As a follow-up to the previous article discussing employer branding strategies to attract talent within the gig economy, focus should also be made to retain this said talent in order to ensure that a long-term vision is satisfied. Communicating effectively what the company promises and what it stands for is one thing, but delivering on that promise demands a whole new discipline for consistency.
Some companies might take for granted the importance of retaining their freelance workers - a common mentality is that such workers come and go, and do not form a solid and steady part of the team. On the contrary, a lot should be taken into account when it comes to shaping a talent retention approach for this segment of workers.
‘Companies should thus ensure that their gig workers are well heard, taken seriously and not left in the dark.’
Ensuring Gig Working Satisfaction
To start with, gig workers do not have fixed, long-term contracts. These professionals work on project-based terms, meaning that their contribution is done in stages, giving them an extended liberty over their full-time colleagues. This liberty should certainly not go unnoticed, as if for various reasons a gig worker does not feel that there is not enough clear communication, respect and acknowledgment in their working relationship with a company, they can very easily up and leave to that company’s competitors. It is true, that such professionals should maintain their professional profile by not spilling any sensitive or confidential information all over the rest of the market. After all, these individuals have a reputation to uphold, especially since they also rely on referrals and word of mouth in their freelance working nature. However, this does not mean that they are not free to seek greener pastures should they feel unsatisfied in their current role.
Companies should thus ensure that their gig workers are well heard, taken seriously and not left in the dark. This could be done by scheduling meetings for updates and progress, being open to new ideas suggested by the gig worker and allocating financial bonuses when due. In its essence, communication is key, meaning that the approach should be honest and open-minded.
‘Companies should therefore acknowledge that these individuals also become brand ambassadors for the company.’
Assuring Gig Workers’ Value & Job Security
As retaining gig economy talent means maintaining a working relationship which promotes a long-term vision, companies should therefore acknowledge that these individuals also become brand ambassadors for the company. This means that companies should work to as much as possible make their gig workers feels secure in their jobs, this to in turn have them feeling comfortable and confident whilst carrying out their responsibilities. Although gig workers are based on short-contracts, this does not mean that they do not seek long-term work with their clients. Their ability to progress and improve on their work means a great deal to any professional looking to leave their mark. Since gig workers are somewhat considered to be their own boss, their working nature is centred on complete task ownership.
‘Gig workers want to feel valued as much as any other employee - transparency and equality are two vital components to maintaining great working relationships’
Their capacity to carry out their tasks at their own will and pace means that they are well organised professionals who mean business. It would be wise for companies to be open when approaching gig workers and communicate their vision accordingly in order to align this vision with the gig worker in the hope for a long-term collaboration. Gig workers want to feel valued as much as any other employee - transparency and equality are two vital components to maintaining great working relationships. As any other employee, gig workers want to know that the company values their contribution, thus communicating job security is important to form a great working experience for gig workers.
‘As any other employee, gig workers want to know that the company values their contribution, thus communicating job security is important to form a great working experience for gig workers.’
Employer Branding Benefits
Gig workers who feel they are a part of something big will go on to promote the work they do for the company they are working for, and thus this serves as a great employer branding tool in itself, apart from contributing to the brand’s overall image. On the flip side, gig workers network amongst themselves, so if a company does not treat their gig worker with respect or consideration, it is most likely that that gig worker will mention their experience to their fellow freelance colleagues.
It is thus essential that companies maintain a great working relationship status with all their freelancers to both attract and retain gig working talent down the line.