This diploma paper which is called the freelancers as a new innovative form of business deals with the new conception at labour market. At the beginning of the work I pay attention to the development of business in the Czech Republic during the time after World War II till present. Until the new century, nobody has known the new conception "freelancer". I explore this new kind of business with a help of the questionnaire. The aim of the work is the description of basic characteristic of freelancers and their differences with OSVČ. These differences and similar characteristics were deduced under the help of comparison of results of my and Economic Chamber's questionnaires. For the right definition of freelancers my own results were also compared with results of The freelancer statistic report's questionnaire. This questionnaire was engaged in description of freelancers from the whole world. At the end of the analytic part of my work there are all results which I gained from my questionnaire reminded.

Denna studie behandlar reklambyråers användning av sociala medier i rekryteringsprocessen av tillsvidareanställda respektive frilansare. Syftet är att förstå hur sociala medier används förrekrytering och hur arbetsgivare inom mediebranschen resonerar kring detta. För att undersöka detta användes kvalitativ semi-strukturerad intervju som genomfördes med fyra olika personer med rekryteringsansvar på fyra olika reklambyråer i Malmö. Studien visar att respondenterna använder sociala medier för att annonsera och söka efter potentiella framtida anställda och frilansare. Fördelen med sociala medier är att det kan vara ett sätt att nå utanför byråernas egna nätverk. Till skillnad från tidigare studier använder respondenterna i denna studie inte sociala medier för bakgrundsinformation om kandidater. Det kan ses som positivt eftersom det innebär en mindre risk för att information tas ur kontext och leder till diskriminerande beslut. Den största skillnaden mellan rekrytering av tillsvidareanställda och frilansare verkar vara betydelsen av kandidaternas personlighet, som i sin tur påverkar hur formell rekryteringsprocessen blir. / This study covers advertising agencies’ use of social media in the process of recruiting full time employees and freelancers respectively. The aim is to gain an understanding of how social media is utilized and how employers discuss the use of social media channels. The method used in this study was semi-structured qualitative interviews and the interviews were carried out with four people with recruiting responsibility at four different advertising agencies in Malmö. The study shows that the respondents predominantly use social media to advertise jobs and search for potential employees and freelancers. The advantage of social media is that it provides a way to reach outside of the agencies’ own network. In contrast to what other studies have found the respondents in this study does not use social media to gain personal background information about candidates. This can be seen as positive as it lessens the risk of information being taken out of context and leading to discriminating decisions. The main difference between recruiting employees and recruiting freelancers seems to be the importance of the applicant’s personality which in turn affect the formality of the recruiting process.

En la actualidad, bajo la coyuntura actual que vivimos a causa de la pandemia COVID-19, el uso de servicios freelance por parte de personas naturales y por los distintos emprendimientos se ha incrementado, debido a que el mundo se ha digitalizado y existe un importante potencial de crecimiento en los servicio digitales, sobre todo para potenciar perfiles empresariales en redes sociales o para fines personales. Considerando ello, nuestro proyecto se basa en la creación de una plataforma web con presencia en redes sociales que desempeñará el rol de nexo entre freelancers y usuarios, que requieran de sus servicios digitales, enfocándonos en el público ubicado en Lima Metropolitana. El objetivo principal de esta plataforma es que ambos segmentos vivan una experiencia agradable, rápida, eficiente y segura, que satisfaga sus necesidades en el canal digital; con la visión de impulsar la generación de ingresos, de manera sostenible y formal. Para la sustentación de este proyecto se desarrollaron diversos experimentos que permitieron validar la existencia de la necesidad detectada, las posibles soluciones y el plan que se armó para las cuatro semanas de concierge del proyecto. Los resultados que obtuvimos de los experimentos, nos llevaron a comprender la importancia de validar el segmento de socios clave y el canal de atención y comunicación con nuestros clientes; así como validar las intenciones de compra y las ventas realizadas. Descritas las líneas anteriores, colocamos a disposición de los lectores el presente trabajo de investigación para que sirva como guía para futuros proyectos e ideas de negocio, que resulten sostenibles en el tiempo, siguiendo un espíritu innovador en cada etapa. / The present research work consists of the development of a web platform that connects freelancers with users, the purpose is to see the feasibility of digitizing this industry from new tactics and tools of connection between these users. The objective of this platform is to seek to offer a fast and efficient experience, which allows you to meet your