The UK job market is standing on wobbly legs. Economic uncertainty, hiring freezes, and job cuts are reshaping employment dynamics, with many businesses reassessing their workforce strategies. According to a survey by the Chartered Institute of Personnel and Development (CIPD), one in four employers plan to reduce staff or slow down recruitment efforts. This cautious approach is largely attributed to a £25 billion tax increase on employment announced in the autumn budget, which has raised concerns among businesses about rising operational costs.

While independent talent numbers also took the hit this year, freelancing remains a favourable career choice, driven by flexibility and meaningful work. Freelancing is no longer the precarious career choice it once was. Across Europe, more professionals than ever are choosing to work for themselves, drawn by the promise of autonomy, variety, and the ability to shape their own professional destinies.

But here’s what’s interesting – freelancers today aren’t just picking projects based on budget or brand name, they’re actively choosing to work with companies that align with their beliefs. In fact, according to the Freelancing in Europe 2024 report*, a striking 74% of freelancers would refuse to work with a client whose values conflict with their own.

This brings a shift in the traditional employer-employee dynamic. Freelancers aren’t merely filling in gaps for businesses – they’re collaborators, thought leaders, and, in many cases, gatekeepers of ethical business practices. This is especially true for Gen-Zs who are not only driven by positive societal impact but also by their shift towards flexible working. Companies that fail to recognise this are likely to find it harder to attract and retain top independent talent.

The rise of the values-driven freelancers

Gone are the days when freelancers were seen as stopgap solutions for short-term needs. Today, many of them are seasoned professionals, bringing years of industry expertise and insights from working across different sectors. A majority of freelancers (93%) have full-time experience before going independent, with over half (53%) having worked in salaried roles for more than seven years. They’re not just looking for projects – they’re looking for meaningful work.

What does ‘meaningful’ mean in this context? It’s not about high-profile projects or impressive day rates. Freelancers want to work with companies that reflect their own principles, whether that’s a commitment to sustainability, diversity and inclusion, ethical business practices, or simply a working culture that respects their expertise.  Indeed, 70% of freelancers say that building strong, long-term client relationships is their top priority, above even flexibility and financial concerns. While traditional employees might feel compelled to tolerate misalignment in values for the sake of job security, freelancers have the flexibility to be selective, creating partnerships that feel fulfilling rather than transactional. In fact, some freelancers won’t work in companies where their ‘independent’ status and ability to challenge the status quo is not appreciated.

The business case for values alignment

For companies looking to attract the best freelance talent, this presents both a challenge and an opportunity. Those who treat freelancers as interchangeable service providers without considering what they stand for risk losing out on some of the most skilled professionals in the market.

The best companies – the ones that freelancers want to work with – are those that take time to communicate their values and create an environment where freelancers feel respected. This means:

• Clear, transparent communication. Unrealistic expectations and a lack of clarity are among the biggest deal-breakers for freelancers – 55% say that being held to unrealistic expectations is the main reason they would not continue working with a client.
• Fair treatment and collaboration. Freelancers want to feel like valued partners, not disposable workers. Businesses that treat them as an extension of the team are far more likely to retain top independent talent.
• Demonstrating integrity. Whether it’s sustainability commitments, diversity efforts, or fair business practices, freelancers want to see companies walk the walk.

The days of businesses dictating all the terms of engagement are fading fast. As organisations rely more on blended teams – combining freelance and in-house expertise – ahead of hiring freezes and widening skills gaps (especially in AI and tech), they will need to rethink how they position themselves not just as clients but as attractive collaborators.

For freelancers, the message is clear: their work, their values, their rules. And for businesses that want to work with the best, the path is just as obvious – align with those values or risk being left behind.

*Report from Malt

Freelancing in Europe 2024 report