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Dave Bentley's (Cavalry) presentation at Mumbrella SAGE
- 1. The future of expertise in creative services CEO & CO-FOUNDER - DAVE BENTLEY cavalryfreelancing.com
- 2. Techniques to Make Freelancers Work for Your Agency 9
- 3. Last 2 yearsFirst 17 years
- 4. Our vision is to unlock the way freelancers are sourced and managed across the advertising & marketing landscape The future of freelance expertise in creative services 2200 Local Freelancers 290 Local Agencies & Companies
- 5. Your reliance on freelancers is likely to grow, not diminish Accept freelancing as a strategic necessity and the need to build robust capabilities 1
- 6. Freelance demand is doubling every 3 years 0% 13% 25% 38% 50% 2014 2017 2020 48% 19% 9% Large companies in Australia planning a +20% contingent workforce Getting Trendy 2017 - How large organisations are driving the growth of the contingent workforce, Expert 360, 2018 Internalisation of marketing Cost control Strategic projects GIG ECONOMY DRIVERS
- 7. The Advertising Industry also has unique dynamics driving up Freelance demand Revenue volatility from less retainers and more projects Not enough budget to afford expanding expertise Greater reliance on Freelancers
- 8. The traditional order in marketing is being redefined by the growth of the gig economy Brands / Tech companies Agency / Prod. Co Freelancer Agency / Prod. Co Freelancer Brands / Tech companies Agency / Prod. Co Freelancer Agency / Prod. Co FreelancerFreelancer Freelancer
- 9. Talent loves Freelancing too No amount could 18% $100,000+ 29% $75,00-$99,999 9% $50,000-$74,999 20% $20,000-$49,999 15% $5,000-$19,999 9% Extra pay to go back into a full time role? Why do you prefer freelancing? Flexibility 32% Salary Potential 15% Diversity 16% Career opps 2% I don’t 11% I'm my own boss 23% Freelancing in Australia 2018 Report, Expert360 2018
- 10. And freelancers are growing in Australia Source: Centre for Future Work calculations from ABS Catalogue 6333.0, Table 2.3. 22% 23% 24% 25% 26% 2012 2017 25.1% 23.1% Share of Casual workers in Australia
- 11. Yet, no one likes finding freelancers in the creative services industry Stressful Expensive Unreliable Time consuming
- 12. The industry is complex, parochial, and historically resistant to innovation No easy way to keep track of freelancers Availability is often unknown Lots of skills & market conditions Quality is paramount & nuanced Fragmented Imperfect sources
- 13. With a growing reliance on freelancers, Companies need a smarter more robust solution Earlier visibility of Availability Intelligence on market conditions to influence decision making Reviewable Industry standard quality markers Centralised access to industry freelancers A simple way to manage a freelance team No easy way to keep track of freelancers Availability is often unknown Lots of skills & market conditions Quality is paramount & nuanced Fragmented Imperfect sources
- 14. Don’t let short lead times screw you Start searching early 2
- 15. The best freelancers are never free
- 16. Short lead times impact quality and capacity tomorrow 2 days 1 week 2 weeks 3 weeks 4 weeks 5 weeks 3% 10% 15% 30% 50% 60% 70% Access to best people Access to good people Spray and prey Available Freelancers
- 17. And stress levels tomorrow 2 days 1 week 2 weeks 3 weeks 4 weeks 5 weeks 3% 10% 15% 30% 50% 60% 70% Effort, Stress, time
- 18. 0 0.25 0.5 0.75 1 tomorrow 2 days 1 week 2 weeks 3 weeks 4 weeks 5 weeks 100% 100% 80% 70% 70% 70% 60% When to Search Available Freelancers “When, not if” Confidence of project going ahead Start Search Book here
- 19. Audit your general freelance needs and get ahead of them Build a freelancer Roster and establish a workflow to monitor & replenish your freelance team 3
- 20. BOTTOM UP Capacity planning Audit Framework TOP DOWN Strategic skillset planning Cost controlling FREELANCE NEEDS x2 TO ACCOUNT FOR AVAILABILITY ISSUES
- 21. Skills needed to execute your vision of tomorrow Skills we sell Film & Content Data Marketin g Growth Trad. Media Perf. Media Strategy Account Creative PM/ Producer Design Front end Backend Analytics CX / UX App QA Manager Lead/ Strat Senior Mid Junior Leadership team The Now Current Revenue Typical program of work Full Time Team The future Strategically important Sporadic projects Requires expertise in skill Can’t justify FTE’s The future Strategically important Sporadic projects Requires expertise in skill Can’t justify FTE’s
