Hiring in Sales and Marketing: Guide and Trends in 2025

Rising demand for confident leaders and senior-level talent

Geopolitical tensions made for a rocky year in 2024. Several multinational brands suffered from consumer boycotts due to the Middle East conflict, with businesses in fast-moving consumer goods (FMCG) and retail taking a bigger hit.

Despite this, the hiring market for Sales & Marketing professionals remained buoyant and upbeat over the past year. “Interestingly, companies continued to recruit for senior positions like department heads and directors,” relates Michelle Tanjung, Associate Director at Robert Walters Indonesia.

Read on to find out more about Michelle’s expectations for Indonesia’s labour market and hiring trends for Sales & Marketing professionals in 2025.

Shift towards contracts and returning employees

The year ahead is expected to bring greater acceptance of contract positions.

Companies are increasingly open to hiring talent on a contract basis.

“While candidates were previously hesitant about this model, attitudes have been shifting over time," shares Michelle.

Another trend gaining traction is the rise of ‘boomerang’ employees. Compared to the past, Michelle observes that companies are now more receptive to rehiring former employees. These individuals often have the advantage of understanding the company’s culture and can quickly adapt to new roles, making them valuable assets in a fast-paced hiring environment.

Strong demand for senior talent and leadership chops

In 2025, the most in-demand positions are expected to include sales director, marketing director, and retail director.

This heightened demand for senior talent stems from specific organisational needs. Companies require leaders who can spearhead team and business transformation initiatives, manage underperforming staff, develop high-potential employees, and maintain lean team structures. As a result, expertise in these areas will be highly sought after.

Expect tough, honest conversations in interviews

Michelle also highlights a cautious approach among candidates when considering new roles. “Job seekers are paying closer attention to a company’s reputation and culture. Issues like prior layoffs or perceived alignment with certain political parties or movements can deter them,” she explains.

To attract and retain talent in 2025, companies should prioritise transparent communication. Michelle advises engaging in honest discussions with candidates about role expectations and being ready to address questions regarding the organisation’s stance on political and social issues.

Additionally, flexible work arrangements remain a top priority for candidates, making them an essential offering for companies aiming to stay competitive in the hiring market.

Modest increase in salaries

Salaries are expected to go up just slightly, or at the average rate of 10%.

Find out more

Request access to our 2025 Salary Survey to benchmark salaries and to find out more about key hiring trends in Indonesia.