Helping agencies buy capability at the right stage of growth

We’ve never been freelance recruiters but have always helped companies with longer term contract needs. From our experience fractional seems to be a solution for agencies now and we’ve looked at why that might be, and what roles it works well for. 

Traditionally it tended to be for support services like Finance and HR, where below a certain size full-time permanent hires couldn’t be justified.  We’re seeing that extended into lots of outward facing and billable roles.  

Conversations with agencies show us that client requirements are changing rapidly which makes resource management tricky. So, what are the benefits and risks of fractional hires and what roles does it work well for? 

Benefits: 

You get access to niche / specialist skillsets – you get senior level experience without committing to a full time overhead.  

You can scale up quickly without taking on initial additional payroll risk. It helps avoid feast or famine scenarios, you can scale up or down when needed. 

Gives additional credibility to clients – helps retain client work which would otherwise go to another agency.  

Consistency – although they are not full time, clients and internal stakeholders have confidence that they thoroughly understand their business / your agency 

Things to watch out for: 

Don’t think that it’s a substitute for a team – you need to have the internal bandwidth to manage the extra work it generates or be prepared to scale up once you have firm commitments and pipelines. Use them for expertise not capacity. 

Fractional specialists will have other commitments – Often better to commit to a certain number of days per month and flex what that looks like on a rolling basis.  

How to make it work well: 

Focus on outcomes and not a job description – discuss expectations in advance – what they own / influence and equally what they don’t do. 

Think about client perception – they are not going to be always on, so who manages the client  / stakeholder interaction on ‘off’ days, i.e. who is the internal counterpart. You could frame it as senior oversight, from a clients POV seniors are expected to work across a number of clients. 

Tie fractional to better outcomes not cost when talking to clients – e.g. investing in senior thinking, keeping the delivery team focused, don’t cheapen the value with affordability. 

If considering fractional v full time, when is it the better option? 

• Senior role involved in decision making, with experience of recognising what has worked well for others, they are on top of trends / changes. 

• The workload is heavy at certain times e.g. when pitching, launching a new campaign or onboarding clients. 

• You need expertise fast.  

• The cost of a permanent  / full-time hire is prohibitive. 

Fractional works well with: 

• Senior strategists: They don’t need to be available throughout a project or campaign. They can be there for initial discovery, positioning, checking briefs before work starts, then your existing team can take over.  Support can be scaled up when pitching or when discussing new work / next year’s work with existing clients. 

• Performance leads / growth specialists: Works well with these digital roles bringing in deep technical / specialist knowledge when you need it. 

• Creative Director: Many agencies will have a full-time CD, often one of the founders, even then fractional support can be invaluable for sector or channel specific expertise. 

• People / HR: Used for developing culture and retention strategies or during upscaling. 

If you know you have skills missing from your team, why not have a chat with us about our fractional offering, and how fractional could support your agency’s success this year? 

The post Helping agencies buy capability at the right stage of growth appeared first on Creative Resource.

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