The freelancing industry of Pakistan is burgeoning, particularly within the IT sector, where more than a million individuals are engaged in various fields, predominantly integrated with the global gig economy. Ac0cording to the World Bank, 42 percent of Pakistani freelancers are working merely in software development, representing 10 percent of global freelancers. There are 19 million active freelancers around the world as per Online Labor Index data. Active freelancers mean those who have completed at least one project on Upwork, Fiverr, and other such platforms. Pakistan accounts for 2.37 million active freelancers, with 0.55 million working full-time freelancers, having completed 10 gigs, and earned $ 1,000.
In Pakistan where job opportunities are limited, and inflation is reaching sky-high, freelancing is proving to be an antidote to stagflation. It provides various opportunities to freelancers such as flexible working schedules (females can easily work and manage family responsibilities) and autonomy, allowing individuals to explore diverse job roles and access a global market and enhancing skill development. Additionally, freelancers earn in dollars, providing a buffer against high inflation.
However, freelancing isn’t devoid of challenges, often stemming from poorly implemented government reforms and low skill levels. The Ignite report “Study for Assessment of Pakistan’s Freelancing Ecosystem & DigiSkills.pk” highlighted the same barriers that are responsible for gig wrongs, that is, low skill level, is creating hurdles for freelancers to bid or compete in international markets, lack of awareness, less command on English language (specifically speaking) and many more. There are some more challenges that are commonly discussed such as payment gateways, internet and electricity issues, tax exemption, bank transfer deduction among others.
Addressing these challenges requires lengthy procedures and substantial investments. However, the flip side of the freelancing industry is that these can be personal challenges which freelancers are facing and its possible solutions. To assess this, I conducted interviews with freelancers and experts.
Respondent 1 (a male freelancer who designs book covers) shared his experience of securing work. He mentioned that new freelancers have to work for free initially to establish a ranking and rating from clients on their profiles. Sometimes, they have to work at a low cost. ‘I worked for free for 2.5 months, as most freelancers do,’ he explained. ‘Conversely, in a traditional job, you will get paid regularly even if you have just graduated and have zero experience.’ Najam recounted his struggle to land his first project on Upwork. ‘I used all my connections in a day and stayed idle for the whole month,’ he said. ‘This year, he did a lot of research, learned how to write a good cover letter, and how to approach a client. As a result, he won his first project in the same month he rejoined Upwork.
He further shared that he joined Fiverr in 2016 but couldn’t land his first project and used to work for subcontractors. He won his first gig in 2021. When asked what specific things he did to win his first project in 2021, he replied, ‘I did a lot of research and Search Engine Optimization (SEO).’ For instance, when a client searches for ‘book cover design,’ they see the top 10 sellers on the first page and often choose a seller based on ratings. Proper research and unique keywords increase the probability of winning a project. He further explained with an example: ‘If I search for ‘book covers,’ it shows 100,000 people offering services, but searching for ‘professional book covers’ may show only 10,000 freelancers, increasing my chance of selection. In a nutshell, good gig images, research, and unique, relevant keywords play a significant role in accessing work.
When respondent 2 was asked how she grasped her first client (working with a third party), she responded that newcomers to the field find it difficult because they are unaware of platform nuances. Freelancers often lack strong communication and marketing skills. As a result, potential freelancers either leave the market or are exploited by the people who are outsourcing the work, offering low wages. Furthermore, freelancers often neglect the importance of social media presence and communication skills, exacerbating their challenges in securing jobs on web-based platforms.
We asked respondent 3, who is affiliated with Pakistan Freelancer Association (PFLA) Gilgit Baltistan, about the challenges freelancers are facing in the international market. He elaborated that since English was not our native language, Pakistani freelancers struggle to communicate with clients in English and understand it. Firstly, freelancers lack exposure to these soft skills and often don’t prioritize them, resulting in difficulties in securing projects. Secondly, freelancers have a limited digital footprint, and their portfolios are not adequately managed. To succeed on web-based platforms, relying solely on Upwork and Fiverr bidding is not advisable; freelancers need to be active on other social media platforms and attend exhibitions to increase visibility and win projects.
In light of these insights, here are some recommendations to maximize advantages derived from the freelancing industry: the government or private training institutes need to incorporate interpersonal skills into their modules and establish industry standards and accreditation for freelancing courses and training programs to ensure quality and credibility.
He explained that the PFLA works for the betterment and well-being of freelancers. It provided a platform where freelancers could share skill-related problems, assist each other, and find solutions. Primarily, it supports freelancers in addressing issues encountered during complex projects and communicates freelancers’ problems to the government collectively. The PFLA is a volunteer organization with no funding sources, providing mentorship to freelancers, he added.
He further added that the total number of freelancers registered with different platforms was three million. Only 100,000 to 150,000 freelancers were active (working daily), and 75,000 were registered with PFLA. In the era of technology and the internet, it is easy to acquire any skill by watching videos and taking online courses.
Self-branding ws now the most crucial skill. However, the biggest challenge lay in selling skills; for example, graphic designing is a skill, but selling that skill effectively is also a skill. There are established standards for selling skills, which can be learned through mentorship. PFLA offers free-of-cost membership, and anyone can seek help from the association.
Respondent 4 is working with the Institute of Emerging Careers (IEC), and highlighted two reasons responsible for the low skill base of freelancers. Firstly, freelancers often watch videos on YouTube from less authentic sources, whose makers themselves were not properly trained. Consequently, these freelancers tarnish Pakistan’s image by delivering low-quality work, leading to international clients being reluctant to hire Pakistanis. Some clients even specify in their job descriptions that Pakistani citizens need not apply. Secondly, some individuals have established private institutes offering various freelancing courses, but they prioritize earning money over quality. These institutes lack proper licensing and end up wasting the time and money of young people.
In light of these insights, here are some recommendations to maximize advantages derived from the freelancing industry: the government or private training institutes need to incorporate interpersonal skills into their modules and establish industry standards and accreditation for freelancing courses and training programs to ensure quality and credibility. They should also organize local networking events, workshops, and conferences specifically for freelancers to connect with one another, potential clients, and industry experts. Additionally, expanding mentorship programs, such as those offered by the PFLA, is crucial. By implementing these suggestions, Pakistan can further harness the potential of its freelance industry, empower freelancers to overcome challenges, and continue contributing to economic growth and innovation.
