Educating for the Future of the Creative Workforce
Bridging the Creative Skills Gap Between Industry and Education
The creative industries are a powerhouse of economic and cultural value, contributing over £115 billion to the UK economy pre-pandemic and driving global exports of creative services exceeding $1 trillion in 2020. But amidst this success lies a growing concern that threatens its future – a widening skills gap and a broken pipeline of creative talent coming through into creative careers.
As founders of a creative agency, we’ve witnessed firsthand the challenges posed by this disconnect.
The creative industries are evolving at a rapid pace, driven by technological advancements like AI, VR, and automation. Simultaneously, new hybrid roles are emerging – positions that seamlessly blend creativity with sustainability, technology, and strategy, that simply didn’t exist five years ago.
The question is, is traditional education currently agile enough to keep up with this evolution and how should government investment be used to close the gap?
Fixing the Broken Talent Pipeline in the Creative Industries
Recently we were invited to Ravensbourne University London to discuss this very issue on an episode of Ravensbourne on Record. The conversation focused on the critical topic of ‘Fixing the Broken Talent Pipeline in the Creative Industries,’ an issue we’re deeply committed to addressing. Closing the gap between industry demands and education is a lofty goal, but it’s one that we’re keen to make a reality.
Hosted by Lawrence Lartey (Director of Innovation, Industry and Enterprise at Ravensbourne University London), Ben Major (Global Talent Director at Uncommon Creative Studio), and Kalila Lickfold (Social Media Manager at Ravensbourne), our founder Emma shared her views on bridging the gap between creative industries and education during the episode.
Evolving Demands in the Creative Workforce
Ten years ago, creative careers were much more straightforward.
Designers designed, filmmakers made films, and content creators focused on content.
Today, you’ve got to be a jack-of-all-trades. The industry now looks for “polymaths” - multi-skilled individuals who can handle several disciplines at once.
Take content creators, for example. They’re not just storytellers: they’re crunching data, analysing audience trends, and mastering platform algorithms. Meanwhile filmmakers are diving into VR, AR, and interactive storytelling. Even that gritty indie short film you recently watched probably had special FX.
The message is clear: creative professionals need to adapt, and education needs to do the same. Students shouldn’t just keep on learning the basics - they need to be prepped for versatile, hybrid roles (many of which didn’t exist a few years ago).
“I’ve created so many businesses, initiatives, campaigns because I didn’t feel like the opportunity was there for me (internally).”
Clearing Up Myths About Creative Careers
There’s a big misconception that raw talent alone is enough to succeed in creative fields.
Sure, talent helps, but that’s only part of the equation. Creative careers also demand teamwork, adaptability, tech skills, and entrepreneurial thinking. You’re not just doing one thing - you’re wearing many hats, which can be both exciting and challenging.
Another myth is that some creative degrees lack value because they’re shaped by industry needs. The truth is, those degrees are incredibly relevant. They’re designed to teach exactly what the market demands as well as work ethic and process - skills that lead to jobs. Cutting these programmes could hurt students and the industries that depend on well-prepared, skilled talent.
Can Education do More To Prepare Students for Real Jobs?
The question is, are universities really getting students ready for the real world?
While they provide great theoretical knowledge, the industry increasingly values hands-on experience. Beyond lectures and good grades, students want (and need) to learn from professionals who are already thriving in creative roles. They want exposure to real-world projects and opportunities to discover roles they’ve never even thought about.
Co-collaboration is key here. Universities need to partner with creative businesses - especially smaller, agile companies. These partnerships can give students practical experience, mentorship, and industry-relevant projects. Not only does this better prepare students for careers, but it also makes universities stand out as forward-thinking and connected places to learn.
The exciting part is that there are universities like Ravensbourne that are asking the right questions and taking an approach to their offering that acknowledges and is responsive to today’s landscape.
Representation and Expanding Access
Representation matters - a lot.
Students need to see people like them succeeding in creative roles to believe it’s possible. The creative industries have struggled with diversity for years, which makes some young people question if they can even have a career in these fields. Showing inclusive success stories and breaking down barriers is essential to building a diverse talent pool.
Social mobility is another challenge. The government’s push to cut so-called “Mickey Mouse degrees” could actually hurt poorer students the most. Many of these degrees are vocational and rely on industry partnerships to make students employable. Cutting them could strip away opportunities for those who need them most, while also threatening the talent pipeline the creative sector depends on.
The Future and Emerging Tech
The creative skills gap isn’t going away; rather, it’s evolving.
Technology is reshaping the industry, with tools like generative AI, automation, and immersive tech like VR and AR creating entirely new opportunities. Education needs to keep up, designing programmes that teach both technical skills and the critical thinking needed to use them effectively.
We’re already seeing hybrid roles emerge - think AI-driven creative storytelling or sustainability-focused design. These roles need not just tech knowledge, but also a strategic mindset. Universities and Industry need to find ways to collaborate and communicate effectively to figure out what skills are in demand and build courses that prepare students for those jobs.
“It’s really important in the creative industries that we start to realise how intersectional things are and how many hybrid roles are going to be popping up.”
Collaboration is Key
Fixing the talent pipeline in the creative industries isn’t something we can do alone - it takes real collaboration between those of us working in the field and the people shaping what students learn. It’s not enough to just tell students about opportunities; we need to show them. Partnerships, mentorships, and hands-on programmes that get students involved in real-world projects can make all the difference.
The creative economy is a big part of the UK’s growth story so closing the skills gap isn’t just a nice idea - it’s absolutely essential. By building stronger connections between the industry and education, we can give students the tools they need to succeed in this fast-moving space. At the same time, we’ll be protecting the creative industry’s legacy of innovation and excellence.
At Good Form, we’re committed to championing intersectionality, advancing equity, and addressing the talent pipeline in a way that meets people where they are. By amplifying diverse voices and creating inclusive opportunities, we can make real, meaningful change - and help the next generation not just find their footing but redefine what’s possible in creative work.
Special thanks to Victoria Fenton, Senior Communications Manager at Ravensbourne University London, and wider team.
