Next in the iGB-Pentasia Salary Survey is Brooke Petersen’s breakdown of what is shaping recruitment and retention in 2025.
Retention over recruitment: Optimising internal talent
2025 has recorded the strongest wage growth in three years – up 4.09% on last year. But rather than fuelling aggressive hiring, much of this growth reflects targeted investment in existing teams.
With succession planning and retention now critical priorities, many employers are focusing on developing internal capability through leadership coaching, organisational design and better onboarding.
At Conexus Human Capital, we’ve seen growing demand for services like RPO, L&D strategy and executive coaching, all aimed at future-proofing the workforce and improving long-term performance.
Tech and data hiring shifts to senior and AI-focused profiles
Entry-level roles are being deprioritised in favour of mid-to-senior hires with advanced skills. AI and machine learning are now expected in roles like BI Analyst and Data Scientist, while new job titles – such as AI Automation Engineer – are emerging. Some employers are sourcing talent from fintech and adjacent sectors.
AI governance is now a hiring issue
As AI adoption increases, so does the need for tighter oversight. Employers want candidates who can use AI effectively but within defined boundaries. Misuse during interview tasks is raising concerns, complicating skills verification and assessment.
Marketing evolves through new market opportunities
Crypto casinos, sweepstakes and social gaming continue to grow, with marketing being a core focus of this trajectory.
Following the April 2025 Google algorithm update, affiliate consolidation has accelerated.
Marketing teams are increasingly AI-enabled, with lots of opportunities in the market to upskill. One of the highest demands is for specialists who understand the distinct behaviours of crypto vs. fiat users.
Fractional compliance and legal roles are growing
Increased fines and licence exits are driving caution in compliance hiring. Fractional roles are gaining popularity as a cost-effective way to maintain oversight. Gaps in AML automation remain, while demand grows for marketing compliance in smaller teams.
Senior talent on the move
Restructures and redundancies have released more senior professionals – particularly in commercial and country leadership – into the market. There’s a strong pool of experienced candidates in the £100K-£140K range.
Work-life balance and benefits take centre stage
Mid-level professionals increasingly prioritise flexibility, family-focused benefits and work-life balance over bonus structures. These are now central to successful retention strategies.
Read the full iGB-Pentasia Salary Survey 2025 report:
iGB-Pentasia_Salary Survey 2025
Retention is front of mind, AI governance is growing in importance, there’s a pool of senior candidates to pick from and work-life balance is increasingly important.