Creative Industry Trends: September 2024
As we rapidly move towards the end of 2024, we’re finding ourselves in an interesting and, dare I say it, rather complex job market. Whether you’re an employer, freelancer, or job seeker, you've likely noticed the shifts happening across the industry. From a slowdown in job opportunities to evolving client relationships, here’s an overview of the current trends shaping the creative industry.
1. A Slowing Job Market
The creative job market has certainly slowed in recent months. Opportunities are fewer, and many professionals are finding it harder to secure roles that match their skill sets. This slowdown has impacted not just the number of available positions, but also the types of roles being advertised, with a distinct shift in focus that we’ll explore later in the blog.
2. Freelance Networks Are Thriving
One clear trend emerging from this slower market is that many companies are continuing to rely on their existing direct freelance networks. During the pandemic, businesses built strong relationships with freelancers, and now, even with reduced workloads, they are turning to these same creatives. Instead of hiring new full-time staff, clients are engaging their freelance pools to handle overflow work directly. This allows companies to remain agile and manage costs, but it also creates a barrier for new freelancers looking to break into established networks.
It should also be worth noting that there has been a decrease in freelancers over the past few years. Many have decided to take full time opportunities due to job security, while in other cases, some have decided to move on from the industry instead.
3. The Rise of DIY Recruitment – And Its Challenges
More and more clients are attempting to recruit talent themselves, turning to their social media and professional networking platforms to find creative professionals. While it might seem efficient, this trend comes with significant drawbacks. Employers, already stretched thin, often struggle to manage the recruitment process alongside their daily responsibilities. As a result, candidates are frequently left waiting for responses, or worse, ghosted entirely after interviews. Jobs can linger online for months, giving the impression that either the roles are impossible to fill or that the companies have high turnover.
4. The Return of the ‘Frankenbrief’
Another challenging trend is the re-emergence of what I call the ‘Frankenbrief.’ This phenomenon was common back in 2008, and it’s making a comeback now. Essentially, businesses trying to manage limited budgets are combining the responsibilities of multiple roles into a single job description, hoping to hire a ‘unicorn’ who can do it all. These mash-up roles, which may combine everything from design to marketing to project management, are often difficult to fill. Candidates with such a wide-ranging skill set are rare, and those that do exist are usually stretched too thin.
5. Midweight and Junior Roles on the Rise – But With a Catch
While senior-level roles have become more scarce, there has been a noticeable increase in opportunities for midweight and junior professionals. However, there’s a catch. Many of these so-called “junior” roles are being advertised with experience requirements that simply don’t match the job title. We recently spotted a job listing for a junior position that required over five years of industry experience. Clearly, this misalignment creates confusion and frustration for candidates, making it harder for true juniors to enter the market.
6. Senior Talent Struggling to Find Roles
The decrease in senior-level roles is one of the most concerning trends we’re seeing. Highly skilled and experienced professionals, such as Art Directors and Creative Directors, are finding it increasingly difficult to land positions that match their expertise. As a result, many are applying for midweight roles, only to be told they’re overqualified. This leaves a growing number of talented seniors in limbo, and has them considering entering into corporate in-house roles where available instead. In previous years, these situations may have seen the creation of newer, smaller, and more agile agencies however that doesn’t seem to be the case as much this time around.
7. Economic Realities in the Creative Sector
Beyond job availability, there are broader economic trends affecting the creative industry. While the creative sector is growing faster than many others—accounting for 5.5% of the Australian workforce—the reality is that many creative professionals, especially artists, are struggling to make a sustainable living. In Australia, the average income for a professional artist is around $54,500 per year, which is 26% below the national average. Shockingly, nearly half of professional artists earn less than $10,000 a year from their creative work, and two in five are unable to meet basic living expenses.
It’s a Period of Transition
The creative industry is going through a period of transition. From the rise of freelance networks to the return of impossible-to-fill ‘Frankenbriefs,’ the market is both evolving and presenting new challenges for professionals at all levels. While midweight and junior roles are on the rise, senior talent is facing a difficult job market, and economic pressures are putting a strain on the sustainability of creative careers.
For job seekers, especially senior professionals, this can be a frustrating time. On the other hand, the demand for hybrid roles and digital skills suggests that opportunities still exist for those able to adapt. The creative industry is as dynamic as ever, but as always, what is required is flexibility, resilience, and, perhaps most importantly, patience. Many of us have been ‘here’ before, and we know that each day is bringing us closer to more opportunities returning.