Gig economy

Victory Marketing Agency handles staffing for as many as 1,000 parties, events and conventions a month all over the country.

But with a full-time staff of just 20 people, Victory relies on an army of more than 20,000 freelancers to show up at events to pass out samples, sell products and entertain customers on behalf of corporate clients.

Few companies have mastered the gig economy as well as Victory. The Fort Myers-based company understands what motivates freelancers and it has a track record of finding reliable people who will be punctual, upbeat and enthusiastic.

Freelancers prize their freedom, working when and where they choose. “This is a lifestyle for them,” says Bre Davis, community manager for Victory.

“These people have interesting lives, they're traveling all the time,” says Mike Cilla, human resources generalist with Victory.

In fact, freelancers often think they have it so good that they're selective about referring others to Victory. “They are protective about letting people in,” Cilla says.

Fact is, corporate-event freelancers make good money. Starting wage is $17 an hour, double the minimum wage, and reaches as high as $35 an hour. In hard-to-hire places such as Seattle and San Francisco, freelancers can make an additional 20% above that. Some freelancers tell Victory they won't accept any gig less than $40 an hour, says Vinny Antonio, president of Victory.

Any place people congregate is a hunting ground for Victory. That includes coffee shops, fraternities, social clubs and university career centers, though Victory staff are careful not to give away some of the best sources. The toughest place to recruit is Boston, they say. “We haven't cracked the code,” Davis says.

To generate buzz and attract others, Victory encourages freelancers to snap photos of themselves at events they're working and post them on Instagram with the hashtag #promolife. “A lot of them like it when we post their photos,” says Davis, who adds them to the Victory Instagram account @victorymktg.

Cell phones are key because freelancers are always on the go. Antonio says he interviews people using the Facetime app as they're walking around a city.

That's why Victory is currently testing an app that lets people apply for gigs using their cell phones. Currently prospects have to upload their resume and photos using a laptop computer, sometimes a cumbersome process for freelancers.

Each prospect and job candidate has to speak with a person from Victory in Fort Myers by phone to get a gig, no matter how many times they've worked for the company in the past.
“At the end of the day, they're still talking to a person,” Davis says.

Two keys Victory looks for in candidates: enthusiasm about the gig and whether they're paying attention to the details. For example, Victory sometimes will hide a key word in the job description and ask for it during the interview. Ultimately, Cilla says it might be possible one day to include psychological assessments in the mobile app, though it does conduct background checks if a client requests it.

But perhaps the biggest determinant is past performance based on reviews from team leaders assigned to each gig. “If they don't show up, they're out,” Antonio says.

Antonio knows this from personal experience. He began working at a young age dressed up as the Geico lizard and kept a record of reliable people in each town where he traveled to help him set up the insurance company's booth at fairs and events. That original database became the basis for Victory.

TIPS
•Pay top dollar. Freelancers for Victory make at least double the minimum wage to start.

•Promote jobs on social media such as Instagram.

•Make it easy for people to apply for jobs using a mobile phone.

•Technology won't replace people when it comes to recruiting.

Follow Jean Gruss on Twitter @JeanGruss