cavalry rates guide 2019freelance rates by specialisms the data has been extracted from cavalry and...

Freelance rates and market guide 2019

The future of freelance expertise in the creative

services industry

cavalryfreelancing.com

AUSTRALIAN CREATIVE SERVICES & DIGITAL INDUSTRY

Copyright 2019 - Cavalry Freelancing

Executive Summary

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With the advertising and marketing industry in a constant state of evolution, the importance of Freelancers continues to grow. The proliferation of new media channels and technologies, external competition and the redistribution of marketing effort are all playing a role in changing the marketing landscape and redefining what marketing programs look like, how they are set up and who runs them.

At a macro industry level, freelancers provide the flexibility to redistribute expertise and capacity to where demand is shifting and moving. But at the ground level, freelancers can change a companies fortunes by enabling them to scale up to meet increased demand or to augment their team with expertise they would otherwise never be able to afford or justify. In short, freelancers can be business changing.

Not surprisingly demand for freelancers is set to double from 2017 to 2020 within large organisations. A trend that extends across advertising industry and beyond into SMB’s.

Yet, for all of the importance that freelancers play across the creative services and marketing landscape, the approach to sourcing and managing freelancers remains largely misunderstood. There is a common misconception that because freelancers are associated with short term gigs, they should be easier to find. However, as anyone knows who regularly sources freelancers, this couldn’t be further from the truth. In reality there are a myriad to shifting market dynamics that play a significant role in influencing whether a company is successful in finding their ideal freelancer.

To help companies navigate the freelance market more effectively, we’ve developed a Freelancer rates and market guide. We’ve included key considerations when sourcing freelancers and provide useful insight into rates and market conditions that can help guide your planning.

We hope you find it useful.

Dave Bentley CEO and Co-founder, Cavalry Freelancing

0%

13%

25%

38%

50%

2014 2017 2020

48%

19%

9%

Large companies in Australia planning a +20% contingent

workforce

Getting Trendy 2017 - How large organisations are driving the growth of the contingent workforce,

Expert 360, 2018


Market conditions WHAT MATTERS WHEN HIRING FREELANCERS


Market conditions & dynamics

4

THAT INFLUENCE SUCCESS

GIG LENGTH

DAYS WEEKS MONTHS

SCARCITY

SCARCE MANY

TIME PERIOD FROM BRIEF TO BOOKING

1 2 3 4 5+

Weeks

LEAD TIMES

The shorter the lead times, the smaller the pool of talent you have available to respond to your gig. For disciplines that typically get booked on short term gigs, this can often be ok. However for disciplines that have a long gig length, finding available freelancers at

short notice is often pot luck.

Demand varies dramatically for different disciplines and in turn creates different power dynamics in each discipline market. For many high demand roles like technology and UX, the balance of power to call the shots sits with the

freelancer, not the company. Whereas low demand, high supply discipline, the power

resides with the company.

Disciplines vary in their typical gig lengths. A Graphic design gig is typically days where as

a UI Gig could be weeks or months. This impacts general availability of freelancers in

market.

The time period for finding a freelancer can vary significantly because of gig length, nature of project and scarcity. For example, finding a

copywriter takes days, whereas find a UX designer will generally take 3-4 weeks. When sourcing freelancers companies are at the mercy of a

number of market conditions and dynamics that can make finding freelancers easier or harder.

Understanding these market conditions helps companies to mould their planning to be more realistic and achievable.


5 weeks 2 weeks tomorrow

Lead times

5

MARKET DYNAMICS

Short lead times are the single most important factor that creates risk in any freelance recruitment process. Put simply, short lead times significantly constrain the size and quality of the available market a company has access to.

Just like any business, freelancers are motivated to secure work before they become available. The best freelancers can do that a month or two ahead.

Therefore, companies wanting access to the best freelancers in the market need to build relationships outside of urgent project needs.

