What 100+ entrepreneurs instructed us about progress and job safety

After I introduce myself at workshops, I typically joke that my advertising profession path appears a bit like two truths and a lie — though it’s all “reality.” Seems, I’m not alone. Speaking with different profitable entrepreneurs, a non-linear profession path is one factor many people have in widespread, 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 out of doors HubSpot. Right here’s what I uncovered.

Desk of Contents

The State of the Job Market

It would shock you to study that the majority entrepreneurs are exploring new alternatives.

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

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

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

Promotions are widespread — however not assured.

I uncovered that 54% of entrepreneurs have pursued a promotion at their present firm within the final 12 months, and one other 27% plan to.

Just below half have been profitable.

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

Confidence in profession progress is combined.

Need 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 capacity to advance their advertising profession path at their present firm. And 43% reported that they’re very assured of their capacity to take action.

Entrepreneurs are navigating profession pivots — here is how.

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

Some are taking time to seek out the appropriate job.

Ron Dawson, senior supervisor of HubSpot for Startups, mentions that it’s robust 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 taking place within the business is essential.”

Others are putting out on their very own.

Freelancing and contract work can really feel unsure, however it additionally presents management. Matt Corridor, co-founder of Frequent Individuals, 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 means 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 probably the most. After years of operating my very own present, I perceive the attraction of a gentle paycheck and renewed alternatives for progress, and not too long ago went in-house with a consumer.

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 mentioned I might by no means do. Instances 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 progress alternatives.”

How Entrepreneurs Are Making Themselves Extra Aggressive

In an unpredictable job market, the entrepreneurs I spoke to know that alternatives aren’t more likely to land at their ft. They’re actively sharpening their expertise 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 expertise (e.g., AI, analytics, website positioning, paid media).
45% are getting certifications or extra training.
43% are constructing their private model or content material presence.
38% are taking up stretch tasks 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 talent — having the ability to shortly pivot and remedy issues — has been a lifeline in my very own advertising profession path.

Taking a progress mindset and saying “I can learn to try this,” typically makes all of the distinction — in how I see myself, and the way I current myself to others.

Upskilling (Particularly AI)

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

I’ve spent the previous 12 months experimenting with AI instruments myself, determining how they will help me work smarter, not simply quicker. I’ve used them for all the pieces from information evaluation to determining the best way to implement my concepts. And I’m not alone.

Amanda Huffman, advertising supervisor on HubSpot’s International Progress Group, says that experimentation is vital.

“I’ve been studying the best 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 crew 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 might be) and extra on how one can assist individuals remedy their issues, you’ll be able to actually spotlight your expertise and present up as your true self.

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

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

“Many people (particularly should you have been socialized as feminine) are inherently uncomfortable with self-promotion. Nevertheless it’s a learnable talent. I give it some thought by way of sharing my pleasure about one thing, whether or not it’s a weblog publish I’ve written that I need my co-workers to see or one thing I’m selling on LinkedIn. In case you’re obsessed with 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 progress 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 crew lead program that’s constructing her administration expertise.

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

Takeaway: Entrepreneurs who keep aggressive don’t relaxation on their laurels. They’re naturally inquisitive about the best way to do issues higher — and the best way to adapt what they know to make a much bigger influence.

Instruments the Most Productive Entrepreneurs Are Utilizing

In the case of staying aggressive, the appropriate instruments could make or break your capacity to ship outcomes with out burning out. And meaning 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 searching for integrations and overlap is vital — typically the instruments you already use (like venture administration, analytics, or CRM platforms) have built-in performance you’ll be able to activate with out including yet one more login. Preserving issues easy saves cash and helps you get probably the most out of your instruments with out costing you extra time.

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

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

AI instruments are actually 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 exploit AI each day to brainstorm, analyze information, and streamline repetitive duties. It’s turn into one of many best methods to remain environment friendly and unlock time for higher-impact work. (And I not too long ago wrote this publish evaluating the highest instruments on the market.)

Ron Dawson has an analogous perspective: “Studying AI is desk stakes for staying aggressive. Past that, you want to take dangers. AI instruments like Claude, ChatGPT, NotebookLM, and Gamma are a part of my each day workflow. They assist me analysis, write, and automate, so I can deal with technique.”

Amy Rigby makes use of AI as a thought associate 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 advanced subjects.”

Social media platforms construct visibility.

However AI alone isn’t sufficient to get you the visibility you want 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 simplest instruments for visibility.

Rigby echoed this and shared how she’s experimented with publish sorts and short-form video: “My most profitable publish was a susceptible one concerning the challenges of being a author within the age of AI — individuals 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 prime of thoughts with potential collaborators and hiring managers.

Challenge administration and productiveness instruments hold groups organized.

How concerning the 8.4% of entrepreneurs who pointed to venture administration platforms like Trello, Asana, or Groups as their key productiveness drivers? I’m an enormous fan of ClickUp and Monday myself — retaining duties out of my head and right into a system is the one manner 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 alternative strategy. Of respondents, 27% cited “different” instruments, typically 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 a lot of the manner there. Slicing pointless instruments was the very best factor I did for my productiveness.”

Takeaway: The best entrepreneurs aren’t those juggling the longest listing of instruments — although versatility is usually 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 sizzling subject proper now, let’s take a look at what makes candidates most promotable.

Drawback-solving and adaptableness are key.

“I’m taken with individuals who can apply problem-solving expertise throughout various kinds of work,” mentioned Karla Hesterberg, director of the HubSpot Weblog. “That’s what helps individuals develop with the group, not a superbly matched set of previous experiences.”

This perception mirrors what I’m listening to “within the wild.” Leaders are way more more likely to promote somebody who can develop with the corporate and study than somebody who solely checks the packing containers.

Visibility issues — however it’s about worth.

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

Proactivity and a progress mindset make the distinction.

Leaders discover once you take possession of your progress — by means of mentorship, certifications, or asking for suggestions.

What Employers Can Do to Higher Help Profession Progress

In case 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) may do to raised assist your profession progress?”

Most responses fell into three classes:

Spend money on coaching and skill-building (40%). Provide structured improvement 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 workers competitively (29.2%). Overview compensation commonly, enhance advantages, and supply versatile schedules and distant work choices to retain prime performers.

Takeaway: When firms put money into skill-building, talk clearly, and reward workers pretty, they’ll enhance morale and create a powerful pipeline of future leaders.

The Massive Image

The information, my conversations, and my very own profession expertise all level to the identical reality: 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 step as a marketer firmly in your individual palms.

The entrepreneurs thriving proper now are those taking possession of their careers and staying open to prospects. They’re studying the best 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 put money into improvement, talk clearly, and construct paths for individuals to develop, they don’t simply retain nice workers — they create stronger companies.

So what’s subsequent?

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

In case you’re a hiring supervisor: Audit your crew’s profession assist and begin providing clear paths for progress — small steps now will make it easier to entice and hold the individuals who will help you progress ahead.