No they don't, they hire the same people they always have. Because the best writers in the world usually like having creative control. We already know the story is "you're the last of your kind" (too many to count) and a wise old man will teach you the ways of the force magic dragoborn in order to defeat the empire Voldemort Sauron the dragons.
Oh, and the "30 seconds of fun" is a reference to one of the basic tenets of game design. Get 30 seconds of fun that the player can repeat over and over and you've got yourself a game. Everyone buys it to have their "30 seconds" of fun, however many of them a game may contain and however many times you may do it, it's still what you're doing.
Yea, it might be difficult for you to imagine, but not all creatives are interested in doing the same thing with their careers. By your assumption, anyone working as a team on anything must be doing it purely because they have no other option, rather than what we know to be true, that there are many people out there that would love to work in the game industry and on a project with a team of other creative individuals. There is amazing talent out there for the game industry, in all categories.
As for the story... yes of course it has some archetypes in it. What stories don't? If you create a story that has absolutely no archetypes(or those used very rarely), you run the risk of making it very alien and complicated. A viable option, if that is what you want, but I don't think that is what they are going for here. Also, archetypes, which exist in nearly all good stories, doesn't mean its not creative. Its just the scaffolding.
Yes, I know what you were referring to, what I'm saying is that the "30 second" repeatable content is not important to me, its the content that lets me keep redoing that 30 seconds that matters, AKA story, exploration, and whatever else. I'd think Skyrim's "30 Secs" is obviously. Just like Morrowind and Oblivion, it'll be combat. Like always, random encounters, story quests, and dragons. Why would it be anything else?