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.
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