Talented and prolific freelancers have a wealth of diverse knowledge and experience. Not only in creative execution but also in team dynamics, agency culture, creative process, project management and the general day-to-day challenges of running a creative business.
Unfortunately, the engagement of freelancers is often characterised by disconnect. Set to task at the earliest opportunity to secure value for money while kept at arms length in an attempt to protect the integrity of the wider team, the relationship between agency and freelancer can be seen as fleeting and not worthy of investment.
Freelancers often, and perhaps naturally, feel distant from the in-house team, while the in-house team can view them as a necessary evil, or perhaps unwelcome competition. Let’s be honest, the reason a freelancer is commissioned in the first place is to fill a skills or resource gap that the in-house team would naturally be more comfortable filling themselves.
Our starting point then is one of exclusion, instead of inclusion.
As an ex-freelancer and now agency owner, I know a healthier and more fruitful relationship can be achieved if we take the opportunity to better integrate and engage freelancers into agency workflow. Our attitude to freelancing can create an opportunity to affect wider agency culture positively and nurture a more productive, collaborative and sustainable partnership.
It is not just a matter of skill; it’s a matter of focus and intent.
As a freelancer
Open up
Reach out and let the agency know you’re keen to contribute over and above the standard expectation of the commission. If you’re feeling super confident this could be in a team project meeting, or pull the point person aside for a quick one-to-one. Either way, you must ensure the agency is open to your input. Don’t be shy; you have a lot to offer and a duty to share knowledge.
Think employee
This may feel a little strange since you have chosen freelancing as a career, but taking an employee approach to work will help you engage more. Look for ways to support the agency in areas other than those related to your brief. This could be anything from offering insight on a methodology for a creative workshop or sharing a software shortcut with a colleague. Make yourself indispensable to the agency for the short time you’re there.
Be flexible
In a creative studio, things can change quickly. You may be moved from one project to another at a moment’s notice, which affects your focus, progress and general emotional state. Find ways to nurture a calm and mindful approach to each day. Be present and focused in all your interactions. Ensure you’re ready to change and adapt as required. Remember: your role is to support. This level of professionalism will serve you well.
Set boundaries
An ideal working environment would be one of open collaboration, objective criticism and positive problem-solving for all involved. Unfortunately, the reality can be somewhat different and being an outsider can compound this, so keep your interactions light and positive, never negative, judgemental or overly critical.
Show gratitude
Constantly establishing and nurturing relationships can be tricky when you move around so much. One easy way to keep things smooth is to be thankful. Be humble and respectful of the opportunities presented to you and develop a habit of showing gratitude daily.
As an agency
Open up
Establish a culture of positive contribution by creating an open platform for discussion and input. Constructive feedback, criticism, hints, tips, advice and concerns are all equally important. This approach needs buy-in from your whole team including any freelancers, so look for ways to lead this mindset. Value everyone’s ideas, big or small, they all contribute to creative exploration
Think employee
Take the time to induct freelancers, explaining your agency vision, culture and core values before diving into a project brief. Introduce key team members personally explaining roles, responsibilities and interactions. For effective engagement a freelancer must feel like a vital asset to an agency for the short time of their commission and not only understand but respect the bigger picture.
Be flexible
Creative studios are dynamic and changing environments. There’s an art to creating an environment that balances flexibility and focused, protected creative time. Be mindful of reacting to the day-to-day and switching a freelancer’s task and focus. For a creative freelancer to be a real asset they will need protected and focused creative time. Treat them as you would your team.
Set boundaries
Encouraging a deeper bond between your team and a freelancer has many benefits, but be mindful of how truly integrated the relationship can be. Naturally there will always be a slight disconnect. You must carefully manage the balance of team dynamics and be wise in your delegation of tasks and responsibilities. Embrace a freelancer’s willingness to advise or support, but be mindful of how that affects your team. Familiarity can be tricky to manage. Strive for respectful, considered inclusion, not superstar alienation.
Show gratitude
Let’s face it, searching for, commissioning and working with creative talent can be exhausting. As a business owner you know that finding the right person is invaluable, so show gratitude.
As agencies, by investing in our relationship to freelancing and focusing on the potential of sustainable partnerships, we build trust, confidence, recognition and ultimately, loyalty. Creatively and commercially we will share a deeper understanding of our motivations, objectives and working practices. The level of the agency’s creative output will soar, along with its efficacy, professionalism and overall project satisfaction.
Happy agency, happy freelancer, happy clients.
Mark Janson is a partner and chief operating officer at RetroFuzz
This article was first published on the Creative Boom website.
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