Recruitment Trends in the Creative Industry in 2023
Current Recruitment trends

Since the start of the Covid-19 pandemic, recruitment trends have been constantly changing.

From remote working patterns to shorter working weeks, we expect 2023 to bring some major changes. And whilst we cannot predict exactly what will happen, we have identified and interpreted important recruitment trends from 2022.

1. Remote work

Working from home is a trend that boomed with the start of the first lockdown in 2020. The trend continued into 2021, 2022, and now 2023, with some changes.

Since the start of the pandemic, companies offering remote working have risen by 274%. Likewise, searches for remote work grew by 674%. And we’ve been observing this too with an increasing number of candidates looking for fully remote work.

We also know that candidates with access to remote or hybrid work are generally happier with their company. In fact, most companies now understand that every person is different, with individual needs and ways of working well.

We’ve also seen the other end of the spectrum with clients preferring in-office work due to increased productivity. But a Glassdoor study found that, on average, productivity was higher from those working remotely than in-person. 42% of managers reported that their employees have been more productive remotely. And most employees agree they have been more productive themselves.

As a result, in 2023, we expect most candidates looking for a new job to select a new role that offers remote and hybrid working options. That said of course, there are always exceptions and some people (fewer for sure) do prefer to be in the office most of the time.

2. 4-day working week

Similar to the remote working options, we’ve observed more and more candidates opting in for shorter working weeks. In fact, in 2022, a few companies trialled the four-day working week over a six-month period. It was even reported that during the trial period, companies’ revenue rose, and employees describer being less burned-out and more focused at work.

More companies are starting to adopt the four-day workweek. The proposition of this way of working is simple: 100% of the pay for 80% of the time. That way employees keep productivity at its highest when working but also get enough rest to recharge.

We believe this trend will continue well into 2023, with some form of shorter working week introduced across creative companies and agencies.

3. Gen Z is entering the workforce

Entry-level roles are now starting to be taken by Gen Z. The workforce will be slowly changing as more and more Gen Z will be entering the workforce. According to Forbes, by 2025 Gen Z will make up 27% of the global workforce. Millennials are also becoming the largest generation working globally, as Gen Xers are starting to age out of the workforce.

Gen Z is also adjusting better to the new ways of working compared to those aged 50 and over. 44% of those aged 18-35 years old say that their personal well-being has improved since pre-pandemic. Only 25% of people aged 50 and over have stated the same.

We’ve also seen that most entry-level roles have had an increase in rewards and benefits due to higher compensation expectations from Gen Zers. A Marketing or a PR graduate will now look at a starting salary of £23,000 or more in the South West of the UK, and £25,000 or more in London. And it may well be impacted by other economic factors such as the recession, leading to more salary increases.

4. Technologies

We expect to see more recruitment automation tools and digital processes in 2023. This will ensure candidate engagement at every step of the hiring stage. Using advanced technology can also help make hiring decisions more precise. This leads to a change in focus from the candidate’s grades or experience to the overall personality.

With new technologies, it’s also easier for candidates to showcase their talents digitally. They have now more options that can feel more personal.

For a company to offer remote or hybrid work, they also need the right technology to support it.

Social media is also getting increasingly more important each year. It’s the best way for a company to advertise itself at a low cost. And it’s also the easiest way for anyone outside of the company to learn about them. Many companies use social media to advertise their personal company branding. And with the emergence of new social media platforms such as TikTok, companies are trying to get ahead.

Last year, some candidates shared examples of companies that have started using TikTok to look for candidates. And we believe it’s a great way for candidates to show off their creativity and social media skills if they are applying for a social media job.

We expect more and more examples of creative recruitment and new technologies to support that in 2023.

5. Inclusivity and diversity

Companies globally understand that a culturally diverse workforce helps creativity, innovations and better profitability. Businesses now ensure that they practice DEIB (Diversity, Equity, Inclusion and Belonging) to show that their companies foster a respectful environment for individuals. DEIB improves trust and empathy and strengthens connections between companies and their employees.

