The Rise of the Hybrid Creative




ADWEEK recently wrote a very well-written piece on the young creative. It discusses millennials in the visual and written communications industry and how they differ from their predecessors. It was widely fascinating to me, because I’ve never seen myself fitting just one mold in the creative realm. However, I could never accurately express my skill set and where my interest lie. While my first true love is writing, I also do a fair amount of graphic design and dabble in web development. I’ve written scripts, filmed promotional videos and managed blogs as well. I enjoy pitching reporters, but creating marketing and social media campaigns gives me a rush. Traditionally, jobs have one title with bullet pointed responsibilities under that title that fit the mold of that job. However, the traditional title and job description is changing…

Millennial students are now beginning to study a broader range of skills in communication fields. Journalism students take photography and design classes. Design students take writing classes. Advertising students take coding classes. And so on and so forth.

My schooling consisted of a major in Journalism with a concentration in PR, a minor in English and another minor in marketing. My internships and jobs in college ranged in task from writing press releases, running blogs, designing graphics to writing scripts, filming promotional videos and coding websites. While it would be nice to say I am a uniquely well-rounded individual, this has become the norm for so many creatives my age in the industry.

It was nice to not only read an article discussing this shift, but to see that companies are beginning to redefine their hiring standards in a way that allows employees to flourish with their varied skill set while simultaneously offering the ability to wear many hats in one position. No longer am I confined to one thing or one set of tasks. I can write a press release or an editorial, but I can also design the graphics to accompany it.

It's ironic and a little bit hypocritical I suppose, because I'm pleased to be labeled as a hybrid, someone not labeled by one thing. However, it's reassuring nonetheless to know that people like me who posses many different skills in the creative process are no longer tied to one vertical of tasks, but can jump across different verticals for well-rounded results.

I think it's important for employers to continue to recognize this shift as well. While having hybrid employees may not always be best every company, hybrid employees can be extremely beneficial to firms who have varying needs.

Here's to the rise of the hybrid creative and here's to the rise of us hipster kiddos who can't seem to stick to one thing.

– Nikki

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