“Be creative at work! Between empty injunction and real collective stimulation, creativity is infiltrating the professional world. It doesn’t come out of nowhere: it’s the result of a greater need for companies to adapt to change in an ultra-competitive world, and also of a desire to (re)give meaning to work. It’s no longer just a question of recruiting employees, but of attracting talent and motivating them to commit to a corporate culture that makes sense to them. Here’s an overview and some practical advice.
What do we mean by creativity at work?
Original, inspiring, creative…. the world of work and marketing is full of these terms designed to give a new perspective. Let’s take a look at some semantics to understand what we’re talking about when we associate creativity and work.
Creativity as… innovation
In a world where companies need to stand out from the crowd to remain competitive, the notion of creativity can be understood in the sense of being able to come up with new proposals and concepts. So it’s only natural that companies should turn to their employees with high expectations in terms of innovative thinking. But to innovate, you need to know your field inside out, carry out in-depth research and development work, and finally have a certain ability to sniff out what will be tomorrow’s trend. For this, a creative mind, in the sense of being cultured, intelligent and able to think out of the box, is an asset.
Creativity as in… originality
Another facet of creativity in the workplace is the capacity for originality and novelty. Here again, the definition is a bit tricky, since originality is so subjective. An episode of the podcast Un train peut en cacher un autre talks about this very well, through the search for the wow effect in communication. The injunction to cultivate one’s difference, while remaining within a certain conventional framework, is another balancing act that the world of work imposes on its employees. Some fields even push originality to the point of disruption, offering offensive brand communication on the brink of rupture and shock. In this game, eminently open to interpretation, creativity is always a double-edged sword.
Creativity as… inspiration
As the company constantly strives to renew itself, the quest for creativity seems to merge with the quest for inspiration. As the poet seeks his muse, so the employee is invited to seek – if we are to believe the dictionary definition – an inner “enthusiasm”, a certain “creative breath”. But how can this state be achieved? Is it compatible with the corporate environment? Considering that creativity requires time, how can inspiration arise in a society where speed and productivity are the rule? On the contrary, as authors and artists have taught us, inspiration appears when we withdraw from the hustle and bustle of the world. But how to be in the world (the company) and out of it at the same time, that’s where the subtlety lies.
Creativity as corporate DNA
“Profile required: creative. In addition to the skills required, recruitment ads are increasingly listing soft skills, i.e. interpersonal and behavioral skills. Rather than mastering the skills and techniques of their field, candidates are now selected on the basis of their attitude, their way of behaving and communicating.
Creativity yes, but “professional
Creativity within the company is not unbridled creativity in the artistic sense, as it must fit into an entrepreneurial logic, with rational objectives. We are therefore invited to think in terms of “relative” creativity, creativity at the service of the company’s purpose. The creative posture at work could therefore be defined as the attitude of being proactive, knowing how to take a step back to find solutions or ideas, creating internal and collective emulation to drive projects forward. An essential benchmark for this is the company’s definition of creativity and how it integrates it into its organization. Here, we can see an interesting cohabitation of creativity and work for employees.
Creativity within organizational culture
In some companies, organizational or corporate culture is an essential aspect of management. Creativity is at the heart of the company’s strategy and operating methods. And often, the means to make it a reality are real: ergonomic workplaces, inspiring break rooms, nature areas, creative spaces (like the “creativity” meeting rooms offered by Le Connecteur), adapted work rhythms (4-day week, flexible working hours…), etc.
From the manager’s point of view: how to encourage creativity in the workplace?
If we don’t want creativity in the workplace to remain a mere figment of our imagination, we need to find ways of putting it into practice. These tips can help managers create a climate conducive to creativity within their companies:
- Material conditions: ergonomic seating and desks, the possibility of working standing up or walking, redesigned meeting rooms, relaxation and games rooms (to clear the mind), cafés and places to eat and live integrated into the company, work rhythm, or why not integrate art into the company?…
- Naps and breaks encouraged to rest the mind and bring out new ideas.
- Respect employees’ right to disconnect.
- Collaboration between teams: collective emulation, exchanging ideas in pairs around a table, but also on the move during a stroll, can unleash creativity and solve certain problems.
- Diversity of profiles: the variety of employee backgrounds can facilitate the idea of thinking “differently”.
- Offer non-productive activities such as meditation, yoga, writing…
Keep in mind Remember: the race for creativity can have its negative effects, such as strong pressure to be inventive within short deadlines, frustration if the conditions for creativity to emerge are not met, a temptation to consider some ideas valid and others not, a risk of failure if you bet too much on creativity…
On the employee side: how can you integrate creativity into your routine?
It is possible for salaried employees to individually encourage certain practices that promote creativity. These will help them get their heads out of the game, take a step back from their work and bring creativity into their daily lives, both professional and personal. Remember, creativity is everywhere, especially in the little things of everyday life. Here are some simple ideas and rituals to put in place, step by step:
- The virtues of boredom: perceived in a negative light, boredom has the advantage of stopping routine and awakening the imagination.
- Thinking on the move: sitting at a desk in front of a computer isn’t always the best position for coming up with ideas. On the contrary, getting moving – ideally outdoors in nature, walking around – is the best way to give substance to your ideas and stimulate them.
- The benefits of paper and writing: detaching yourself from your digital tools on a daily basis allows you to return to more traditional media, anchored in reality and the present. Putting ideas down on paper is an eminently creative act in itself. It helps you step back, clarify and structure your thoughts.
- Connect with lively, inspiring places: start or punctuate your day in a café to draw new energy, visit a museum or an exhibition every week, contemplate nature…
- Feed your mind: including reading or listening to podcasts (like the Connecteur Ça reste pas entre nous) in your daily routine will feed your mind with inspiring content.
Discover 5 tips for developing your creativity with Arnaud Mizzon. Member of Le Connecteur, he is the founder of Lorbac Productions and the Filmoramax festival.
“Creativity is contagious, give it a whirl” said Albert Einstein.
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