Why Your Top Marketers Might Be Tapping into Side Gigs
In today’s dynamic work environment, the rise of side giggers is hard to ignore. As freelancing platforms like Fiverr and Upwork gain traction, many skilled professionals are seizing the opportunity to pursue their passions, enhance their portfolios, and earn extra income.
Over the past seven years, I’ve engaged with countless freelancers, side giggers, and independent contractors. This experience has unveiled profound insights into why full-time professionals—especially marketers—are increasingly drawn to side projects, and what you, as an employer, can do to fill the motivational gaps they face.
Why Your Employees Are Exploring Side Gigs
Understanding the motivations behind your employees’ side projects can play a crucial role in employee retention and engagement. Let’s delve into the key reasons that push talented marketers to look beyond their day jobs.
The Quest for Stimulation
While many assume that extra income is the primary motivator for side gigs, it’s often not the whole story. Though side giggers can use their earnings for vacations, home purchases, or other milestones, financial gain tends to take a backseat to deeper aspirations.
Pursuing Purpose and Meaningful Work
One of the most compelling reasons many choose to freelance is to create a sense of purpose. For stay-at-home parents, in particular, finding work that allows for flexibility and personal choice fills the void that can emerge when kids are off at school. Platforms like Upwork empower them to select projects that resonate deeply, driving engagement and satisfaction.
Seeking Recognition
Recognition is a powerful motivator. Freelancers often receive direct praise for their deliverables, which fosters a sense of accomplishment. Unlike in traditional corporate settings, where success may be attributed to teams rather than individuals, freelancers take pride in their personal contributions.
Expanding Experience
For many creatives—designers, copywriters, and digital marketers—experience is a primary driver. Many organizations inadvertently pigeonhole talent, prompting individuals to seek external projects to broaden their skill sets and portfolios. Freelancing allows creative professionals to explore various interests and enhance their capabilities.
The Passion Factor
Passion fuels many side giggers. They may be building a foundation of work or clientele, aspiring to turn their side hustle into a full-time career. According to a recent article in the Wall Street Journal, side giggers are three times more likely to start their own businesses compared to the general workforce.
Battling Boredom
In our post-COVID world, many full-time employees experience boredom amid the return to office life. Employees previously accustomed to flexible home environments may find themselves disengaged when returning to rigid routines. This restlessness often propels them towards side projects that reignite their passion for work.
Dig deeper: Skills-based hiring for modern marketing teams
Who’s Embracing Side Gigs—and Why?
Interestingly, some employers are aware of their employees’ side hustles. In fact, one employee successfully negotiated her side gig into her employment contract! The creative sector seems to see the most significant movement toward freelancing. Designers, copywriters, and digital marketers often venture into side projects for various reasons, including portfolio expansion and additional income. Meanwhile, project managers, particularly those in high-energy roles, may feel the need to fill extra hours with freelance work, thus combating boredom.
Keeping Passionate Employees Engaged
Given the above factors, how can employers ensure that passionate talent remains engaged? Start by exploring what truly interests your employees. What captivates them? Is there room within your organization to accommodate these passions? By allowing your team to undertake work outside of their usual tasks, you foster both skill development and genuine satisfaction.
Don’t Confuse Retention with Engagement
During the Great Resignation, employees held substantial leverage, prompting employers to invest in their talent. While the job market has shifted, and employees may no longer be seeking new opportunities, they are often still in search of fulfillment. Catering to their passions can yield significant rewards for both employees and employers.
If you fail to address what your employees crave, you might just find them exploring opportunities with someone else—perhaps me.
Dig deeper: How to use project management data to inform your marketing hiring strategy
Engaging with your employees’ aspirations can elevate your work environment and pave the way for a more productive, motivated team. Don’t let your best talent slip away—take the steps necessary to understand and support their passion-driven pursuits.
