#006 - How To Be An Embedded Specialist

When I started Green Raven as a freelancer 5 years ago I had an idea of what it might look like in my head. Rushing across multiple projects, spinning hundreds of plates, serving many different clients, doing production, consultancy, and everything in between while trying to keep the wildly thrashing legs firmly under the water line.

And it can feel like that at times. But the reality has been quite different.

One of the main differences has been evolving over time into an embedded specialist.

I didn't set out to be one, mainly because I didn't know it was a thing. And you could argue that it still isn't really a thing. It's certainly not common to every company.

In simple terms, being an embedded specialist is being an external supplier but much more closely tied to one of your clients for a portion of your week. Like an enhanced retainer or part-time position.

Part time is what it may have been called in the past. But part time jobs have been out of fashion for quite a while. There's an outdated ickiness attached to them. They always feel like they should be the safe, fallback option to allow you to do fun stuff elsewhere. Or you are doing a normal role in less time, and potentially less effectively.

They've come back a bit recently being called 'fractional' roles, but I don't use that term. Embedded has become the definition I prefer and sets you up for how to approach it. Being embedded helps you retain that external viewpoint, prevents you becoming too institutionalised, and most importantly, sounds cooler.

I've been embedded with two clients now and I've found you can retain your specialism and consultative approach within that shape of engagement. How? It all comes down to communication and defining your own way of working as a benefit, not a demand.

I'm currently embedded with Juice Immersive. as XR Strategy Lead after previously being embedded with them as an XR Consultant. What that means is for a few days every week I have a defined remit and scope with Juice – in this case guiding creative and technical strategy, developing concepts, pitches, and projects, and working with clients and new business to consult and guide their XR roadmaps and initiatives. All stuff I love doing.

To get there I had to consistently review where my skills and experience were being applied across my projects and communicate that in ways that were mutually beneficial. This is the step most freelancers struggle with - suggesting ways you want to work instead of waiting to see jobs posted that hopefully fit your expectations. In my experience, these opportunities are never, ever posted as job ads.

My first tip to becoming an embedded specialist is to analyse your work for trends to inform your offer to employers. Look back over your last few years of projects and be honest about where you have done the majority of your best, most effective, and most recognised work. For me that was creative development, strategy, and programme support. It's important that this step is based on what you've actually done and not entirely what you hope to do in the future. You're much more likely to be hired in an embedded role off the back of real experience.

Once you have that refined remit, try to find a role and title that encapsulates those qualities and that someone externally would understand. Are you a production expert? A business development lead? Give it a name, give it a topline list of responsibilities, and imagine yourself doing it 2-3 days per week. Does it feel good? Then you might be onto something. Compromise here will be key but having a base for discussion is crucial.

Finally, the hard bit for a lot of independent freelancers. Be direct and open with your clients and potential partners. "This is what I do best. This os how I do it. This is what I offer as an embedded role." That embedded role can be 1 day, 2 days, 3 days a week, but my view is to be an effective embedded role, 2 or 3 days weekly on a 6-12 month contract is the sweet spot. And you might have to be a bit flexible on rates, but that is always the case over the longer term.

From experience, clients like it as it gives them flexibility, access to people with prior commitments, specialisms spread across the team, and consistency over time.

So, I'm embedded. The funny things is, week by week I still feel like a freelancer and still am one – albeit one with a hugely supportive and capable team around me, exciting projects to work on, and longer term stability in commitment, role, and remit.

Outside of that embedded role I continue to work with other partners. I'm mentoring for STEAMhouse on the Barclays Digital Direction programme, advising on projects on the Bloomberg Digital Accelerator, supporting the Create Growth programme for Creative East, and working with organisations and individuals as a consultant. And all of these experiences cross-pollinate and support each other.

Looking at it now, I hadn't planned for this mix. I was expecting much more turnover of projects and clients. But who wants that?! Together the pieces fit really nicely and working more closely with fewer, more-engaged clients is absolutely the way to go for mutual growth. development, and results.

Does this sound like you? Sound appealing? I say give it a go. At the very least you can start some great new conversations with your clients and partners. At worst, you land some welcome stability and new experiences to boot.

There's more to consider like managing multiple projects, defining your time and availability, etc... so if you want to find out more about being an embedded specialist, just drop me a line. I'd be happy to chat.

About Me

I’m Ian Ravenscroft. I am founder of Green Raven. I help cultural and commercial organisations to create innovatively and innovate creatively. I apply new and emerging technologies to creative ideas to engage your audiences. I’m often an advisor, mentor, consultant, or producer, helping you make smarter decisions, informed by experience and cross-sector knowledge. Visit my website to see who I’ve helped across arts and beyond.