Ep. 13 Recruiting in L&D: What’s really changed since 2020?

The Product Design for Learning Podcast

Recruitment Realities in L&D: A Deep Dive with Andrew Welsh

Episode Summary

In this episode of Product Design for Learning, host Greg Arthur sits down with Andrew Welsh, Director of Digital Learning Solutions at Instinct, a specialist L&D recruitment agency. Together, they explore the evolving recruitment landscape within Learning & Development, covering topics such as market shifts, AI's role in hiring, and the growing demand for data-driven skills. Whether you're a candidate navigating a competitive market or an employer seeking to attract top talent, this conversation is packed with actionable insights and trends you need to know for 2025.

Guest Profile

Andrew Welsh is a veteran in L&D recruitment, marking 14 years with Instinct, a Manchester-based, employee-owned agency specializing in digital learning and education-focused roles. His expertise spans interim and permanent hiring across the UK, with a growing footprint in the US and Europe. Known for his honest, people-first approach, Andrew brings a wealth of knowledge to this in-depth discussion on recruitment trends and challenges in L&D.

Key Take-Aways

• The market has shifted from a talent-scarce boom in 2021–2022 to a more competitive candidate-heavy environment in 2024–2025.
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• Permanent roles are down, with a significant increase in interim and contract-based hiring.
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• AI skills and data literacy are rising in importance, but true implementation across L&D is still lagging.
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• Remote roles increase competition, expanding applicant pools beyond local regions.
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• Recruiter ghosting and inconsistent job titles remain industry pain points.
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• Portfolios are essential for L&D designers and increasingly important for strategic roles.
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• IR35 and gig economy regulations continue to influence hiring decisions.
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Questions Asked During the Episode

What has 14 years in L&D recruitment taught you?

Andrew shares how L&D has remained a personable, tight-knit sector with a community feel. He reflects on the post-lockdown hiring boom and the sudden market reversal in 2023 due to economic uncertainty.

How do you handle inconsistent job titles and salary ranges in job ads?

Andrew explains how recruiters dig deeper through vacancy consultations to reframe roles accurately and why salary transparency is crucial for both attraction and fairness.

Where do you stand on tasks or case studies during recruitment?

He distinguishes between reasonable tasks for permanent roles and the problematic nature of unpaid tasks for contractors, emphasizing value for time and fairness.

Is it currently an employer's market?

Yes—candidates must now work harder to stand out, as competition has increased and hiring processes have become more demanding.

Why are recruiters ghosting more frequently?

Andrew admits volume is a factor but stresses the importance of communication, especially post-interview, and outlines what Instinct does to avoid ghosting.

What trends are emerging in the L&D recruitment market?

A heavy shift toward contract roles (up to 84%) as organizations navigate headcount freezes and project-based needs. AI and data skills are becoming more requested, though adoption varies.

How has political and economic uncertainty affected recruitment?

While elections don't bring immediate certainty, post-budget clarity helps businesses plan hiring. Andrew notes reactions to economic policies play a bigger role than policies themselves.

What role is AI playing in hiring and L&D?

Mentions of AI tools in job specs are increasing, but widespread adoption is slow. Compliance-based eLearning may be automated first, while AI's long-term impact on roles is still unfolding.

What skills are in demand for 2025?

Data literacy is gaining ground, with many roles expecting basic data skills rather than dedicated data scientists. Portfolios for learning designers are now expected, not optional.

What’s the ideal CV length and format?

Keep it under five pages, with clear role context, platform names, and keyword matches. CVs should tell a compelling story and align with job requirements.

Any advice for candidates and employers in 2025?

Candidates should build strong portfolios and tailor CVs with market-relevant keywords. Employers should pay fair market rates and focus on long-term retention strategies to avoid hiring stopgaps.

Chapters and Time Stamps

[00:00] – Welcome and Guest Introduction

Greg introduces Andrew Welsh and frames the discussion on L&D recruitment.

[02:42] – Biggest Takeaways from 14 Years in L&D Recruitment

Andrew reflects on market cycles and the current climate.

[06:18] – The Job Title and Salary Challenge

How inconsistent titles confuse candidates—and what recruiters can do.

[08:00] – Case Studies and Tasks: Fair or Not?

Where they belong in the process and the time-value consideration.

[10:32] – Is It an Employer's Market Now?

Why candidates must adapt to increased competition.

[11:51] – The Rise of Ghosting in Recruitment

Greg raises concerns and Andrew outlines Instinct’s feedback policy.

[14:11] – Market Trends: Past, Present, and Future

Permanent hiring is down; contract roles are surging.

[17:44] – Political & Economic Impacts on Hiring

Andrew discusses the post-election and post-budget landscape.

[21:34] – Has Hybrid Work Increased Role Competition?

Remote flexibility brings more applicants, adding complexity.

[23:07] – Is the Gig Economy Here to Stay?

A look at IR35, legislation risks, and contractor demand.

[28:41] – Are AI Skills Being Overhyped or Undervalued?

Why AI appears in job specs but real-world use remains limited.

[35:50] – What Skills Will Shape 2025?

The rising importance of data competency in L&D.

[39:23] – CV Tips: What Do Recruiters Actually Look For?

Length, content, and structure tips for standing out.

[41:01] – Final Advice for Candidates and Employers

Portfolios, salary benchmarking, and how to avoid short-term hiring traps.

[43:07] – Where to Meet Instinct in Person

Instinct will be at the Learning Technologies Exhibition in April 2025.

About the Podcast

Product Design for Learning is a podcast where design meets strategy in the world of workplace learning. Hosted by Greg Arthur, each episode explores how thoughtful design, technology, and recruitment intersect to shape better learning experiences in organizations. Whether you’re an L&D professional, hiring manager, or just curious about how learning gets built in the workplace, this show offers fresh insights and expert voices to help you stay ahead.