What 100+ entrepreneurs advised us about development and job safety

After I introduce myself at workshops, I usually joke that my advertising profession path seems to be a bit like two truths and a lie — though it’s all “fact.” Seems, I’m not alone. Speaking with different profitable entrepreneurs, a non-linear profession path is one factor many people have in frequent, whether or not by alternative or necessity.

The office and job market are extra unpredictable than ever. Between the economic system, aggressive hiring processes, and the ever-present elephant within the room (AI), many entrepreneurs are questioning what shifts they should make to remain aggressive.

To search out out, I surveyed 100 advertising and promoting professionals and spoke with leaders inside and outdoors HubSpot. Right here’s what I uncovered.

Desk of Contents

The State of the Job Market

It’d shock you to be taught that almost all entrepreneurs are exploring new alternatives.

In our survey, 69% of respondents have regarded for a brand new advertising job prior to now 12 months, whether or not actively (32%) or passively (37%).

The highest causes? Larger wage (81%), extra flexibility (54%), and higher promotion alternatives (39%).

Want to work at a distinct sort of firm (28%) and burnout or lack of assist (24%) spherical out the highest 5.

Promotions are frequent — however not assured.

I uncovered that 54% of entrepreneurs have pursued a promotion at their present firm within the final yr, and one other 27% plan to.

Just below half had been profitable.

Those that superior pointed to work ethic, expertise, and visibility as the most important components. Those that didn’t cited politics, lack of alternative, or perceived expertise gaps — some additionally famous gender or age bias.

Confidence in profession development is combined.

Wish to hear the excellent news? (It’s promising whether or not you’re an employer or a job-seeker).

Fewer than 10% of respondents expressed low confidence of their means to advance their advertising profession path at their present firm. And 43% reported that they’re very assured of their means to take action.

Entrepreneurs are navigating profession pivots — this is how.

For entrepreneurs who aren’t seeing the development they need, the following step isn’t all the time chasing one other full-time function straight away.

Some are taking time to seek out the precise job.

Ron Dawson, senior supervisor of HubSpot for Startups, mentions that it’s powerful on the market. “I do know individuals who have taken one to 2 years to land their subsequent function. Staying seen — particularly on LinkedIn — and staying up on what’s occurring within the trade is essential.”

Others are placing out on their very own.

Freelancing and contract work can really feel unsure, nevertheless it additionally affords management. Matt Corridor, co-founder of Frequent Folks, defined his perspective:

“I don’t see contract work as any riskier than a job. Everybody is aware of somebody who’s been ‘let go’ by way of no fault of their very own. We’re the CEOs of our personal careers. Nobody has as a lot funding in our long-term safety as we do individually.”

Some are returning to in-house roles.

That is the place I personally relate essentially the most. After years of working my very own present, I perceive the enchantment of a gradual paycheck and renewed alternatives for development, and not too long ago went in-house with a shopper.

Freelance author and strategist Derek Hambrick put it merely, saying, “The present job market is such that I’ve determined to shut my freelance enterprise. I’m looking for full-time employment, which is one thing I stated I might by no means do. Occasions are what they’re.”

Model strategist Lindsay Hyatt agrees: “In 2025, I’m re-entering the company world for the soundness of a paycheck and contemporary development alternatives.”

How Entrepreneurs Are Making Themselves Extra Aggressive

In an unpredictable job market, the entrepreneurs I spoke to know that alternatives aren’t prone to land at their toes. They’re actively sharpening their abilities and making themselves stand out — whether or not externally on platforms like LinkedIn, or internally inside their firms.

I’ve discovered that it’s not simply concerning the work you do, however the way you place your self.

Our survey revealed the place most entrepreneurs are focusing their efforts:

62% are studying new abilities (e.g., AI, analytics, website positioning, paid media).
45% are getting certifications or further schooling.
43% are constructing their private model or content material presence.
38% are taking over stretch initiatives or cross-functional work.
31% are looking for mentorship or teaching.
Solely 4% aren’t actively doing something to make themselves extra aggressive.

Adaptability and Drawback-solving

I’ve discovered that adaptability can open doorways even when your resume doesn’t align completely with a job description. That ability — with the ability to rapidly pivot and resolve issues — has been a lifeline in my very own advertising profession path.

Taking a development mindset and saying “I can discover ways to do this,” usually makes all of the distinction — in how I see myself, and how I current myself to others.

Upskilling (Particularly AI)

One clear development? The entrepreneurs who’re staying aggressive are leaning exhausting into studying — particularly round AI.

I’ve spent the previous yr experimenting with AI instruments myself, determining how they can assist me work smarter, not simply quicker. I’ve used them for all the pieces from information evaluation to determining the way to implement my concepts. And I’m not alone.

