Attracting Talent in the Gig Economy
Read our summary of the Employer Branding Academy webinar on How to Attract Talent in the Gig Economy. Gain insights on what the Gig Economy is and how you prepare your employer branding and employer value proposition for the gigging workforce. In this blog post we define the Gig Economy, and explain why an ever increasing amount of workers want to gig. You find the webinar in full here.
What is The Gig Economy?
In this 2017 article Bill Wilson of the BBC define the Gig Economy as ”A labour market characterised by the prevalence of short-term contracts or freelance work, as opposed to permanent jobs… Instead of a regular wage, workers get paid for the ‘gigs’ they do”.
A fairly accurate definition. Still, the Gig Economy is a far broader concept than most people think. Uber and their likes, who let independent contractors take gigs through their platforms, are often portayed as the poster boys of this new labour market paradigm.
But, since the Gig Economy is just this – a labour market paradigm – it encompassed way more types of gigging than Uber’s. One example is Swedish telecom company Halebop. They have no stores, no permanent salespeople, and barely no marketing department. Their small marketing department instead manages an on demand team of gigstrs to execute seasonal or campaign related field marketing and sales campaigns.
“We use gigstrs to shorten our lead times, and in order to be present where are target groups are”, they said. The gigstrs are not independent contractors, but are employed via Gigstr, the platform, with fair wages and benefits.
The Gig Economy also encompasses the self-employed, freelancers, consultants and permanent employees doing in-house gigging, to name a few.
Why do workers gig?
20-30 % of the workforce in the EU and US are engaged in some type of independent work (McKinsey, 2016). This is an impressive number, and even more impressive knowing that 70 % of these workers do it as their preferred choice rather than out of necessity.
Independent work, McKinsey, 2016
In an interview with a few of our gigstrs, Dagens Media unveiled some of the motivations and rationales behind working within the Gig Economy. Gustav, 21, who combines gigging with part-time work in a local grocery store said:
“Not returning to the same workplace every day makes me motivated. Discovering new work environments and being faced with new challenges on a weekly basis stimulates me. When gigging, I can choose what type of work I want to do, and build my work-week accordingly. Additionally, I meet more fun people out gigging than I do at my regular retail job.”
Victor, 27, who is gigging full-time within marketing and PR said:
“I started gigging full-time because I like the flexibility and the variation of the assignments. You gain precious experience from multiple industries and companies. And you get to know tons of outgoing people on the gigs.”