Trends in Agent Hiring for Marketing and Public Relations Roles in 2025

Overview of the Research

circus Co., Ltd., located in Chuo Ward, Tokyo, has conducted a trend survey on the hiring of agents in marketing and public relations roles. This survey is based on job data collected from their recruitment platform, "circusAGENT," covering the period from April to September 2025. The analysis aims to provide valuable insights for both job seekers and recruiters alike.

Research Parameters

The study focused on marketing and public relations job listings, with interesting findings emerging from a sample of 3,748 job postings across seven industries, all of which had over 200 listings on circusAGENT. The term "experience" used in this report specifically refers to experience in the field rather than general work experience. The results of this analysis do not represent the entirety of the job market in Japan but provide significant insights nonetheless.

Key Findings Summary

Overview of Job Opportunities

Across marketing and public relations roles, contract listings with 'no experience required' accounted for 53.5% of all openings. Notably, the real estate, construction, and civil engineering sectors were particularly proactive in hiring candidates without experience, with a staggering 72.2% of listings indicating 'no experience required.' In contrast, the IT and Web services sectors exhibited a strong preference for experienced candidates, with 52.4% specifying 'experience required', demonstrating pronounced differences based on industry.

Expected Compensation

The median expected salary for the overall field was reported at 5.25 million yen, but significant variances were noted between sectors. The IT and Web services sectors commanded the highest median salary at 6 million yen, whereas the advertising, PR, and mass media industries reported a median of 4.87 million yen. Such discrepancies underline the diverse skill sets and salary standards needed across various sectors.

Recruitment Costs

The overall introduction fee for recruitment services was 1.475 million yen, with a fee rate of 28.1%. Notably, a mere 1.2-point difference existed between the fee rates for experienced and inexperienced candidates, indicating that employers may view candidates with related experience as nearly interchangeable with seasoned professionals. This suggests a growing inclination towards hiring individuals with potential over traditional experience.

Detailed Analysis

Demand for Experience

- Job Listings Breakdown: In the landscape of marketing and public relations roles, 53.5% registered as 'no experience required', showcasing a notable divide in hiring practices. The real estate, construction, and BPO sectors underscore a trend towards potential-focused recruitment.
- Experience-focused Industries: The IT and Web industries, conversely, are tilted in favor of experienced hires, establishing a higher standard for specialized skills.

Academic Requirements

37.4% of job listings called for candidates with a university degree or higher. Industries such as manufacturing and IT had a 48.8% and 44.6% requirement for a university degree, indicating an emphasis on the analytical and planning skills that higher education fosters.

Variability in Compensation

The gap in expected salaries was stark, particularly within the real estate and construction sectors—640,000 yen for experienced candidates versus 405,000 yen for those without experience.

Conclusion

The data illustrates a dichotomy in hiring strategies across the marketing and public relations sector, balancing between a growing acceptance of those with no experience and a stringent demand for seasoned professionals in tech-driven fields. As the traditional lifetime employment structure evolves, firms are increasingly open to external hires, reflecting a growing reliance on diverse talent pools.

circus Co., Ltd. remains committed to monitoring these trends and will continue to track developments in hiring for marketing and public relations roles, comparing them with other sectors including sales, IT, and administrative positions. By analyzing these differences in hiring trends, useful insights can be offered to companies refining their recruitment strategies.