4 Ways to Attract and Retain Top Freelance Talent

Freelancing might just be the future of the workforce.

Or so it seems at least according to Upwork, the online talent marketplace. According to Freelance Forward 2022, its recent survey of a representative study of 3,000 professionals, the number of Americans engaging in freelance work was 60 million in 2022 – or 39% of the U.S. workforce – an all-time high.

COVID-19 was the catalyst for the global transition to remote work, which transformed the concept of work, the workforce, and the workplace. It also had a lingering effect on how people view their lives, jobs, and careers.

Even as COVID-19 restrictions are lifted, a large proportion of the U.S. workforce continues to reevaluate conventional ways of working and carve out alternative career paths that provide flexibility, financial stability, and fulfillment.

“I like when a company uses my services and has full trust in what I bring to the table.” —Ade Oladipo, sports reporter and broadcaster

Today, freelancers increasingly believe that having a diverse portfolio of clients or combining traditional employment with freelance work is more secure than having a single employer. 

I spoke to top-tier freelancers from the worlds of sports broadcasting, magazine journalism, and content marketing, and they shared their unique perspectives on exactly what it takes to hire and retain their sought-after services. It turns out that there’s a lot more to it than just paying them top dollar.

1. Build an excellent reputation as a freelance client. 

Ade Oladipo is an award-winning sports reporter, broadcaster, YouTube content creator, and TV/radio personality.

His primary reason for accepting a company’s offer for his freelance services is typically its excellent reputation.

“[Reputation] is probably my number one go-to, before even talking to a company,” he says. “What do other freelancers say about it? How does the company treat its freelancers? Does it communicate clearly, make timely payments, and offer repeat work where possible?”

In addition to word-of-mouth warnings, employment review sites can reveal reputational red flags concerning companies that may not otherwise be detected.

Tip: Ask current and former freelancers for social proof of good standing as a freelance client, such as testimonials and recommendations, then publish it on a public platform such as LinkedIn, your company website or similar.

2. Communicate clear work expectations.

Jessica Stillman is a prolific magazine writer, editor, and ghostwriter whose daily work life column in Inc. Magazine attracts no less than 15 million readers a year.

When it comes to continuing to work for a client, Stillman believes effective communication is the key to longevity.

“I’m happy to continue working for a client provided they clearly communicate their expectations in a timely fashion,” she says. “In other words, no massive changes at the end of a project or endless rounds of edits while the company figures out what it actually wants.”

Tip: Prepare Terms of Reference, which provide that any major changes to the work product must be mutually agreed upon in writing – with reasonable notice and remuneration for completion of additional work. Alternatively, incorporate this provision into the freelance agreement.

3. Trust freelancers’ judgment and expertise.

Nick Huber is a seasoned business journalist as well as a content strategist who specializes in conceiving and creating corporate thought leadership content, such as white papers, opinion pieces, and webinars.

Huber is keen to work with companies that entrust freelancers to excel in the work they’re hired to do.

“You would be surprised how many companies hire a freelancer and then largely ignore their advice,” he says. “Draft texts tend to get stuck in a never-ending sign-off process during the editing stage. The edits, which are made by managers, often make the text worse. This is because most managers haven’t had any writing or editing training or any experience commissioning content.”

Oladipo places a similar premium on companies trusting the judgment of freelance hires.

“I like when a company uses my services and has full trust in what I bring to the table,” he says. “This isn’t always the case, which begs the question: ‘Why did the company seek out my services in the first place?’”

Tip: Invite freelancers to attend project gatherings and voice their opinions, then audit the frequency with which ideas submitted by freelancers are implemented.

4. Integrate freelancers into the team.

When working with freelancers, it can be challenging to make freelancers feel like they’re an invaluable part of the team.

But smart companies do just that, says Huber. “They make them feel valued, which will probably result in them getting better value from the freelancers. The freelance arrangement could even convert into a retainer or long-term working relationship.”

But bringing freelancers into the fold should have its limitations.

While freelancers want to feel like they’re part of the team, they don’t necessarily want their involvement to be compulsory. After all, this is a much coveted freedom that freelancers enjoy.

Tip: Give freelancers the option to participate in work activities that make them feel part of the team, such as team meetings, brainstorming sessions, and team bonding.

When are freelancers likely to recommend a company as a freelance client?

It’s one thing to work for a freelance client and another to recommend them.

In the current economic climate, two bespoke work benefits may prompt a freelancer to recommend a company to their peers:

1. Access to professional development opportunities.

This includes resources such as e-learning courses, webinars, and workshops.

2. Access to health insurance policy information for freelancers.

Companies partner with an insurance broker, which matches freelancers with insurance plans. Companies provide access to the insurance marketplace and freelancers foot the insurance bill. 

The good news for small-business owners is that attracting and retaining top freelance talent doesn’t necessitate big brand budgets.

These freelancers unanimously agree that offering competitive freelance rates, making timely invoice payments, demonstrating a high level of responsiveness and being easy to work with amount to one client characteristic – consideration.

And consideration doesn’t cost, so small-business owners needn’t lose out on hiring the best freelance talent in the market. 

Photo: Getty Images