The Jetsons lied to us. None of us are commuting to work in flying cars (yet), but the world we live and work in has changed dramatically thanks to technology.
Anyone following workforce trends will have seen eye-popping numbers about the gig economy, like the statistic that says “40 percent of the workforce will be freelance by 2020.” That number came about in 2010, in the Intuit 2020 Report.
If you haven’t had the chance to read the report, it predicted that by 2020:
- The number of contingent employees in the U.S. would exceed 40 percent of the workforce by 2020
- Traditional full-time, full-benefit jobs would be harder to find
- Small businesses would develop their own networks of contingent workers in order to minimize fixed labor costs and gain access to more talent
- Self-employment numbers would increase
It may only be the end of 2018, but those predictions for 2020 have already come true. In 2015, Intuit updated its forecast, predicting that an estimated 7.6 million Americans will be regularly working as providers in the on-demand economy by 2020, more than doubling the 2015 total of 3.2 million.
The on-demand economy is defined as an online marketplace or application that connected providers/freelancers with customers. That includes transportation services like Uber, marketplaces like Torchlite, rental services like Airbnb, and other miscellaneous services like Task Rabbit. While it’s hard to pinpoint exactly how many people take part in the gig economy, the MBO Partners “State of Independence In America 2018” survey reports that 41.8 million adult Americans work independently. This is far too big of an opportunity for modern marketers to ignore.
Marketers need access to the best talent for each and every campaign, in addition to fresh creative and strategic vision. The modern workforce and technological innovations have made it possible to find the right person for the right task at the right time, without the constraints of traditional agency processes or costly (and timely) recruitment efforts.
Technology has created a totally new way of working, allowing those who are unable to make it to the office or simply chose not to do so. You can’t beat the flexibility that the online workforce has, and sometimes to attract the best talent, you need to think outside your traditional recruiting tactics. With the rise of the marketplace, marketers can accomplish more, expand their capacity and avoid breaking their budget, all by leveraging the expertise and agility that comes with an on-demand marketplace of talent.
On-demand experts aren’t the future of marketing. They’re the current state of marketing for modern marketers. Whether you don’t have the time, the expertise, the technology, or you want to lower your marketing costs, these high-quality resources are more readily available than ever. The future workplace experience will be a much more dynamic, fluid and digital environment, and marketers will only be more successful if they take advantage of it.
If you’ve been putting off using freelancers, it’s time. 2020 is just around the corner and your modern workforce is waiting.
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