One of the hot topics of today in business is women in the workforce and in particular women working in the On Demand and freelance economy. People are increasingly choosing flexibility in the workplace over a full time gig which can be seen as a reflection of who we are and what we value in life. The On Demand economy is attractive to certain individuals because it offers the ability to work for who, when and where you want. It also offers endless opportunities for individuals to grow, learn and negotiate working conditions with potential employees.

All over the world women are increasingly choosing freelance positions over full-time positions. A study conducted by Edelman Berland concluded that 53% of the freelance workforce were women. Working families are challenged with juggling work and family responsibilities and while there has been great progress in the equality of defining the roles of men and women in the workplace, there is one reality which is still prevalent: Women, most often adjust their work and life schedules to help with family life.

"The future of the online talent platforms is upon is. One of the most challenging issues our society is currently facing is the issue of unemployment. Strategically designing ways in which we can decrease the levels of unemployment across the world is paramount".

A report by the Pew Research Centre in 2013 concluded that parents, both male and female within the workforce had made adjustments to their careers so that they could take care of a child. However, out of the parents interviewed, mothers more so then fathers agreed on career interruptions or adjustments in the process of having children. Some adjustments include:

  • Reduced working hours - 28% men, 42% women
    - Taking a significant time off work - 24% men, 39% women
    - Quit job - 10% men, 27% women
    - Turned down a promotion - 10% men, 13% women

One common theme across all these areas was time and flexibility. The hours required to have a child is significant and most women felt their workplaces did not offer flexibility when is came to raising a family, hence having to make career adjustments. As a result most organisations are losing out on valuable talent within a company which can, in most cases be easily be retained. Trends in the workforce show that the workplace is becoming more gender diverse. For companies and organisations to maximise productivity and retain pools of talent there needs to be a shift in workplace culture to make flexibility a priority. Freelance and On Demand work seems to be a popular option for women when it comes to balancing a work and family life and it seems to only be growing.