Expert Predictions for 2025 EMEA Hiring

Insights from Oakstone Divisional Directors Andy Strong, Tristan Heywood and Steve Farr.

After several challenging years for SaaS, the EMEA region is gradually recovering, presenting new opportunities and hurdles for businesses looking to expand their GTM (Go-to-Market) teams. Drawing insights from Oakstone International, let's explore what lies ahead for hiring in EMEA.

Expert Predictions for 2025 EMEA Hiring

Recovery and Growth in Key Regions

As confidence in the industry grows, fuelled by accessible funding and investment opportunities, GTM hiring is expected to accelerate. Andy Strong, Oakstone Divisional Director, notes, "Many innovative SaaS companies are poised to scale after showing caution to slower market conditions, US elections, and the overall global economy—which are all boding well for the future. That combined with more established businesses making cutbacks means there is plenty of opportunity for external partners to assist in rebuilding teams and addressing interim hiring needs."

"It has been a tough market for a few years across Europe. Priorities seem to be in Germany and the Netherlands, where companies are expanding into Europe," explains Steve Farr, Oakstone's Divisional Director. These countries' economic strength and international mindset make them attractive hubs for expansion as recruitment trends are closely tied to broader economic recovery.

AI's technological advancements are also shaping the hiring landscape. "Tech firms should focus on quality over volume," advises Tristan Heywood, Oakstone Divisional Director. AI-driven demand-generation processes allow sales professionals to prioritise closing deals, making efficient recruitment more critical than ever.

Shifts in GTM Hiring Dynamics

"The hiring market flipped from a passive state to a buoyant one in late 2024," shares Heywood. Increased budgets for external hiring in the US are influencing global trends, intensifying the competition for top talent. Additionally, the rise of EOR (Employer of Record – remote hiring) services has shifted the focus from geographical constraints to talent-based candidate acquisition.

This change has encouraged SaaS companies to invest in retaining top performers while also pursuing strategic hires to fuel growth. Strong predicts, "2025 will be a busy and exciting year for GTM hiring, with businesses balancing the challenges of regional nuances against the long-term benefits of investing in local talent."

Challenging Regions and Overcoming Challenges

Germany and the Netherlands: Opportunities and Obstacles

Germany and the Netherlands are among the strongest regions economically, but they come with challenges. Farr highlights that recruitment in Germany is particularly complex: "People don't move frequently, and they prefer companies with a strong local presence. Startups and scale-ups often struggle to attract talent given the dominance of established firms in the region."

Longer notice periods and cautious attitudes toward new technology also make hiring in Germany lengthy. Farr advises businesses to take a long-term approach: "Companies must give their hires time. Success in Germany might take 6-9 months longer than in other regions."

While the market remains robust in the Netherlands, companies need to understand the hiring challenges of each country – it's not only differences in language but also the landscape of employment law and expectations. "You need to be aware of the regional nuances, otherwise, there can be hidden financial costs. For example, in the Netherlands, there can be expensive car allowances, and in Denmark, there are higher salaries due to higher tax rates. If you haven't expanded into specific countries in Europe before, you have got to be aware of these before you get to the point where you make an offer," adds Farr.

Broader EMEA Challenges

The complexity of employment laws across EMEA can also deter companies unfamiliar with the region. However, overcoming these hurdles can pay dividends in building a strong local presence and achieving sustained growth.

Strong observes, "Although employment regulations might initially make certain markets less attractive, businesses typically recognise the long-term benefits of investing in local talent when scaling effectively."

Strategic Solutions for Success

Companies can overcome these challenges by adopting a well-defined hiring strategy. Heywood advises: "Have a clearly defined process that identifies the skills needed in your company. Just because someone was successful elsewhere doesn't mean it automatically translates to your organisation."

Strong emphasises the importance of preparation: "Start by assessing your target markets and seeking expert advice on costs and potential pitfalls. Partnering with a global recruitment expert who understands regional nuances is essential to maximise success."

For Germany specifically, Farr suggests planning: "One of my Gartner leading clients created their German hiring program a year in advance, starting their searches up to six months before hiring. This ensured they had the right person on the ground when needed."

What Are Your Predictions for GTM Hiring in EMEA?

The hiring landscape in EMEA for 2025 is poised for growth, but success will depend on businesses' ability to navigate regional complexities. From leveraging AI to streamline recruitment processes to partnering with experts who understand local markets, companies have multiple avenues to secure top GTM talent.

What do you foresee for GTM hiring in EMEA this year? Share your thoughts and experiences as we look forward to a dynamic year of recruitment in this diverse and evolving region.