ADVANTAGE ; BROCKHOFF Nothing beats commitment: In a recent Deloitte survey of 7,000
leaders in business and human resources, only 42 percent of respondents said they planned to
increase or significantly increase their use of contingent workers in the next three to five years—and
many leaders cited some of Brockhoff’s concerns.
It’s a pretty open secret in both
advertising and software
development that all of the best
talent is freelancing. Because
they don’t want to work for a
company. They don’t want
someone to tell them where to
be. They want to do their job.
With a freelancer network, you
can bring in snipers—people with
really specialized skills—for short
periods of time. You have kind
of an infinite bench of labor.
If someone’s not meeting
expectations, it’s easy to swap
Gigster got started because the
founders wanted to freelance but
had heard so many horror stories
from their friends. We define
the price, we define quality, and
we use peer review to figure out
when people should get paid,
so they don’t have to negotiate
all those things.
Software is eating the world.
If you’re a software company,
that’s good news. If you’re not a
software company, that’s deadly
news. Where else do you get
the DNA to compete with all of
these software companies?
Freelancers are really good at
providing answers, but I rely on
my core team to create ques-
tions and to solve problems on
a much bigger scale. I totally
disagree that all the best
people are freelancers. If you
look at their portfolios, they’re
It takes way too much time
to train all of these people.
Freelancers tend to stretch
themselves thin. They don’t
have the level of commitment,
and they don’t have skin in
the game, to put in the same
kind of effort as full-timers.
I try to make our daily work
fun, engaging, and extremely
productive, but there’s no
way I feel that I need to go
over the top to look after
freelancers—the minute you
fall in love with them, they’re
booked for another job.
Then you have to go form
with another freelancer.
It’s a time suck.
If you’re relying on freelancers
to be current, I think you have
a big flaw in your company.
DISCUSS Freelancer or Full-Timer: Which Worker Is Ideal?
Contractors and freelancers can bring agility to any workplace.
But when it comes to building your business, should you rely on such
workers—or should you place your bet on full-time staffers?
To find out, Inc. coaxed two sharp founders on opposite sides of
this issue into the ring. —CATHERINE PERLOFF
How can employers know that freelancers have the expertise their company needs?
How do you ensure that freelancers are treated the same as full- timers?
How do you get freelancers on board with your vision?
; LIBBY BROCKHOFF
CHRIS KEENE ;
Co-founder and creative director
of Odysseus Arms, a San Francisco–
based ad agency
CEO of Gigster, a freelance marketplace
for tech talent
A lot of companies rely on freelancers to modernize their operations.
“All this shit is so extra. Do we need more random, hectic-looking video games? Do we need more Bitmoji? Do we really need to use an app to print life-sized dolls of ourselves?” —@madamegandhi(the musician, artist, andactivist Kiran Gandhi, from
the live Instagram commentary she shot at Snap’sPartnerSummit this spring)
Swatting the buzzwords of business since 2014.
BY BEN SCHOTT
SHARE OF LIFE •noun
“The most powerful brands will
measure how many minutes of each
day they can meaningfully support
in their customers’ lives.”
Kill. Me. Now.
“The conscious willingness to
sacrifice future generations for
current convenience.” As Churchill
sort-of said: Never in the field of
human consumption was so much
destroyed for so many by so few.
TANTRUM CONGESTION •noun
There was a time when CEOs tried to
prepare for a stock-crashing Trump
Twitter attack. But now the insults
fly so thick and fast that the wise
thing to do is … nothing.
Source:The New York Times
Advertisers who rely on “ ‘vanity
metrics’ such as click-through
rates to measure the effectiveness of
online media.” Because the real
metric is: Do you whistle the jingle
in the shower?
Source: Internet Advertising Bureau UK