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Gig Workers and the Evolving Workforce: Leaders' Perspectives

Divyank Jain
Fractional CMO, Mitt Arv

I like gig workers’ flexibility and particular abilities as a CMO.

While I want to use freelance talent for some projects and demands during certain seasons, my long-term strategy is centered on assembling a core group of committed employees. It guarantees conformity to the long-term goals and corporate culture.

I will, however, keep integrating gig workers strategically in order to improve our capabilities, spur innovation, and react fast to changes in the market.

By striking a balance between the two strategies, the business may maintain its agility and develop a dedicated staff that upholds our core values.

Matej (Matt) Trajkovski 
Owner, EScooterNerds

Our last hire is a person whose sole responsibility is to create short-form videos for TikTok, Instagram reels, and Youtube shorts, and they can use any of our other video content and images. We’ve found this to be a very easy yet effective way to repurpose content cheaply and still get a lot of reach and bang for buck.

Since the practices are well-described by our standard operating procedures, we can quickly train even complete beginners on how to do this job. The nature of the work itself also aligns with a gig-based type of hire over a traditional job – we simply pay the person for every completed short-form video.

This is probably the best type of work we’ve found that can be performed by gig workers, and so far it seems to work well for both us and the workers.

Albert Brenner
Owner, Altraco

As a co-owner of a manufacturing company, I have always relied on a mix of full-time employees and gig workers.

For key strategic and management roles, full-time staff are essential. They provide the institutional knowledge and stability to guide long-term growth. However, to handle specialized or short-term needs, independent contractors offer flexibility, niche expertise and scalability.

At my company, we frequently tap into a network of freelance industrial designers, software engineers and marketing specialists for projects that require extra bandwidth or a fresh perspective. Their involvement allows us to take on more work without compromising quality or service.

For example, when we landed a contract to design and manufacture fitness equipment for a major sporting goods retailer, freelance industrial designers helped us scale up to meet tight deadlines.

The future of work depends on effectively integrating gig workers and full-time staff. For core functions like leadership, customer service and product development, permanent employees are ideal.

But for specialized or temporary needs, independent contractors provide the agility and innovation to drive business growth.

At my company, this balanced approach has been key to scaling the business while still maintaining high standards of operational excellence.

Ashley Gawley
Founder, Ashley Gawley

As the head of growth for a major real estate firm, I rely heavily on gig workers to scale strategic initiatives. For core leadership roles, full-time staff provide stability. But for specialized short-term needs, independent contractors offer flexibility and expertise.

Last year, we launched a rebranding campaign targeting high-net-worth clients in key markets. Freelance marketing specialists helped optimize our digital advertising and PR outreach, driving a 37% increase in web traffic from target customers. Their niche skills allowed us to scale the campaign quickly while maintaining quality.

We also use gig workers for software engineering projects with tight deadlines.

Recently, we hired freelance developers to build a custom CRM integration in just 3 months. Their involvement let us take on an ambitious project that would have otherwise been unfeasible given our existing bandwidth.

The future of work depends on blending gig workers and permanent staff. For core functions like leadership, full-time employees are ideal. But for specialized or temporary needs, independent contractors provide the agility to accelerate growth. At my firm, this balanced approach has been key to scaling strategically while upholding high standards.

Forrest Webber
Owner, The Trade Table

As the owner of The Trade Table, I foresee the evolving role of gig workers as a strategic supplement to our core team in the long run.

We definitely plan on leveraging gig workers to bolster our abilities in areas like content creation, digital marketing, and customer service. By doing so, we break away from traditional employment models, primarily due to our need for flexibility.

With an e-commerce business, market trends can shift rapidly, and having the ability to scale our workforce up or down quickly is key to staying competitive.

Additionally, gig workers offer a diversity of ideas and fresh perspectives, which can lead to innovative solutions and improvements in our business operations.

Jason Woo
Owner, Able Hardware

As the CEO of Able Hardware, I continuously explore diverse talent acquisition strategies that complement our goal of marrying innovation with mechanical mastery.

We do incorporate gig workers regularly, chiefly in niche technical domains and creative project-based roles.

Our industry often necessitates contemporary skills like 3D modeling or advanced analytics, something gig workers often excel in, providing an enriching mix of fresh perspectives and specialized skills.

One departure from traditional hiring is our intent on hiring gig workers for digital marketing and social media roles.

The primary reason is flexibility.

The rapid evolution in digital marketing trends warrants individuals who are abreast with emerging platforms and strategies and can flexibly adapt. By engaging these gig specialists, we’ve witnessed impressive business-to-business outreach and brand visibility, reaffirming our trust in the gig economy.

Let’s just say that the combination of consistent in-house expertise and dynamic gig talent has been a recipe for success at Able Hardware.

Eva Miller
VP of Marketing, Pretty Moment

Viewing from my role at Pretty Moment, a leading ecommerce platform in women’s designer dresses, I see the gig economy as a game-changing move.

Yes, we plan—and in fact, are already using—gig workers to enhance our business capabilities, particularly in digital marketing.

The scope of digital marketing is vast and requires specialized skills—SEO, SEM, content creation, social media management, and more. This is where gig workers shine, they bring in not just specialized knowledge but also a fresh perspective and agility.

Our departure from the traditional employment model is strategically driven to keep pace with the dynamic digital marketing landscape.

Relying on gig workers allows us to tap into diverse talent pools and bring more flexibility and innovation into our marketing operations. I believe this will greatly aid in sustaining our competitive edge in ecommerce.

Daniel Brown
Professional Cleaning Expert & CEO, Handy Cleaners

At Handy Cleaners, we see gig workers becoming a vital part of our operational model.

One of the lesser-known reasons for this shift is the ability to tap into specialized skills that aren’t always needed full-time, such as eco-friendly cleaning experts or those trained in sensitive environments like hospitals.

By using gig workers, we can maintain a flexible, on-demand workforce without overcommitting to roles that may not have constant demand.

The primary reason for leaning into gig workers is adaptability.

The cleaning industry sees fluctuating demand, and having a workforce that can scale up or down rapidly allows us to respond quickly to client needs.

This flexibility gives us an edge without the limitations of traditional employment.

The HR Spotlight team thanks these industry leaders for offering their expertise and experience and sharing their insights.

Do you wish to contribute to the next HR Spotlight article? Or is there an insight or idea you’d like to share with readers across the globe?

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