Sometimes, we search outside for what we already have within. While this phrase is often used in self-help advice, it also applies to how organisations manage their talent.

The creative top talent needed for a specific role isn’t always found in the market. Sometimes, it’s already within the team—hiding in plain sight.

The real challenge is identifying that potential, placing it in the right context, and providing the support needed to unlock it. It’s not easy, but it is possible.

Organisations that invest in developing internal talent are already seeing meaningful returns. According to a 2023 report, organisations that prioritise employee development experience a 24% increase in productivity, while companies with satisfied employees outperform competitors by 20%.

The link between investing in people and driving performance is clear.

However, nurturing creative talent requires more than general training—it calls for intentional, personalised strategies. As Peter Cheese, Chief Executive of the Chartered Institute of Personnel and Development, advised: we are living in times of rapid transformation that require adaptability and a focus on human-centric skills. He also emphasised the importance of “nurturing human skills such as collaboration, creativity, and critical thinking alongside advances in AI and automation.”

Continuous learning should sit at the core of any talent development initiative. Organisations can support this by offering access to creativity-focused workshops, certifications, design platforms, and industry events that introduce new tools and perspectives.

Rotational assignments also create space for creatives to explore different disciplines and broaden their skill sets. Mentorship is another critical element. Pairing junior creatives with seasoned professionals builds skills, fosters mutual growth, and encourages knowledge transfer across the organisation.

As Ir. Titus K. Suter, Founder and CEO of Elimu Global Initiative, aptly said, “Identifying and nurturing talent in people is one of the key functions of a leader.” He believes it’s time to move beyond viewing “talent” as something reserved for the top few and instead recognise the potential in every employee: “A leader must inspire people and help them achieve their best in pursuit of a common goal.”

This personalised approach must also consider employee experience and aspirations. Julie Bevacqua, Chief Revenue Officer of Rise People, points out that “to build a rewarding employee experience, you need to understand what matters most to your people.” That understanding includes defining clear and transparent career paths that align personal goals with organisational priorities.

Culture, Autonomy, and Recognition: Are these the real differentiators?

Creative talent doesn’t just grow through training—it flourishes in the right environment. Organisations must foster a culture that encourages experimentation, welcomes feedback, and celebrates risk-taking. Recognising creativity in action—through praise, promotions, or tangible rewards—boosts morale and reinforces the value of innovation.

Leadership plays a key role here. Chris Goodwin advises managers to pay close attention to quieter team members who show capability but often go unnoticed. His advice is to “give them responsibility in a team meeting, support them with coaching, and ask them to present their findings next time. Then keep developing them.” This combination of visibility and support creates confidence and forward momentum.

Equally vital is autonomy. When creatives are empowered to lead projects, make decisions, and stretch their capabilities, they feel more connected to their work and the organisation.

According to Gallup, employees who feel they’re learning and growing are significantly more engaged and committed.

Listening is the starting point. Tom Haak, Director of the HR Trend Institute, reminds us that “every good conversation starts with listening.” Truly understanding employees’ needs and ambitions is the first step to supporting their development—and ensuring they stay.

Ultimately, the scarcity of top talent isn’t just a hiring problem—it’s a leadership challenge.

Organisations that can recognise potential, nurture growth, and build a culture of learning and recognition won’t just attract outstanding individuals—they’ll retain them. 

8 keys to identify creative top talent within your organisation

1. Review past performance to identify fast learners, adaptable individuals, and those who consistently exceed expectations.
2. Use performance reviews to pinpoint high-potential employees (HPEs) who show long-term value.
3. Conduct skills assessments to uncover both strengths and development opportunities.
4. Collect 360-degree feedback from peers, managers, and colleagues for a full-circle view of an employee’s influence and effectiveness.
5. Understand career aspirations to gauge growth mindset and alignment with future roles.
6. Assess cultural fit to ensure alignment with organisational values and vision.
7. Measure commitment, as engaged employees are typically more productive and loyal.
8. Look for curiosity and initiative, which often indicate creative problem-solving and leadership potential.

