Bold ideas will win in 2026

Why creativity will be 2026’s biggest power move

If 2025 taught us anything, it’s that employer branding isn’t slowing down — it’s levelling up. And as we look ahead to 2026, there’s one trend that’s already shaping up to be the defining force of our industry: creativity.

Not the fluffy, ‘stick-a-gradient-on-it-and-call-it-a-day’ stuff.

We’re talking purposeful creativity. Creativity with ambition. Creativity that actually moves something.

Because let’s be honest: the businesses winning right now aren’t just colouring outside the lines — they’re questioning whether the lines even need to exist.

The year we get bolder (properly bold)

2026 is going to be the year brands stop tiptoeing and start taking real creative swings. Not to be louder for the sake of it, but to cut through the noise with work that actually means something.

We’re seeing a shift from “Does this look cool?” to

“Does this change something?”

And that’s where employer branding gets exciting.

Because when you combine creativity with purpose, you don’t just make something pretty — you make something powerful. You make work that elevates cultures, clarifies identities and actually improves people’s experience of work.

That’s the kind of creativity we’ll see everywhere next year. And frankly? We can’t wait.

The tech isn’t the trend – how we use it is

AI and emerging tech will continue to explode (shocking, we know). But the real differentiator in 2026 won’t be access to tools. It’ll be imagination.

Two brands can use the same technology and get wildly different outcomes. Why?

Because creative thinking is what unlocks possibilities.

Tech gives us the sandbox. Bold ideas are what build the castle.

Expect to see more immersive storytelling, smarter personalisation, braver formats and beautifully crafted experiences that blend tech and talent in a way that actually feels… human.

Creativity with impact beats creativity for ego

This part matters most.

We’re not chasing creativity because it looks nice in a pitch deck.

We’re chasing it because:

• It helps people understand who you are.
• It creates cultures people want to stay in.
• It shapes moments that matter.

It builds workplaces that feel better – not just look better.

Employer branding at its best isn’t an artwork. It’s an engine.

And creativity is the fuel.

So in 2026, the win won’t go to the brand that shouts the loudest — it’ll go to the one that thinks the smartest, listens the hardest and creates with intention.

A constantly evolving industry – and that’s the joy of it

Employer branding never sits still (thank goodness). Every year brings new expectations, new technologies, new behaviours and new opportunities to rethink the way people experience work.

2026 feels like a turning point.

A year of bravery.

A year of experimentation.

A year where teams lean into creativity not as an accessory, but as a strategy.

And as an industry? We’re only just warming up.