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The number of communication freelances considering interim roles has seen a significant increase over the past 12 months. This was one of the key findings of an Institute of Internal Communication online survey looking at the current climate for freelance members. 35 per cent of respondents said that they were more likely to seek an interim role now than 12 months ago, with only 9 per cent saying this was less likely. Commenting on the findings, Deenita Pattni, IoIC’s London regional director and head of content and agency at recruitment consultancy Xchangeteam, said: “There has definitely been a decline in freelance opportunities within the communications sector since 2008 and freelances who would normally get booked months in advance through their own contact base, have gone the recruitment consultancy route to find additional work – some even happy to consider permanent roles as an option. “But the tide is now turning and the value that freelances add to a business is starting to be recognised again. The rise of digital communications has also led to businesses needing freelances to cover interim projects.” However, conditions in the sector have not encouraged freelances to promote their services through e-auction sites, with 98 per cent turning their back on this method and the views of 72 per cent on this subject remaining unchanged over the past 12 months. One IoIC freelance member, Alison Harmer, said: “Auctioning sites provide a platform for all kinds of people. Unfortunately, in these trying times, they can unbalance the market by providing hundreds of unprofessional, cheap writers who undercut the professionals and do themselves no favours in the long run.” Despite the challenges, 33 per cent of respondents said that they felt positive about prospects for freelances over the next 12 months (with 38 per cent feeling neither positive nor negative). However, 35 per cent felt less positive looking forward than they had over the previous year. Unsurprisingly, 63 per cent said that their biggest challenge was getting sufficient work, followed by getting satisfactory rates of pay (15 per cent) and coping with heavy workloads (13 per cent). Respondents cited the most valuable ways of maintaining satisfactory work levels within a challenging environment as diversification (38 per cent of respondents), networking (38 per cent) and marketing services in a variety of ways (19 per cent) In identifying the factors that made for a positive, fruitful client/freelance relationship, 43 per cent stressed honesty on both sides, followed by good briefing (35 per cent) and regular, face-to-face meetings (14 per cent). IoIC chief executive Steve Doswell commented: “It’s heartening to see that IoIC freelances seem to be holding their own, despite the challenging nature of the economic climate. Their comments suggest that key strategies for success now and in planning for the future include a continued focus on high professional standards and quality, along with flexibility and maintaining a sense of one’s own value in the face of the market’s downward pressure on rates.” Note: 43 (51 per cent) of IoIC’s 85 freelance members responded to this survey.
The full survey findings: Institute of Internal Communication Freelance Survey
1) How do you feel about prospects for freelances over the next 12 months? Positive 33.3% Negative 28.6% Neither positive nor negative 38.1%
2) How does this compare with your perceptions of the last 12 months? Better 16.3% Worse 34.9% No charge 48.8%
3) What is the main challenge you face at the moment in your freelance work? Coping with heavy workloads 12.5% Dealing with demanding clients 5.0% Dealing satisfactorily with admin/IT/ accounting issues 5.0% Getting sufficient work 62.5% Getting satisfactory rates of pay 15.0% Getting paid 0.0%
4) Is late payment a problem for you? Often 18.6% Sometimes 23.3% Rarely 58.1%
5) Have you ever obtained work through a website that auctions freelance services? Yes 2.3% No 97.7%
6) What do you see as the key to maintaining satisfactory levels within a challenging environment? Networking 38.1% Marketing services in Diversification, seeking Not letting fee rates drop 4.8%
7) How does the likelihood of you promoting your services via an auction site now differ from a year ago? More likely 9.3% Less likely 18.6% No change 72.1%
8) How does the likelihood of you seeking an interim role now differ from a year ago? More likely 34.9% Less likely 9.3% No change 55.8%
9. In your opinion, what is the key factor that makes for a positive, fruitful client/freelance relationship? Good briefing 35.1% Honesty on both sides 43.2% Regular, face-to-face meetings 13.5% Respect for deadlines 2.7% Understanding the target audience 5.4%
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