Looking back at where we were this time last year, the communications recruitment market feels noticeably different. Twelve months ago, uncertainty dominated many hiring conversations. Organisations were grappling with economic pressures, budget constraints and shifting business priorities, leading to prolonged decision-making and a general reluctance to commit to new hires. While the need for strong communications expertise was widely recognised, many businesses chose to delay recruitment plans rather than invest immediately.
Today, confidence has returned to many sectors, communications is increasingly viewed as a strategic function rather than a support service, and the demand for experienced professionals is growing. The market is by no means straightforward but compared with a year ago there is a greater sense of momentum, clearer hiring intent and a stronger appreciation of the value that communications professionals bring to organisations.
The second half of 2025 was characterised by hesitation. Organisations knew they needed communications expertise, but recruitment decisions were delayed, budgets were scrutinised and hiring plans were repeatedly pushed back. We often found ourselves speaking to clients who wanted to recruit but simply weren't ready to commit.
Fast forward to 2026, and many of those decisions can no longer be postponed. Businesses are recognising that effective communication isn't a nice to have — it's fundamental to change, employee engagement, protecting reputation and supporting growth. The roles that were parked last year are now being prioritised.
What's particularly interesting is the breadth of skills organisations are seeking. Clients want professionals who can develop strategy, deliver internal and external communications that land, manage a crisis, build relationships across the business and advise senior leaders with the credibility to brief a board. The expectation isn't that one person does everything, but that communications professionals are commercially aware, adaptable and able to operate across disciplines.
AI is changing what employers value. Rather than replacing communications professionals, it is shifting the emphasis towards people who can embrace new technologies to work more efficiently, while bringing the judgement, strategic thinking and emotional intelligence that AI cannot replicate. Demand for experienced crisis communications professionals is growing for the same reason. Organisations need trusted advisers who can respond rapidly, protect reputations, and ensure accurate, credible information cuts through the noise.
AI has changed the other side of the market too. AI-written CVs and one-click applications have flooded job portals, and hiring teams simply cannot process three or four hundred applications for a single role. The result is that strong candidates get lost in the pile, and advertised routes have become the noisiest and least reliable way into a senior role. Time and again this year, the appointments we've seen happen have come through networks, referrals and curated shortlists. Our advice to candidates has been consistent: work your warm network, seek introductions to the organisations you admire, and treat adverts as a backup rather than a strategy.
Another shift is in how hiring managers think about sector experience. Historically, many clients focused heavily on finding candidates with a highly specific industry background. Today, more organisations are taking a broader view, prioritising transferable skills, sound judgement and the ability to learn quickly. It isn't binary, though, it depends on the organisation. Larger communications teams, with breadth of knowledge already in the function, can afford to bring someone up to speed from a different sector. Smaller, leaner teams with less bandwidth for onboarding tend to place more weight on candidates who already understand their world. The question clients ask has changed from "Have they worked in our sector?" to "Can they demonstrate the experience, insight and credibility to succeed here?"
That openness has its limits. Hiring remains careful, and in places cautious. Processes are longer than they once were, with more interview rounds, more sign-offs and more pauses while decisions sit with boards. Good candidates drift away when momentum stalls, and we've seen more than one strong shortlist thin out simply because a client took too long to decide. Employers may be broader on background, but they still want proof — clear evidence of results, and a safe pair of hands.
Workplace policy has become a deciding factor too. Three or more days in the office is standard again in many of the briefs we're working on, particularly in financial and professional services. Stricter policies shrink the candidate pool and push salary expectations up, while candidates weigh commute, flexibility and quality of leadership as heavily as pay. Some will take less money for a role that fits their life; others want compensating for rigidity. Either way, it's now a conversation in almost every process.
We recently released our annual Salary Guide and the inaugural Benefits Guide which explores what in-house comms teams and corporate comms agencies currently offer, what professionals actually want, and the factors shaping employer choice across generations.
The sectors where we're seeing the strongest demand are financial and professional services, energy and property — industries experiencing significant change and complexity, where strong communication capability is critical to managing reputation and supporting business objectives.
Our network is undeniably our biggest asset. Over more than twenty years we've built relationships with an extensive community of communications professionals, many of whom aren't actively searching but trust us to call when the right role comes along. Those relationships aren't transactional. They're built on a genuine understanding of people — their ambitions, their career journeys and the environments where they thrive.
But it's our market knowledge that clients tell us makes the real difference. We understand what people are paid, what a competitive package looks like, and that the benefits people value change throughout their careers — flexibility for some, development, leadership exposure, purpose or financial reward for others. Understanding those priorities helps us make better matches, and fit remains at the forefront of our thinking: not the quickest placement, but the right person for the right organisation.
As the second half of 2026 unfolds, one thing feels certain: organisations are continuing to invest in communications, but they're hiring more thoughtfully than ever before. The businesses that succeed will be those that look beyond a checklist of skills and focus on finding people with the capability, judgement and potential to make a lasting difference. If you are looking for support with your senior communications recruitment, then please don't hesitate to get in touch.
To download our full Annual Salary Guide 2026, click here.
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The Works Search: a search consultancy specialising in PR and corporate communications. We have unrivalled matching abilities and are known for finding the top 5% performers in the industry - the ones who deliver and make your reputation great. For more advice or market insights, do get in touch with us on 0207 903 9291 or email: sarah@the-works.co.uk.
