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Downturn isn't fazing creative freelancers

It won’t hurt them as much as their directly employed counterparts, but the economic downturn will force freelance workers to put 'new business' at the top of their to-do lists in 2008.

In spite of financial woes since August, a majority of freelancers yesterday said that their creative services were more sought-after today than they were at this time last year.

ProfilesCreative , a creative recruiter, confirmed to FreelanceUK that demand for freelance staff has already increased this year by 16 per cent, despite fears of a universal recruitment freeze.

A freelance copywriter, who testified last month was “very busy”, said the financial worries spotlight freelancers to end-users as the “cost-effective option” to employing someone permanently.

Debra Amini, managing director of ProfilesCreative, said the freelancer wasn't far off: tough economic conditions typically leave freelance candidates more unscathed than full-time ones.

“We find freelance hires always peak in a really good economy. In a bad economy, the first thing client companies do is lay-off permanent senior-to-mid level staff.

“But…whenever these companies win a pitch, or secure new business, they will need to look to freelancers,” Ms Amini said, partly because they offer immediate skills specific to the brief.

Despite the assurances, a freelance journalist said that in the coming months there is “little doubt” his customers “will need to draw in the belt.” As a result, he won’t wait for them to make the first approach.

“Work will need more chasing and the money will need to be collected more forcefully,” explained
William Knight, a self-employed writer serving the IT industry.

“I don't, however, expect my turnover to be less. I expect it to be more. Last year customers were chasing me for projects, and this year I expect I will have to chase them.”

A recent survey by Bank of Scotland Business Banking suggests Mr Knight is representative of most small company owners, when asked where the main focus is in 2008.

The survey found that securing new orders and winning new contracts is the top priority, while keeping an eye on costs is a close second, presumably because of the tighter conditions.

Yet Matt Smith, a self-employed graphic designer, said demand for his services hadn’t been troubled by the financial woes.

“I do not fear the economy at all …I'm sure it will have some impact [on my business] at some point, but no change so far.”

Gill Taylor, a freelance copywriter, said the shrewd business-savvy freelancer would always find work, almost regardless of the economic climate.

“I expect to do well this year [as a freelance professional], partly as I think the business is and always will be out there if you know where to find it and are prepared to take the time to look for it.”

In his experience, Mr Knight also believes the onus is on the freelance professional not to let a gloomy economic outlook dictate the terms.

“I think it takes many years before your business peaks and you need to look outside of yourself for the next step up.

“I am sure this is more relevant to the freelancer than others in business, because so much depends on personal drive, ambition, hard work and your very own, valuable reputation.”

And according to ProfilesCreative, the closely associated advantages freelancers have to offer the creative marketplace are being recognised.

“We are certainly busier today in terms of placing creative freelancers into work than we were a year ago today,” the firm said.

“Most of our agency clients last year were in ‘boom mode’ and were demanding freelancers by the load. In 2008, we thought freelance demand would be weaker because of the economic gloom, but we certainly have not seen any sign of demand tailing off.”

More generally, however, small businesses aren’t cheery about the wider economic outlook: 80% of company-owners polled by Bank of Scotland expect all forms of costs to rise over the coming year including interest rates, rents and property.

Feb 6, 2008
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