- 22. Skills needed to execute your vision of tomorrow Film & Content Data Marketing Growth Trad. Media Perf. Media Strategy Account Creative PM/ Producer Design Front end Backend Analytics CX / UX App QA Manager 1 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 Lead/ Strat 1 1 1 1 1 0 0 0 0 0 0 1 1 1 1 1 Senior 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 Mid 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Skills we sell
- 23. Skills needed to manage capacity issues of today (most freelancers in a month in past year) Film & Content Data Marketing Growth Trad. Media Perf. Media Strategy Account Creative PM/ Producer Design Front end Backend Analytics CX / UX App QA Manager 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Lead/ Strat 1 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 Senior 0 0 0 1 1 2 1 3 2 3 3 1 1 1 1 1 Mid 1 0 0 0 0 1 2 1 2 2 2 2 0 0 2 1 Skills we sell
- 24. Freelance requirements (x 2 to account for availability issues) Film & Content Data Marketing Growth Trad. Media Perf. Media Strategy Account Creative PM/ Producer Design Front end Backend Analytics CX / UX App QA Manager 2 0 0 0 0 0 0 0 0 0 0 0 0 2 0 0 Lead/ Strat 4 2 2 2 2 0 0 0 0 0 0 2 2 4 2 2 Senior 0 0 0 2 2 4 2 6 4 6 6 2 2 4 2 2 Mid 2 0 0 0 0 2 4 2 4 4 4 4 0 0 4 2 Total Pool 8 2 2 4 4 6 6 8 8 10 10 8 4 10 8 6 Skills we sell
- 25. Proactively build a Roster of preferred freelancers 1. Easily maintainable & shareable 2. Contact freelancers directly & quickly 3. Keep notes (rates, performance) 4. View availability 5. Freelancers manage their details 6. Book directly
- 27. tomorrow 2 days 1 week 2 weeks 3 weeks 4 weeks 5 weeks 3% 10% 15% 30% 50% 60% 70% With no lead times, you gain access to the best people!! Best people Good people Spray and prey Available Freelancers
- 28. Implement a ‘light touch’ always on Roster building process Make 3 interviews a weekly routine Source Via low effort channels - marketplaces, job ad platforms, social channels Add to Roster 1 2 3 Est relationships 4 Vet
- 30. Internal Ratings Availability Book & Message Recommended available freelancers Add discipline groups Intelligent Roster MARCH RELEASE Number of freelancers to build towards
- 31. Market conditions vary dramatically for freelancers Adjust planning and mindset for different disciplines 4
- 32. Market conditions & dynamics TYPICAL GIG LENGTH DAYS WEEKS MONTHS SCARCITY (DEMAND & SUPPLY) FEW MANY TIME PERIOD FROM BRIEF TO BOOKING 1 2 3 4 5+ Weeks
- 33. Design 33 MARKET TYPICAL GIG LENGTH FEW MANY DAYS WEEKS MONTHS TIME PERIOD FROM BRIEF TO BOOKING 1 2 3 4 5+Weeks MARKET TYPICAL GIG LENGTH FEW MANY DAYS WEEKS MONTHS TIME PERIOD FROM BRIEF TO BOOKING 1 2 3 4 5+Weeks UX & UI Design MARKET TYPICAL GIG LENGTH FEW MANY DAYS WEEKS MONTHS TIME PERIOD FROM BRIEF TO BOOKING 1 2 3 4 5+Weeks Creative MARKET FEW MANY TYPICAL GIG LENGTH DAYS WEEKS MONTHS TIME PERIOD FROM BRIEF TO BOOKING 1 2 3 4 5+Weeks Technology FREELANCER MARKETCOMPANY MARKET COMPANY MARKET FREELANCER MARKET Source: Cavalry member data 2018
- 34. Brief to booking time on Cavalry - By Expertise Brief to Booking Time Expertise Design AccountManagement Creative ProjectManagement Strategy Technology UXDesigner Media 1 wk 1 wk 1 wk 2 wks 2 wks 3 wks 3 wks 3-4 wks Source: Cavalry member data 2018
- 35. Brief to booking time on Cavalry - By Gig Period 0-10days 11-20days 21-30days 31-40days 41-50days +50days 1 wk 1 wk 1 wk 2 wks 2 wks 3-4 wks Brief to Booking Time Gig Period Source: Cavalry member data 2018
- 36. Rates vary significantly across disciplines and locations Research rates and budget to afford the right freelancer for the right period 5
- 37. Rates vary significantly by discipline Discipline Average Rate Film Director 1081 Market Researcher 1006 Consumer Planner 950 Strategy Director 919 Photographer 882 CX Strategist 879 Cinematographer 867 Sound Engineer 825 Program Manager 817 Service Designer 802 Camera Operator 767 Delivery Director 750 Production Manager 746 Client Services Director 731 Business Analyst 720 Discipline Average Rate Comms Strategist 718 Creative Director 707 Architect 705 Digital Strategist 669 Content Producer 637 Growth Marketer 635 Design Researcher 620 Project Manager 611 Retoucher 608 Information Architect 602 Art Director 589 Script Writer 581 UI Designer 567 UX Designer 557 Design Director 556 Discipline Average Rate Editor 554 PPC Manager 551 Front End Developer 551 Industrial Designer 550 Digital Media Planner 550 Tech Director 544 Digital Producer 534 Back End Developer 525 Copywriter 513 Android Developer 509 Traditional Media Planner 502 iOS Developer 498 Branding Designer 491 Animator 486 Finished Artist 470 Discipline Average Rate Community Manager 470 Social Media Strategist 468 Content Manager 462 Journalist 459 Event Producer 440 PR Strategist 440 Account Manager 437 SEO Manager 433 Set Designer 425 Performance Media Strategist 413 Illustrator 413 Traffic & Operations 411 Graphic Designer 408 Tester 327 AVERAGE RATES PER DISCIPLINE Source: Cavalry member data 2018
