Opinion: Experience Or Potential? What Companies Should Prioritise When Hiring Creative Talent

By Nihar Kolapkar

Finding creative talent these days is seriously hard. Work is changing fast, and tech seems to shift overnight. Agencies cannot stick to the old ways of hiring anymore. So, do you hire for experience or for potential? That classic question isn’t just a debate now, but a reality everyone is dealing with.

Talent Hunt Struggles

Most hiring managers know the pain of searching for the perfect candidate. Companies everywhere struggle to find people who fit their needs, especially in high-growth markets like India. A 2025 report by ManpowerGroup highlights that employers are still struggling to find skilled professionals. Even though India leads global hiring intentions at 53%, four out of five employers say it is tough to find the right talent. This challenge has been around since 2022, and is higher than the global average of 74%. Sticking only to experienced candidates might mean missing out on people who have the potential to grow into a role.

When we focus too much on years of experience, we often miss people who could become our best team members with some guidance. This is not just a passing problem — it signals we need to change how we hire. Agencies that only want seasoned veterans miss fresh perspectives that could transform their work.

What Experience Brings

Experienced professionals offer clear benefits. They understand client dynamics, grasp project flow, and contribute immediately. For agencies handling major campaigns, veterans provide invaluable insights on project execution, client demands, and industry nuances. They mitigate risks through past learnings, reducing costly errors.

Research by the Institute for the Future and Dell Technologies, however, indicates that approximately 85% of jobs existing in 2030 haven't been created yet. This reality pushes forward-thinking agencies to look beyond resumes. Sometimes, less experienced individuals with greater learning motivation outperform veterans in emerging areas.

The Adaptability Factor

Technology transforms creative industries at unprecedented rates. In 2020, the World Economic Forum had said AI would replace 85 million jobs by 2025 while generating 97 million new roles, many in tech-driven creative fields. As AI handles routine tasks, agencies need talent capable of collaborating with these tools rather than being replaced.

Workplace expectations shift dramatically. Owl Labs research from 2023 found that 62% of professionals were ready for a 10% pay cut or more to be able to work remotely, and 4% would leave their job if companies stopped remote or hybrid work. Agencies must seek candidates who collaborate effectively across digital platforms, manage time independently, and maintain creativity outside traditional office settings.

AI-driven branding and marketing strategies reshape audience engagement approaches. BCG reports 80% of Indian companies consider AI a core strategic priority, surpassing the global average of 75%. Additionally, 69% plan to increase tech investments in 2025, with one-third allocating over $25 million to AI initiatives. These shifts demand hiring individuals open to learning new technologies rather than relying on past expertise.

Shifting Marketing World

Marketing budgets reveal changing priorities. Money once spent on traditional ads now goes toward digital strategies and data insights. This shift demands people who think beyond the usual playbook.

As AI handles routine work, human creativity becomes even more valuable. Agencies need people who understand data, tell compelling stories, and design campaigns that cut through noise. This means hiring for learning ability as much as past achievements.

The rise of freelancing gives agencies access to talent anywhere in the world. By mixing full-timers with specialists, agencies create teams with both deep knowledge and fresh thinking.

Finding The Right Balance

The most effective approach thoughtfully combines experience and potential, by prioritising problem-solving skills and adaptability, not just industry tenure; creating teams where veterans and newcomers work collaboratively; making continuous learning essential for all employees; and using flexible work arrangements to access talent beyond geographic limitations

Well-designed mentorship programmes connect generations effectively. When junior talent pairs with veterans, both benefit — experienced staff stay current while newer team members gain practical wisdom.

Building Future-Ready Teams

Yesterday's hiring rules will not deliver tomorrow's success. Agencies that value both experience and potential will navigate uncertain times best. Experience matters, but learning capacity determines who thrives long-term.

The most forward-thinking agencies already see this shift. They write job descriptions highlighting potential alongside experience. Their interviews test problem-solving more than industry knowledge. They build cultures where questions are as valuable as answers.

This does not mean ignoring experience. It means recognising that in a fast-changing industry, past success does not guarantee future relevance. The person who mastered yesterday's tools might struggle tomorrow if they resist learning new ones.

Smart hiring managers need to ask different questions now.

Not just "What have you done?" but "What could you do?"

Not just "What do you know?" but "How quickly can you learn?"

Not just "Where have you worked?" but "Where could you take us?"

The agencies that will lead the industry are building teams that blend stability with flexibility, wisdom with curiosity, and confidence with openness. As creative work continues evolving, this balanced approach to hiring might be your strongest competitive advantage.

In the end, the question is not whether experience trumps potential or vice versa. It is about finding people who bring the right mix of both to face challenges we cannot yet imagine. 

Nihar Kolapkar is the co-founder of Wit and Chai Group, a marketing agency.

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