If you’ve ever worked in an agency — or even applied to one — you’ll know the landscape moves fast. One year it’s about email open rates. The next, it’s TikTok trends, AI prompts, and something called “GA4” that everyone’s pretending they understand.
So, as we head into 2025, what are agencies actually looking for in new hires?
We speak to agency owners, hiring managers, and team leads every day. And from those conversations, it’s clear: the most valuable people aren’t necessarily the ones with the fanciest CVs. They’re the ones who get how modern digital works — the people who mix curiosity, confidence, and a willingness to adapt.
1. Real familiarity with GA4 (not just “I clicked around in it once”)
If you can use GA4 to get insights — not just pageviews, but real user behaviour — you’re already ahead. Custom reporting, event tracking, and explaining attribution? Even better. Agencies want interpreters, not dashboard scrollers.
2. The ability to write... and think
Agencies want people who can write landing pages that convert, ads that stop thumbs, and long-form content that doesn’t sound robotic. Bonus if you can brief AI tools properly and polish the output into something human.
3. Knowing where SEO is heading
Modern SEO requires more than keywords. Think search intent, technical audits, tools like Ahrefs or Semrush, and writing for humans first, Google second.
4. Understanding how to make creative perform
Performance creative matters — especially for paid social. UGC-style videos, ad iterations, testing headlines, collaborating with design... it’s all on the radar.
5. Comfort working in (or around) design tools
You don’t need to be a designer. But if you can open a Figma file, leave smart comments, or export assets without a fuss — you make life easier for everyone.
6. Confidence with CMS platforms — especially WordPress (and Gutenberg)
WordPress isn’t going anywhere. Agencies want editors who can manage Gutenberg blocks with confidence — and devs who can build custom blocks from scratch.
7. The ability to talk to clients like a human
Clear, calm, confident communication wins. If you can explain strategy in plain English and keep clients in the loop, you’re already valuable.
8. A hunger to figure things out
You don’t need to know everything — but you do need to try. People who Google first, explore new tools, or test things themselves are gold in agency land.
9. Project management instincts (even if it’s not in your job title)
Staying organised, spotting delays early, and helping others stay on track? That’s agency glue. Tools help, but mindset matters more.
10. The soft stuff — always
Listening well. Being kind. Taking feedback. Staying cool under pressure. It’s basic — but it’s what makes you the kind of person teams want to keep around.
Final thoughts
There’s no perfect skillset. But if you’re curious, collaborative, and can bring real value to the table — you’ll stand out. And that matters more than ever in 2025.