- 38. Rates vary significantly by location Sydney Melbourne Brisbane Design 617 462 558 UI & UX 648 688 674 Creative 593 490 417 Delivery 582 609 388 Media 499 477 477 Strategy 771 713 729 Technology 618 417 532 Film & content 783 690 411 AVERAGE RATES PER DISCIPLINE Source: Cavalry member data 2018
- 39. Track down a freelance rate guides
- 40. Freelancers don’t see the working week in the same way you do Consider maximising when freelancers want to work 6
- 41. Times of week freelancers prefer to work Monday Tuesday Wednesday Thursday Friday Saturday Sunday Morning 81% 83% 84% 83% 82% 24% 24% Afternoon 78% 80% 80% 80% 79% 21% 21% Evening 35% 35% 35% 35% 31% 19% 19% Source: Cavalry member data 2018
- 42. Different channels to find freelancers are useful in different scenarios Agree freelance sources for different scenarios 7
- 43. Immediate Access to freelancers Representative of local market Quality markers Availability Value for money Support Referrals Cavalry LinkedIn Search/ Social LinkedIn Job Posting Recruiters Seek FAFF Fragmented Imperfect sources for freelancers xx x x x x x x x x x xx x x x
- 44. Agree freelance sources for different scenarios Building your Roster Standard Role We need in 3-4 weeks Tricky Brief Good amount of time Tricky Brief We need it next week FREE OR NEAR FREE, TRUSTED SOURCES, LOW VOLUME HYPER TARGETED, INTENSIVE, MANUAL, HIGH COST ON SUCCESS REACH HIGH VOLUME EASILY, CURATED RECOMMENDATIONS, REASONABLE COST PAID ON SUCCESS HIGH REACH, TARGETED, UPFRONT COST
- 45. Agree freelance sources for different scenarios Building your Roster Standard Role We need in 3-4 weeks Tricky Brief Good amount of time Tricky Brief We need it next week Staff, Freelancer and Industry colleagues (incentivise) Social channels, LinkedIn Search, FAFF Trusted kick ass recruiter Marketplaces Seek
- 46. Local talent marketplaces out there Design, Creative, digital and media talent Models, Influencers, Photographers PR and Comms specialists Event and hospitality staff
- 47. Marketplaces combine ease, high reach and quality curation System curates applications and recommends best candidates based on quality markers built over time 1000s of freelancersFREELANCER APPLIEs RECOMMENDS BEST FREELANCERS GIG ALERT TO EXACT AREA OF COMMUNITY SIMPLE MANAGEMENT DASHBOARD
- 48. Know how to evaluate freelancers Adjust planning for different disciplines 8
- 49. 49 EXAMPLES OF WORK WHO THINKS THEY’RE GREAT EDUCATION AWARDS / ACCOLADES EXPERTISE CULTURAL FIT SUBJECT EXPERTISE AVAILABILITY BINARY WORTH TALKING TO STRONG INDICATORS AUTOMATIC ENTRY (OR NOT) WHERE THEY’VE WORKED APPROACH RATE WHAT ROSTERS ARE THEY ON?
- 50. Great in, great out Create an environment with the freelancer for success & a long term relationship 9
- 51. Create an environment for success & a long term relationship • Motivating to the point Job Descriptions • Good briefing, documentation and Q&A • Reasonable timeframes • Fair rates PRE • Leadership and team support • Productivity technology stack conducive to collaboration & remote working DURING • Credit freelancers on projects • Pay them on reasonable terms • Establish ongoing relationship • Involve them in company events POST Treat freelancers how you want clients to treat you!
- 52. 1. Your reliance on freelancers is likely to grow, not diminish Accept freelancing as a strategic necessity and the need to build robust capabilities 2. Don’t let short lead times screw you Start searching early 3. Audit your general freelance needs and get ahead of them Build a freelancer Roster and establish a workflow to monitor & replenish your freelance team 4. Market conditions vary dramatically for freelancers Adjust planning and mindset for different disciplines 5. Freelancers don’t see the working week in the same way you do Consider maximising when freelancers want to work 6. Rates vary significantly across disciplines and locations Research rates and budget to afford the right freelancer for the right period 7. Different channels to find freelancers are useful in different scenarios Agree freelance sources for different scenarios 8. Know how to evaluate freelancers Adjust planning for different disciplines 9. Great in, great out Create an environment with the freelancer for success & a long term relationship 9 Techniques to Make Freelancers Work for Your Agency
- 53. The future of freelance expertise in the creative services industry cavalryfreelancing.com 0435 341 506 dave@cavalryfreelancing.com Thanks!!