By Kaylee Holland: After a few uncertain years in the job market, 2026 is shaping up to be a promising year for communications professionals—and Brooke Kruger couldn’t be more excited about it. As the founder of KC Partners, a firm specializing exclusively in communications recruiting, Kruger has had a front-row seat to the ebbs and flows of hiring across agencies, corporations, startups, and venture capital firms for nearly two decades.
She’ll be joining IABC Philadelphia in December to share her insights on where communications hiring is headed next—and what professionals can do to stand out in a still-competitive market.
Optimism in the Job Search
“I think people are ready to move again,” Kruger says. “We’re seeing more communications positions being created, new headcount opening up, and more professionals leaving jobs for new opportunities. It’s definitely busier—and trending positive.”
That optimism comes after several turbulent years. Kruger describes the “crazy” hiring surge of late 2020 through mid-2022, followed by waves of layoffs that carried through 2023 and into 2024. But she’s quick to point out that momentum has returned. “There’s been a lot of negativity out there about the job market,” she says, “but we are seeing real growth again. It’s still competitive, but it’s improving.”
Soft Skills is Outweighing AI
One of the biggest forces shaping communications hiring, of course, is artificial intelligence. Kruger encourages communicators to embrace AI tools as part of their core skill set—but not to lose sight of the qualities that make great professionals indispensable. “AI proficiency is expected now she says. “But soft skills still matter most: empathy, curiosity, listening, and storytelling. Those are the things AI can’t replicate.”
Storytelling, in fact, is central to Kruger’s philosophy on career success. Whether you’re a seasoned leader or an entry-level candidate, being able to articulate your narrative is key to landing a role. “The candidates who do well in interviews are the ones who are really prepared,” she explains. “They understand what job they’re interviewing for, why they’re a fit, and why they want to work at that company. Employers need to see that you can tell your own story—because in communications, that’s the job.”
You don’t need to Fear the Beginning of your Career
Kruger also offers encouragement for students and early-career professionals navigating a still-challenging market. “Don’t get discouraged,” she advises. “Know what you’re good at, network constantly, and take advantage of every opportunity—including internships. Your first big break might come from someone you meet unexpectedly.”
Ultimately, Kruger wants IABC members to leave her session with a sense of optimism—and a renewed focus on preparation. “It’s a tough market, but it’s getting better,” she says. “There are opportunities out there, and you can set yourself up for success by putting your best foot forward.” Join us in December as Brooke Kruger shares data-driven insights, practical tips, and real-world advice for communicators navigating the hiring landscape of 2026 and beyond.
Kaylee Holland is a communications intern and a driven advertising and public relations student passionate about crafting meaningful connections through strategic storytelling. She thrives on shaping public perception and executing campaigns that leave a lasting impact. Kaylee enjoys traveling, crocheting, singing in choir, staying active, and musical theatre. Her blend of creativity, empathy, and strategic thinking fuels both her interests and her ambition to build strong, authentic brands.