Companies should aim to kick off their talent search at least 3-4 weeks before project kick off to ensure they engage the broadest available base of freelancers before they start booking themselves on other gigs.

While this graph is a hypothetical representation of capacity at varying lead times, its probably not far from the truth.


5 weeks 4 weeks 3 weeks 2 weeks 1 week 2 days tomorrow

70%

60%

50%

30%

15%10%

3%

Access to good candidates

Access to ok candidates

Lucky dip

% of market

Access to best candidates

No timeframe

95% of market

Project kick off

When most companies typically start looking

Effort, stress, time & risk

Common Misconceptions

6

OF THE FREELANCE MARKET

There are some common misconceptions about freelancers that encourage beliefs and behaviour that encourage failure and stress when sourcing freelancers.

Good freelancers are waiting for work

Good freelancers are rarely free. They choose new gigs

while completing their current gig

Freelancers desperately need

work

Good freelancers can pick and choose what projects they take on

Freelancing is a stop gap solution for

freelancers

Many freelancers choose a career in

freelancing and choose projects that

enable progress


Freelance ratesBY SPECIALISMS

The data has been extracted from Cavalry and represents anonymous averages from across our freelance member base. Where there are blank cells or “not enough data” notations, we did not have enough data to include a rate.

These rates will give you the power and the insight to more effectively plan and budget for upcoming projects and bringing in freelance support.


Design

8

RATES AND MARKET DYNAMICS

Large abundance of quality designers with freelancing being a common employment method. Gigs are usually short, meaning supply into the market is always strong.

SCARECITY

DYNAMICS

TYPICAL GIG LENGTH

SCARCE MANY

DAYS WEEKS MONTHS


1 2 3 4 5+Weeks

Discipline Junior Midweight Senior Lead

Graphic Designer 307 349 477 540

Finished Artist 424 492 550

Retoucher 225 590 653 763

Branding Designer 386 432 489 598

Design Director Not enough data

Industrial Designer Not enough data

RATES


UX & UI Design

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UI and UX designers are in high demand from tech companies, start ups, brands and agencies. Because of this, start your search

early to find the right candidate. Its currently a freelancers market.

SCARECITY

DYNAMICS

TYPICAL GIG LENGTH

SCARCE MANY

DAYS WEEKS MONTHS


1 2 3 4 5+Weeks


UI Designer 296 500 606 828

UX Designer 365 546 675 805

Design Researcher 360 500 733

Information Architect 420 500 636

Service Designer 705 817 950

RATES


Creative

10


Large abundance of high quality creative talent with freelancing being a common employment

method. Gigs are usually short, meaning supply into the market is always strong.

SCARECITY

DYNAMICS

SCARCE MANY

TYPICAL GIG LENGTH

DAYS WEEKS MONTHS


1 2 3 4 5+Weeks


Creative Director 701

Art Director 373 573 592 780

Copywriter 308 472 537 654

Animator 280 450 540 600

Illustrator 340 376 475 517

Journalist 360 428 550 767

RATES


Strategy

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A majority of strategists are in medium to high demand. Due to specialist skills we

advise looking at least a week in advance. Gigs are usually short to medium, meaning

supply in the market is good.

SCARECITY

DYNAMICS

SCARCE MANY

TYPICAL GIG LENGTH

DAYS WEEKS MONTHS


1 2 3 4 5+Weeks


CX Strategist 600 657 916 1133

Digital Strategist 517 535 686 787

Market Researcher 500 850 1400

Comms Strategist 400 554 700 971

Consumer Planner 800 1100

PR Strategist 365 577 788

Social Media Strategist

276 412 522 562

Strategy Director Not enough data

RATES


Technology

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In high demand due to scarcity and often the need for unique skill sets