A 2022 study by Glassdoor found that diversity and inclusion policies prove to be more essential to younger generations than other age groups. Showing DEIB makes companies more popular amongst candidates but on the other hand, failing to do so can reduce their employees’ satisfaction.

In 2023, the focus on diversity, equity, inclusion and belonging will continue. It will also be a strong requirement for creative agencies looking for a new recruit and candidates looking for a new job.

6. “Me” mentality

For the past two years, people have been putting their own needs last to prioritise public health and safety. Now globally, people are eager to focus on themselves again.

The new “me” mentality trend is an opportunity for companies to humanise their brands and build deeper connections with employees and clients.

In 2022, Pinterest started a campaign called “Don’t Don’t Yourself”. The key message was for people to stop doubting themselves. No more fear of failure, judgement, procrastination or inner critic. It emphasises the belief that the act of doing something can help silence the feelings of fear that can hold people back.

And with the importance of branding yourself, we believe the “me” mentality will become increasingly popular in 2023 for candidates. That in turn, will make employers look twice and be more human during their hiring process.

7. More power to employees and candidates

Employee Value Proposition (EVP) give more power to employees and candidates. EVP is an essential part of an employer brand. Candidates and employees want to work for a transparent, trustworthy and authentic company. So, companies have started to notice that and are now strengthening their relationship with their employees.

As mentioned earlier, taking care of its employees is one of the best ways for a company to advertise itself. This way candidates are more likely to go for a company that promotes good culture and care.

Moreover, good office culture and regular team socials are some of the most popular requirements we’ve seen from candidates. As a result, employers will need to keep engaging with employees and finding ways to showing them that they care. In turn, this will lead to more retention of employees and could even lead to more job applications for a role.

Companies will need to remember their employees, as it is something that will carry on in 2023.

8. Benefits

On a similar page to giving more power to employees and candidates, benefits are important to keeping everyone happy.

In 2023, candidates entering the new year expect salaries that can sustain them amidst inflation concerns. By highlighting benefits, candidates will more likely choose one company over another.

This can be tangible benefits such as salary, bonus, commission, or company car. It can also be intangible benefits such as organisational culture, work-life balance, career, progression and job security.

Our partners at Recruitment Bootcamp put together a full list of benefits and rewards in the creative sector last year. And we anticipate that such rewards and benefits will be trending in 2023 too.

9. Soft skills

Hiring for soft skills will be on the rise in 2023. The pandemic brought a skills deficit and decreased the amount of business done in person. While it may not have negatively impacted their ability to learn hard skills, candidates proficient in soft skills are becoming scarcer.

Soft skills are also a good way for an employer to differentiate between candidates with similar qualifications.

The top soft skills to look for in 2023 are collaboration, problem-solving, communication and self-motivation.

10. New ways of working since the pandemic

Since March 2020, the scale and the speed of change in hiring trends and at work have been dramatic. Temporary trends that we thought wouldn’t stay have settled into permanent ones.

As mentioned earlier, productivity has increased with remote work. More flexible schedules, no commuting time and control over workspaces. This way of working is here to stay.

Recruitment trends change every year. They have been changing at an even faster pace since 2020. Even with inflation and the recession being a threat, companies seem to start being increasingly more humane. Making their employees happiness as a priority, as well as making sure that candidates feel like they will be valued and cared for. 

All of this can have an impact on the hiring decisions and candidates’ motivation to apply for a job. That’s why, our founders and directors Liz Gadd and Rebecca Hodgson have launched a new service for clients who are struggling to recruit new people in 2023.

Recruitment Bootcamp aims to improve recruitment practices within the creative sector in the UK. The course is starting soon, so if you’re interested, get in touch with us at and we’ll advice you on the next steps.

And as usual, we’re here to help if you’re looking for a new job; check out our current open vacancies here:

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