Amanda Huffman, advertising supervisor on HubSpot’s International Development Crew, says that experimentation is essential.

“I’ve been studying the way to optimize content material for AI search platforms like ChatGPT and Google AI Overviews by attempting issues out and studying as I’m going. Our staff even runs AI Develop Hour twice a month to share how we’re utilizing AI.”

Constructing Visibility and a Private Model

One thing close to and expensive to my coronary heart helps entrepreneurs acquire consolation in selling themselves.

I’ve discovered that one of many best methods to do that is to shift how you concentrate on “self-promotion.” By focusing much less on telling everybody how superior you might be (though you are) and extra on how one can assist individuals resolve their issues, you possibly can actually spotlight your expertise and present up as your true self.

Nevertheless it’s not nearly displaying up “on the market.” Entrepreneurs who wish to develop inside their present firms must place themselves internally as effectively.

Laura M. Browning, principal e-newsletter author at HubSpot, emphasizes this level:

“Many people (particularly should you had been socialized as feminine) are inherently uncomfortable with self-promotion. Nevertheless it’s a learnable ability. I give it some thought when it comes to sharing my pleasure about one thing, whether or not it’s a weblog put up I’ve written that I would like my co-workers to see or one thing I’m selling on LinkedIn. When you’re enthusiastic about one thing, it’ll present — and also you’ll entice an viewers.”

Aligning Ambitions With Firm Wants

One of many largest classes I’ve discovered is that profession development isn’t nearly what you need — it’s about how your objectives align with the corporate’s priorities.

Browning defined {that a} dialog together with her boss about her “strengths, pursuits, and ambitions — and the place they match with the corporate’s wants” opened up a year-long staff lead program that’s constructing her administration abilities.

Nicole Morton echoed an identical mindset, saying, “I’m leaning into my strengths in strategic positioning and advertising automation whereas additionally constructing thought management. Visibility inside and outdoors the corporate is important.”

Takeaway: Entrepreneurs who keep aggressive don’t relaxation on their laurels. They’re naturally interested by the way to do issues higher — and the way to adapt what they know to make an even bigger influence.

Instruments the Most Productive Entrepreneurs Are Utilizing

In terms of staying aggressive, the precise instruments could make or break your means to ship outcomes with out burning out. And which means balancing diving into new instruments with understanding the (continually) increasing capabilities your present instruments share.

A phrase of warning: It’s simple to get enthusiastic about shiny new platforms, however too many instruments can create confusion, redundant options, and information silos.

I’ve discovered that on the lookout for integrations and overlap is essential — usually the instruments you already use (like mission administration, analytics, or CRM platforms) have built-in performance you possibly can activate with out including one more login. Holding issues easy saves cash and helps you get essentially the most out of your instruments with out costing you extra time.

So what instruments have helped the entrepreneurs we surveyed obtain essentially the most visibility and outcomes?

33.7% – AI Instruments (ChatGPT, Claude, Gemini, Copilot, and so on.).
22.1% – Social Media Platforms (LinkedIn, TikTok, Instagram, and so on.).
10.5% – Analytics & Knowledge Instruments (Google Analytics, SEMRush, Knowledge Visualization Instruments, Tendencies).
8.4% – Productiveness & Venture Administration (Trello, Groups, Basecamp, and so on.).
7.4% – Job Search & Profession Platforms (Certainly, Glassdoor, and so on.).
5.3% – Inventive & Design Instruments (Canva, Adobe, WordPress).
5.3% – Studying & Training Platforms (Coursera, LinkedIn Studying).
5.3% – Electronic mail & Advertising and marketing Platforms (HubSpot, Mailchimp).

AI instruments at the moment are a minimal requirement.

With a 3rd of entrepreneurs calling out AI as their most impactful class of instruments, it’s clear these platforms are not “nice-to-haves.”

I take advantage of AI every day to brainstorm, analyze information, and streamline repetitive duties. It’s change into one of many best methods to remain environment friendly and release time for higher-impact work. (And I not too long ago wrote this put up evaluating the highest instruments on the market.)

Ron Dawson has an identical perspective: “Studying AI is desk stakes for staying aggressive. Past that, it’s worthwhile to take dangers. AI instruments like Claude, ChatGPT, NotebookLM, and Gamma are a part of my every day workflow. They assist me analysis, write, and automate, so I can give attention to technique.”

Amy Rigby makes use of AI as a thought companion as a lot as a time saver, sharing how she’s “been utilizing ChatGPT and Claude to poke holes in my work and deepen my understanding of complicated matters.”

