As Singapore approaches 2026, its job market is poised for significant transformation driven by the increasing adoption of artificial intelligence (AI), evolving workforce models, and careful wage management, as highlighted in the recent “Robert Walters salary survey.” The survey reveals that professionals are now prioritizing factors beyond mere compensation, with a strong emphasis on flexibility, job security, and an engaging workplace culture.
However, an expectation gap has emerged: while only 27% of employers plan to offer new hires pay increases exceeding 10%, an overwhelming 83% of candidates anticipate such raises, with nearly a quarter seeking increases of over 20%.
The Expanding Role of AI in Workforce Transformation
The survey underscores the rapid expansion of AI across various industries, with approximately one-third of companies having already integrated AI solutions for workforce planning. Another 30% of companies indicated intentions to implement similar strategies in the near future. As a result, up to 50% of employees may require reskilling or upskilling within the next five years.
Employers are increasingly prioritizing competencies like critical thinking, data analysis, adaptability, and ethical decision-making in an AI-centric workspace. While professionals already leverage AI for activities like research, content creation, and communication, concerns surrounding automation, algorithmic bias, and insufficient training are pervasive. In response, nearly half of the workforce is pursuing AI-related learning independently.
Shifts in Workforce Models
The emergence of flexible workforce models is becoming crucial in talent acquisition strategies. Over half of the surveyed companies plan to maintain or expand contract and project-based hiring by 2026, often for short-term projects or to address headcount constraints. While permanent roles remain essential, they are increasingly complemented by contractors—particularly in specialized functions or transformational initiatives. Employers are focusing on enhancing their employee value propositions, offering flexible work arrangements, parental leave, medical coverage, and bonus schemes to attract and retain top talent.
Marketing Sector Dynamics
The marketing industry is experiencing one of the most significant transformations due to rising AI adoption and ongoing cost pressures. This evolution is reshaping team structures and reducing the demand for entry-level roles in basic content production and social media operations. Conversely, there is a growing demand for skilled professionals, including senior digital specialists, marketing automation experts, and revenue-focused positions such as heads of growth and general managers.
Employers increasingly value professionals who possess hybrid skill sets that integrate creativity, commercial insight, and technological proficiency. AI is enhancing marketing tasks rather than replacing them outright, with professionals expected to utilize AI for campaign analysis, copywriting, and performance optimization, while still applying human skills such as creativity and relationship management.
To successfully navigate the evolving landscape, marketing teams are adopting flexible workforce strategies, with project-based or contract roles becoming more common, especially for specialized campaigns. Organizations that invest in training related to AI and marketing technologies and foster a purpose-driven, flexible culture are better positioned to attract and retain talent in this competitive environment.
Compensation trends reflect these shifting dynamics: while salaries for junior or executional roles may stagnate, contract roles and positions demanding specialized skills—particularly in AI-enabled marketing—may see salary increases of up to 20%. Marketing professionals who combine strategic thinking with technical literacy and commercial impact are better positioned for career advancement and higher remuneration.
As Singapore approaches 2026, marketing teams will need to integrate AI, hybrid skill sets, and flexible work models while preserving the essential elements of creativity and human insight. Professionals who embrace multidisciplinary expertise and adaptability will remain in high demand and thrive in this evolving job market.
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