Gig Workers Are the Workforce of the Future. Here’s How to Engage Them.

Gig worker

More and more, workers are breaking free of the 9-to-5 paradigm and striking out on their own as independent contractors, freelancers and digital nomads. As much as 40 percent of the U.S. workforce is engaged in some type of gig work, and even before the pandemic, the gig economy was growing triple the rate of the overall national workforce.

Although a large percentage of business leaders expect gig workers to make up a larger share of their workforce in the near future, the reality is few have figured out how to effectively engage them. A recent global survey of nearly 2,000 independent workers and business leaders showed that only 10% of gig workers feel highly valued by their clients, and half feel undervalued. Additionally, many of these workers receive no support and are rarely recognized or rewarded for their contributions, says Dr. Rochelle Haynes, founder and CEO of Crowd Potential Consulting Group and co-author of the study.

The relationship between businesses and gig workers must evolve if businesses want to continue attracting top talent and maintain a competitive edge. In addition to highlighting the problems gig workers encounter, Dr. Haynes’s research also provided clarity on how businesses can better engage these workers and tap into their value.

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