A company's success in the market is directly correlated to having the right talent working on the right problems. The freelance economy offers nearly limitless workforce possibilities, with a global workforce of 435 million independent contractors that can be hired in days, according to the World Bank. In the United States, there are 73.5 million freelancers today, and Statista estimates that by 2027, 50.9% of the US workforce will be freelancing.

Although this trend is best documented in the US, it's evident globally. For instance, the number of registered freelancers in Saudi Arabia surged by 157% from 2020 to August 2023, now making up nearly 19% of the kingdom’s labour force, according to press reports. Furthermore, a poll conducted last year by Middle Eastern recruiter Bayt found that 86% of employers in the Middle East and North Africa planned to hire freelancers in 2023, and approximately 89% of respondents expressed a desire to do more freelance work.

Perfect for SMBs

As SMBs grow and make strategic pivots, they're more likely to experience sudden talent gaps. Such companies often have specific projects requiring a specialist's expertise, in which case there's no need to incur salary costs and employee benefits. Hiring an on-demand experienced freelancer allows access to a specialist who can complete the task efficiently, often within weeks.

For instance, a startup founder might need to announce a fundraising round to attract investors and follow up with media interviews a few months later to build brand awareness. While constructing a company's image is a long-term effort, some prefer to seek professional help intermittently over an extended period. Companies can repeatedly engage the same market-savvy experts, who offer clients a smorgasbord of PR services, performing them swiftly, efficiently, and without bureaucracy.

Even more advantageously, niche agencies and freelancers often strive to deliver as much added value as possible in their effort to win a new client. Thus, even the first call or an introductory meeting with a potential agency partner can be incredibly insightful and cost-free.

My team was recently contacted by a company producing electric bicycles. They were unhappy with the results of a local event, where only a few journalists attended, and most were from lower-tier publications. The overall outreach was minimal. During our first meeting, we explained how to effectively invite press to such events and evaluated whether the company needed those at all at the current stage of localisation.

It’s worth mentioning, that the demand for freelance PR specialists is surging beyond startups and is now reaching even well-funded companies. This year, I worked as a freelancer with a company that had over $20 million in investments, and they specifically requested PR services.

Access to Top Talent of the Sphere

Extensive experience is another hallmark of freelancers. Working across a diverse range of projects and clients grants them a deep understanding of market dynamics and a broad industry perspective. This agility stands in stark contrast to the often-siloed experience of in-house employees. Hiring a full-time PR person, for example, might limit your growth trajectory, as their expertise is concentrated in a specific area.

Data from a 2024 Malt survey of 5000 European freelancers supports this. The survey found that 65% of freelancers perceive themselves as having a higher skill level compared to their clients' employees. It's important to note that a slight majority (51%) of Malt's freelance clients are smaller companies (fewer than 250 employees) which may have fewer resources or access to top talent. Additionally, the majority of Malt freelancers (53%) have over 7 years of experience freelancing.

Higher Competition for Higher Quality

As the freelance industry booms, the pool of skilled freelancers is growing, leading to higher expectations for their work. Companies are already streamlining their freelance options, favouring top-tier talent in this competitive market. This increased demand for quality inevitably drives up the standard of freelance services.

An example to illustrate this is Upwork's Talent Marketplace, which features a "Top Rated" and "Top Rated Plus" program. These programs highlight freelancers who have consistently delivered high-quality work and have received excellent feedback from clients. Companies using Upwork are more likely to choose these top-rated freelancers, pushing others to improve their skills and service quality to compete.

Continuous Investing in Skills for Long-Term Growth

The flexibility of freelancers demands high adaptability skills from them. They must constantly evolve to stay competitive in a dynamic market. While a significant portion of their time is dedicated to client projects (according to Malt, the majority), successful freelancers also invest strategically in themselves. On average, they dedicate 10% of their time to honing their skills. Interestingly, personal interest is the primary driver for this investment (68%), followed closely by a focus on adapting to changing client needs (49%) and staying current with new business trends (45%).

Upskilling continues to be important for PR professionals. The industry is more competitive than ever, and employers are looking for people who have skills that match this. PR can include influencer marketing, copywriting, data collection, media relations – the list is endless. So having a standout skill can take you from a ‘jack of all trades’ to ‘master of many.

Personally, I'm constantly seeking out new trends, ideas, and tools while also keeping an eye on what other industry players are doing. For instance, Roxhill offers a wealth of resources, including social feeds, webinars, and online pitching tools, which I find incredibly useful not only for PR professionals but also for specialists in related fields, as well as startup founders.

Expert Network Impact: Delivering More Than Skills

This commitment to growth extends beyond individual freelancers. Many choose to take the next step by establishing their own niche agencies. This allows them to leverage their expertise and leadership skills, remaining on the executive track while retaining the independence they value. These agencies function as a network, offering access to a pool of high-quality contractors when needed.

Niche agencies, in particular, take their reputation very seriously. Facing fiercer competition and the constant battle for clients, they prioritise exceptional service delivery, superior flexibility, and a deep understanding of client needs, ensuring a perfect fit for each project.

In Conclusion

The gig economy is experiencing unprecedented momentum. Even large enterprises are starting to recognise the value of freelance specialists. The Malt survey shows big companies provided nearly half of all freelance work in 2023 (34% for German and 51% for French freelancers), a significant jump from 2021 (20% and 14% respectively).

This trend highlights the growing need for "strategic doers" in the freelance market, especially in PR. Startups and resource-constrained companies seek more than just task executors. They need strategic partners who see the bigger picture, offer insightful challenges, and deliver essential tasks like building relationships, crafting narratives, and driving engagement. Securing a skilled "strategic doer" freelancer can be a game-changer for these companies.