4K resolution, with high-end production values—even for social content. It’s a steep learning curve, but also an exciting one."

Alongside content creation, brand management has also become more complex. With employees across organisations posting on LinkedIn to build their personal brands, marketing teams must strike a balance between empowering teams to create content while ensuring consistency in tone, branding, and compliance. As Fiona notes, "We’re launching some extended Brand Ambassador Training for the whole business to help colleagues feel confident in representing themselves and the business, while keeping everything aligned with our brand guidelines."

The Challenge of Staying Focused in a Digital-First World

One of the less obvious challenges of working in marketing today is the sheer level of distraction that comes with being immersed in social media. Managing brand accounts and producing engaging content requires deep concentration, yet social platforms are designed to draw attention away. The ability to stay self-aware and focused while working in these platforms is an underrated skill that many marketers need to develop.

Are We Preparing the Next Generation of Marketing Professionals?

While universities and training providers do a great job of teaching marketing theory and big-brand strategy, there’s often a gap when it comes to the realities of working in an SME. In smaller businesses, marketers have to be highly adaptable, balancing creativity with technical execution. That means understanding print production, working with agencies, mastering video and audio editing, and having a keen eye for design.

"Marketing looks fun (and it is), but it’s also fast-paced, highly skilled, and constantly evolving. It takes a lot to make it all look effortless."

As businesses continue to demand a broader and more technical skill set from marketing professionals, the way we develop talent needs to evolve too. Whether through more hands-on education, industry-led training, or workplace upskilling, there’s a real opportunity to bridge the gap between traditional marketing education and the practical, multi-skilled role that today’s businesses require.

At SF Recruitment, we’re seeing a growing demand for marketing professionals who can wear multiple hats—blending creativity with analytical thinking, technical ability, and digital expertise. If you're looking to build a marketing team with the right skills for the future, or if you’re a marketer seeking your next challenge, our specialist recruiters, David Mann and Cirbie Brooks are here to help.