Key Hiring Insights from December 2025

The data reveals that operational roles have experienced significant growth, driven by a need for meticulous planning and execution amid escalating uncertainty. Key areas experiencing increased demand on the Upwork Marketplace include:

• Project Management: +23%
• Accounting & Bookkeeping: +15%
• Virtual Admin Assistance: +3%

Conversely, certain sectors related to experimentation and growth saw temporary declines, largely reflecting the usual year-end budgeting cycles rather than any drastic shifts in demand. The report showed decreases in:

• Ecommerce Development: -56% month-over-month, but +14% year-over-year
• Branding & Logo Design: -17% month-over-month, but +21% year-over-year
• Marketing, PR & Brand Strategy: -15% month-over-month, but +43% year-over-year

Impact of Macro Conditions on Small and Medium-Sized Businesses

December's hiring trends were notably influenced by small and medium-sized businesses (SMBs). Within this segment, there was a remarkable 70% month-over-month increase in hiring for Project Management roles. Additionally, demand surged for Virtual Assistance by 18% and Accounting & Bookkeeping by 9%. This trend underscores how smaller businesses are leveraging flexible talent to maintain productivity without incurring fixed costs.

“In uncertain macro conditions, execution matters, and we're seeing that shift most clearly among small and medium-sized businesses,” stated Anthony Kappus, COO at Upwork. “They have less room for error and are driving demand for operational roles like project management, using flexible talent to get operations tight and keep projects moving.”

Growing Demand for AI-Enabled Skills

As the marketplace evolves, December 2025 hiring data highlights an increasing demand for AI-related skills. The most sought-after AI-enabled capabilities included:

• Python
• Video Editing
• Graphic Design
• ChatGPT
• AI-Generated Video
• Data Entry (new)
• Virtual Admin Assistance (new)
• Machine Learning
• Web Design (new)
• Adobe Photoshop

Teng Liu, an economist at the Upwork Research Institute, noted, “After months of momentum in AI building and adoption, December hiring points to a more pragmatic phase. Demand is concentrated around skills that support coordination, quality control, and reliable execution in everyday operations.”

About the Upwork Monthly Hiring Report

The Upwork Monthly Hiring Report is designed to provide an early signal of broader shifts in hiring trends among business leaders. It aims to offer a comprehensive view of the U.S. labor market focused on the independent talent economy. With expectations that the digital knowledge work market will reach $1.3 trillion by 2028, the insights derived are crucial for understanding shifts in labor dynamics.

The report methodology analyzes month-over-month (MoM) data based on new contract activity in the U.S. from December 1–31, 2025. Additionally, year-over-year (YoY) comparisons are made relative to the same period in the previous year, ensuring a high-value focus on contracts of at least $1,000.

About Upwork Inc.

Upwork Inc. (Nasdaq: UPWK) provides a marketplace that connects businesses with a global pool of AI-enabled talent across various work types, including freelance, fractional, and payrolled options. Upwork facilitates expert hiring for organizations ranging from Fortune 100 companies to small entrepreneurs. Since its inception, Upwork has handled over $30 billion in transactions, fulfilling its mission to create opportunities in every era of work.