A record number of business event professionals are now working full-time as freelancers, according to a recent study designed to highlight the motivations, demographics, and work values of independent workers in the events industry.  

In fact, across all industries, the independent workforce trend has significantly increased since the COVID-19 pandemic, with 36% of the U.S. workforce across all industries engaging in freelance work in 2023, an increase of 4 million total professionals from 2022, according to a December 2023 study conducted by leading online freelance marketplace Upwork.  

To help inspire meeting and event professionals to think differently about how they are maximizing the skills and experience of independent business event professionals, freelance talent placement platform Soundings recently surveyed 238 freelance workers, resulting in its first white paper on the event industry’s freelance economy, “Agile Talent Strategies: Leveraging the Expertise of Freelancers in the Business Events Industry.”  

Conducted in partnership with Temple University, the report sheds light on the significant contributions and evolving role of freelancers in the events industry while offering actionable, data-driven insights for companies seeking to build successful and sustainable talent models that leverage this dynamic workforce.   

Here are some key findings from the study:    

• 84% of respondents are female, with 36% identifying as active caretakers of family members.   
• 97% hold a college degree, with 60% having a bachelor’s degree and 37% holding a master’s degree.   
• 73% of freelancers consider freelance work their primary source of income, with household incomes between $100,000 and $199,000.   
• Many freelancers choose this path to achieve a healthier work-life balance, seeking more sustainable work environments compared to traditional roles.   

Offering best practices and detailed insights on how organizations can successfully integrate freelance talent, the white paper includes essential strategies and benefits of incorporating freelancers, including who these professionals are, their motivations, and what drives them to choose this career path; best practices for attracting, managing, and retaining top freelance talent; how to adapt an organization to maximize the benefits of freelance work; and insights into how the events industry has changed and what the future holds.   

We had a chance to sit down with Soundings CEO Tracy Judge to get her take on the freelance movement in the business event and event marketing industry. 

Do you see the freelance movement in the business event industry continuing to grow in the near future? If so, what are the influencing factors? 

We absolutely see the freelance movement in the business events industry continuing to grow in the near future. Several key factors are driving this trend: 

Smaller, more agile workforces: Many companies are shifting to leaner, more flexible internal teams. In the wake of the pandemic, organizations have reevaluated their workforce strategies, opting for smaller permanent teams that can be supplemented by skilled freelancers on an as-needed basis. This allows companies to remain agile and cost-effective while scaling for larger projects or event initiatives. This trend mirrors the broader freelance movement in the U.S., where the number of freelancers is projected to reach 76.4 million in 2024, reflecting a growing shift toward agile staffing solutions. 

Regulatory changes and protections for freelancers: Increased regulations and improved compliance, such as the partnership between the Department of Labor (DOL) and the IRS, are providing better protections for freelancers. These changes include access to benefits such as health insurance, retirement plans, and other social protections, making freelancing a more secure and viable career option. [Soundings] changed its business model at the end of 2022 to ensure compliance and now provide many of these benefits to our freelance talent. 

Economic uncertainty and budget flexibility: In times of economic uncertainty, companies are looking for ways to maintain budget flexibility. Freelancers offer a variable cost solution, allowing companies to manage costs based on project needs. This flexibility is particularly valuable in the business events industry, where project timelines and budgets can fluctuate. For instance, one of our agency customers, a CMI Top 25 Meeting & Incentive company, is forecasting a 5-6% increase in EBITA due to their strategic shift to an agile staffing model. By leveraging freelance talent, they maintain operational efficiency without the burden of a large full-time staff, making them more competitive in the market while maximizing profitability. 

Sustainability and local talent: Sustainability is becoming a critical focus for many organizations, and it is directly influencing how they staff events. There is a growing trend toward hiring freelancers who are local to event destinations. This not only reduces the environmental impact of flying in staff from various locations but also supports local economies and cultural preservation. One of the big three consulting management firms first came to us because of their sustainability initiatives and carbon goals. We are the only freelance platform for events that can ensure worker classification compliance in over 150 countries. They require staff globally, and the program continues to grow as part of their sustainability efforts. 

Experienced talent staying freelance: More senior and experienced professionals in the industry are opting to stay freelance rather than returning to traditional full-time roles. These professionals value the flexibility and control that freelancing offers, allowing them to focus on projects that align with their expertise and personal goals. This shift is creating a dynamic talent pool of seasoned freelancers who are highly sought after for event marketing and business events. 

Increased demand for specialized expertise: As events become more complex and technology-driven, there is a growing need for specialized skills that may not be present in-house. Freelancers with expertise in areas like virtual event management, digital marketing, and event technology are in high demand. Senior freelance roles requiring specific vertical expertise—like event technology specialists and event marketing specialists—are becoming more sought after as companies look for specialized skills to manage increasingly complex event demands. 

Remote Work Culture: The normalization of remote work has also contributed to the growth of freelancing. With location no longer a limiting factor, companies can access a broader talent pool, bringing in freelancers from different markets and regions. 81% of freelancers work voluntarily, highlighting that experienced professionals are choosing this path for better work-life balance and autonomy. This flexibility in how and where event professionals work makes freelancing even more appealing. 

Given these influencing factors, including regulatory protections, sustainability, and specialized expertise, the freelance movement is poised for continued growth in the business events and event marketing industry. Both organizations and professionals recognize the mutual benefits of this flexible and dynamic model, from cost-efficiency to sustainability and enhanced job security for freelancers. 

Download the Soundings white paper here.   

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