Jess Parker, Director of Freelance at Craft, on how modern creative businesses are embracing freelance and using it to grow their business sustainably.
If there’s one thing that’s true about creative teams, it’s that they’re usually under pressure to move quickly, deliver consistently, and build the right capabilities for what’s next, (sometimes without complete certainty on what those needs actually are). At the same time, changes in worker expectations and employment structures mean that committing to a full-time hire is a bigger decision than it used to be.
It’s not a coincidence that the introduction of the Employment Rights Act 2025 has led to an increase in creative companies moving towards freelance models. Put simply, it allows studios to maintain operational flexibility and avoid financial burdens like the recent National Insurance hike, bypassing the complexities of long-term payroll commitments.
So, how is that affecting the world of creative hiring? More and more are turning to a ‘try before you hire’ model, using freelance talent not just as short-term support, but as a way to test roles, capabilities, and that pivotal component of culture fit.
Hiring full-time isn’t always the first step anymore
One of the things we’ve noticed across geographies at Craft is a change in mindset. Where design studios might once have rushed to hire permanently as soon as a gap appeared, many are now playing the long game.
They’re not just questioning who they need but also whether they fully understand the role yet. This is especially true for newly created roles and service areas in agencies, as well as leadership hires where team fit is critical.
Freelancers offer a way to explore these questions without overcommitting too early. They give studios the flexibility to test what good actually looks like in practice before locking it into a permanent position.
Reducing risk, without slowing down
One of the biggest advantages of this approach is speed. Sometimes, the traditional creative recruitment process can take more time than you have at that moment. Freelancers allow teams to bring in capability almost immediately, keeping projects moving while longer-term decisions are made.
Beyond speed, going down the freelance path can also help with clarity. Working with someone in a live environment reveals far more than a CV or interview ever could. You see how they collaborate, how they think under pressure, and how they fit within the team.
In many ways, it’s the most honest version of an interview.
A better way to assess fit
Hiring at any level, but especially in creative roles, is as much about culture fit as it is about skill. Portfolios and interviews can only tell you so much. They show what someone has done, but not always how they work day to day.
Freelance engagements change that by allowing both sides to assess working and communication styles, approaches to feedback, and ability and willingness to adapt.
“It’s not that you want all the flowers in your garden to look the same, but they all need to be able to thrive in the same environment.”
— Jess Parker
Director of Freelance, Craft
Not just a stopgap
There’s sometimes a perception that freelancers are a short-term solution. In reality, they’re becoming a key part of how teams make smarter hiring decisions.
According to the latest IHALC report, 66% of in-house agencies say that 70% or more of their workforce is made up of full-time employees, while 82% report that freelancers account for less than 30% of their team. So yes, most creative businesses are still weighted towards permanent teams, but even a quarter freelance presence is a sizeable and strategically valuable portion.
Used well, freelance talent can help shape and define new roles. They can bridge gaps during periods of growth and help maintain momentum while you’re still making decisions about hiring permanently.
We’re increasingly seeing studios build freelance into their hiring workflow for design teams, not as a fallback, but as a deliberate step in the process. In fact, around 36% of creative agency workers are freelance.
Our freelance team is also increasingly seeing scenarios where candidates freelance long-term at agencies and then move into permanent roles. This is happening across small boutique studios, large agencies, and in-house teams in huge global businesses.
When ‘try before you hire’ works best
This approach isn’t right for every situation, but it’s particularly effective when:
- The role is new or evolving
- The team is scaling quickly
- There’s uncertainty around long-term needs
- Cultural fit is just as important as capability
In these cases, starting with freelance allows you to learn quickly, without making decisions that are difficult to reverse.
A more flexible future for creative hiring
Contrary to what people might think, having freelancers working at your studio doesn’t mean you have less structure. In fact, it’s quite the opposite.
Studios are thinking more carefully about when to commit, how to assess talent, and how to build teams that can adapt over time. Freelancers are playing a bigger role in that process and helping agencies to make better, more informed hiring decisions.
That’s the crux of the ‘try before you hire’ model. You’re not delaying decisions – just being more considered and helping yourself make the right ones.
