Freelance rates and market guide 2019 - AUSTRALIAN CREATIVE SERVICES & DIGITAL INDUSTRY - Cavalry Freelancing

 
Freelance rates and market guide 2019 - AUSTRALIAN CREATIVE SERVICES & DIGITAL INDUSTRY - Cavalry Freelancing
Freelance rates and
market guide 2019
AUSTRALIAN CREATIVE SERVICES &
DIGITAL INDUSTRY

                                                                         The future of freelance
                                                                        expertise in the creative
                                                                               services industry

                                                                        cavalryfreelancing.com
                                 Copyright 2019 - Cavalry Freelancing
Freelance rates and market guide 2019 - AUSTRALIAN CREATIVE SERVICES & DIGITAL INDUSTRY - Cavalry Freelancing
Executive Summary
With the advertising and marketing industry in a constant state of evolution, the importance of                        Large companies in Australia
Freelancers continues to grow. The proliferation of new media channels and technologies, external                      planning a +20% contingent
competition and the redistribution of marketing effort are all playing a role in changing the marketing                        workforce
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                 50%
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.
                                                                                                                 38%
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.
                                                                                                                 25%                                            48%
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              13%
be further from the truth. In reality there are a myriad to shifting market dynamics that play a                                              19%
significant role in influencing whether a company is successful in finding their ideal freelancer.                           9%
                                                                                                                 0%
To help companies navigate the freelance market more effectively, we’ve developed a Freelancer
                                                                                                                            2014              2017              2020
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.                                                                                            Getting Trendy 2017 - How large organisations are
                                                                                                                        driving the growth of the contingent workforce,
                                                                                                                                       Expert 360, 2018
Dave Bentley
CEO and Co-founder, Cavalry Freelancing

                                                                                                                                                                           2
                                                                          Copyright 2019 - Cavalry Freelancing
Freelance rates and market guide 2019 - AUSTRALIAN CREATIVE SERVICES & DIGITAL INDUSTRY - Cavalry Freelancing
Market
conditions
WHAT MATTERS WHEN HIRING
FREELANCERS

                           Copyright 2019 - Cavalry Freelancing
Freelance rates and market guide 2019 - AUSTRALIAN CREATIVE SERVICES & DIGITAL INDUSTRY - Cavalry Freelancing
Weeks
                                                                     DAYS         WEEKS            MONTHS
                                                                                                                            1     2      3     4      5+

Market conditions                                                                                                     TIME PERIOD FROM BRIEF TO
                                                                              GIG LENGTH
& dynamics                                                                                                                    BOOKING

                                                             Disciplines vary in their typical gig lengths. A     The time period for finding a freelancer can
THAT INFLUENCE SUCCESS                                       Graphic design gig is typically days where as      vary significantly because of gig length, nature
                                                               a UI Gig could be weeks or months. This           of project and scarcity. For example, finding a
                                                             impacts general availability of freelancers in        copywriter takes days, whereas find a UX
                                                                                 market.                             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                                                                        SCARCE         MANY
mould their planning to be more realistic and achievable.

                                                                      5 weeks 2 weeks tomorrow

                                                                                                                                      SCARCITY
                                                                              LEAD TIMES

                                                              The shorter the lead times, the smaller the          Demand varies dramatically for different
                                                             pool of talent you have available to respond       disciplines and in turn creates different power
                                                             to your gig. For disciplines that typically get    dynamics in each discipline market. For many
                                                             booked on short term gigs, this can often be       high demand roles like technology and UX, the
                                                             ok. However for disciplines that have a long       balance of power to call the shots sits with the
                                                              gig length, finding available freelancers at        freelancer, not the company. Whereas low
                                                                     short notice is often pot luck.              demand, high supply discipline, the power
                                                                                                                          resides with the company.
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                                                            Copyright 2019 - Cavalry Freelancing
Lead times
                                                                                                                                          When most companies
MARKET DYNAMICS                                                                                                                           typically start looking

                                                                Access to best                Access to good                    Access to ok                        Lucky
                                                                 candidates                     candidates                      candidates                           dip

Short lead times are the single most important factor that
creates risk in any freelance recruitment process.

