New research from business management platform Tide shows that awareness of newer job titles falls far behind hiring needs. Tide and Censuswide surveyed more than 2,000 adults across the UK after consulting recruitment firms in fast growth areas such as AI and influencer marketing. The results show that as many as 80% of respondents had never heard of many newer career options.
That lack of knowledge carries real consequences. Tide says it can slow hiring for small businesses and narrow choices for job seekers who might otherwise move into higher paid work. The survey found that nearly 1 in 5 people thought jobs such as Belonging Manager or Empathy Engineer were made up rather than real paid roles.
Confusion also goes into technical work. Almost three quarters of respondents, 73%, had never heard of an AI Prompt Engineer. This is despite the role attracting average annual pay of about £53,500 and day rates of up to £775 for specialist contracts, according to Tide’s research.
Tide says this gap between demand and awareness risks leaving both employers and workers behind competitors who act earlier. Heather Cobb, UK Managing Director of Tide, said building knowledge matters as much as funding. “Taking the time to build knowledge around the in demand roles and skillsets can be a great advantage for job seekers and business owners alike,” she said.
Which Positions Have The Highest Pay And Growth?
The survey ranked 15 job titles that most people did not recognise. At the top was Belonging Manager, with 80% unaware of the role. This job supports workplace culture and inclusion and can earn about £80,000 a year, placing earners in the top 5% of UK incomes, according to Tide.
AI related posts dominated the list with roles such as Empathy Engineer, Augmented Intelligence Officer and AI Product Manager appearing unfamiliar to between two thirds and three quarters of respondents. Global demand for AI Product Managers went up by 83% in the past year, Tide found, yet 66% of people had never heard of the role.
Prompt Engineers stood out for rapid hiring growth. Demand went up by 49% over two years, according to Tide’s analysis of recruitment data. Even so, 13% of people surveyed believed the title described a fictional job.
James Congdon, recruiter and founder of WithFrontier, linked this to changes in online search. He said, “A growing proportion of SEO roles now explicitly reference GEO in the title, where people are expected to think beyond traditional rankings and into visibility across AI led discovery surfaces such as ChatGPT or Gemini.”
Entry level pay for SEO or GEO specialists starts at £20,000 to £30,000, while experienced directors can earn more than £100,000, Tide said.
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How Are Small Businesses Using These Skills?
Tide says that smaller firms have a chance to act faster than larger employers that struggle to adapt. The research suggests that limited awareness among rivals can give early adopters an edge.
Two fifths of people surveyed said they would consider AI training to improve career or business prospects. Interest ran highest in Belfast and London at 54% each, followed by Manchester at 51%, according to Censuswide data for Tide.
Heather Cobb said funding helps. “For smaller businesses, upskilling in areas such as AI and embedding these skills into the workplace early can be a more beneficial focus,” she said. She added that loans can support training and salaries when owners want to act on new openings.
Tide says that without investment, businesses may struggle to use AI tools in marketing, data work and product design, even though those tools shape customer discovery and sales.
Why Does Storytelling Matter More In 2026?
The data also spoke on limited knowledge around content and creator roles. Seven in ten respondents had not heard of a Creator Partnerships Executive, even though salaries can reach £60,000, according to Tide.
Verity Park, founder and chief executive of tbh talent, said creators matter from day one. “As soon as you start a business, you should be thinking about creators,” she said. “Influencer marketing isn’t something you graduate into once you have budgets.”
She pointed to Gymshark, now valued at about $1.5 billion, which relied on creators early on. Park also mentioned storytelling roles that only 33% of people recognised. “Finding talent who are genuine storytellers is key,” she said.
She added that creators impact attention. “Creators are where people spend their time. They’re the new billboards, the new tv shows, the new entertainment,” Park said.
Unfamiliar titles can evidently hide real opportunity. Greater awareness could help workers reach higher pay and help businesses hire skills they already need.
