Apprehensive about hiring gig workers? Consider this: About four in 10 advertising and marketing executives (39 percent) surveyed by staffing firm The Creative Group said the freelance creative talent pool has grown stronger. In addition, more than half of respondents (58 percent) reported that their company does employ project professionals. Among these organizations, about 14 percent of staff work on a freelance basis.

The research shows small agencies (20-49 employees) rely most heavily on project professionals: 23 percent of their employees, on average, are freelancers. In comparison, about 8 percent of staff at large companies (1,000+ employees) are project professionals.

"While freelancing is not a new concept in the creative industry, it's becoming a more attractive career option for professionals with in-demand skills like digital marketing, web and user experience design, and content creation," said Diane Domeyer, executive director of The Creative Group. "As hiring remains competitive, companies increasingly turn to highly skilled freelancers to fill gaps on their teams."

Top Obstacles When Hiring Freelancers (and How to Overcome Them)
Advertising and marketing executives were also asked to share their greatest challenge when working with creative freelancers. The top response was making them feel like part of the team (25 percent), followed by negotiating pay rates (22 percent). Finding skilled freelancers and communicating or collaborating effectively with them (19 percent) tied for the third most-pressing concern.

"Freelancers can play a vital role on any team, but their success depends, in part, on a solid onboarding process," Domeyer added. "Employers should introduce them to their new colleagues on day one, include them in staff meetings and check in regularly. The more comfortable and welcomed freelancers feel, the more likely they'll perform at their best and be happy in the role."

Domeyer noted that recruiters can ease some of employers' freelance worries. "Busy hiring managers can benefit from engaging the help of staffing firms, which handle a lot of the legwork recruiting entails, including finding and interviewing highly skilled candidates and establishing pay."