In the United Kingdom’s creative industries, recruitment practices are increasingly emphasizing in-person interactions despite the rising use of artificial intelligence (AI) in other sectors. While nearly one-third of employers across industries employ AI tools to screen job applications, many recruiters in the UK’s creative fields maintain a preference for face-to-face interviews and live exhibitions when evaluating candidates.
Recent data indicates that although 73 percent of recent graduates use AI to enhance their CVs, such tools primarily scan for keywords and previous roles and fall short of assessing qualities that are critical in creative disciplines. According to Marwa Zamaray, executive director at the fashion consultancy Eco Age, attributes like judgment, cultural awareness, communication skills, and innovative thinking are difficult to gauge through automated processes. “Sometimes the person who looks like the less obvious choice on paper is the person who brings the perspective an organisation needs next,” she noted.
This emphasis on personal interaction reflects the multifaceted nature of creative roles, particularly in design, where success often depends on managing extensive networks involving retail, marketing, product development, manufacturing, and sustainability. Zamaray highlighted that in-person meetings allow recruiters to better assess the interpersonal skills required to navigate this complexity.
The design sector is a significant contributor to the UK economy, employing nearly two million people and adding approximately £97.4 billion to the gross value added. Between 2010 and 2019, the sector expanded at twice the rate of the overall UK economy, increasing its economic contribution by 73 percent. According to the Design Council, whose workforce figures will be published in September, the industry employs a younger demographic than average, with 37 percent under the age of 35 compared to 25 percent nationally. The Council’s chief executive, Mat Hunter, suggested that face-to-face recruitment methods are particularly important in supporting young graduates who missed out on work experience during the COVID-19 pandemic. “These events provide invaluable opportunities to build networks, gain feedback and access career opportunities that might otherwise be difficult to reach,” Hunter said. “Meeting in-person also gives employers a much richer understanding of how young designers think.”
This dynamic was evident at this year’s New Designers show, which drew more than 15,000 visitors and showcased the work of 2,500 graduates across 100 courses, including fashion, textiles, furniture, product design, and illustration. Event director Sally Bent remarked that despite advances in digital recruitment and AI-assisted hiring, creativity remains inherently human. “Employers aren’t just recruiting a portfolio, they’re recruiting a person,” she said.
The growing trend toward in-person recruitment events has sparked discussion about the broader implications for hiring practices beyond the creative industries. Professor Karin Askham, rector of Cambridge School of Visual and Performing Arts, observed that careers increasingly develop through continual industry engagement rather than one-off application processes. She emphasized the importance of participating in live projects, competitions, and other networking opportunities well before formal job applications are submitted.
Among those benefiting from this approach is Jake Leach-Perry, a product design graduate from Bournemouth University who earned an award for his final project, leading to a three-month placement and ultimately a permanent role designing household products. Leach-Perry, 26, from Balham, south London, underscored the value of exhibitions for honing presentation skills and engaging with the design community beyond the classroom. “University will teach you the technical skills, but engaging with the wider design community will broaden your skills more than you realise,” he said, describing his path as tracing “all the way back to a lightbulb moment.”