#VisualTrends

Alternative Work

Deloitte's Insight report on Global Human Capital Trends highlights an increase in 'alternative' work models.

This is largely due to the emergence of collaborative apps like Slack. With 10 million users per day, Slack allows businesses to work efficiently both with internal teams and external customers.

We have been using Slack successfully for two years, to support our Keywording process. Keywording requires us to 'think like a customer', so collaboration is critical to our work. The ability to brainstorm and bounce ideas off each other quickly and easily, helps us get into the mindset of the customer. This is particularly valuable when working with conceptual imagery, since there are multiple ways to interpret the meaning of an image.

The purpose of keywording is to deliver relevant, accurate and consistent search results for our client's target market.

So it is vital we do not work in a bubble. We must look outside of the image, and into the market, to understand user behaviour and language.

If the way we interact with co-workers is changing, then what impact will this have on the physical space in which we operate? Almost 40% of the UK workforce is now freelancing. It is expected that by 2027, the majority of the US workforce will be freelance.

Connectivity allows work to take place anywhere, at any time. Freelancing is also considered beneficial for mental health, with shorter (or no) commutes. The work-life balance afforded through flexible hours promises the freedom to pursue personal projects and interests.

However, in reality, the 'nomadic' nature of freelancing can prove unsettling for many, particularly those working in the creative and marketing sector, where so much hinges upon the immediate emotional or physical reaction to the work. Slack is a great alternative to email, but there is only so far an emoji can go in communicating people's true feelings.

Research indicates that freelancing is, for some, more stressful than the traditional 9-5 model. Key factors for this include wasting time setting up a work-space and difficulty bonding with teams.

FreeTrain breaks down the definition further, citing 5 new types of freelancer:

1. Independent Contractors
2. Moonlighters
3. Diversified Workers
4. Temporary Workers
5. Freelance Business Owners

The economic benefits for employers hiring 'alternative workers' are clear, yet there remains a stigma around risk factors such as productivity, trust and reliability. Whilst employers hire freelancers to boost skill-set and expertise for specialised projects, they must also find ways to measure productivity. Managing remote or transient teams is one concern; leveraging and optimising their output is another.

Are negative perceptions of freelancers fuelled by the creative media? Do the images we see accurately depict this new type of worker?

Our perception of freelancing is influenced by the photographs we see and the lifestyle this conjures up. Freelancers in stock photography are often portrayed as digital nomads, which can be associated with reduced reliability, efficacy and accountability.

Stereotypical images of people working in their PJs and watching daytime TV reinforce the stigma but we are now seeing a shift in the way photographers and video makers characterise freelance workers.

Deloitte's report recognises the need for a fundamental change to the way we think about freelance work:

"What is needed is a wholesale rewiring of how organizations operate"

The question is, does visual content reflect this?

Brands need visual content to promote their work culture and values as a way to promote business and attract the right workforce. Whether stock images, or commissioned photography, content should reflect these values if it is to connect with, and engage, potential customers.

As keyworders for stock images and video, we are seeing a shift away from stereotypical (and sometimes negative) impressions of freelance work, towards the new breed of 'alternative worker.' Themes of leadership and strategy are filtering through the creative brief. Qualities such as resilience, adaptability, reliability and accountability are gaining prominence. Everything from lighting, composition, colouring and setting plays an important part in visual story-telling.

Alternative work implies inclusivity and diversity - key trends for Getty Images' stock photography collection on this topic. Success is not achieved through working in isolation, but rather, through connecting to others, either physically or through technology.

Creatives draw heavily on changes in society to ensure content is fresh and engaging. As keyworders, the language we apply to help customers search for relevant content is also constantly changing. Concepts are not always easy to translate, yet they are immediately recognisable, so getting the right keywords is hugely important.

For a selection of images depicting 'alternative work' you might like to visit:

Digital Nomad - Hero Images

Freelancer - iStock

Workplace Futures - Getty Images

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Clemency Wright is the UK’s leading provider of keywording services, and metadata consultant working with global photography and video producers.

If you want to know more about keywording, or are interested in working with us, contact us.