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Creative roles, stagnant in opportunities and salaries post COVID, have started to see a lift in demand, according to recruiters.
Mid-senior level roles are in demand, including for creatives, designers and strategists - combining design, social, digital marketing and videography all into one role.
Creative recruitment agencies are wary of the changes in role expectations with skill requirements surrounding AI adaptions, with many recruiters expecting adaptable employees.
The People’s Place founder and director Nicholas Cox told AdNews that there is cautious optimism in the air for recruiting creative roles.
“After a tough stretch through 2023 and early 2024, where redundancies, hiring freezes and restructures defined the tone, things are beginning to turn,” Cox said.
“Creative agencies and brand teams are hiring again, but with more intent and less urgency. It is a more rational market, not driven by panic or reactive growth.
“We are seeing more briefs land, particularly at the midweight level. Senior hiring is still selective, but green shoots are definitely emerging.
“Client-side teams are growing faster than agencies, but even within creative shops, there is a lift in demand for brand, content and delivery talent.”
No Sunday Blues director and co-founder Mikhaila Warburton said that there has been a lift in midweight hiring for companies.
“They are looking for that sweet spot of enough experience to deliver without the senior price tag,” Warburton said.
“They're hard to find and everyone wants them. We’re also seeing more art and copy partners being briefed in, but they need to be both conceptual and hands-on, no room for just floating at the top.”
There’s rising demand for creatives with earned-first experience, those who inhabit hybrid skillsets and can work across culture, PR, and social, not just traditional.
Cox said that the midweight roles are requiring more multi-skilled talent.
“Mid to senior level roles across strategy, creative and content are in steady demand.
“On the brand side, growth marketing, social, CX and lifecycle roles are landing at pace.
“Within agencies, it is integrated client service, content design, brand strategy and traffic or delivery that is showing the most movement.
“The biggest shift is the move towards multi-skilled talent. Teams are looking for people who can flex. A designer who can animate. A strategist who can write. A social manager who can produce videos.
“It is not just about hiring for a job title anymore. It is about hiring someone who can contribute across a few different touchpoints.”
Hartas & Craig director Annabel Craig said that while creatives, designers and strategists from notable agencies and at a mid-senior level are still sought after, the pace of offers and opportunities has cooled down.
“What we're being told and also experiencing is that when a job ad is posted there are multiple applications, it takes time to review them all and leaves many people questioning their skillset or value when they're not selected or don't hear back,” Craig said.
Cox said that creative salaries have largely plateaued.
“The sharp rises we saw from 2021 to 2023 have softened and most roles are now holding steady.
“In some pockets, particularly at the senior level, we have even seen a slight correction. Employers are holding firm on budget and candidates are adjusting to meet the market.
“Junior salaries have crept up slightly, reflecting cost of living pressures and the need to compete for emerging talent. But overall, the market is no longer inflating like it was.
“The best way to think about salaries right now is stable with small shifts. Strong performers will still be rewarded, but the day of runaway offers, and last-minute counter bids are over, at least for now.”
As salaries begin to hold steady, so does role churning. In a post-COVID Australia, job retention has become a priority in employers.
“From an employer perspective, retention has become a real focus,” Cox said.
“With hiring taking longer and budgets tighter, it makes more sense to keep and grow talent rather than replace it.
“That has led to more investment in culture, career development and internal mobility.
“People who stayed put through the past twelve months are starting to get curious again. They are not rushing out the door, but they are listening.
“So, while churn is currently low, movement will pick up as the year progresses.
“The key for employers is to stay proactive. If you are not talking to your best people about their future, someone else will be.”
Warburton said that employee priorities are moving further towards career growth and work-life balance.
“There’s been some unrest in agency land, and we’re seeing more creatives wanting to move in-house where there’s often more stability and investment in team culture.
“Also, 72% of Gen Z are actively avoiding people leadership roles. They’re prioritising career growth, craft, and work-life balance instead.
“That’s creating a bit of a leadership pipeline issue in creative departments, and we’ll need to rethink progression paths that don’t rely solely on managing others.”
With the fast advancement of AI products, Warburton said that there is a demand for creatives who can integrate AI tools into workflows from ideation to delivery.
“We're seeing a rise in roles like content designers, brand technologists and strategic creatives who know how to work with (not fear) these tools.
“We’re seeing evolution more than (job) replacement. Studio, traffic and operations roles have felt the shift the most, with automation and AI tools streamlining those areas.
“But in design, art direction and copy, it’s still about augmentation not elimination. The tools are changing, but human creativity and cultural relevance still lead.”
Craig said that most clients and agencies are upskilling and refocusing around AI.
“There is lots of commentary online about this and about the overriding importance of creativity and humanity alongside the adoption of AI.
“Some of the tools become commonplace and new ones are emerging.”
Agencies are now adding AI to their job description, The Creative Store director Louise Lawton said.
"We have had roles come specifically for AI Video content creators and AI creative director (where agencies are looking to start an AI arm),” Lawton said.
“In reality, AI is just going to be another addition to the creative production output.”
Cox said that creatives in the highest demand from recruiters are ones able to adapt to new technology.
“We are not seeing entirely new job titles just yet, but existing roles are definitely evolving.
“Creative teams are starting to bake AI into their workflows, and that is changing the shape of the work.
“Content strategists are experimenting with AI tools to scale outputs.
“Designers are using platforms like Midjourney for concepting. Even copywriters are beginning to play with prompt writing.
“The creatives who are in highest demand are not afraid of the tech. They are learning how to use it to speed up execution and enhance their thinking without letting it dilute the originality.
“Over time, we may see more formal role changes, especially in content and digital production. But right now, it is about evolution, not reinvention.
“The job titles are staying the same. The people who are thriving are those who are expanding what those titles mean.”
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