needs as individuals. With the vision of facilitating income generation in the wake of this pandemic, in a sustainable and formal way. To support this project, several experiments were developed to validate the existence of a common need or problem and a business model that provides an immediate solution. The results of these concierges will provide to ascertain the hypothesis of the strategies on which this project is based. In the last part of the document, you will be able to appreciate the financing plan of the business structure, as well as the development of an integrated marketing plan, social responsibility purposes and a financial analysis that determines and estimates the degree of success of the project. Finally, for the development of each part of the support of the project, internal and external change factors that may significantly affect the company were taken into account, such as political uncertainty and the global crisis due to COVID-19. To this end, applicable strategies are developed for each scenario as part of a contingency plan, as well as various proposals that directly or indirectly influence key processes for the project, which allows to know the level of acceptance of the business idea. / Tesis

Cette thèse contribue aux réflexions critiques sur l’autonomie et le travail en se plaçant sous le prisme encore peu exploré du travail non subordonné en coopérative d’activité et d’emploi (CAE). Les travailleurs non subordonnés sont des individus qui souhaitent vivre de leur savoir-faire et de leurs compétences sans passer par le cadre salarial traditionnel. Ils trouvent eux-mêmes leurs opportunités de travail rémunéré en proposant des biens ou des services à des clients. La thèse s’intéresse à l’expérience qu’ils font de l’autonomie à travers la problématique suivante : dans quelle mesure la non subordination permet-elle aux travailleurs de conquérir de l’autonomie individuelle et collective dans un système néolibéral caractérisé par la figure de l’individu-entrepreneur ? Elle s’appuie sur une démarche inductive dans le cadre d’une enquête ethnographique. Elle s’inscrit dans l’épistémologie constructiviste et les théories critiques en management. La thèse étudie d’abord la dimension individuelle de l’autonomie en se penchant sur le travailleur non subordonné en tant que figure. En particulier, elle compare cette figure à celle de l’individu-entrepreneur néolibéral et mobilise le concept de micro-émancipation. La thèse examine aussi la dimension collective de l’autonomie au niveau global de la gouvernance de la CAE et au niveau des collectifs d’entrepreneurs-salariés qui se forment en interne. Le cadre théorique de l’anarchisme, très peu mobilisé en sciences de gestion, s’avère fécond pour l’analyse. Parallèlement à la réponse à la problématique, la thèse apporte trois contributions. Premièrement, elle propose une cartographie des situations de travail contemporaines qui montre le caractère obsolète de la distinction entre statut salarié et statut indépendant. Deuxièmement, elle établit une typologie des trajectoires professionnelles des travailleurs non subordonnés en CAE : profils « souffrance dans le salariat », « sans emploi », « nomade » et « entrepreneur ». Troisièmement, elle fournit des pistes managériales pour aider des collectifs de travailleurs à se structurer de façon non hiérarchique. / This thesis contributes to critical reflections on autonomy and work through the study of non-subordinated work in business and employment cooperatives (BEC). The concept of non-subordinated workers, close to that of freelancers, refers to individuals who attempt to forge a living out of their skills outside of the traditional salaried worker system. They find themselves their work opportunities by offering their goods and services to clients. The thesis explores the kind of autonomy that these workers practice by asking the following question: to what extent does non-subordinated work allow workers to attain individual and collective autonomy in a neoliberal system characterised by the individual-entrepreneur figure? It is based on an inductive approach carried out during an ethnographic study. It belongs to the constructivist epistemology and to critical management studies. To begin, the thesis studies the individual dimension of autonomy by looking into the non-subordinated worker as a figure. In particular, it compares this figure to that of the individual entrepreneur and builds on the concept of micro-emancipation. The thesis also examines the collective dimension of autonomy at the level of the governance of the BEC and at the level of the non-subordinated workers’ collectives that are created within the cooperative. Anarchism, rarely used in management sciences, proves to be an interesting analytical framework for the analysis. In parallel, the thesis provides three contributions. Firstly, it establishes an overview of contemporary work situations that demonstrates, amongst other things, that the distinction between the legal status of an employee and that of a self-employed person is outdated. Secondly, it proposes a typology of non-subordinated workers’ career paths which includes four profiles: “suffering in the salaried worker system”, “unemployed”, “nomadic”, “entrepreneur”. Thirdly, it offers managerial advice to help collectives of non-subordinated workers organise in a non-hierarchical way.

