Opinion

Opinion

It’s no secret that I love working with agencies and I’ve positioned myself in order to work with clients who come from an agency background. However, I’ve heard mixed thoughts from other copywriters. And a recent report by Beesting Digital got me thinking: what can agencies do to make their freelance copywriters feel valued?

Why should agencies consider freelance talent in the first place? Why not just hire directly? There are many blog posts on that subject (including mine here), but hiring freelancers allows an agency to be agile and cost-effective. So, with multiple reasons to contract freelancers, how can you ensure they have a positive, professional experience that leaves them wanting to work with your agency again?

I’d definitely recommend checking out the full Beesting Digital report for a nuanced understanding of the relationship between freelancers and agencies, but, for now, here’s my two penn’orth on how agencies can make their freelance copywriters feel valued.

Pay on time

With agencies, I operate on a daily or hourly rate – but I don’t charge in advance. I usually invoice upon completion of the work or at the end of the week/month if I’m doing regular work for the client. Paying on time ensures your freelancer isn’t left with a difficult cash flow problem.

Let them build their portfolio

Obviously, there will be work that can’t be shared or is under an NDA and that’s understandable. But allowing your freelancer to share the work they’ve contributed to will go a long way towards making them feel appreciated – and helping them create a portfolio of work they’re really proud of.

Remember they are a freelancer

That means they might not be available during 9-5 hours. They might need to leave at 2:30 to pick up children. They might do their best work at 1 am. They might want to take their laptop outside and get on with work undistracted – and without WiFi. Chances are, they chose freelancing to get some flexibility – and that should be respected.

Anticipate their needs

I’ve said it before and I’ll say it again: your freelance copywriter will love you forever if you give them a good brief. That means lay out all the information they’ll need and don’t assume they have intimate knowledge of your agency. I’ve written a blog post about what makes a good brief over here. Sufficient to say, putting thought into the brief you give your freelancer will make their job so much easier.

If you’re going to test them, pay them

Unpaid tests can cause resentment – and I can absolutely say why. I’m not going to say I’ve never done one (because I have, several times) but this is essentially asking someone to work for free with the potential for future work. I don’t know anywhere else this would be acceptable. You’ll likely find your freelancer will be more than happy to undertake a paid test. I can’t speak for others, but I always like to get to work on a live brief, rather than just a test piece that’ll get deleted.

I have since made the decision to turn down unpaid tests. I believe my portfolio, testimonials and CV should now speak for themselves – but the nature of freelancing is unpredictable and there are many reasons why a freelancer might consider an unpaid test. However, I believe it’s respectful of their time and talent to pay them.

Communicate clearly and quickly
Maintain open lines of communication with freelance copywriters. Provide timely feedback, address any questions or concerns promptly and keep them informed of project updates. Also, if you no longer need your copywriter (and they’re a worryguts like me), please, please, please tell them up-front their services won’t be required for the time being – and ensure they know this is no reflection on their work.

Think long term

If your agency has ongoing projects, consider offering your freelancer the opportunity for long-term collaborations. This could include a retainer contract or regular, recurring work – both of which would help your freelancer feel secure and invested in your agency’s success.

Support their growth
This could include providing opportunities for training, attending industry conferences or webinars or offering resources for self-improvement.

Make them feel part of the team
Include freelancers in relevant team discussions, meetings or brainstorming sessions whenever possible. Encourage collaboration and idea-sharing to leverage their expertise and unique perspectives.

Show appreciation
As a permalancer with some wonderful agencies, I’ve got to know some amazing people – all of whom make me feel amazing by saying thank you. Small gestures can go a long way towards making your freelancer feel valued.

Ask them

The list above is only my personal opinion of how I’d like to be treated. Why not personally ask your freelancer if there’s anything you could do to make them feel like part of the team or a valued honorary team member?

If you’re a freelancer, how would you like to feel appreciated? Or, if you’re in an agency, what would you add to the list? Let me know in the comments.

Opinion

It is my belief that people who advocate fiercely for either remote or office working fail to take one vital factor into consideration.

I should know.  It’s a trap I fall into myself.  

What is it?

It’s the assumption that everyone else must want or need what I want or need.  It’s manifested by giving them the things I would want or need, only to find they don’t actually want or need these things and it would be better if I’d just asked first rather than assuming everyone else must see the world through my eyes.  They don’t.

There are people who love remote working.  I am one of those people.  

And there are gregarious people who thrive on human interaction.  They get energised and enthused when they meet up with their colleagues.  I am not one of these incredible people.  I wish I was, but I find human interaction tiring.  Which doesn’t mean I don’t enjoy it in small doses.  I love being part of a team, having a laugh with my work friends – and then leaving the online meeting to go back to my quiet desk with my mountain views and no distractions (other than when the cats turn the room into a parkour zone with no heed for other people’s possessions.) 

But I recognise that, just because I love remote working and I have my ideal set-up, it’s not going to be right for everyone.  So, insisting there’s one solution for all companies and individuals, with differing temperaments and needs, is unlikely to work.

Why remote working works for me.

It’s easier to get inspired.
If I get stuck, it’s easy to take twenty minutes and go for a shower.  My mind is usually churning over my work, playing around with possible sentences, so I often find myself out the shower without being really sure how I got out!  Inevitably, an idea will have struck and I’ll run, slipping and dripping, over to the desk to jot it down.  

You can be comfortable.
Want to work in your pyjamas?  You can.  Want to listen to Def Leppard at terrifying volumes?  You can (as long as your neighbours aren’t too close!) In short, you can have things how you like them.  Your way.  That goes a long way towards inspiring creativity.

It saves money.
According to this article, remote workers save quite a significant amount of money each year by not travelling or eating out so much.  Which leads me to…

It’s good for the environment.
This article really delves into the ins and outs of the environmental benefits.  But I do know I’ve started driving my car a lot less – and recycling a lot more.  Which has nothing to do with working from home, really.  

In which I digress.

People have said working from home comes with more distractions.  I previously worked in an office from Stornoway for a week every month, so I do have experience of a busy, buzzing office. 

My opinion?  They’re both distracting environments.

In the office, anyone can walk in and interrupt what you’re doing.  That’s the point of the office.  The phone can ring, people can need you, fire practice, something interesting happening outside, a cute dog arriving in the office…  all of these things can interrupt your work flow.

At home, the phone could ring.  It’s easier to check your smartphone and scroll aimlessly for a while.  The cats could break a valuable objet d’art (and frequently do.)  The postman could arrive and want to talk for a while.  Visitors could pop up.  The WiFi could go down.  You might need to stop to make your fifth cup of tea.  In a single morning.  All these things have happened to me – and that’s not taking into consideration parents who might need to keep their children at home or couples who both work from home in a small space.

The place I’m less distracted is home – it’s the set-up I’m most used to and very comfortable with.  I have amazing noise cancelling ear buds from Samsung if someone should be strimming outside, my neighbours are all lovely and quiet and the cats have since learned to sleep during the day and only break things at night.

I will close by directing you to copywriter, Doug Nolan’s, site and his views on remote working.  They’re less verbose than mine.  Funnier too.