the easiest approach for your next marketing hire – and it might not be us

If you’re navigating the complex decision of who your business should hire for marketing support, you’re not alone. Over the last several years, I’ve been a part of teams as small as myself and one other founder putting together their company (working as a freelancer) to someone who worked on a diverse team of marketing professionals as a full-time support member.

With what I know and what I gathered from conversations with individuals recently – some of which wanted to hire us for areas in which we wouldn’t be the best fit for their needs – I’ve created this fairly straightforward guide to help you decide who to hire based on your budget, the specific scope of work you need, and your business’s long-term strategy.

Here’s the complex version:

If you want a super-simplified, magic 8-ball answer (or as I like to call it – the targeted answer you’d find on a spreadsheet or a Battleship game board), here it is:

[criteria scale:   H = High   /   M = Moderate   /   L = Low   /   V = Variable]

If you’d like specific info regarding any of these criteria – keep reading for a deeper dive and to see why I placed each specific hire under their rankings.

breaking down the matrix:

1) Cost – Part-Time Hire (M) 

Part-time hires are generally less expensive than full-time employees as they work fewer hours and typically don’t receive full benefits. Depending on age, experience, geographic location, and the type of business, the majority of PT hires are paid hourly, and make anywhere from $15 to $40/hr ($30k to $80k/year). These costs do not include any potential overhead costs if the PT hire is required to come into work and use office supplies, business travel, etc. Additionally, many PT hires can double as a production + admin support figure and can become FT if the business is noticing growth from the value the PT hire brings to the team.

Freelancer (cost varies)

Freelancers are paid per project or hourly, which can be controlled based on budget and needs, making them a variable cost option. You pay only for specific tasks or projects, and there are no additional overhead costs like benefits or taxes.

Agency (high cost)

Agencies can be more expensive than freelancers due to their comprehensive services and experienced teams, but costs can still be managed based on the scope of work. Agencies often charge retainer fees or project-based fees. Costs can be high but offer extensive resources and expertise.

Full-Time Hire (high cost)

Full-time hires are almost always the most expensive due to salaries, benefits, and taxes. They come with higher upfront and ongoing costs, making them suitable for businesses with a sufficient budget for long-term investment.

2) Consistency – Full-Time Hire (H) 

Full-time employees give you the most consistency because they’re dedicated to your business and company values all week long. Having them around all the time means they really get into the groove of your operations, making things more stable and predictable for your leadership team. Unless they’re taking PTO, they’re always there – you’re getting a continuous and cohesive approach to everything they do, which builds loyalty and accountability between them and the rest of the team.

Agency (high consistency)

Agencies offer high consistency through dedicated account managers and established processes. They provide regular updates and meetings to make sure they’re providing consistent output with their professional oversight.

Part-Time Hire (moderate consistency)

Part-time employees offer moderate consistency as they’re committed to your business but with limited hours. Because they’re available on a part-time basis, they can still develop a good understanding of the business and deliver well.

Freelance (variable consistency……generally low)

Freelancers can be inconsistent due to varying availability and multiple clients they serve at one time. They may not always be available when needed, and consistency depends on the individual freelancer’s workload.

3) Flexibility – Freelancer (H) 

Freelancers are super flexible, which is pretty great for businesses with changing project needs or random side tasks. Unlike FT or PT employees, you can hire freelancers on a per-project basis, so you can scale your workforce up or down as it’s needed. This is especially handy for short-term projects, specialized tasks, testing out new ideas, etc. Freelancers bring a mix of skills and experiences (sometimes from across the globe) from working with different clients and different industries, which can offer some unique perspectives and solutions to your status quo or your average joe whose ideas aren’t working. Plus, you get access to top talent without committing long-term, which gives you the flexibility to adapt to whatever the market (or your budget) throws at you.

Agency (high flexibility)

Agencies offer flexibility in terms of scaling efforts (up or down) within the scope of agreed services. They can handle varying project sizes and are flexible but may require adjusting your contractual commitments.

Part-Time Hire (high flexibility)

Part-time hires offer high flexibility with adjustable working hours and commitment levels. They can usually adjust their hours based on workload and are suitable for fluctuating business needs.

Full-Time Hire (low flexibility)

Full-time hires provide the least flexibility. They generally have fixed working hours, job descriptions/work scopes, and salaries – meaning they can only adjust their workflow so much before a juggled ball gets dropped and makes a mess. This happens often when expecting full-time staff to do more than they’re able to (see “Scalability” below).

