The digital talent market in 2025 is fiercely competitive. Businesses aren't just battling for customers—they're battling for people. And with top digital professionals fielding multiple offers, it's no longer enough to simply post a job. You need to attract the right candidates—and give them reasons to stay.
In this guide we explore key strategies on how to attract and retain top digital talent in 2025, from employer branding to progression plans.
Want the full picture? Don't miss The Ultimate Guide to Digital Recruitment in 2025.
The Digital Talent Landscape in 2025
The digital skills gap continues to widen, with demand outpacing supply across various specialisations:
- 48% increase in demand for PPC managers since 2024
- 37% growth in SEO specialist roles
- 41% rise in affiliate marketing positions
This competitive environment means employers must refine their approach to both attraction and retention. According to recent UK employment data, digital professionals now change roles every 2.3 years on average—a 15% decrease in tenure compared to 2022.
Why Retention Starts Before Recruitment
Retention doesn't begin on an employee's first day—it begins when they first see your job ad. The way you position your brand, your benefits, and your culture can determine whether a candidate applies, accepts, or walks away.
In-demand candidates are asking:
- Will I have flexibility?
- Is this company aligned with my values?
- Will I be learning and growing?
- Does this team use modern tools and processes?
Case Study: Digital Agency Transformation
A London-based digital agency struggled with a 40% turnover rate until they redesigned their entire recruitment and retention strategy:
Before:
- Generic job descriptions focused on requirements
- No clear progression pathways
- Limited learning opportunities
- Rigid 9-5 office culture
After:
- Value-led job descriptions highlighting growth opportunities
- Transparent career frameworks with salary bands
- £1,500 annual learning budget per employee
- Hybrid working with core collaboration days
The result? Turnover dropped to 18% within 12 months, and application rates increased by 65% for specialist digital roles.
What Top Talent Looks for in 2025
The expectations of digital professionals have shifted post-pandemic. Salary still matters—but it's not everything.
Here's what matters most in 2025:
Flexible working
Remote/hybrid arrangements are now standard, with 83% of UK digital professionals expecting at least partial remote work options. The most competitive employers offer:
- Core collaboration days (typically 2-3 days in office)
- Flexible hours around core meeting times
- Occasional fully remote periods
- Well-designed collaboration spaces when in-office
Career progression
Clear pathways and regular reviews are essential. Top organisations provide:
- Transparent progression frameworks
- Quarterly development check-ins
- Skills-based advancement opportunities
- Internal mobility programmes
Wellbeing & balance
The "always on" culture is officially dead. Leading employers now emphasise:
- Mental health support programmes
- Regular wellbeing check-ins
- Reasonable workloads and deadline management
- Paid volunteering days and sabbatical options
Modern tech stack
Digital professionals want to work with current tools and technologies:
- Regular updates to software and hardware
- Budget for testing new platforms
- Opportunities to suggest and implement new tools
- Training for emerging technologies
Impact & purpose
Knowing their work moves the needle matters more than ever:
- Clear connection between individual work and company goals
- Regular impact reporting and celebration
- Opportunities to contribute to meaningful projects
- Values-aligned initiatives and social responsibility
Learning & development
Access to upskilling and conferences is non-negotiable:
- Dedicated L&D budgets (£1,000-2,000 per year is competitive)
- Time allocated for learning during work hours
- Support for relevant certifications
- Conference and industry event attendance
76% of employees say they'd stay longer at a company that invests in their career, according to LinkedIn Learning.
Building a Brand That Attracts Talent
Candidates are researching your business before they even apply. They're checking Glassdoor, your social channels, and how you treat employees online.
Quick wins to boost your employer brand:
- Showcase team stories on LinkedIn
Feature day-in-the-life content, project celebrations, and team achievements. - Publish articles or videos on what it's like to work with you
Create authentic content that gives candidates a real feel for your culture. - Encourage reviews from current employees
Positive Glassdoor and Indeed reviews significantly impact application rates. - Be transparent about values and DE&I
Share your diversity statistics, initiatives, and genuine commitment to inclusion.
Employer Brand Case Study
A UK eCommerce brand struggling to hire digital specialists implemented a strategic employer branding campaign:
- Created a dedicated careers Instagram highlighting team culture
- Produced video testimonials from current employees
- Showcased their tech stack and development approach on LinkedIn
- Published transparent salary bands and progression frameworks
Within three months, application rates increased by 47%, and time-to-hire decreased from 42 to 28 days.
Writing Job Descriptions That Sell
A strong job ad isn't a list of demands—it's a pitch. Make sure you clearly state:
- What success looks like in the role
- Who they'll report to and work with
- Tech stack and tools
- Flexibility and benefits
- Salary range (yes, always include it)
Example: Before vs. After
Before: "Looking for a digital marketing manager with 5+ years experience to join our team. Must be proficient in all channels and able to work under pressure."
