STRUCTURAL SHIFTS IN EMPLOYMENT IN CREATIVE INDUSTRIES IN THE PROCESS OF LABOR MARKET TRANSFORMATION

Abstract

The article analyzes structural changes in employment within the creative industries of Ukraine in the context of labor market transformation.

Creative industries combine economic activity based on creative potential, intellectual capital, and the use of intangible resources, which determines the specific features of employment formation in this sector. In the context of labor market transformation, creative economic activities demonstrate increased flexibility, adaptability, and the ability to respond quickly to structural changes, which is reflected in the dynamics and structure of employment. Therefore, the analysis of employment in creative industries makes it possible not only to assess the scale of their development but also to identify key directions of transformation of the labor market as a whole.

The study applies an integrated author’s classification of creative industries, which serves as a methodological basis for further employment analysis. This approach is based on the combination of several analytical parameters, including the method of value creation, the type of final product, and the nature of interaction with consumers, allowing for a more accurate identification of creative economic activities and consideration of employment characteristics within the creative sector. The use of this classification ensures consistency between theoretical approaches and national statistical data and provides a structured framework for empirical analysis.

Based on data from the State Statistics Service of Ukraine, the dynamics of employment in classical creative activities, mixed creative industries, technological-creative activities, and digital creative industries during 2010–2022 are analyzed. The results indicate significant structural heterogeneity of employment within the creative sector. It is established that classical creative activities are characterized by high employment volatility, while digital and technological creative industries demonstrate stable and long-term growth in the number of employed persons. A gradual reallocation of employment toward digitally oriented creative industries is identified, reflecting changes in labor organization models and increasing demand for digital and creative competencies.

The findings confirm that employment in creative industries is a sensitive indicator of labor market transformation and that the proposed integrated classification is an effective analytical tool for identifying structural shifts and supporting evidence-based policy and management decisions in the field of creative economy development.