Tech Talent Pulse: Brand Roles, Engineering Intensity & Dual-Track Hiring

Every week, we speak to senior leaders in Technology & Tech Sales across the UK, EU & USA about their hiring challenges, priorities, and market shifts. Hiring leaders are shifting gears and adapting to market conditions: GTM and Brand roles are rising, Engineering pipelines remain intense, and dual-track (perm and contract) hiring is now standard. Here’s what we’re hearing this week.

1. Contract & Perm Strategies Working in Parallel

A recurring tactic is simultaneous contract and permanent hiring. For example, while final decisions are awaited for senior or strategic perm roles, many clients are fast-tracking contract hires to maintain delivery momentum and minimize risk from perm offer fallout. 

💡 Takeaway: A blended hiring model offers flexibility and continuity. Use contractors to cover immediate gaps, but keep your eyes open for top perm candidates too, and ensure your recruitment approach supports both.

2. Engineering Demands Intensify, but Filtering is Critical

Engineering remains the top priority in hiring pipelines. One client is interviewing multiple full-stack roles, another is pivoting from an AI Architect role to a hands-on AI Engineer because the previous candidates weren’t technical enough. Meanwhile, others noted that many candidates in the market are “70% ready” - technically competent but lacking in ownership, domain context, or product collaboration skills (especially when working cross-functionally).

 💡 Takeaway: Demand is high, but the margin for error is shrinking. Use recruitment partners who pre-screen for fit, ownership, and contextual thinking, not just technical ability.

3. Role Complexity & Market Nuances Are Rising

Several briefs this week have nuanced requirements: brand roles spanning creative, commercial and retail, AI roles needing deep technical chops, and support/infra roles where hybrid/onsite expectations matter. We also heard that in many organizations, internal teams still try direct sourcing, but often run into screening or volume issues, especially when they don’t have domain specialization. 

💡 Takeaway: As roles get more complex, partner with recruiters who deeply understand the vertical your role sits in (e.g. AI, brand, retail tech). It’s not enough to be “tech generalist”, specialization in roles matters.

4. Non-Engineering Roles Getting Real Attention 

This week’s conversations highlighted a clear shift: functions beyond engineering, including brand, marketing, sales, and product, are climbing up the hiring priority list. Leaders are increasingly aware that technical delivery alone won’t secure growth. Strong go-to-market, brand positioning, and commercial alignment are becoming just as critical to scaling successfully. Recent market data supports this: 40% of employers say they plan to increase hiring in sales and marketing roles alongside tech, showing that the two are now moving in tandem.

💡 Takeaway: Don’t wait to fill marketing, brand, or product hires until today’s “hot roles” are done. These functions are increasingly pivotal in customer perception and growth, early investment gives you an edge on positioning.

5. Market Signals Suggest Shifting Momentum

Even with continued demands, broader indicators are signalling caution. For instance, engineering was one of the few sectors recording increased demand in temporary roles recently, hinting that flexibility is driving growth in uncertain times. Also, while many firms are cautious, the 2025 IT salary and tech hiring guides show that 46% of IT/tech hiring managers still plan to add permanent headcount this year, with 25% expecting contract growth. 

💡 Takeaway: The market isn’t collapsing, but balance is shifting. Strategy should be about sustainable hires, not overextension. Actively tracking these signals can help you calibrate hiring pace and mix.

This week’s conversations clarify that hiring challenges are evolving, not disappearing. Brand and Marketing roles are no longer sidelined, engineering demands are sharper, and blended hiring models are becoming the norm. In this environment, working with recruitment partners who understand role nuance, filter deeply, and stay responsive to market signals is essential. 

📩 Email us at team@maxwellbond.co.uk or call 0161 359 3280 to talk through your hiring needs or role challenges.

💬 We’d love to hear your input, what’s keeping you up at night in hiring right now?