Last in a series
The weak economy has produced a glut of freelance writers and designers, so in a sense it has become a buyers’ market for those who need creative help.
But not all freelancers are created equal. The best have remained busy enough to be choosy about the clients they’d prefer to work with.
How can you keep the most talented people loyal to you? Here are some practical ideas.
1. Find the right people for your needs.
With so much talent available, it may be worth expanding your own pool of on-call writers and designers. Start by interviewing freelancers who contact you to see what they can offer. You’ll soon have a list of individuals or teams that you feel comfortable with — and whom you can call on a moment’s notice.
2. Give precise direction.
Freelancers can become very familiar with your culture, but they are not immersed in it. When you provide direction, write up a detailed creative brief (something you should be doing, anyway). Then, tell them enough of the “back story” to help them avoid stylistic or political pitfalls.
3. Give new freelancers time to adjust.
When you receive that first draft, provide comments as soon as possible. Unless it’s completely off-strategy, awful, and badly executed, allow the freelancer to make the revisions. Sometimes it takes more than one project in order to “find your rhythm” with a new writer or designer. Allowing them to make the changes lets them learn faster.
4. Provide ongoing feedback.
Once or twice each year, review each freelancer’s performance and offer both praise and constructive criticism. There’s nothing more puzzling for a freelancer than to be unceremoniously dumped by a client after many years of working well together.
5. Keep them busy.
If a freelance copywriter or designer has done a great job, keep giving them additional work. Even an occasional small assignment strengthens your relationship, and keeps their knowledge of your business current.
6. Pay them what they’re worth.
The most satisfactory relationship is one that’s mutually beneficial. You need excellent work; the freelancer needs to pay the mortgage and health benefits. However, this doesn’t always mean that you need to pay the highest rates. Steady, predictable work is often appreciated more than huge invoices.
7. Pay them on time.
Freelancers’ receivables, like their workload, are often erratic. They depend upon prompt payment, and tend to favor those clients who are always on time. If they’ve met your deadlines, it’s a good idea to return the favor.
8. Refer them to colleagues.
This could be the most important way to solidify your relationship with your freelancers. Remember that one day you may also need a referral or networking opportunity, and that freelancers often have wide and deep networks.
If you already use freelancers, remember that there are still times when you could use a fresh voice, a new perspective, or just someone to smooth out the peaks and valleys of your in-house workflow. A different freelancer could refresh a campaign, help you land a new client, or allow a small ad agency to offer a wider range of services.
If you’ve never hired a freelance writer or designer, give it a try. You could discover the benefits of full-time expertise — without the full-time costs!
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