How to choose a freelancer and what to expect

by Dianne Werbicki, principal, MasterWords Communications

So you've taken the bold step and decided you need to bring in someone 'from the outside'.

There are many convincing reasons to choose a freelancer or an independent communicator for your next project. You may have a small in-house department that is already stretched to capacity. You may decide you need specialized services that are not available in-house. Annual reports, crisis management or speechwriting are good examples of specialized services. Or you may be experiencing new business growth and outsourcing projects to an experienced professional is the ideal way to go.

Whatever your reason, independent communicators are a valuable communications resource. They provide professional creative support to corporate in-house departments, government departments, small business, non-profit organizations, universities and colleges, communications and PR agencies, graphic designers, web developers and students.

Freelancers offer a varied skill set that includes writing and editing, planning and management, creative design and production. How do you choose the best fit for your project?

It's clear where to start

Begin your search with the local websites and the IABC Toronto directory. It lists the majority of freelance and independent communicators within the GTA and provides a brief synopsis of their services. Look for the newly-designed '!ndependent' logo that identifies the IABC member as an independent communications practitioner.

Network at functions. The person across the luncheon table may be your company's newest business associate.

Ask colleagues for referrals. They can provide a ready reference and may greatly speed up your search.

There are as many varieties of freelancers as there are communication vehicles. The first question you should ask yourself is 'What type of communication skills do I need?' Do I need writing/editing; research; communications consulting; web development; project management; video production; scripting or design? Do I need to assemble a team of freelancers? Or can the freelancer do this on my behalf? Asking these questions first narrows down your areas of expertise considerably and allows you to focus in on an independent whose skills and experience are best suited to your project.

Plan first and hire right

As IABC members we understand the importance of planning. Determine the Objectives of your project. Match these goals with the freelancer's Expertise. Decide whether Software/Hardware compatibility is an issue. Also do you need Electronic transmission of files by email or is a disc required. Ask whether your supplier can provide final files in the manner in which you require.

Many independent communicators work from their home office. Ask yourself 'Will the work be performed on-site at your Location or can the project be completed from the freelancer's office?'

Does the project require a junior, intermediate or senior communicator? Your Budget may help you determine the level of skill you need. Also, is the project a Rush job that needs to be turned around in 24–48 hours? Expect to pay a premium for rush projects.

Compare apples to apples

Choosing the right independent for your project means comparing apples to apples, or in this case, freelancer to freelancer. If your job requires someone whose skills are intermediate level, it's only fair to you and the competing freelancers that you ultimately compare intermediate level freelancers. After all a senior communicator will price accordingly, may turn down the job or may not want to commit time from their business to work offsite for a lengthy period of time.

What to expect

Once you have contracted with a communicator, there are some subsequent steps to take.

Set a Target Date for completion. If your goals are clearly defined then you should reasonably expect your project to be completed on time, on budget, creatively, effectively and professionally. Remember this is a business agreement between two professionals. You should expect a business-like relationship, courteous, on schedule and accurate.

But freelancers are human, too. If a project cannot be completed on time, the independent should advise you in advance and work with you to set a new target date. By the same token, if a project appears to be heading over budget, expect your freelancer to advise you where the new costs are and why they have been incurred.

Freelancers and independents can help your business get its message out successfully. Expect to establish an ongoing partnership that will benefit both parties even if the project is a one-off.

A top-notch freelancer is a business person first

Most freelancers come equipped with a liberal dose of business acumen. If you consider freelancers as business people first, you'll understand the hard work going solo takes. They bring these hard-earned business skills to every project. Therefore you can expect knowledgable advice, direction, superior communication skills, reliability and the ability to deliver on promises. Other skills are mandatory. Expect creativity, confidentiality, the ability to simultaneously juggle many projects, and dedication to your project as if it were their own. Here are some other things a freelancer can do for you.

A freelancer can...

...help you save time.
Producing clear and effective communications in print or another medium takes time. Finding the right words, design or translation for your message isn't easy. A skilled freelancer understands your business needs and helps you meet your deadline

....ensure your message is clear.
If your online or print communications aren't clear, you risk confusing your audience: customers, co-workers, even your boss. Freelance communicators will take technical language and turn it into plain language that suits your target audience

....help you look good.
Your corporate image is important. You want to put out the best communications possible and avoid embarrassing and costly errors. A freelancer can help you find the right tone, choose the right words, select the appropriate design elements and present your organization professionally and credibly

....make your life a lot easier.    

DM Insight

Telemarketing: Know the Objectives

When designing or launching a telemarketing campaign, establish the objectives up front. Without a clear understanding of what you want to accomplish, you'll never be able know if your campaign was successful or not.

1) Identify The Purpose
Is the main purpose of the campaign. Is it to increase sales, create interest, drive sales leads or follow up on a mailing? All of these objectives have different strategies and your telemarketers need to know the purpose of the campagn.

2) Set Realistic Goals
Your campaign needs to have attainable goals. The telemarketers need to know what to shoot for and what they will receive when they hit them. Also, make sure that the goals can be attained by everyone; make them fair and equitable so that all telemarketers have an equal chance to reach them.

3) Train The Telemarketers
Make sure that everyone knows how to handle every situation. Get the telemarketers involved at the very beginning of the campaign. Since they are the ones who will be on the front lines with the prospects, they will have the best insight into the types of objections and questions that they might experience. Also, at the beginning of the campaign, encourage telemarketing team meetings to discuss what they are experiencing and the best ways to overcome any problems, let them resolve these problems, which will encourage teamwork.

4) Don't Change The Rules
If you outline a goal, and offer a reward for reaching it, do not change the rules. I have seen campaigns that have promised one reward for hitting a target, had at telemarketer reach that goal only to have a new rule imposed, which then left the telemarketer denied of the reward. It's like saying yes you reached this target, but you also needed to do this as well, so we can't give you the prize. Doing something like this will only leave the telemarketers feeling betrayed and can cause dissent towards your organization. Live up to your word.