Improving employer branding through better employee experience.

Even with plenty of applicants for an open position, a poor employer brand reputation can make top talent think twice about moving forward, whether the role is full-time or freelance.

Many organizations are turning to freelancers to scale and meet their goals. A recent report found a 260% increase in U.S. companies hiring freelancers from 2022 to 2024, showing just how common this strategy has become. However, as more companies rely on contractors, fewer are talking about employer branding and the freelancer experience.

Benefits play an important role in that experience. And while you may not offer them directly, partnering with a staffing agency that provides high-quality benefits can strengthen your employer brand and improve the experience for freelance talent.

The employer brand halo effect of freelance benefits 

Providing access to benefits through a staffing partner doesn’t just support the freelancers doing the work. It also strengthens your employer brand. In fact, 72% of recruiting leaders say a company’s brand has a significant impact on hiring.

Even in a market flooded with applicants, the goal isn’t always to attract more candidates. It’s to attract the right ones. Offering benefits shows that you value every contributor. This builds trust and positions your company as a place where top freelance talent wants to work.

Even in a market flooded with applicants, the goal isn't always to attract more candidates. It's to attract the right ones.

For example, imagine a company that decides to expand its Creative Team by hiring freelance Designers. They partner with a staffing agency that offers high-quality health coverage and paid sick leave for their talent. As a result, when a freelancer experiences a health issue mid-project, they take a few days off without financial stress and access the care they need. As a result, the freelancer returns fully focused and shares their positive experience with peers. That word of mouth reinforces the company’s reputation as a freelancer-friendly employer and helps attract even stronger candidates for future projects. 

These types of experiences reflect well on the brand, both internally and externally. They also show that your organization values equity between contract and full-time staff and cares for the entire team, regardless of employment status.

How freelance benefits improve the worker experience 

It’s well documented how a worker’s experience can influence a company’s performance. Organizations in the top 25% for employee experience see double the return on sales and nearly triple the return on assets. As freelancers become more important to your workflows and performance strategies, their experience with your brand matters just as much. High-quality benefits help: 

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Improve your employer brand with better freelancer benefits.

Leadership & Management, Retention Strategies, Talent Acquisition & Recruitment

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• Build financial stability through access to health insurance, 401(k) plans, and other important benefits. For example, a freelancer is easily able to stay on top of preventive care and avoid unexpected bills because their staffing agency offers excellent health coverage.

• Ease stress and prevent burnout by including sick time and mental health support. A freelancer can easily take a day off when their child gets sick, without worrying about unexpected income loss. 

• Foster belonging by showing freelancers they're valued members of the team rather than just short-term help. When a freelancer receives quality benefits comparable to those of full-time staff, they feel genuinely valued and included in the company culture.

• Improve job satisfaction by supporting both personal well-being and professional contributions. A freelancer feels supported both in their role and outside work because their benefits cover more than just the basics.

Getting started: What to ask your staffing partner 

Many staffing agencies offer benefits to their freelancers, but not all benefits are high quality. Some agencies, for example, provide a “skinny plan” that offers only minimal health coverage. When a freelancer gets sick, they might face hundreds—or even thousands—of dollars in out-of-pocket costs. Or they may not have access to paid sick time. So when illness hits, they push through and come to work anyway, spending the day in a fog of low productivity and frustration, wishing they were home resting.

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If you want freelancers to have a more positive experience with your company, ask your staffing partner a few key questions about their benefits offerings, including:

• Do you offer health care and mental health benefits to freelancers?

• How do you support freelancer well-being?

• What's your benefits enrollment process like?

• Are benefits available on day one of an assignment?

• How do you communicate these benefits to talent?

The answers to these questions really matter. Because even if a freelancer is only with your company for a short time, they’re still forming an impression and becoming part of your workplace culture. And that experience influences how they feel about your brand, what they share with others, and whether that next highly skilled freelancer is excited to work with you.

Want to dig deeper into how benefits can support your freelance talent? Check out these seven questions to ask a staffing agency about their benefits offerings. 

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