How is the Market at the Moment? When Will it Change?

By far, this is the most common question that I receive daily from both Talents & clients at Iceberg.

We are all in a downturn (post-Covid slump), and both clients and job seekers are feeling the pain of a quiet market. You’re probably wondering if you should leave your industry and find another job? Or that you are doing something wrong?

You’re not doing anything wrong.

The industry itself has gone through BIG changes; GFC, Covid, Recession, Post-Covid slump – and the common factor of all these big events is that the market always recovers and gets better!

🚀 To my clients, you will recover, and business will be booming again
🚀 To jobseekers who feel hopeless, keep being visible and connecting with people – the market will get better, and you will be OK
🚀 To my fellow recruiters, we always get back on our feet!

We’re already seeing signs of recovery and expect a stronger rebound in the second half of 2025 as economic conditions improve.

Key industry trends driving the upturn:

📈 Ad Spend is Returning – Media buyers predict ad spending will increase by mid-2025, especially in digital, programmatic, and retail media. Brands are starting to reinvest in marketing as confidence builds.

🎯 Brands Shifting Focus to Value & Performance – Clients are demanding more ROI-driven campaigns, so agencies and PR firms with strong measurement strategies and digital capabilities will be in high demand.

📢 PR & Corporate Communications Gaining Traction – During downturns, businesses rely more on PR for reputation management, thought leadership, and crisis comms. Expect a surge in demand for strong PR professionals as businesses look to rebuild trust and visibility.

🤖 Tech, AI & Digital Transformation – Agencies investing in AI-driven content, automation, and data-driven storytelling will have a competitive edge. The demand for skilled talent in AI-powered PR, content strategy, and digital marketing will only grow.

🔄 Freelancing & Contract Work on the Rise – Many agencies are hiring project-based talent rather than full-time staff, creating more short-term opportunities for job seekers willing to be flexible.

Hang in there! 💪🏼

Iceberg is Melbourne’s go-to recruitment company! Specialising exclusively in recruiting for digital, marketing, PR, digital, experiential & advertising jobs. Permanent, freelance and contract roles are available! Sign up to our weekly newsletter HERE.