Social media platforms construct visibility.

However AI alone isn’t sufficient to get you the visibility it’s worthwhile to additional your advertising profession path. Bear in mind, practically 1 / 4 of entrepreneurs we surveyed named LinkedIn, TikTok, Instagram, or different social platforms as their handiest instruments for visibility.

Rigby echoed this and shared how she’s experimented with put up varieties and short-form video: “My most profitable put up was a weak one concerning the challenges of being a author within the age of AI — persons are hungry for genuine, human views.”

As for me, I’ve additionally seen how constant engagement on LinkedIn has helped me showcase my work and keep high of thoughts with potential collaborators and hiring managers.

Venture administration and productiveness instruments preserve groups organized.

How concerning the 8.4% of entrepreneurs who pointed to mission administration platforms like Trello, Asana, or Groups as their key productiveness drivers? I’m an enormous fan of ClickUp and Monday myself — maintaining duties out of my head and right into a system is the one method I keep sane.

Dawson has discovered Asana to be a game-changer, “as a result of it will get duties out of my head and retains me organized.”

Browning even makes use of AI to plan her work calendar. “Claude prioritizes assignments in minutes as an alternative of hours and helps me see the entire month at a look.”

Some entrepreneurs are trimming their tech stacks.

Not everyone seems to be including extra instruments; some are taking the other method. Of respondents, 27% cited “different” instruments, usually describing pared-down, minimalist stacks that match their distinctive workflows.

Lindsay Hyatt pared again her tech stack, saying, “Google Calendar, Notes, Canva, and Zoom get me many of the method there. Reducing pointless instruments was the very best factor I did for my productiveness.”

Takeaway: The best entrepreneurs aren’t those juggling the longest checklist of instruments — although versatility could be a plus. They’re those who know which platforms actually drive visibility, outcomes, and effectivity, and use them persistently.

What Leaders Search for in Promotions

Since promotions are such a scorching matter proper now, let’s take a look at what makes candidates most promotable.

Drawback-solving and flexibility are key.

“I’m all in favour of individuals who can apply problem-solving abilities throughout various kinds of work,” stated Karla Hesterberg, director of the HubSpot Weblog. “That’s what helps individuals develop with the group, not a wonderfully matched set of previous experiences.”

This perception mirrors what I’m listening to “within the wild.” Leaders are much more prone to promote somebody who can develop with the corporate and be taught than somebody who solely checks the containers.

Visibility issues — nevertheless it’s about worth.

In follow, visibility means persistently displaying your work and the worth you convey, together with providing options in conferences, constructing relationships with advocates, or taking over cross-functional work

Proactivity and a development mindset make the distinction.

Leaders discover if you take possession of your development — by way of mentorship, certifications, or asking for suggestions.

What Employers Can Do to Higher Help Profession Development

When you’re a hiring supervisor studying this — I wished to incorporate this part only for you. I requested the entrepreneurs we surveyed: “What’s one factor firms (together with your present employer) might do to higher assist your profession development?”

Most responses fell into three classes:

Put money into coaching and skill-building (40%). Supply structured growth alternatives: launch mentorship applications, fund certifications, define clear development pathways, and supply management coaching.
Talk and acknowledge persistently (30.8%). Set clear expectations, maintain common career-focused check-ins, and acknowledge nice work publicly and privately to construct belief and motivation.
Reward staff competitively (29.2%). Assessment compensation recurrently, enhance advantages, and provide versatile schedules and distant work choices to retain high performers.

Takeaway: When firms spend money on skill-building, talk clearly, and reward staff pretty, they will enhance morale and create a robust pipeline of future leaders.

The Massive Image

The info, my conversations, and my very own profession expertise all level to the identical fact: The advertising profession path isn’t linear anymore — if it ever was within the first place. I see that as a really constructive factor as a result of it places the next move as a marketer firmly in your personal arms.

The entrepreneurs thriving proper now are those taking possession of their careers and staying open to prospects. They’re studying the way to consider alternatives not only for titles or wage bumps, however for the way every step strikes them towards the sort of work — and life — they need.

For firms, this shifting panorama is an opportunity to rethink how they assist expertise. The entrepreneurs we surveyed made it clear. When employers spend money on growth, talk clearly, and construct paths for individuals to develop, they don’t simply retain nice staff — they create stronger companies.

So what’s subsequent?

When you’re a person marketer: Take an sincere have a look at your abilities, visibility, and community, and select one space to enhance within the subsequent three months.

When you’re a hiring supervisor: Audit your staff’s profession assist and begin providing clear paths for development — small steps now will make it easier to entice and preserve the individuals who can assist you progress ahead.