The world of work is shifting faster than ever. Full-time employees are no longer the only way to build a workforce. Companies today face a three-legged stool of talent:
- Traditional permanent employees,
- independent freelancers and contractors,
- and artificial intelligence with AI agent.
However, while the opportunity is massive, one challenge keeps coming up again and again: trust.
That’s where our recent conversation with Jon Younger, often called “the godfather of the freelance revolution”, comes in. With 45 years in HR and more than 20 years championing independent talent, Jon has seen firsthand how companies can unlock — or completely miss — the power of freelancers.
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Why Freelancers Choose Independence
Jon’s own story began after three decades leading HR functions at major organisations, including Exxon. For him, the move into freelancing wasn’t just about leaving corporate life; it was about curiosity.
Why work for one company when you could learn from several? That’s the mindset that pulls people toward freelancing — the chance to experience variety instead of just living inside one organisation forever.
Freelancers, he explained, thrive on solving different kinds of problems. It’s not just a job; it’s an ongoing journey of growth.
What Stops Companies from Hiring Freelancers
Even though the benefits are clear, many businesses hesitate. And Jon says it all boils down to one simple question:
The biggest question companies ask before hiring a freelancer isn’t about price or even speed — it’s Can I trust you? Can I trust that you have the skills, that you’ll stay through the project, and that you’ll protect me if things go wrong?
Companies often feel safer with internal employees because they know their limits and have control. Freelancers, on the other hand, feel like a risk.
The Value Freelancers Bring
Yet when companies do take the leap, the payoff is undeniable. Freelancers bring:
- Speed: They can often onboard in weeks, not months.
- Expertise: Many bring experience across industries and projects.
- Fresh perspective: Freelancers bring insights from the “outside world.”
As Jon put it:
One of the best reasons to bring in a freelancer isn’t just to get the job done faster or cheaper — it’s that they bring your team closer to the outside world. They carry fresh ideas and practices from other companies right into yours.
From Business Model to Channel
Interestingly, Jon believes freelancing is no longer just a “business model”. Freelancing is becoming a channel that blends into a broader workforce strategy. Platforms that once focused only on freelancers are now offering everything from full-time hiring to AI-powered solutions.
That shift makes it more urgent for companies to define how freelancers fit into their strategy, rather than treating them as last-minute gap fillers.
Most organisations don’t even have a real workforce strategy. Until they start thinking about three legs — employees, freelancers, and AI — they’ll keep treating independents as a marginal utility instead of a real superpower.
Actionable Steps for Companies
So what should leaders do if they want to start benefiting from independent talent?
- Clarify your needs: Don’t just say “we need help.” Be specific about the project, scope, and outcomes.
- Leverage trusted referrals: Trust is strongest when it comes from a credible third party.
- Treat freelancers like businesses: Respect their expertise, contracts, and processes.
- Build ongoing relationships: Don’t just use freelancers once; make them part of your evolving workforce strategy.
The answer is as simple as talking to them:
The goal isn’t to make freelancing feel exceptional or weird. The goal is to make it feel normal — just another tool every company uses to get things done, alongside employees and technology.
The Future: Employees + Freelancers + AI
Jon sees the future of work not as a competition between full-time staff, freelancers, and AI, but as a collaboration. AI will eliminate repetitive “dumb work,” freeing humans to focus on creativity and problem-solving. Freelancers will continue to bring specialised expertise and speed. Employees will provide stability and cultural backbone.
The companies that thrive will be the ones that embrace all three.
Freelancers aren’t just a stopgap — they’re a strategic advantage. But, to unlock their full value, companies need to overcome the trust barrier, rethink workforce strategy, and treat independent professionals as partners, not risks.
Or, as Jon said best:
The risk of ignoring freelancers is simple: you lose access to great talent. If you only rely on full-time hires, you’ll miss out on experts who could transform your organisation.