                                                                                    70%
Put simply, short lead times significantly constrain the size
and quality of the available market a company has access to.                                         60%
                                                                95% of market                                                                               Effort, stress, time
                                                                                                                       50%
Just like any business, freelancers are motivated to secure                                                                                                        & risk
work before they become available. The best freelancers can
do that a month or two ahead.                                                                                                       30%

                                                                                                               % of market
Therefore, companies wanting access to the best freelancers                                                                                         15%
                                                                                                                                                                     10%
in the market need to build relationships outside of urgent
                                                                                                                                                                                     3%
project needs.                                                                                                                                                                                Project kick off
                                                                 No timeframe     5 weeks          4 weeks            3 weeks     2 weeks          1 week           2 days         tomorrow
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
                                                                        Copyright 2019 - Cavalry Freelancing
Good freelancers are

Common
                                                                                                       rarely free. They
                                                                           Good freelancers are
                                                                                                       choose new gigs
                                                                             waiting for work
                                                                                                     while completing their

Misconceptions                                                                                             current gig

OF THE FREELANCE MARKET

There are some common misconceptions about freelancers
that encourage beliefs and behaviour that encourage failure
and stress when sourcing freelancers.                                          Freelancers            Good freelancers can
                                                                             desperately need         pick and choose what
                                                                                  work                projects they take on

                                                                                                       Many freelancers
                                                                           Freelancing is a stop       choose a career in
                                                                             gap solution for           freelancing and
                                                                                freelancers           choose projects that
                                                                                                        enable progress

                                                                                                                              6
                                                              Copyright 2019 - Cavalry Freelancing
Freelance rates
BY 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.

                                                      Copyright 2019 - Cavalry Freelancing
Design
RATES AND MARKET DYNAMICS                           RATES

                                               Discipline                           Junior              Midweight   Senior   Lead
                   SCARECITY

                                               Graphic Designer                       307                 349        477     540

                SCARCE         MANY
                                               Finished Artist                                            424        492     550

                                               Retoucher                              225                 590        653     763

                                               Branding Designer                      386                 432       489      598
                   DYNAMICS

Large abundance of quality designers with      Design Director                Not enough data
freelancing being a common employment
 method. Gigs are usually short, meaning       Industrial Designer            Not enough data
 supply into the market is always strong.

            TYPICAL GIG LENGTH

         DAYS          WEEKS          MONTHS

                TIME PERIOD FROM
                BRIEF TO BOOKING

 Weeks      1      2     3     4      5+

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UX & UI Design
 RATES AND MARKET DYNAMICS                          RATES

                                               Discipline                       Junior              Midweight   Senior   Lead
                   SCARECITY

                                               UI Designer                        296                 500        606     828

                SCARCE         MANY
                                               UX Designer                        365                 546        675     805

                                               Design Researcher                  360                 500        733

                                               Information Architect              420                 500        636
                   DYNAMICS
  UI and UX designers are in high demand       Service Designer                                       705        817     950
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.

            TYPICAL GIG LENGTH

         DAYS          WEEKS          MONTHS

                TIME PERIOD FROM
                BRIEF TO BOOKING

 Weeks      1      2     3     4      5+

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Creative
   RATES AND MARKET DYNAMICS                           RATES

                                                  Discipline                        Junior              Midweight   Senior   Lead
                     SCARECITY

                                                  Creative Director                                       701

                  SCARCE         MANY
                                                  Art Director                        373                 573        592     780

                                                  Copywriter                          308                 472        537     654

                                                  Animator                            280                 450       540      600
                     DYNAMICS

Large abundance of high quality creative talent   Illustrator                         340                 376        475     517
with freelancing being a common employment
   method. Gigs are usually short, meaning        Journalist                          360                 428        550     767
   supply into the market is always strong.

              TYPICAL GIG LENGTH

           DAYS          WEEKS          MONTHS

                  TIME PERIOD FROM
                  BRIEF TO BOOKING

   Weeks      1      2     3     4      5+

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Strategy
RATES AND MARKET DYNAMICS                           RATES

                                               Discipline                         Junior              Midweight   Senior   Lead
                   SCARECITY

                                               CX Strategist                        600                 657        916     1133

                SCARCE         MANY
                                               Digital Strategist                   517                 535        686     787

                                               Market Researcher                                        500       850      1400

                                               Comms Strategist                     400                 554        700     971
                   DYNAMICS
A majority of strategists are in medium to     Consumer Planner                                                   800      1100
 high demand. Due to specialist skills we
advise looking at least a week in advance.
Gigs are usually short to medium, meaning      PR Strategist                                            365        577     788
       supply in the market is good.
                                               Social Media
                                                                                    276                 412        522     562
                                               Strategist
            TYPICAL GIG LENGTH

                                               Strategy Director            Not enough data
         DAYS          WEEKS          MONTHS

                TIME PERIOD FROM
                BRIEF TO BOOKING

 Weeks      1      2     3     4      5+

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Technology
RATES AND MARKET DYNAMICS                          RATES

                                              Discipline                         Junior              Midweight   Senior   Lead
                  SCARECITY

                                              Front End Developer                  285                 501        625     748

               SCARCE         MANY
                                              Back End Developer                   285                 448        578     734

