There are variations of this old, unverified tale about Picasso sitting in a restaurant when he was spotted by a fellow diner.
“You’re Picasso!” she gushed. “I’d be honored if you would paint my portrait for me.”
Picasso had his brushes with him and, grabbing a napkin, produced a Picasso masterpiece in a matter of minutes. The woman was thrilled.
“Thank you so much!” she gushed, walking away, already talking to her husband about the type of frame she’d put her little masterpiece in.
“Just a minute—that will be $200,000, please,” Picasso said.
“$200,000!” She sputtered. “I thought this was a favor. It’s painted on an ordinary napkin. And it only took you half an hour.”
“Yes,” said Picasso, “but it took me a lifetime to learn how to paint like that in half an hour.”
Creatives are often asked to do “spec work” or “work on-spec” when bidding for a job. If this is part of your “job application” or “bidding process,” you are asking us to work for free. We may have a gift, but we should not be asked to give it away.
Before I go further, I want to clarify something for those who are new to freelancing: It’s not unusual for writers to be given some sort of editing or writing assessment—a few paragraphs, even a couple of pages, in a timed setting has purpose, depending on the gig. And it’s not unusual for designers to deliver some sort of presentation, thumbnails, or concepts. Yes, those also take time, but they are also to be expected. This is not what I’m talking about.
I’m talking about when creatives are asked to produce entire chapters, entire campaigns, several blog entries, or entire scripts as part of their application process without pay. Likely, the potential client also wants the freelancer to sign something saying that the work belongs to the client.
This is how some businesses try to get free creative work. And it’s not cool.
Think about it—several creatives vying for the same gig, they do it on-spec. That individual, company, or organization has saved a lot of money by getting their ads, blog entries, etc., done for free. Don’t get me started on the lack of ethics in this strategy. So, a word to those who are hiring:
- If you are hiring a professional creative, they will have a portfolio. Take a moment to study their work. It’s your job and responsibility to do so.
- If you are unable to assess their work or level of involvement based on their portfolio, ask them questions about the pieces in the aforementioned portfolio that are relevant to the job, or most appealing to you. Give them an opportunity to educate you on the purpose and process.
- If you still cannot make up your mind about this individual, you can offer them a small, sample project, but you should also offer them a fee for their time. You are taking them away from other paid work, so if they are willing to do it, pay them for their time. If the fee does not match their regular rate, then allow them to use the piece for self-promotion (which you should allow regardless, since it also promotes your product or service).
Now, there may be exceptions. If you are new to freelancing, or the role is in a new medium or industry you’re wanting to enter, or even if the opportunity gives you a chance to flex a new skill you have acquired, you may want to consider spec work. This is where I would advise someone to really consider the amount of time they expect to put into it, and whether they feel strongly that this is the right opportunity to, essentially, work for free.
Is it a new opportunity? Is it possible you’ll earn a long-term client or more opportunities in this new-to-you industry? After all, if the client is willing to take a chance on you, a newbie, and you feel confident you can handle it, then maybe you should be willing to apply for the gig this way. I would still require the client to sign something that allows you to add the work to your portfolio for self-promotion, regardless.
Freelancers, don’t come down too hard on someone who asks you to work on-spec. This isn’t always a “strategy” or tactic to get creative work for free. They may not be looking at it from your vantage point; they just think this is how to make the right decision for them or their organization, not realizing that ‘trial runs’ cost you money. It’s up to you to educate them on best practices and avoid your own personal Blue Period.