Syfte och frågeställningar: Syftet med studien var att undersöka och erhålla kunskap kring hur frilansande specialister upplever deras arbetsform och vilka effekter arbetsformen medför för individen, sett utifrån ett hållbarhetsperspektiv. Studiens frågeställningar var: ”vilka effekter, i form av möjligheter respektive hinder, medför arbetsformen för frilansande specialister?” och ”vilka drivkrafter motiverar individen att frilansa?”   Material och metoder: I studien användes metoden klassisk grundad teori, vilket är en fullständig metod för hela uppsatsen. Datainsamlingen skedde genom fem ostrukturerade intervjuer samt fyra semistrukturerade intervjuer baserat på en kombination av snöbollsurval och ändamålsenligt urval. Intervjuerna kompletterades med fyra vetenskapliga artiklar relaterade till studiens forskningsändamål. Resultatanalysen skedde genom tre faser; öppen kodning, selektiv kodning och teoretisk kodning, vilket resulterade i en modell om hållbarhet för frilansande specialister.   Huvudresultat: Centralt för arbetsformens hållbarhet är omfattande yrkeskompetens, vilket är grundläggande för frilansande specialisters incitament och preferens samt anlitningsbarhet. Incitament och preferens till arbetsformen utgörs av strävan mot självständighet samt personlig och yrkesmässig utveckling kopplat till frilansarens omfattande yrkeskompetens. Anlitningsbarhet baseras på frilansande specialisters förmåga att effektivt kunna nätverka och marknadsföra yrkeskompetenser, samt kompetensen att kunna hantera arbetsformens potentiella ekonomiska osäkerhet. / Purpose: The purpose of the study was to investigate and obtain knowledge about how expert freelancers perceive their work and what effects the work form entails for the individual, from a sustainability perspective. The research questions were: "what effects, in terms of opportunities and obstacles, does the work form entail for expert freelancers?" And "what motivates the individual to freelance?"   Materials and Methods: The study used the classical grounded theory method, which is a complete method for the entire essay. Data collection was done through five unstructured interviews and four semi-structured interviews based on a combination of chain sampling and purposeful sampling. The interviews were completed with four scientific articles related to the study's research purpose. The analysis was done in three stages; open coding, selective coding and theoretical coding, which resulted in a model of sustainability for expert freelancers.   Findings: Key to obtain sustainability in the work form requires extensive professional competence, which leads to the incentives and preferences of expert freelancers and their employability. Incentives and preferences consist of the pursuit of independence and personal and professional development linked to the freelancer's extensive professional competence. The employability is based on expert freelancers ability to effectively build networks and market their professional skills, as well as the ability to handle the potential economic uncertainty of the work form.