                                              Android Developer                    300                 477       600      800

                                              iOS Developer                        300                 450       600      800
                  DYNAMICS
In high demand due to scarcity and often      Tester                               200                 350       450      550
       the need for unique skill sets
   Can run projects work concurrently
    Typically they like to work remotely      Architect                    Not enough data
 Open to working outside business hours
                                              Business Analyst             Not enough data
           TYPICAL GIG LENGTH

                                              Tech Director                Not enough data
        DAYS          WEEKS          MONTHS

               TIME PERIOD FROM
               BRIEF TO BOOKING

Weeks      1      2     3     4      5+

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Media & Growth
 RATES AND MARKET DYNAMICS                           RATES

                                                Discipline                        Junior              Midweight   Senior   Lead
                   SCARECITY

                                                Community Manager                   250                 400       480      550

                SCARCE         MANY
                                                Digital Media Planner               397                 483        750     850

                                                Growth Marketer                                         464        696     817

                                                Performance Media
                                                                                    350                 520        650     800
                                                Strategist
                   DYNAMICS
Roles are often shorter or part time allowing   PPC Manager                         350                 480        550     635
     freelancers to work around clients
    Can run projects work concurrently
    Typically open to working remotely          SEO Manager                         340                 405       500      580
 Mostly like working during business hours
                                                Traditional Media
                                                                            Not enough data
                                                Planner
            TYPICAL GIG LENGTH

         DAYS          WEEKS          MONTHS

                TIME PERIOD FROM
                BRIEF TO BOOKING

 Weeks      1      2     3     4      5+

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                                                               Copyright 2019 - Cavalry Freelancing
Delivery
 RATES AND MARKET DYNAMICS                          RATES

                                               Discipline                           Junior              Midweight   Senior   Lead
                   SCARECITY

                                               Account Manager                        310                 344       482      555

                SCARCE         MANY
                                               Client Services
                                                                                                          593
                                               Director

                                               Content Producer                       317                 520        613     944

                                               Digital Producer                       200                 450        474     589
                   DYNAMICS
 A strong demand but responsible supply        Production Manager                     350                 533        918
          (mainly mid to senior)
Come in & out of the market less frequently
   Typically work on projects 1 month >        Program Manager                                            500        725     1500
    Mostly like working business hours
                                               Project Manager                        280                 450        599     763
            TYPICAL GIG LENGTH

                                               Traffic & Operations                                       350       400      500
         DAYS          WEEKS          MONTHS

                                               Event Producer                 Not enough data

                TIME PERIOD FROM
                BRIEF TO BOOKING               Delivery Director              Not enough data

 Weeks      1      2     3     4      5+

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Film & Content
RATES AND MARKET DYNAMICS                          RATES

                                              Discipline                         Junior              Midweight   Senior   Lead
                  SCARECITY

                                              Content Manager                      250                 419        511     494

               SCARCE         MANY
                                              Editor                               383                 405        713     640

                                              Photographer                         350                 679       1270     1422

                                              Script Writer                                            375        630
                  DYNAMICS

In medium-high demand due to scarcity         Camera Operator              Not enough data
    Limited due to required skill sets
 Often take roles which are 2-4 weeks +       Cinematographer              Not enough data
   Often flexible in their working hours

                                              Set Designer                 Not enough data
           TYPICAL GIG LENGTH

                                              Sound Engineer               Not enough data
        DAYS          WEEKS          MONTHS

                                              Film Director                Not enough data

               TIME PERIOD FROM
               BRIEF TO BOOKING

Weeks      1      2     3     4      5+

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                                                              Copyright 2019 - Cavalry Freelancing
Average rate per discipline
RANKED HIGHEST TO LOWEST

    Discipline                 Average Rate   Discipline              Average Rate               Discipline              Average Rate   Discipline                Average Rate

    Film Director                 1081        Comms Strategist            718                    Editor                      554        Community Manager             470

    Market Researcher             1006        Creative Director           707                    PPC Manager                 551        Social Media Strategist       468

    Consumer Planner               950        Architect                   705                    Front End Developer         551        Content Manager               462

    Strategy Director              919        Digital Strategist          669                    Industrial Designer         550        Journalist                    459

    Photographer                   882        Content Producer            637                    Digital Media Planner       550        Event Producer                440

    CX Strategist                  879        Growth Marketer             635                    Tech Director               544        PR Strategist                 440

    Cinematographer                867        Design Researcher           620                    Digital Producer            534        Account Manager               437

    Sound Engineer                 825        Project Manager             611                    Back End Developer          525        SEO Manager                   433

    Program Manager                817        Retoucher                   608                    Copywriter                  513        Set Designer                  425

                                                                                                                                        Performance Media
    Service Designer               802        Information Architect       602                    Android Developer           509                                      413
                                                                                                                                        Strategist
                                                                                                 Traditional Media
    Camera Operator                767        Art Director                589                                                502        Illustrator                   413
                                                                                                 Planner