Six tips to develop and retain creative top talent

Once you identify the potential of your talent pool, it's time to invest in their development. The most effective ways to build your niche top talent are:

#1 Invest in continuous learning: Offer creative courses, workshops, certifications, and access to industry events that keep minds inspired and skills up to date.

"Identifying (your top) talent needs and gaps is the key to fine-tuning your organization. We often look at talent acquisition as a numbers game. However, it's not just about filling positions. It's about filling them with the right people who have the right skills to drive your business forward. The process involves analysing and understanding the skill sets currently present within your organisation. Then, comparing them with the skills required for the organisation's future growth. That's how you unveil the talent gaps. Once highlighted, these gaps should not be seen as weaknesses, but as opportunities. Opportunities to upskill, recruit, and innovate," shared Ahmed Abdel-Zaher, Head of IT Ops at Volkswagen Group.

Matt Zembruski, Founder of Agile Game Changers writes, "To keep your best people, give them learning that fits their life and goals. With tech, you can create personalised programs that let them learn at their own pace, anywhere, anytime. Whether it’s through online courses, apps, or even games, make sure they can dive into what interests them and track how they're doing. This way, you're not just investing in their skills but also showing them they’re valued. It’s an Agile way to keep everyone moving forward together. And as someone who’s seen the power of continuous learning firsthand, I can tell you, it’s a surefire way to keep your team engaged and excited about what’s next."

#2 Create clear career paths: Define professional growth trajectories, supported by regular evaluations that align employee goals with business needs.

Timothy Land, Executive Director at Abu Dhabi Global Market (ADGM) suggested, "Don’t wait for top talent to approach you with their career progression and compensation requests or concerns as this leads to talent attrition and missed opportunities. Proactively engaging with them, understanding their aspirations, and aligning their growth with your organization's goals is a strategic move that benefits both parties and contributes to long-term success."

"Showcase opportunities for career advancement, skill development, and continuous learning. Top talent is motivated by the prospect of professional growth and the chance to expand their knowledge and capabilities," shared Murtadha Al-Yousef, an L&D leader at PwC Middle East

#3 Prioritise mentorship: Connect seasoned professionals with emerging talent to foster trust, share knowledge, and build a sense of community.

Ade Henderson, Assistant VP at Robert Half added, "Regular one-on-one meetings and mentorship programs empower an organisation to discern the aspirations of its talent. Some aim for career advancement, while others prioritize flexibility. Some desire increased compensation, while still others seek more recognition. Attentively listening and understanding employees' objectives facilitate the ability to address their needs effectively, ultimately fostering inspiration for them to remain engaged and committed to the company."

#4 Empower with responsibility: Assign leadership roles and offer ownership of meaningful projects to boost confidence and autonomy.

Kelly Liu, a U.S-based HR consultant and Career Coach advised, "1-on-1 meetings are key to retaining top talent. I recommend connecting individually with each team member to understand what motivates them. Everyone is different, so their motivations vary. Additionally, invest in management training. Some managers excel in their previous roles but struggle in leadership. Defining managerial responsibilities and teaching motivation techniques can greatly improve retention,"

#5 Foster a feedback-driven culture: Encourage ongoing, constructive feedback tailored to each individual's creative journey. 

Offer opportunities for growth, provide ongoing feedback, and recognize their contributions. Cultivate a positive work culture that values employees' well-being and fosters a sense of belonging. This holistic approach enhances satisfaction and encourages long-term commitment," shared Andrew Archuleta, Director of Talent Acquisition & Compensation at University of Colorado Colorado Springs. 

#5 Recognise and reward achievements: Celebrate contributions—big or small—through public recognition, promotions, and rewards that reinforce creative impact.

"Share the stories that bring your brand to life. Showcase the good work done by your teams. Highlight examples of your values in action. Celebrate milestones. These moments will paint a picture for your candidates (new hires) of your culture more effectively than 1000 words can," shared Angela Cheng-Cimini, Head of HR at The Chronicle of Philanthrophy.