Can run projects work concurrently Typically they like to work remotely

Open to working outside business hours

SCARECITY

DYNAMICS

SCARCE MANY

TYPICAL GIG LENGTH

DAYS WEEKS MONTHS


1 2 3 4 5+Weeks


Front End Developer 285 501 625 748

Back End Developer 285 448 578 734

Android Developer 300 477 600 800

iOS Developer 300 450 600 800

Tester 200 350 450 550

Architect Not enough data

Business Analyst Not enough data

Tech Director Not enough data

RATES


Media & Growth

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Roles are often shorter or part time allowing freelancers to work around clients

Can run projects work concurrently Typically open to working remotely

Mostly like working during business hours

SCARECITY

DYNAMICS

SCARCE MANY

TYPICAL GIG LENGTH

DAYS WEEKS MONTHS


1 2 3 4 5+Weeks


Community Manager 250 400 480 550

Digital Media Planner 397 483 750 850

Growth Marketer 464 696 817

Performance Media Strategist

350 520 650 800

PPC Manager 350 480 550 635

SEO Manager 340 405 500 580

Traditional Media Planner

Not enough data

RATES


Delivery

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A strong demand but responsible supply (mainly mid to senior)

Come in & out of the market less frequently Typically work on projects 1 month > Mostly like working business hours

SCARECITY

DYNAMICS

SCARCE MANY


Account Manager 310 344 482 555

Client Services Director

593

Content Producer 317 520 613 944

Digital Producer 200 450 474 589

Production Manager 350 533 918

Program Manager 500 725 1500

Project Manager 280 450 599 763

Traffic & Operations 350 400 500

Event Producer Not enough data

Delivery Director Not enough data

RATES

TYPICAL GIG LENGTH

DAYS WEEKS MONTHS


1 2 4 5+Weeks 3


Film & Content

15


In medium-high demand due to scarcity Limited due to required skill sets

Often take roles which are 2-4 weeks + Often flexible in their working hours

SCARECITY

DYNAMICS

SCARCE MANY


Content Manager 250 419 511 494

Editor 383 405 713 640

Photographer 350 679 1270 1422

Script Writer 375 630

Camera Operator Not enough data

Cinematographer Not enough data

Set Designer Not enough data

Sound Engineer Not enough data

Film Director Not enough data

RATES

TYPICAL GIG LENGTH

DAYS WEEKS MONTHS


1 2 3 4 5+Weeks


Average rate per discipline

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RANKED HIGHEST TO LOWEST

Discipline Average Rate

Film Director 1081

Market Researcher 1006

Consumer Planner 950

Strategy Director 919

Photographer 882

CX Strategist 879

Cinematographer 867

Sound Engineer 825

Program Manager 817

Service Designer 802

Camera Operator 767

Delivery Director 750

Production Manager 746

Client Services Director 731

Business Analyst 720


Comms Strategist 718

Creative Director 707

Architect 705

Digital Strategist 669

Content Producer 637

Growth Marketer 635

Design Researcher 620

Project Manager 611

Retoucher 608

Information Architect 602

Art Director 589

Script Writer 581

UI Designer 567

UX Designer 557

Design Director 556


Editor 554

PPC Manager 551

Front End Developer 551

Industrial Designer 550

Digital Media Planner 550

Tech Director 544

Digital Producer 534

Back End Developer 525

Copywriter 513

Android Developer 509

Traditional Media Planner

502

iOS Developer 498

Branding Designer 491

Animator 486

Finished Artist 470


Community Manager 470

Social Media Strategist 468

Content Manager 462

Journalist 459

Event Producer 440

PR Strategist 440

Account Manager 437

SEO Manager 433

Set Designer 425

Performance Media Strategist

413

Illustrator 413

Traffic & Operations 411

Graphic Designer 408

Tester 327


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BY DISCIPLINE

Not surprisingly Sydney has the highest average rate for disciplines, followed closely by Melbourne.

