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Perspectives from Freelancers and Companies on the Need for Quality Standards for Hiring, Onboarding, and Delivery.
As part of our continued exploration of how freelancers and the companies that hire them come together to get great work done, we’re taking a deep dive into each of the five recommendations that came out of our 2024 Team Up Report.
The overall finding that freelancers and companies are satisfied cannot be underscored. With the number of freelancers growing rapidly—it’s predicted that 50.9% of the U.S. workforce will be freelance by 2027 (Statista)—it’s good news that both sides of the equation in the marketing world are satisfied.
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Much of this satisfaction is due in part to the fact that freelancers enjoy a work life with flexibility and autonomy, and that companies benefit from being able to get work done amid talent shortages, budget cuts, and skills gaps. Challenges do exist, however; and often revolve around inefficient processes that affect both freelancers and companies.
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The Freelancer Perspective on Process
It was not surprising to us that inefficient processes were a source of frustration. Marketing work can be complex, and coordination across internal and external talent as well as across departments can be challenging. Standardizing processes is essential to improving both the freelancer experience and overall marketing performance.
A top challenge cited by 38% of the freelancers we surveyed was lack of clarity. Relatedly, a majority of freelancers, 63%, said the project briefing process was lacking in some way, whether it was unorganized or just not thorough enough.
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In a follow-up survey of freelancers, many cited issues with clients not having the scope figured out before presenting the briefing or not understanding the tools that needed to be in place prior to starting work. Freelance Marketing Account & Media Director LaToya Lester noted that a successful project briefing should “answer the 5 Ws—Who, What, When, Where, and Why—plus How.”
Freelance Project Manager CJ Martini stated his requirements include the “JD [job description], rates, timeline expectations, and communications preferences being provided.”
Oftentimes, freelancers are brought in to quickly tackle a project that can’t be done by the internal team due to a lack of skill or bandwidth. It’s a rush job and companies need a freelancer to get started right away. Operational challenges—which often arise in a rushed environment—can really damage a relationship though. 63% of freelancers put them as the top reason to avoid working with a client again.
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On a positive note, onboarding is generally seen as professional and organized. The main opportunity here is to standardize and add automation that could speed it up and ensure consistency.
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The Company Perspective on Process
Marketing leaders at the companies we surveyed do seem to be aware of their process challenges. Many of the issues stem from the fact that companies view internal and external resources differently and the process and standards they have for full-time employees don’t always happen for freelancers.
For example, almost half of companies said they could do a better job integrating freelancers into the team by providing clear guidelines and support in resolving work-related issues.
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As on the freelancer side, assignment briefings tended to be an area with a lot of opportunities for improvement, according to companies. 43% admit there could be better organization and thoroughness, while only 38% rate the briefing process as successful.
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Top 3 Recommendations to Smooth Out Key Processes
- Never underestimate the value of a complete job description. Your interaction with a freelancer starts before you hire them, so it's crucial to be thorough from the beginning. Comprehensive job descriptions that effectively promote the position and establish clear expectations for qualifications and results will attract better candidates who understand the role they are applying for.
- Set Talent Experience Service Level Agreements (SLAs) that guide every engagement. After selecting a freelancer, the onboarding process should be designed to set them up for success. This involves outlining a process for addressing HR/Admin issues such as payment, technology, or building access. Likewise, the off boarding process should be outlined to ensure a seamless transition and preserve a positive relationship. This should encompass a plan for project handoff and documentation, a knowledge transfer session, final deliverables and review, payment, and an exit interview to gather feedback.
- Set freelancers up for work success. It's crucial to establish clear briefing standards that are consistently applied across all projects. These standards ensure that freelancers receive comprehensive and uniform information, allowing them to understand the project scope, objectives, and deliverables right from the start. As part of this, clarifying the ways of working with the team is essential. Freelancers should be informed about the level of collaboration expected, any required meetings, and the specific tools or platforms they need to use.
By providing this clarity upfront, freelancers can seamlessly integrate into the team, work efficiently, and deliver high-quality results. Moreover, they can become a long-lasting partner in your success.
Check out our other Team Up Deep Dives:
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For this research, Wripple partnered with MDRG, a market research firm that takes a white-glove approach to helping organizations like Coca-Cola, T-Mobile, and Microsoft craft custom research that informs strategy and planning across brand, product, experience, and advertising.
MDRG is a member of Wripple's Agency Portal where independent agencies with specialized expertise can be matched with clients across a range of marketing needs.
Learn more at mdrginc.com
