Freelance rates and market guide 2019 - AUSTRALIAN CREATIVE SERVICES & DIGITAL INDUSTRY - Cavalry Freelancing
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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
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
Market
conditions
WHAT MATTERS WHEN HIRING
FREELANCERS
Copyright 2019 - 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.
4
Copyright 2019 - Cavalry FreelancingLead 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 FreelancingGood 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 FreelancingFreelance 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 FreelancingDesign
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+
8
Copyright 2019 - Cavalry FreelancingUX & 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+
9
Copyright 2019 - Cavalry FreelancingCreative
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+
10
Copyright 2019 - Cavalry FreelancingStrategy
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+
11
Copyright 2019 - Cavalry FreelancingTechnology
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+
12
Copyright 2019 - Cavalry FreelancingMedia & 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+
13
Copyright 2019 - Cavalry FreelancingDelivery
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+
14
Copyright 2019 - Cavalry FreelancingFilm & 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+
15
Copyright 2019 - Cavalry FreelancingAverage 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
16
Copyright 2019 - Cavalry FreelancingSydney 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
17
Copyright 2019 - Cavalry FreelancingJunior 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
18
Copyright 2019 - Cavalry FreelancingBrief 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 FreelancingBrief 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
20
Copyright 2019 - Cavalry FreelancingBrief 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 FreelancingPreferred
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 FreelancingPreferred 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 FreelancingEvaluating
freelancers
DECODING GREATNESS
Copyright 2019 - Cavalry FreelancingAUTOMATIC 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 FreelancingThe 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
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