Campaign execution, AI literacy and communication training have ranked as the most in-demand skills for marketers to stay ahead of the competitive job market in 2025 by LinkedIn Skills on the Rise list.
In Australia, the hiring of AI talent has surged by more than 240% over the past eight years as AI accelerates workplace change, creates new jobs, transforms roles and drives productivity.
The percentage of LinkedIn members in Australia who have added AI skills to their profiles has surged 29-fold since 2016, surpassing the global average increase of 20-fold. The hiring of AI talent relative to all hiring has also increased by 31% year-on-year in Australia.
LinkedIn’s Skills on the Rise list uses data from across Australia’s 16 million LinkedIn members and measures the frequency of skill additions by members, their presence in recently recruited profiles, and the increase in demand for these skills in company job offers.
The demand for AI literacy comes as LinkedIn data shows that the skills needed for jobs in Australia are projected to change by 66% by 2030 compared to 2016.
The 10 Fastest Growing Skills for Marketers in Australia in 2025:
1. Campaign Execution
2. AI Literacy
3. Communication Training
4. Creativity and Innovation
5. Relationship Building
6. Marketing Budget Management
7. Customer Segmentation Strategy
8. Phone Manner
9. Adaptability
10. Strategic Initiatives
Soft skills shine in the AI era
With AI having the ability to take on more administrative tasks and reshape the workforce, the value of soft skills has never been greater. Skills like communication, strategic thinking and adaptability all feature among the top 5 Skills on the Rise, highlighting the value of human-centric abilities in navigating the modern work environment.
People skills are now more important than ever for career growth and success in today’s job market, as business leaders look for core competencies that AI cannot easily replace.
Many of the roles on LinkedIn’s Jobs on the Rise list this year, such as English Teacher, Fundraising Manager and Employee Relations Specialist – along with front-line hospitality roles – highlight the growing demand for skills like problem-solving, empathy and agility to thrive in the era of AI.
Cayla Dengate, LinkedIn Career Expert said: “LinkedIn data shows that nearly 3 in 5 (59%) Australians are looking for a new job in 2025, but 41% of Australians don’t know how to match their skills to roles. With a tightening job market and intensifying competition, knowing which skills are in-demand can help job seekers stand out to hiring managers.
“Australia has always been an early adopter of technology, and AI is no exception – with 87% of Australian professionals saying they are using AI tools at work. AI is transforming every job, team, and business. Your job is changing, even if you’re not changing jobs, and 10% of workers hired today have job titles that didn’t exist in 2000, such as AI Engineer and Data Scientist.”
“However, AI is also elevating the value of human-centric abilities, with soft skills showing up strongly in LinkedIn’s Skills on the Rise list. Soft skills are vital in enabling professionals to build strong relationships, foster collaboration and drive innovation, which makes them indispensable in today’s job market.”
To help professionals learn and stand out for these rising skills, LinkedIn Learning is opening up select courses for free from March 19 to April 18, including Everyday AI Concepts, How to Make Innovative Thinking a Habit, Communication Foundations and more.
LinkedIn has also introduced a new AI-powered coaching feature that helps professionals practice in-demand interpersonal skills, such as public speaking, with interactive text or voice scenarios and actionable feedback on their strengths and areas of growth.
Additionally, LinkedIn is rolling out a new job match feature that will help job seekers understand how qualified they are for any job on LinkedIn, in just seconds, by showing them how their skills and experience match with a job’s required and preferred qualifications.