    Delivery Director              750        Script Writer               581                    iOS Developer               498        Traffic & Operations          411

    Production Manager             746        UI Designer                 567                    Branding Designer           491        Graphic Designer              408

    Client Services Director       731        UX Designer                 557                    Animator                    486        Tester                        327

    Business Analyst               720        Design Director             556                    Finished Artist             470

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Sydney               Melbourne   Brisbane   Adelaide   Newcastle   Perth

Rates between
                                                            Design                    617                 462         558        545        575       418
cities
BY DISCIPLINE                                               UI & UX                  648                  688         674        320                  425

Not surprisingly Sydney has the highest average rate for    Creative                 593                  490         417        238        500       242
disciplines, followed closely by Melbourne.

Our data set is larger for Sydney and Melbourne (70%) but   Delivery                 582                  609         388        458        600
accurate based on the data Cavalry holds on these
locations currently,
                                                            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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                                                                 Copyright 2019 - Cavalry Freelancing
Junior      Midweight   Senior   Lead

Rates between                                               Sydney                                386      509        602     757

cities                                                      Melbourne                             311      437        576     696
BY SENIORITY
                                                            Adelaide                              156      451        464     650

Not surprisingly Sydney has the highest average rate for
Seniority, followed closely by Melbourne.                   Brisbane                              323      425        601     614

                                                            Perth                                 184      436        468     539

                                                            Newcastle                  Not enough data

                                                            Hobart                     Not enough data

                                                            Canberra                   Not enough data

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                                                           Copyright 2019 - Cavalry Freelancing
Brief to
booking times
BY 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

                                                Copyright 2019 - Cavalry Freelancing
Brief to booking
                                                                                                                     Brief to Booking Time
                                                                                                                        Expertise

times                                                                                                                                                                                 3-4 wks
BY EXPERTISE
                                                                                                                                                                       3 wks

There appears to be a strong correlation between scarcity                                                              2 wks         2 wks                 2 wks
and the length of time from brief to booking.

                                                                     1 wk           1 wk                  1 wk
We would also assume, gig length is also a factor.

                                                                      Design

                                                                                     Account Management

                                                                                                          Creative

                                                                                                                        Technology

                                                                                                                                      Project Management

                                                                                                                                                            Strategy

                                                                                                                                                                        UX Designer

                                                                                                                                                                                        Media
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                                                            Copyright 2019 - Cavalry Freelancing
Brief to booking
                                                                                                           Brief to Booking Time
                                                                                                               Gig Period

times
BY EXPERTISE
                                                                                                                                                       3-4 wks

Gig length appears to be a proxy for how important a gig is                                                                2 wks         2 wks
viewed within a business. The longer the gig, the longer
companies spend to find the right candidate.
                                                                        1 wk                 1 wk           1 wk

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

                                                                           0-10 days

                                                                                              11-20 days

                                                                                                             21-30 days

                                                                                                                            31-40 days

                                                                                                                                          41-50 days

                                                                                                                                                         +50 days
                                                                                                                                                                    21
                                                              Copyright 2019 - Cavalry Freelancing
Preferred
times to work
WHEN FREELANCERS PREFER TO
WORK

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

                                                Copyright 2019 - Cavalry Freelancing
Preferred times                                                              Monday            Tuesday       Wednesday   Thursday   Friday   Saturday   Sunday

to work
WHEN FREELANCERS PREFER TO WORK
                                                            Morning            81%                83%          84%         83%      82%        24%       24%
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.   Afternoon          78%                80%          80%         80%       79%       21%       21%

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

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

                                                                                                                                                                 23
                                                                      Copyright 2019 - Cavalry Freelancing
Evaluating
freelancers
DECODING GREATNESS

                     Copyright 2019 - Cavalry Freelancing
AUTOMATIC ENTRY (OR NOT)     WHO THINKS THEY’RE GREAT

Evaluating                                                                                                   CULTURAL FIT

freelancers                                                                                              WHERE THEY’VE WORKED
CRITERIA
                                                                          STRONG INDICATORS
                                                                                                       WHAT ROSTERS ARE THEY ON?

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

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

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

                                                                                                          SUBJECT EXPERTISE

                                                                          BINARY
                                                                                                             AVAILABILITY

                                                                                                                                   25
                                                                Copyright 2019 - Cavalry Freelancing
The future of freelance
                                       expertise in the creative
                                              services industry

                                       cavalryfreelancing.com

                                       Contact us to find out more:

                                                      0432 490 522
                                        rich@cavalryfreelancing.com
                                             cavalryfreelancing.com

Copyright 2019 - Cavalry Freelancing
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