En la actualidad, como consecuencia de la pandemia, los hábitos de consumo de las personas han cambia. Según Andina (2020), las compras online en el Perú han aumentado en 120% para el primer trimestre del 2020 y continuaran creciendo. Las personas optan por solicitar servicios o productos mediante medios digitales. Asimismo, el número de FreeLancer en el Perú se ha triplicado (Comercio, 2020). Esto debido a que existen más trabajadores independientes que empezaron a utilizar las redes sociales para prestar servicios como gasfitería, carpintería, entre otros. Considerando ello, nuestro proyecto se basa en la creación de una aplicación denominada Repair & Remodel, la cual servirá como medio de conectividad para los jefes de familia y los FreeLancers, que son personas dedicadas a la construcción y decoración de hogares ubicados en Lima Metropolitana. El objetivo de esta aplicación es permitir al FreeLancer ampliar su cobertura de clientes y para los jefes de familia les permitirá reducir el tiempo de búsqueda del FreeLancer que requieran de forma segura, sencilla y dinámica. Para sustentar este proyecto se realizaron una serie de experimentos como validación del problema, de la solución, del modelo de negocio y/o intención de compra. Finalmente, se elaboró un plan financiero de tres años para determinar la viabilidad del negocio. Expuesto las líneas anteriores, brindamos a disposición de los lectores este proyecto de investigación para que sirva como guía para futuras ideas de negocio. / Currently, as a result of the pandemic, people's consumption habits have changed. According to Andina (2020), online purchases in Peru have increased by 120% for the first quarter of 2020 and will continue to grow. People choose to request services or products through digital media. Likewise, the number of FreeLancer in Peru has tripled (Comercio, 2020). This is since there are more independent workers who began to use social networks to provide services such as plumbing, carpentry, among others. Considering this, our project is based on the creation of an application called Repair & Remodel, which will serve as a means of connectivity for heads of family and Freelancers, who are people dedicated to the construction and decoration of homes located in Lima Metropolitan area. The objective of this application is to allow the FreeLancer to expand its coverage of clients and for the heads of families it will allow them to reduce the search time for the FreeLancer they require in a safe, simple and dynamic way. To support this project, a series of experiments was carried out to validate the problem, the solution, the business model and / or purchase intention. Finally, a three-year financial plan was developed to determine the viability of the business. As exposed the previous lines, we offer to readers this research project to serve as a guide for future business ideas. / Trabajo de investigación

Denna uppsats behandlar frilansare i mediebranschen. Studien syftar till att bidra till den redan existerande förståelsen för hur mediebranschen ser ut idag, men också för att öka förståelsen för hur frilansare marknadsför sig via sociala medier. Genom kvalitativa intervjuer med frilansare har sociala medier som marknadsföringsverktyg undersökts. Resultatet beskriver vilka sociala medier som används av de frilansande intervjupersonerna men också hur mediebranschen i dess kontext ser ut idag, vilken betydelse kontakter har samt betydelse av ett personligt varumärke. Med en abduktiv ansats har det insamlade materialet analyserats genom ett växelspel mellan empiri och teori. Slutsatsen att dra är att sociala medier är ett nödvändigt marknadsföringsverktyg för att nå ut med det personliga varumärket, för att visa att du som frilansare finns bland dina kontakter men också för potentiella uppdragsgivare. Kontakter har också en viktig betydelse för frilansare i mediebranschen men kan kompletteras med marknadsföring på sociala medier då sociala medier kan hjälpa till med att få ut det egna personliga varumärket i branschen, vilket är viktigt för en frilansares professionella framgång. / How freelancers in the media business use social media as a marketing toolThis paper is about freelancers in the media industry. The study aims to contribute with information to the already existing understanding of how the media industry looks today, but also to increase the understanding of how freelancers use social media within their marketing. The use of the social media as a marketing tool has been studied through qualitative interviews with freelancers. The result describes which social medias are used by the freelancing respondents, but also how the context of the media industry looks today. It also enlightens the importance of social contacts for the freelancers and the meaning of self-branding. The collected material has been analyzed through an abductive approach, which means that an interaction between empirical data and theory-based information has been done. The conclusion of this study shows that social media is a necessary tool for the freelancers to succeed with their self-branding, not only to be noticed by your own contacts, but for the potential clients as well. The importance of contacts also has a big role for freelancers in the media industry, but in the lack of it, it can be supplemented with social media marketing since social media can help you with your self-branding, which is important for the professional success of a freelancer.

