I've yet to meet a creative who only ever did it 'for the money'. There is a passion that drives the creative industry. We do what we love. But when passion turns into pressure, and pressure into exhaustion, we land in dangerous territory: burnout.
A recent MHPN webinar featuring health professionals, psychologists, and organisational leaders reminded us that burnout isn’t just a buzzword; it’s a clinically recognised condition. And while much of the conversation focused on healthcare, the parallels with creative industries are striking.
At Creative Recruiters, we’ve worked with some of the most talented designers, copywriters, producers, strategists and managers in the business. We also know how often these brilliant minds burn bright… and sometimes burn out.
So how can agencies, studios, and employers in the creative field build a culture that protects and sustains their people?
Burnout Has a Definition - and It Starts at Work
The World Health Organization defines burnout as: "A syndrome resulting from chronic workplace stress that has not been successfully managed."
It’s not just feeling tired after a big project. Burnout is marked by:
Exhaustion
Cynicism or mental distance from work
Reduced ability to perform effectively
That’s not a personal flaw. It’s a system failure. It often stems from unmanageable expectations, blurred boundaries, and the “always-on” mentality that’s become all too common in creative workplaces.
When Creative Passion Becomes a Risk Factor
One of the standout points from the webinar came from Erin Gooey, Head of Health, Safety and Wellbeing at Medibank: “We’ve created this wonderful culture of bringing our whole selves to work—which is a protective factor—but many leaders aren’t equipped to process the emotional needs that come with that.”
In short: when creatives are deeply passionate, they go all in. That’s a gift, but it can also make them vulnerable. When deadlines pile up, feedback loops stretch into nights and weekends, and autonomy gets replaced by endless approval chains, even the most dedicated team member will start to crack.
What Employers in the Creative Industry Can Learn
Creative employers don’t always have formal HR departments or wellbeing frameworks. But they can still lead the way in culture, flexibility, and human connection.
Here are some practical takeaways:
1. Rethink the EAP-Only Approach
Relying solely on an Employee Assistance Program (EAP) isn’t enough. One participant noted: “Sending someone to EAP is the workplace response—but we have no influence over the workplace itself.”
Wellbeing shouldn’t be outsourced. Culture starts in-house.
2. Model Healthy Boundaries
If leadership is online at 11pm replying to briefs, the expectation is set. As Medibank’s Erin Gooey explained: “Leaders set the tone. If you’re working on holiday or staying late every night, your team will think they have to as well.”
3. Open the Conversation
Start asking:“How are you going? What’s on your plate? What’s making things harder than they need to be?”
Check in. Not performatively, but genuinely.
4. Design Roles, Not Just Descriptions
Does the job you're hiring for offer autonomy? Is the feedback process constructive or draining? Do people know what’s expected of them?
Vagueness, scope creep, and poorly defined roles are major burnout triggers.
The Recruiter’s Role in Preventing Burnout
As recruiters, we have a responsibility, too. At Creative Recruiters, we work hard to:
Match candidates not just with jobs, but with cultures where they can thrive
Talk honestly with our clients about workload expectations, flexibility, and structure
Check in with freelancers and placements, not just on deliverables but on wellbeing
Support candidates in finding roles that align with their values and life circumstances and not just their skillset
Because great work doesn’t come from people who are running on empty.
Burnout Can Be Reversed - with the Right Environment
Dr Antonio Di Dio, a GP and agency head who also spoke during the webinar, put it best: “Burnout can be helped. You can get past it and have a wonderful, long, and happy career. But you can’t just send someone off to recover and then treat them with sarcasm when they come back.”
Culture matters. The welcome back matters.
Let’s Design Better Workplaces
Burnout isn’t a sign that someone isn’t tough enough. It’s a sign that something isn’t working. And in the creative industries, where people routinely give more than is asked, it’s time to build systems that give something back.
If you’re hiring, leading a team, or working out what’s next in your creative career, we’re here to support you in finding the right fit. For talent that’s sustainable. Work that’s meaningful. And workplaces that work.
Need help building a healthy, high-performing creative team? Let’s chat. Our team at Creative Recruiters is here to connect you with talent that not only delivers; they thrive!
Credit to RosZie for the image.