Fiverr Pro’s Second Annual Marketing Report also finds execs are loosening RTO policies and 69% report an increase in freelancer utilization

Fiverr International Ltd. (NYSE: FVRR), known for revolutionizing how the world collaborates, has released its second annual Marketing Executives Report from Fiverr Pro. This premium service caters to medium and large businesses seeking top-tier talent. The survey of over 500 marketing leaders in the U.S. highlights a growing reliance on freelancers to bridge critical skill gaps, alongside executives' concerns regarding AI's role in the industry and a strategic shift towards a hybrid workforce model that blends freelance and full-time talent.

Maya Roisman, General Manager of Fiverr Pro, states, "This annual survey offers a clear and detailed year-over-year snapshot of changing priorities within marketing, showing how industry leaders are adapting their strategies to remain competitive. It’s evident that the leaders who use freelancers don’t see them as just a bonus; they’re productivity game-changers. In a world where speed and flexibility define success, freelancers are integral to a company’s competitiveness."

Key Trends from the Report:

1. Freelancers as Essential Team Members:

   • 69% of marketing executives report increased freelancer utilization this year, solidifying their role as crucial contributors to team success.

2. Regular Integration:

   • 63% of marketing leaders engage freelancers for at least one out of every four projects.

3. Bridging Skill Gaps Post-Layoffs:

   • Over a quarter (28%) of executives are utilizing freelancers to cover skill gaps resulting from workforce reductions.

Evolving Office Dynamics:

• Return-to-Office (RTO) Policy Relaxation:

  • 87% of marketing executives maintain some form of return-to-office policy, down from 95% in 2023. While 39% require employees to work in the office at least four days a week, those frequently using freelancers tend to allow more flexibility (43%).

• In-Demand Benefits:

  • Remote work, flexible hours, and improved retirement benefits are the most common incentives to attract and retain talent.

Seasonal Challenges and AI Hesitancy:

• Quarterly Pressure Points:

  • Marketing executives identify Q2 and Q3 as the most challenging periods (35% and 34% respectively), with over half considering outsourcing brand management and other critical functions to freelancers during these high-stress times.

• Caution Toward AI:

  • A significant 63% of marketing executives express concerns about the impact of Artificial Intelligence on their industry.

Strategic Workforce Planning:

• Freelancer Conversion:

  • 70% of marketing executives have transitioned freelancers into full-time roles, emphasizing the long-term value and potential of freelance talent.

• Talent Recommendation:

  • 99% of marketing executives who frequently use freelancers are likely to recommend hiring freelancers to other marketing leaders.