Why employee retention is the biggest marketing hiring challenge in 2025

Hiring great marketing talent has never been easy. In 2025, the recruitment landscape has changed. The biggest challenge facing hiring managers isn’t just about finding great candidates. It’s about keeping them once they’re through the door. 

Employee retention is a hot topic, with companies focusing on the benefits of quality retention. This year’s EMR Salary Survey and Market Trend Report points to nearly 7 in 10 marketing professionals who are actively looking to jump ship this year. With evolving needs, pay dissatisfaction, and hybrid working becoming a dealbreaker, marketing employee retention is just as important to get right as hiring itself. 

For hiring managers, the insights of our report make for essential reading. They show a growing disconnect between business expectations and what marketing professionals actually want from a job. Here, we’ll dig into the statistics behind this challenge and give a helping hand with some employee retention strategies. 

Why retention of employees is the biggest challenge in marketing recruitment

Marketing isn’t alone in running into the employee retention problem. 51% of HR leaders across industries see it as their biggest stumbling block. The latest data and insights from our survey paints a clear picture of the issues that need to be addressed to improve employee retention.

1. Salary stagnation quietly driving churn

The uncomfortable truth is that real-term salary growth is sitting still. Many marketers feel they’re delivering more than ever but seeing no rewards on payday. Over a third of professionals shared that they’re unhappy with their current pay. This poses a serious threat to employee retention.

In particular, mid-level marketers are feeling stretched. Many are taking on broader responsibilities without their compensation following suit. Coupled with a lack of transparency and regular reviews, it’s easy to see how frustrations build. Nipping them in the bud with clear pay scales and defined progression routes is a key employee retention idea to implement. 

2. Hybrid working is non-negotable

We found that 79% of professionals would consider leaving their job if hybrid working was taken away. With as many as 30% of large businesses looking to increase compulsory office days this year, there’s a clear disconnect. Ultimately, it’s a fight that employees will win. 

Marketers have proven they can deliver strong results in flexible environments. Reversing hybrid models, or enforcing full-time office returns, is now viewed as a step backwards. The genie is out of the bottle, and employee retention rates are likely to nosedive if flexibility is taken away. 

3. Culture and leadership are huge dealbreakers

There’s a growing focus on how people feel at work. Among the biggest reasons marketing professionals cited for wanting to leave a role were a poor culture, lack of progression, and leadership that didn’t align with their values. Getting your employer brand right is an employee retention best practice to consider. 

4. Interim hiring is on the rise

We found a 24% increase in contract recruitment in early 2025. While there are obvious benefits to hiring interim talent, filling in permanent gaps caused by turnover just isn’t sustainable. When it comes to employee retention, it can have a real knock-on effect. 

Leaning too heavily on short-term fixes can lead to knowledge loss, lower morale, and higher pressure on remaining team members. As already mentioned, many marketers are feeling their workloads raise while their pay stays the same, and the pressures caused by interim hiring can see employee retention suffer further. 

5. AI and tech adoption creation pressures

Marketers are embracing the automated age. With so many tools available, however, we’ve found that many professionals feel underprepared for the rate of change. Marketing professionals want to learn, but they’re not always given the time and resources to do it properly.

This creates silent stress which can impact the retention rate for employees. Without the right upskilling opportunities, even the most capable marketers could burn out or seek out companies that are better equipped to help them grow.

How to improve employee retention in marketing

The benefits of employee retention are clear. Between overcoming the cost of hiring, building more consistent and experienced teams, as well as raising your reputation in the industry, it’s a no-brainer. Getting employee retention strategies in place should be a big focus for hiring managers this year. 

As with anything, of course, there’s no single fix. Following these employee retention tips will set you on the right path. 

• Communicate salary structures - Use benchmarking to make sure your pay reflects current market expectations. Don’t wait for resignation threats to make adjustments, show your team that they’re valued now. 

• Protect hybrid as part of your EVP - If you offer hybrid working, shout it from the rooftops and make it part of your long-term culture. Employee expectations have shifted and you need to move with them. 

• Invest in people managers - Our survey highlights leadership as a top reason people stay or leave. Hire marketing managers with soft skills, communication tools, and the ability to foster regular development.

• Make learning continuous - From AI to analytics, the demand for new skills is clear to see. Offering structured learning time and relevant training can reduce pressure and increase employee retention. 

Get more marketing recruitment insights from EMR

If you’re looking to maximise your marketing recruitment efforts this year, we’ve got you covered. Our latest survey is packed with insights to guide your employee retention strategy and all other aspects of your recruitment. If you’re hiring now, this is something you won’t want to miss. 

Download the 2025 Salary Survey & Market Trends Report today for more insights into the industry or submit a brief if you’re ready to partner up with us.