executives, administrative assistants on a
need basis. Interestingly, these companies
would reduce the number of drivers and
sign up Uber or Sendy services, meaning
they want the services but not the liability.
The same thing is happening with
other professional services like sales,
finance and auditing where agencies
or individuals with the requisite skills
would be outsourced to run projects or
prepare reporting documents. This helps
organizations in the sense that they
would train the sales executives and the
marketing professional contracted would
be responsible for recruitment and getting
the job done.
This helps organizations focus on more
strategic roles such as production,
operations, customer care and stocking
The millennials would be happy to be at an ac-
tivation for a new soap or phone on Monday,
put together an MBA paper for a manager on
Tuesday, join a conference as a social media in-
fluencer on Wednesday, do live marketing for
alcoholic drink on Thursday, drive an Uber on
Friday, and spend the weekend dancing on a
road show truck all weekend in a political rally.
without having to worry about whether
sales personnel are at their stations.
Should the sales assistants need more
stock, a Sendy from the warehouse would
deliver the stock within an hour.
Large and small companies alike are
embracing this gig economy full force to
cut on costs. Smaller companies probably
are more advantaged as they are now able
to tap into these professional skills on a
job-by-job basis. The greatest advantage of
this gig economy would be the fact that
small to medium sized organizations can
now compete with large companies fairly
and on the same platforms.
For example, small to medium sized
companies would outsource a professional
financial company to prepare their tender
documents in the same manner a large
company would have a procurement team
to prepare its tender documents. Looking
at the final product, it would be difficult
to tell the size of the SME as submissions
from the large company and small
company would both look professionally
done.
The gig system seems to be quite appealing
to the current crop of millennials. They
are of course connected 24/7, digital
and exposed. They get bored easily and
live microwave kind of lives. They have
short attention spans and would not like
anything that ties them down, including
a job that requires then to show up at
an office at 8am every day. Marketers
have described them in many ways,
using different words, but probably this
characteristic is how we got into a gig
economy in the first place.
The millennials would be happy to be at
an activation for a new soap or phone on
Monday, put together an MBA paper for
a manager on Tuesday, join a conference as
a social media influencer on Wednesday,
do live marketing for alcoholic drink on
Thursday, drive an Uber on Friday, and
spend the weekend dancing on a road
show truck all weekend in a political rally.
This group of people are the inventors
and beneficiaries of this kind of work.
They pick up ad-hoc roles on different
days of the week and prefer this kind of
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