Freelance Creative Talent Pool Grows Stronger: Survey

Posted on by Patty Odell

As the need for content and digital creative has ramped up over the last few years, so too has the need for top freelance creative talent.

About four in 10 advertising and marketing executives (39 percent) said the freelance creative talent pool has grown stronger, a new survey from staffing firm The Creative Group has found.

freelance creative talent
Thirty-nine percent of advertising and marketing executives said the freelance creative talent pool has grown stronger.

In addition, more than half of respondents (58 percent) reported that their company does employ project professionals. Among these organizations, about 14 percent of staff work on a freelance basis.

The research shows small agencies (20-49 employees) rely most heavily on project professionals: 23 percent of their employees, on average, are freelancers. In comparison, about 8 percent of staff at large companies (1,000+ employees) are project professionals.

“While freelancing is not a new concept in the creative industry, it’s becoming a more attractive career option for professionals with in-demand skills like digital marketing, web and user experience design, and content creation,” says Diane Domeyer, executive director of The Creative Group. “As hiring remains competitive, companies increasingly turn to highly skilled freelancers to fill gaps on their teams.”

As part of the survey, advertising and marketing executives were also asked to share their greatest challenge when working with creative freelancers.

There are obstacles when hiring freelancers. These tips from The Creative Group can help.

• Making the freelancers feel like part of the team (25 percent)

• Negotiating pay rates (22 percent)

• Finding skilled freelancers (19 percent)

• Communicating or collaborating effectively with freelancers

“Freelancers can play a vital role on any team, but their success depends, in part, on a solid onboarding process,” Domeyer says. “Employers should introduce them to their new colleagues on day one, include them in staff meetings and check in regularly. The more comfortable and welcomed freelancers feel, the more likely they’ll perform at their best and be happy in the role.”

Related articles:

Marketing and Advertising Talent Crisis Looms: ANA Study

Marketers are Hiring, But Recruiting Challenges Persist


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