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The Importance of Permanent Staff in the Gig Economy

  • by Career Moves HR
  • 11 Sep 2018

The globalisation of commercial markets has not left the Gig Economy behind. With companies looking to stretch Companies still need to grow, increasing the reach and scope for their self-contracted workers. 

Within this market, a crucial touchpoint has been overseen, the increasing importance of the permanent staff within companies who function on Gig Economy workers.

As companies grow at unprecedented rates through the accelerated opportunities provided by technology, internal function, efficiency, communications, and projections take helm to ensure branding and culture remains consistent for those workers not technically employed by the company.

Scaling strategic efforts within people operations, marketing, and data science is central to reaching company potential within a rather volatile marketplace.

As change accelerates further, Fortune 500 company’s average lifespan is 20 years compared to 60 in 1950. Requirements for success alter within a technology-based market, where grounding brand representation and business projections need to be mapped on tangible evidence that supports their brand awareness.

We are predominately seeing these companies invest permanent staff within three areas:

  • HR
  • Marketing and Communications
  • Technology/Data Science

HR

Achieving operational excellence HR’s core processes in any given company in these markets is pertinent to elevate their employee experience and optimisation.

Managing the end to end employee lifecycle of those permanent staff within the organisation, through integration, managing, and developing their career generates a stronger brand identity. A company needs to cement a great employee experience within everchanging markets to ensure that great standards are delivered, and they retain the top staff within their fast-growth organisations.

New generations entering the workplace are expecting a range of deliverables from their company in order to encourage productivity beyond profitable gain, differing extremely from previous generations. Leaders within this space are identifying the integration of life into the workspace as opposed to the everlasting balancing act, so now we see ongoing company investment into these areas, even during the Gig Economy.

MARKETING and COMMUNICATIONS

Even in the Gig Economy, company changes need to be distributed amongst all those who are affiliated with the organisation, even gig workers. Generally, we are seeing the recruitment for content associates and internal communication experts to drive the interface between the company and workers. With the emergence of the new market, contact needs to be upheld.

As with most emerging markets, changes to branding, service delivery, and legislation surrounding the company’s operating procedures have to be delivered to ensure consistency. 
And with the Gig economy, companies are recognising the current market volatility and the needs to engage with the workers and provide an open and honest discourse to improve discourse and remain consistent where possible. 

These ongoing movements within the market, are equally identifying the need for strong brand messaging, to ensure that companies are delivering the right message to the right audience on the right channel as our media distribution methods develop complexity. 

As competition for the next gig platform increases, brands recognise that strength of tone and voice needs to be recognised throughout the company, to customers, internal employees and gig workers. This ensures that execution, variation from print, digital, packaging, and experiential, shapes the entire image of the brand through strategic planning that encompasses brand messages, and is a pertinent permanent role within these companies.

TECHNOLOGY and DATA SCIENCE

Our research demonstrates an ongoing trend of recruitment within the company’s technology departments throughout gig platforms. The scaling of technology encompasses everything from data management to understand the company rhythm and direction, detailing the context behind consumer behaviour through comprehensive analysis of data science, to integrating the research to execute complex models, and frameworks for the company’s commercial needs.


The gig platform is built on enabling the environment for independent workers to choose their own short-term engagements. But within these companies, everchanging markets, and consistent growth initiatives, companies within the market are investing in three major departments, HR, Marketing and Communications, and Technology and Data Science. 

It is pertinent that culture, communication, and scalable growth are all looked after through permanent staff that understand the company missions beyond the freedom of the worker. The overarching trends to invest within these business areas identify commonality throughout the Gig Economy that relies on permanent staff as much as the flexible worker.
 

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