Our data set is larger for Sydney and Melbourne (70%) but accurate based on the data Cavalry holds on these locations currently,

Rates between cities

Sydney Melbourne Brisbane Adelaide Newcastle Perth

Design 617 462 558 545 575 418

UI & UX 648 688 674 320 425

Creative 593 490 417 238 500 242

Delivery 582 609 388 458 600

Media 499 477 477

Strategy 771 713 729 613

Technology 618 417 532 401 807 371

Film & content 783 690 411 503 300 388


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Junior Midweight Senior Lead

Sydney 386 509 602 757

Melbourne 311 437 576 696

Adelaide 156 451 464 650

Brisbane 323 425 601 614

Perth 184 436 468 539

Newcastle Not enough data

Hobart Not enough data

Canberra Not enough data

BY SENIORITY

Not surprisingly Sydney has the highest average rate for Seniority, followed closely by Melbourne.

Rates between cities


Brief to booking timesBY EXPERTISE & GIG LENGTH

The data has been extracted from Cavalry gig information and represents the time from when the gig was created on Cavalry to when the booking was made


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Brief to Booking Time

Expertise

BY EXPERTISE

There appears to be a strong correlation between scarcity and the length of time from brief to booking.

We would also assume, gig length is also a factor.

Brief to booking times

Des

ign

Acc

oun

t M

anag

emen

t

Cre

ativ

e

Tech

nol

ogy

Pro

ject

Man

agem

ent

Str

ateg

y

UX

Des

ign

er

Med

ia

1 wk 1 wk 1 wk

2 wks 2 wks 2 wks

3 wks

3-4 wks


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Gig length appears to be a proxy for how important a gig is viewed within a business. The longer the gig, the longer companies spend to find the right candidate.

In addition, longer gigs may also have longer lead times which naturally increases the brief to booking time.

0-1

0 d

ays

11-2

0 d

ays

21-3

0 d

ays

31-4

0 d

ays

41-

50

day

s

+5

0 d

ays

1 wk 1 wk 1 wk

2 wks 2 wks

3-4 wks

Brief to Booking Time

Gig Period

BY EXPERTISE

Brief to booking times


Preferred times to workWHEN FREELANCERS PREFER TO WORK

The data has been extracted from Cavalry and represents anonymous averages from across our freelance member base.


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Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Morning 81% 83% 84% 83% 82% 24% 24%

Afternoon 78% 80% 80% 80% 79% 21% 21%

Evening 35% 35% 35% 35% 31% 19% 19%

WHEN FREELANCERS PREFER TO WORK

Freelancers don’t see the working week in the same way as companies do. Over 30% are happy to work evenings and 20% are happy to work on weekends.

Freelancers in short see time as more fluid and flexible.

Companies could take advantage of this and use freelancers to expand the hours during the week where productivity can occur within their business.

Preferred times to work


Evaluating freelancersDECODING GREATNESS


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CRITERIA

There is a broad range of criteria that companies consciously or subconsciously look for when reviewing a candidate for a gig.

Generally speaking Availability and Subject Expertise is binary and worth knowing as early as possible.

A trusted referral tends to be the most effective ‘short cut’ for companies to identify a strong freelancer and make a quick decision. However because this approach doesn’t scale very well, companies can look for other ‘industry indicators’ such as where a freelancer has worked, endorsements and what company Roster’s they are on.

Evaluating freelancers

EXAMPLES OF WORK

WHO THINKS THEY’RE GREAT

EDUCATION

AWARDS / ACCOLADES

EXPERTISE

CULTURAL FIT

SUBJECT EXPERTISE

AVAILABILITY BINARY

WORTH TALKING TO

STRONG INDICATORS

AUTOMATIC ENTRY (OR NOT)

WHERE THEY’VE WORKED

APPROACH

RATE

WHAT ROSTERS ARE THEY ON?


The future of freelance expertise in the creative

services industry


Contact us to find out more:

0432 490 522 [email protected]



cavalry rates guide 2019freelance rates by specialisms the data has been extracted from cavalry and...

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