What to Know as a 2025 Marketing Graduate

By Meghan Thorell

As graduation is quickly approaching, it is imperative to understand what employers are looking for when hiring recent college graduates. Making the transition from college to career is proving to be more and more challenging, especially within the marketing industry. The job market, especially for recent college graduates, is at an all time low, reporting the largest unemployment gap between new graduates and experienced degree holders since the 1990s. This is due to the increased competition among candidates and expectations from employers, making it difficult for new graduates to break into the industry.

The skills required for entry level positions can range from 1-5 years of experience, something that most recent graduates have yet to achieve. Having a college degree is unfortunately no longer
going to set you aside from other candidates, but it is important to know what will. Understanding how to stand out within the industry is the key to securing your first role and beginning your career.

The Ever-Changing Job Market

The job market is currently undergoing a complete transformation. Shaped by new technological advancements and economic and political factors, the job market is looking a little different than it did just a few years ago. While the market has seen an increase within the last decade, it has made a drastic turn. Companies are decreasing their budgets, prioritizing experience and hiring within, and being more selective than ever when it comes to their hiring decisions. For recent college graduates, this means fewer entry level roles, a longer hiring process, and stricter qualifications. Entry level positions are asking for years of experience that is unachievable for recent graduates. A college degree is no longer going to make you stand out within this market.

A successful candidate must be proficient with marketing software and platforms, work to gain as much real-world experience as possible and most importantly, stay up to date with the latest industry trends.

How to Adapt to the Future of Marketing

The marketing industry is rapidly changing and adapting to new trends, technology and working environments. Artificial intelligence is taking the industry by storm, automating basic tasks, generating content and analyzing consumer behavior. While artificial intelligence will not replace marketers, it is redefining their role and simplifying daily tasks.

In addition to AI, social media platforms are rapidly increasing in popularity and reliability. It is predicted that within the next decade social media platforms will continue to evolve into multi-purpose platforms providing users with entertainment, news, e-commerce, communication forms and more all on one app.

This makes it increasingly important for marketing professionals to gain a strong understanding of social media and its impact on the industry. With the rapid adjustments that the marketing industry is facing, employers are looking for flexible candidates with a variety of experiences, skills and industry knowledge.

Marketing Tools

The first step in standing out from other candidates is by effectively utilizing marketing tools and software. Marketing tools are a necessary skill when it comes to all aspects of the industry. Analytical platforms such as Google Analytics provide free workshops and teach users how to efficiently measure and track marketing analytics across Google platforms. Platforms such as Hootsuite and Buffer allow users to schedule social media content, engage with their
audience and measure performance metrics.

In addition to this, it is helpful to grow your background in design tools such as Canva and Adobe Creative Studio. These platforms offer instructional courses that teach users how to create and edit a number of marketing deliverables. Gaining hands-on experience with these platforms will build valuable techniques and skills that employers are looking for.

In today’s highly competitive market, gaining an understanding of essential marketing tools can be the reason you stand out to employers.

The Importance of Networking

Networking is becoming more and more important for recent graduates trying to break into the job market. While many job openings are shared on company websites or third party job boards, there are a number of opportunities that never even make it to the public. This is because they are shared through connections prior to being advertised to just any candidate.

Building a professional network can open doors that you may have never known about, such as internships, mentorships and even full-time roles. Building a network is easy when you start with family, friends and professionals that you have existing relationships with, such as professors or past employers. Once you create that initial network it is easier to meet new people through mutual connections.

Additionally, don’t be afraid to reach out to individuals with careers that you admire, most professionals are happy to help. Just remember, networking isn’t just about looking for a new career opportunity but about building a community of people that will offer you support and guidance throughout your career.

As a 2025 marketing graduate, you are looking ahead at a highly competitive job market but also a very rewarding industry with endless opportunities. The most successful candidates are the ones who take their future into their own hands. By networking, learning the essential tools, adapting to change and taking advantage of any opportunity to gain real life experience, you can set yourself apart from other applicants. The industry is rapidly evolving, but so can you.