Today’s challenges demand out-of-the-box solutions, making creativity a more critical skill than ever. However, research shows some employers are falling short in fostering cultures where creativity can flourish. Here are some tips to encourage creativity at work. 

With complex and unfamiliar business challenges cropping up left, right and centre, employers and employees alike are increasingly recognising the value of creative problem solving as a critical skill.

In a recent global study conducted by Canva in partnership with Harvard Business Review Analytic Services, an overwhelming majority of professionals (nine out of ten) agreed that creativity is a key attribute employees must possess to navigate the current work landscape.

This is backed up by recent research from Deloitte, which found that high-growth organisations were significantly more likely to have the mindset and processes to allow creativity to flourish. 

However, despite the clear business case for creativity, Canva’s research also reveals that many organisations are struggling to foster a culture that truly encourages creativity. Just 22 per cent of respondents say their organisation is “very successful” at identifying creative solutions to business problems. Fifty-six per cent say their organisation was “somewhat successful,” and 22 per cent say their organisation is “not very successful”.

“Innovation and creativity are what differentiate today’s most successful businesses, enabling them to drive growth in an ever-changing landscape,” says Charlotte Anderson, Head of People Experience at Canva.

“How can we uncover the innovations and solutions of tomorrow if we aren’t encouraging our employees to push boundaries and think outside of the box?”

To thrive in the future of work, Anderson says employers need to pivot their strategies away from process-driven thinking and towards nurturing environments that encourage creative approaches to problem solving.

Harnessing emerging technologies to reshape creativity

One of the most impactful ways for employers to cultivate a creative culture is by rising to the challenge of weaving new technologies into the creative process rather than trying to resist them, says Anderson.

The recent proliferation of generative AI has brought with it a slew of concerns about the potential impact of this technology on creative thinking – and the job security of creative professionals.

A recent tweet by US-based author Joanna Maciejewska, which has amassed over 100,000 likes, aptly captures this sentiment: “I want AI to do my laundry and dishes so that I can do art and writing, not for AI to do my art and writing so that I can do my laundry and dishes.”

With that said, generative AI tools don’t need to hinder or replace creativity. In fact, when used well, they have the potential to enhance it.

“Organisations should get comfortable with the idea that effective and safe AI tools can accelerate creative thinking and new ideas⁠,” she says.

“There are lots of ways businesses can harness the power of AI [to enhance creativity], such as investing in tools that will automate repetitive tasks in order to reduce ‘busywork’ and free up time for more creative work, or using AI to accelerate idea generation and to create visual content with minimal human input.”

“How can we uncover the innovations and solutions of tomorrow if we aren’t encouraging our employees to push boundaries and think outside of the box?” – Charlotte Anderson, Head of People Experience at Canva.

According to Canva’s research, the most common technologies that are currently being used to enhance creativity are collaboration platforms (65 per cent), visual communication tools (64 per cent) and data visualisation tools (56 per cent).

These technologies not only streamline processes but also create opportunities for teams to engage in creative downtime, which, according to the report, is a vital element for fostering innovation; it’s during these moments of reflection and unstructured thought that some of the most inventive ideas are born.

The report cites Google as an example, where employees are allowed to dedicate 20 per cent of their week to focus on projects that they’re passionate about. This approach has led to the development of some of Google’s most successful products, such as AdSense and Google News, demonstrating the power of giving employees the time and freedom to explore their creative ideas.

Creativity must come from the top

While technology plays a crucial role in enhancing creativity, Canva’s study shows that the quality of leadership within an organisation has an equally significant impact on the strength of a creative culture.

In fact, 94 per cent of respondents agreed that a creative leader significantly increases the creativity of their team.

“[This demonstrates] the importance of upskilling leadership to inspire creativity and role model [good] behaviours,” says Anderson. 

“[For example], at Canva, we’ve equipped our leaders with knowledge and training sessions around things like building innovative teams and navigating and preventing unconscious bias and proximity bias.”

It’s particularly important for leaders to be upskilled in promoting diversity and inclusion, since this is a key ingredient in a thriving creative culture.

“Bringing together a diversity of experiences and ways of thinking creates the perfect melting pot of ideas to challenge people to think in ways they might not otherwise consider,” she says.

Fostering a diverse and inclusive workplace will also help to increase psychological safety, ensuring that employees feel safe to share their ideas and experiment without fear of failure.

“While failure can have a negative connotation, we view it as an opportunity for new learnings and growth. When things don’t go as planned, we often gain just as much, if not more, than when they do. That’s where teams can thrive and challenge themselves to think bigger…. The key is to persist and iterate until you have the impact you want.”

Read HRM’s article on how to create a culture that embraces failure.

Finally, it’s important for leaders to reward creativity when they see it, even if the ideas don’t end up coming to fruition. By valuing creative contributions, you reinforce the importance of innovation within your culture.

“Examples include holding specific spaces to celebrate creativity, whether it’s a segment in your team meetings, or on an internal [communication] channel… Or, having a quarterly creativity reward in place,” says Anderson.  

“It’s all about creating an inclusive space, making teams feel heard and seen, and sharing learnings so everyone can grow together.”

Want to learn more about how to use generative AI to enhance your HR processes? AHRI’s new GenAI Integration Essentials short course covers the fundamentals of GenAI technology, including how to apply it to various HR tasks, be strategic in positioning AI’s role in the HR value chain and address privacy and fairness concerns.