The UK’s most in-demand job roles revealed

At Dark Horse, we’ve always backed the underdogs, the businesses, and the people who refuse to play it safe. And our latest research only proves what we’ve been saying: the fight for standout talent isn’t slowing down. It’s getting tougher, dirtier, and more competitive.

The job market isn’t known for being welcoming, but 2025 has brought additional challenges with the rise of AI, ever-growing business costs, and the senseless tug of war between workers who want remote work and the call for a return to office work.

But which industries are flush with opportunities? We’ve compiled the data to discover what roles are out there and where to find them.

The fight for sales & marketing talent is fiercer than ever

First things first, there’s one thing the latest ONS job market data tells us loud and clear: sales and marketing pros are running the show. 

Out of nearly 1.4 million live job ads in the UK in May, over 78,000 were hunting for people who know how to sell, persuade, and grow. That’s more than any other profession.

The regions that are most desperate for sales & marketing professionals, based on the number of roles per 1,000 job ads are

1. London (72.98)
2. West Midlands (56.43)
3. North West (56.37)
4. Yorkshire and the Humber (55.51)
5. South East (53.28)

Translation? If you’re a sales or marketing professional right now, you’re the hot commodity. If you’re an employer? Good luck, because you’re in a scrap with thousands of others trying to bag the same talent. 

The UK’s top 10 most in-demand jobs, based on no. of roles per 1,000 job ads

1. Sales & Marketing Pros – 56
2. Caring Personal Services – 44
3. IT Professionals – 41
4. Teaching Professionals – 37
5. Teaching & Childcare Supports – 30
6. Administrative Occupations Finance – 28
7. Other Elementary Services Occupations – 27
8. Functional Managers and Directors – 25
9. Road Transport Drivers – 25
10. HR & Training – 24

But here’s the kicker: while sales and marketing still hold the top spot, demand has slipped since 2022, by 38%. IT roles? They’ve taken an even bigger hit, dropping over 40%. Proof that no industry stays on top forever.

On the flip side, education roles are climbing fast.

Teachers see the biggest increase in demand since 2022

When looking at how preferences have changed vs. three years ago, we can see a clear trend emerging.

Teaching and childcare support roles have seen the biggest increase in demand, with available jobs up 45% since 2022. These are followed by general teaching roles, which have increased 38%, hairdressing, which is up 22%, road transport drivers, up 10%, and metal working machine operators up 8%.

While these roles were still highly sought after in 2022, that demand is only stronger now, suggesting that workers in these sectors should have a better pick of the crop when it comes to available opportunities.

The job roles with the biggest increase in demand over last three years

1. Teaching & Childcare Support: Demand up 45% in three years
2. Teachers: Demand up 38% in three years
3. Hairdressers: Demand up 22% in three years
4. Road Transport Drivers: Demand up 10% in three years
5. Metal Working Machine Operators: Demand up 8% in three years

The job roles in less demand than three years ago

When it comes to roles that are becoming fewer and farther between, elementary sales roles (those working behind the scenes at supermarkets or retail stores) have seen a 66% drop in demand, followed by web and multimedia design professionals, which have seen a 61% drop.

With the dawn of AI, it’s really little surprise that design roles are taking a hit, as more and more companies turn to generative AI to save on design costs.

Information technology roles have also seen a 60% lower demand vs. 2022. Whether that’s because everyone sees themselves as an IT expert now, or AI is coming to the rescue in these cases once again, it suggests a squeeze in new opportunities for people currently working in these roles and an urgency to start looking outside of the box.

1. Elementary Sales Occupations: Demand down 66% in three years
2. Web and Multimedia Design Professional: Demand down 61% in three years
3. Information Technology Professionals: Demand down 60% in three years
4. Business, Research and Administrative Professionals: Demand down 53% in three years
5. Quality and Regulatory Professionals: Demand down 51% in three years

So what?

This isn’t just about numbers. It’s about survival in a crowded market.

Companies aren’t just competing for customers anymore; they’re battling for talent. The sharpest sales pros, the most creative marketers, the teachers shaping the next generation, and the carers keeping our communities alive. AI is shaking up the game too, by rewriting job descriptions, creating new roles, making some old ones redundant and even helping job applicants cut through the noise.

But one thing hasn’t changed: the businesses that win are the ones who know how to tell their story, stand out from the noise, and attract the people who give a damn.

Need the details? Well they’re all right here.

In a market this cutthroat, you might just need to ask for help while you build your team. Outsourcing to a PPC or SEO agency can be the most reliable way to start seeing results.