Sales & marketing now most in-demand jobs as IT roles drop

Analysis of new data from the Office for National Statistics (ONS) indicates that Sales and Marketing professionals are currently the most in-demand occupation in the UK, with IT professionals closely following.

A recent study by digital marketing agency Dark Horse reviewed job advert trends across 104 different occupations, based on ONS figures for May 2025. The analysis identified 78,214 live job adverts for "Sales, Marketing and Related Associate Professionals" out of a total 1,388,986 UK vacancies, equating to 56 adverts in this category for every 1,000 posted - the highest share among all occupations.

This occupational category includes a broad range of roles such as estate agents, business development managers, and events managers. Despite the high demand, the proportion of adverts in this area has declined slightly: in May 2022, there were 60 Sales and Marketing roles per 1,000 job ads, with a total of 125,358 adverts out of 2,058,903. This constitutes a 7.52% reduction in their relative share over three years.

Other occupations

Caring Personal Services was found to be the second most sought-after group, with 60,681 job adverts amounting to 43 positions per 1,000 job openings. This category covers roles such as care workers and home carers, as well as nursing auxiliaries, assistants, and dental nurses. The proportion of Caring Personal Services roles has remained relatively stable since May 2022, with only a marginal 0.77% decline in job adverts per 1,000.

Information Technology Professionals have moved to third place in demand, with 56,800 job postings, or 41 per 1,000. Data from three years ago shows that IT occupations held the top spot at the time, with 70 out of every 1,000 job adverts in May 2022 representing these roles. This marks a 41.39% drop in IT-related postings compared to three years earlier.

Teaching Professionals constitute the fourth most in-demand skillset, with 37 job adverts per 1,000. The category encompasses teaching roles from early years through to higher education. The research found a 38.31% rise in demand since May 2022, when there were 27 job ads per 1,000 in this category.

Rounding out the top five are Teaching and Childcare Support Occupations, including teaching assistants, childminders, and au pairs. In May 2025, there were 30 job postings per 1,000 in this group, marking a 44.69% increase from May 2022, which had 21 per 1,000.

Changes in demand

Some occupations have seen notable declines in demand. Elementary Sales Occupations experienced the most significant fall, with job adverts per 1,000 decreasing by 50.13% over three years. Web and Multimedia Design Professionals had the second largest decline, dropping by 42.13% between May 2022 and 2025.

Industry perspective

Libby Mayfield, Head of Marketing at Dark Horse, explained the implications for organisations seeking talent. "The key for industry leaders to stay ahead is to ensure that their businesses are well represented through all marketing opportunities, including recruitment. Consistent and clear brand identity is what will grab the attention of the talent that will fit within your business. Making sure that business culture and ethos are accessible to prospective team members who might be overwhelmed by thousands of opportunities."

The research highlights shifts in the UK job market, both in overall demand and the specific occupational areas favoured by employers. It underscores the importance for businesses to refine their approach to recruitment and branding as they attempt to attract suitable candidates in a competitive landscape.