Purpose - The purpose of this study was to understand how platform providers can develop their offerings and gig platforms depending on the targeted professional freelancers, henceforth referred to just as freelancers. To fulfil the purpose, three research questions (RQ) were developed: RQ1. How do freelancers’ level of experience influence what is important for their work life? RQ2. How do freelancers’ level of experience influence what they want help with from a gig platform? RQ3. How can platform providers create a satisfying gig platform?  Method - A qualitative, explorative approach was used and both freelancers and platform providers in Sweden were interviewed. In total were 23 interviews conducted in three different phases and the data collected was then analysed through two thematic analysis. Findings - The finding showed that new and experienced freelancers found similar things as important for their work life; monetary compensation, freedom, feeling authentic, self-development, social connection, decreasing uncertainty, relationship with the requesting organization (RO), necessary competence and finding new gigs. Experienced freelancers also found it important to scale up their freelancing career. Even though both groups almost found the same categories of aspects important, but their view on them differed. Experienced freelancers had higher expectations and had already accomplished most of them, while the new ones wished to accomplish it in the future. The new freelancers therefore showed a greater interest in gig platforms and wanted more help from platform providers. What new and experienced freelancers wanted help with, and how platform providers can accomplish it, was illustrated and a framework for strategic aspects which platform providers should consider in order to create a satisfying gig platform was developed.  Theoretical and Practical Contribution - The study contributed to the previous literature by highlighting that different groups of freelancers, new and experienced ones, have different views and expectations on things they find important, as well as what they want help with. Additionally, guidance for platform providers on how to create a satisfying gig platform was provided. Limitation and Future Research - This study was limited to Sweden, and it could be of interest to investigate if there are similarities or differences among different countries. It could also be interesting to investigate if the gender of the freelancers’ niche influences their needs. / Syfte – Syftet med denna studie var att förstå hur plattformsägare kan utveckla sina erbjudanden och gigplattformar beroende på vilka professionella frilansare som de riktar sig till, hädanefter bara benämnda som frilansare. För att uppfylla syftet skapades tre forskningsfrågor (FF); FF1. Hur påverkar frilansares erfarenhet vad de tycker är viktigt för sitt arbetsliv? FF2. Hur påverkar frilansares erfarenhet vad de vill ha hjälp med från en gigplattform? FF3. Hur kan plattformsägare skapa en tillfredsställande gigplattform? Metod – Ett kvalitativt, utforskande tillvägagångssätt användes och både frilansare och plattformsägare i Sverige blev intervjuade. Totalt genomfördes 23 intervjuer genom tre olika faser och data analyserades sedan genom två tematiska analyser. Resultat – Resultatet visade att nya och erfarna frilansare tyckte att liknande saker var viktigt för deras arbetsliv; monetär kompensation, frihet, känna sig autentiska, kompetensutveckling, social samhörighet, minska osäkerhet, relationen till kunden, nödvändig kompetens och att hitta nya gigs. Erfarna frilansare tyckte också att det var viktigt att kunna skala upp sin frilansarkarriär. Trots att båda grupperna nästan tyckte att exakt samma kategorier av aspekter var viktiga skiljde sig deras syn på dessa. Erfarna frilansare hade högre förväntningar och hade redan åstadkommit många av dessa kategorier, medan de nya ville uppfylla dem i framtiden. De nya frilansarna visade därför ett större intresse för gigplattformar och ville ha mer hjälp från plattformsägarna. Vad nya och rutinerade frilansarna vill ha hjälp med och hur gigplattformar kan uppfylla detta illustrerades och ett ramverk för strategiska aspekter som är viktiga för plattformsägare att ta hänsyn till för att kunna skapa en tillfredsställande gigplattform utvecklades. Teoretisk och praktiskt bidrag – Studien bidrog till den tidigare forskningen genom att visa att olika grupper av frilansare, nya och erfarna, har olika syn och förväntningar på saker som de tycker är viktigt och även vad de vill ha hjälp med. Utöver detta har vägledning för hur plattformsägare kan skapa en tillfredsställande gigplattform tillhandahållits. Begränsningar och framtida forskning – Studien var begränsad till Sverige och det skulle därför kunna vara intressant att undersöka om det finns likheter eller skillnader mellan olika länder. Det skulle även vara intressant att undersöka om kön och området frilansarna är verksamma inom påverkar deras behov.