4) Integration – Full-Time Hire (H) 

Full-time employees really get integrated into your company’s culture, processes, and team dynamics. They’re always around, so they can fully immerse themselves in the environment, getting to know your core values, mission, vision, and long-term goals. This kind of integration is going to build stronger relationships with other team members and the customers you’re serving; hopefully, you’re going to see more collaboration and a sense of belonging. Full-timers are also more likely to take ownership of their work, which means they’re more engaged and productive because they’re building out their career portfolio and know they’re always being watched by competitors and potential recruiters along with the boss in the room who can make sure they’re not going to jump ship.

Part-Time Hire (moderate integration)

Part-time hires can integrate well but may have limited exposure due to reduced hours. They can develop a good understanding of the business and integrate with the team and culture but are limited by part-time availability.

Agency (moderate integration)

Agencies integrate moderately well by assigning dedicated account managers, but they are external partners (meaning they have their own business they’re integrated with). Normally, their teams are excellent at regular communication and collaboration, offering an external perspective with the occasional integration challenges.

Freelance (low integration)

Freelancers have the lowest ability to integrate into your culture and way of doing things as they’re often temporary and work remotely. They have limited integration with your team and are primarily focused on specific tasks or projects.

5) Specialized Skills – Freelancer (H) 

Freelancers are the way to go when you need specialized skills for specific projects and don’t want to bust your budget. They usually focus on particular niches, and they bring a deep knowledge and experience that you might not have in-house. If you’re looking for a graphic designer for a branding project, a developer for a custom website, or a strategic marketing expert for a campaign, freelancers are solid. Their tailored skills and flexibility to your needs and schedule allow them to deliver high-quality work quickly so your business benefits from the best practices in the industry without needing to hire long-term. Best part: you don’t like the one you’re working with – hire the next one (or just contact us).

Agency (high number of specialized skills)

Agencies provide a tactical team of experts with diverse skills across various marketing disciplines. They usually offer a comprehensive package of skill sets that are suitable for complex, multi-faceted marketing needs.

Part-Time Hire (moderate level of specialized skills)

Part-time hires can bring specialized skills but are limited with their availability. They can provide specialized expertise on a part-time basis; therefore, their limited availability may not suit extensive projects.

Full-Time Hire (generalized level of multiple skills – a.k.a. the jack of all trades)

Full-time employees can offer specialized skills but may be more generalized compared to freelancers or agencies who repetitively perform the same tasks on a consistent basis. They provide a dedicated skill set with potential for skill development, suitable for ongoing, everyday marketing tasks.

6) Scalability – Agency (H) 

Agencies are great if your business is breaking out of the “small business” vibe, and you’re looking to scale or expand into different markets and locations. Most agencies are structured to bring on accounts (the business you would bring them) to handle large-scale projects or adapt to whatever your growing needs might be (especially when your needs are exceeding the capacity of your FT staff). They generally have specialized teams (like a S.W.A.T. unit) across different fields who can manage big workloads and deliver all-in-one solutions. This scalability is especially useful for companies experiencing rapid growth pains or tackling major initiatives that require a variety of skills and resources.

Freelance (high ability to scale)

Freelancers offer high scalability for specific projects and provide a flexible workforce that can adapt quickly to changing needs. They are scalable for project-based work and can be hired as needed, making them ideal for businesses with fluctuating demands.

Part-Time Hire (moderate ability to scale)

Part-time hires offer moderate scalability as their hours and roles can be adjusted based on business needs. They provide flexible working hours and are easy to increase or decrease commitment, making them suitable for businesses looking to grow at a consistent pace for a reasonable cost.

Full-Time Hire (lower ability to scale)

Full-time employees are generally not able to help scale as efficiently. Most are providing stable support but will be limited with how much they can scale beyond their capacity and willingness to “go above and beyond.” They offer consistent support but may need additional hires for significant scaling, making them less adaptable to potentially rapid changes in business demands.

That was a lot – and hopefully will be a helpful resource for your team as you continue to grow.

If you’re still unsure about what you need, don’t guess and “go with your gut.” Make a practical decision based on this approach, and if you’re still unsure, reach out to us anytime.

We might not always be the best fit for your needs, but we can assure you we know others who would be.

Wishing everyone the best in the hunt for your next marketing hero!

Cheers!

Britt Avery

Founder, Bloom + Boost