BY LUCY MARINO, executive director of the marketing and creative practice at global talent solutions firm Robert Half which connects employers with skilled marketing, creative, digital, advertising and public relations professionals to meet their specialized recruiting needs. Marino manages strategy and operations for the company’s marketing and creative talent solutions teams across U.S. locations.
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Design In A Digital-First World: What It Means For Hiring & Careers
What’s happening in graphic design these days isn’t a slow evolution — it’s an accelerating pivot. The field has grown far beyond logos and layouts. It’s at the heart of how brands show up online and connect with people.
Today, designers are creating interactive content, flexible branding and visuals that work across devices — meeting users wherever they are. As consumer expectations for engaging experiences with brands rise, designers are deepening their technical skills and expanding their digital fluency to move faster, think more strategically and lead innovation.
At the same time, creative and marketing hiring managers are under growing pressure to staff critical roles. According to Robert Half’s Demand for Skilled Talent report, 93% of these leaders say it’s challenging to find the talent they need. Demand is especially high for professionals who combine creativity with knowledge of AI strategy and marketing analytics. The report cites graphic designer, UX designer and product designer as among the most in-demand marketing and creative roles today.
So how can employers find the tech-savvy creative talent they need to drive their brand’s success? And how can professionals make themselves marketable to land today’s design jobs? I recently discussed these questions and more in an episode of The GDUSA podcast. With the accelerating shift to tech-forward design, both employers and creatives need to shift their approach for hiring and job searches, too.
What Employers Prioritize — And What Creative Talent Seeks
Marketing and creative leaders are hiring, according to research for our Demand for Skilled Talent report, but the skills they prioritize for their teams are changing. Fifty-six percent of these leaders reported skills gaps on their teams, with AI strategy, marketing analytics, marketing automation, and digital and web design and development among the top skills they lack. A strong portfolio is no longer enough for job seekers. Employers are prioritizing digital fluency—knowing which tools to use, how to apply them strategically and how to adapt as technology evolves. They want professionals who can use digital tools not just to execute ideas, but to shape them from the start.
Creative professionals have long played a role in contributing to positive business outcomes through branding, product design and user experience. What’s changing is the ability to innovate quickly with new tools and technologies and better measure that impact. For example, today’s tools for user analytics and performance tracking make design more visible than ever as a business driver. The insights from this data enable designers to create more personalized content and targeted experiences—leading to higher engagement and conversion rates that clearly tie design decisions to business outcomes.
The core of design — visual storytelling — won’t go away, but how it’s produced, delivered and measured is changing fast. Employers increasingly value professionals who not only bring creative insight but can also understand that it’s not just about how something looks. It’s about how it performs.
Hiring managers can make recruitment easier if they focus not just on what they prioritize but also on what creative job seekers themselves want. An attractive salary is a clear motivator, but design candidates today are looking for more than a paycheck. They’re looking for a purpose and a chance to do meaningful work. They want to be part of an environment that inspires them, a culture that supports creativity.
Design professionals want to work for organizations that are leaning into new technology instead of shying away from it, encouraging experimentation and exploring AI. Job candidates look for a commitment to staying ahead in the digital space, including strong and ongoing investment in innovation.
Professionals also want an employer that invests in their growth. The creative space moves fast. Tools, platforms and technology are constantly evolving, and people want the chance to stay current. They want to work on cutting-edge projects and have access to the latest tools. Professionals also want clear career paths, targeted upskilling opportunities and an option to work on a remote or hybrid basis.
Staying Competitive In A Digital-First Job Market
Adaptability is a key asset for job candidates — and that’s no surprise in a space where software, design formats and client needs evolve quickly. The most competitive candidates demonstrate an ability to adapt to emerging trends such as AI integration, the growing role of motion graphics in digital platforms, and more sophisticated automation tools that streamline workflows and boost productivity. Many creative professionals recognize this: 51% of creative professionals surveyed by GDUSA said staying current with tools and technology is essential.
Some job seekers may wonder how important soft skills are in a digital world. The answer is that these skills, particularly communication skills, are more critical than ever. It’s no longer sufficient to simply present a polished portfolio. Creative professionals must also be able to explain their thought process, walk through their decision-making and articulate the impact of their work.
This becomes especially important in remote and hybrid environments, where interactions happen mostly through video calls and chat platforms. Seeing and hearing a designer on a screen is not the same as fully observing their body language, energy or day-to-day engagement in person, which builds collaboration and trust. As a result, designers must be more intentional and clear in how they present ideas, share progress and engage with others. Strong communicators who can convey enthusiasm, clarity and strategic insight through virtual channels are far more likely to stand out, stay aligned with team goals, and build the credibility needed to grow and lead in digital-first workplaces.
Creative professionals seeking new opportunities have to act like marketers, not just applicants. The job search needs to mirror a personal marketing campaign. A strong digital presence—including an up-to-date LinkedIn profile, a well-designed online portfolio and consistent personal branding—plays a significant role in attracting interest from employers.
The Future of Creative Work
The future of design is digital, data-driven and deeply creative. As marketing and design functions evolve, both creative professionals and the department leaders who hire them are being called to adapt.
Skills gaps are growing in areas such as AI integration, automation and user experience, and professionals who pursue continuous learning and embrace new tools can carve out a competitive advantage. For department leaders, success hinges on building agile, forward-thinking teams. The most effective leaders are those investing in upskilling programs, fostering a culture of experimentation and ensuring that creative talent has access to the tools and autonomy needed to deliver high-impact work.
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For more insights on the evolving nature of creative work, check out The GDUSA Podcast with Paige Breedlove + Lucy Marino of Robert Half.