本研究從勞動觀點出發，檢視台灣媒體組織中的非典型雇用新聞工作者的勞動樣貌，並探討在非典型雇用型態下勞資雙方在生產過程中的互動與關係轉變。非典型雇用新聞工作者則既是受雇於資方的勞工，同時也可視作個人企業。做為勞工，非典型新聞工作者的各項勞動條件幾乎都不如正職工作者；做為個人企業，非典型新聞工作者需獨自面對外在環境變動的風險。正向來看非典型雇用是對於僵化體制的抵抗與反動，脫離組織換取自主性與自由，甚至帶來權力翻轉改變；反向思考則以社會學家Buroway「製造甘願」的概念為基礎，說明非典型新聞工作者對於資方過度剝削的順服，心甘情願參與資方所組織的趕工競賽，透過官僚、科技與價值觀的控制形塑出順服的意識型態。 研究結果依契約型態將新聞媒體產業中的非典型勞動力分為派遣／約聘新聞工作者、自由新聞工作者與獨立／公民記者三種類型，一般非典型雇用新聞工作者勞動條件都比一般正職工作者差，而三種型態的非典型勞動力的契約嚴謹程度會影響到勞動條件與自主性。不同的自主程度會影響到工作者的職業認同感與甘願的機制，派遣與約聘工作者的勞動過程中充滿不甘願的元素但受限於理想與現實卻被迫甘願；自由新聞工作者看似自由自主，但對工作延續性的焦慮也迫使他們落入競爭的遊戲中並自我限縮；獨立與公民記者以無償勞動換取絕對的自主權，然而要在眾多論述中取得框架的定義權，只能以自我剝削換取主流與個人媒體的轉引與跟進，勞動所產生的價值與實際付出不成比例。 本研究建議未來新聞產業界建立良好的新聞鑑價制度，並大力推行公民委製新聞平台，藉此提升台灣新聞產業勞動者的勞動條件與新聞產出品質。 / This research examined the labor of atypical employed journalists in the news industry in Taiwan, discussing the relationship changing between the capitalist and the labor during the production process. Atypical employed journalists are on the one hand the temporary workers who suffer the worse labor condition than permanent employees. On the other hand, they viewed themselves as self enterprise that faced external risks alone. Positive speaking, atypical employment was the resistance of traditional rigid discourse. For the sake of freedom and autonomy, workers leaved organizations and anticipated power reversal. Negatively, based on Buroway’s concept of “manufacturing consent,” this study illustrated how atypical employees submitted to the capitalist’s over-exploitation, willing to making out organized by the capital through the ideology formed by bureaucracy, technology and value control. The results revealed that atypical employed journalists were separated into three kinds: dispatched/contract workers, freelancers and independent/citizen journalists. Generally speaking, those temporary workers’ the labor condition were worse that permanent employees and the type of contracts would affect their working condition and autonomy. Different degree of autonomy could therefore inference occupational identity and consent. Dispatched and contract workers were forced to make consent with the capitalists due to ideal and reality; freelancers seemed to enjoy the freedom and autonomy, but the anxiety to job sustainability forced them to join the competitive game and self-constraint; independent and citizen journalists’ free labor guaranteed the absolute autonomy, but they had to work hard and even self-exploit in order to take advantage of frame disputes in both main stream and personal media. The value conducted during the labor process and the effort they made were out of proportion. This study suggested establishing complete news valuation system, and supporting community-funded reporting to upgrade the labor condition and report quality in the news industry in Taiwan.