Freelancers fill gaps as marketers cut staff
NEW YORK, UNITED STATES — Marketing leaders increasingly hire freelancers to fill skill gaps as staff cuts leave holes, but employees resist returning to offices, a Fiverr Pro survey shows.
The survey of 502 marketing professionals and 1,009 employees in the United States (U.S.) found 85% of leaders reduced staff in 2022, leaving gaps like Marketing Manager (37%), Digital Marketing (31%), and Market Research (30%). In response, 83% hired freelancers for expertise.
“The unpredictability of the U.S. economy has forced many marketing leaders to lay off full-time workers, which has left entire teams with missing roles that impact productivity,” said General Manager of Fiverr Pro, Shai-Lee Spigelman.
“As these leaders look to stabilize their business and fill those gaps, we’re seeing freelancers as a solution that positively benefits the entire team.”
On average, 45% of marketing teams now include freelancers, with 54% of companies hiring more this year. Top freelancer benefits were supporting staff (63%), tackling projects (57%), and accessing new skills (56%).
However, 61% of professionals considered freelancing due to return-to-office policies, though 85% of leaders believed in them. Flexibility (53%) and less commuting (43%) were key motivations.
“I urge marketing leaders who are building their teams and planning their 2024 strategies to seriously consider these new workforce challenges and the impact they may have on the future of their organizations,” Spigelman added.