After: "Join our digital team as Marketing Manager, leading campaigns that drove 32% growth last year. You'll manage a £250K budget across paid social and PPC, with a focus on scaling our D2C channel. Hybrid working (2 days office/3 days remote), £45-55K plus bonus, with clear path to Head of Digital. We use Meta Business Suite, Google Ads, and HubSpot."
Want more tips on job ads? Read the Top 10 Hiring Mistakes to Avoid When Recruiting Digital Marketing Talent.
Onboarding and Early Retention
The first 90 days are make-or-break. Poor onboarding can lead to early turnover—even if the hiring process was smooth.
Best practices:
- Set up a 30-60-90 day plan
Clear objectives and milestones create security and direction. - Assign a buddy or mentor
Provide a go-to person for questions and cultural integration. - Book early check-ins and feedback sessions
Regular touchpoints identify issues before they become problems. - Provide clarity around KPIs and support
Be explicit about what success looks like and how it's measured.
Digital-Specific Onboarding Elements
For digital roles specifically, ensure your onboarding includes:
- Access to all relevant platforms and analytics tools
- Introduction to key stakeholders across departments
- Overview of current campaigns and performance
- Clear documentation of processes and workflows
- Training on company-specific tools and technologies
How to Keep Your Team Long-Term
Attracting talent is one thing. Keeping them is another. Here's how to improve long-term retention:
Strategies that work:
Regular 1:1s and career development planning
- Monthly check-ins focused on growth, not just tasks
- Quarterly development reviews with actionable next steps
- Personalised progression plans aligned with individual goals
Annual learning budgets or conference access
- Competitive UK employers offer £1,000-2,000 per year
- Support for relevant certifications and courses
- Opportunities to attend industry events and conferences
Internal promotions and role evolution
- Clear paths to advancement with transparent requirements
- Opportunities to expand responsibilities based on interests
- Cross-functional projects to develop new skills
Recognising and rewarding success
- Performance-based bonuses tied to measurable outcomes
- Public recognition of achievements and contributions
- Meaningful rewards beyond financial compensation
Transparent leadership and culture check-ins
- Open communication about company direction and challenges
- Regular pulse surveys to gauge team satisfaction
- Action on feedback received from employees
Companies with high employee engagement see 21% higher profitability (Gallup).
Retention Red Flags to Watch For
Be alert to these warning signs that a team member might be considering leaving:
- Decreased participation in team meetings and events
- Sudden interest in documenting processes and knowledge
- Reduced enthusiasm for long-term projects
- Increased use of personal time or sick days
- Withdrawal from social aspects of work
Early intervention with honest conversations can often prevent departures before they happen.
When to Ask for Help
If you're hiring for multiple roles or struggling to retain digital talent, it may be time to partner with a recruitment agency that also supports employer branding and candidate experience.
A specialist digital recruitment partner can provide:
- Market insights on competitive offerings
- Salary benchmarking for niche digital roles
- Candidate feedback on your employer brand
- Guidance on improving your attraction strategy
Learn more in Why Use a Recruitment Agency to Hire Digital Marketing Talent?
Frequently Asked Questions (FAQ's)
Frequently asked questions about how to attract and retain top digital talent in 2025
Q: What's the average cost of replacing a digital marketing professional?
A: In the UK, replacing a mid-level digital marketing professional costs approximately £25,000-£30,000 when considering recruitment fees, onboarding time, lost productivity, and knowledge transfer.
Q: How important is salary versus benefits for digital talent?
A: While competitive salary is essential, our research shows that 68% of digital professionals would accept slightly lower compensation (5-10%) for significantly better work-life balance, growth opportunities, and meaningful work.
Q: What's the most effective retention strategy for digital specialists?
A: Clear career progression combined with continuous learning opportunities consistently ranks as the top retention factor for digital specialists, even above compensation in many cases.
Q: How quickly should I move when hiring digital talent?
A: The average time-to-hire for in-demand digital roles should not exceed 3-4 weeks from application to offer. Beyond this timeframe, top candidates are likely to accept positions elsewhere.
The EngageMore Verdict
Attracting and retaining top digital talent in 2025 is about more than perks and ping-pong tables. It's about purpose, progression, and a workplace where people feel they can thrive.
By implementing these strategies—from employer branding and compelling job descriptions to thoughtful onboarding and long-term development—you'll position your organisation to not just hire but keep the digital talent that drives growth.
With EngageMore Talent, we connect brands with top-tier digital marketing talent. Whether you’re scaling fast or making your first strategic hire, our expert team is here to streamline your recruitment journey—from brief to offer. Let us help you build a team that drives results in 2025 and beyond.