Competitive Strategies of Older Age Freelancers at the Digital Labor Platforms

Abstract

The article analyzes the behavioral strategies of older freelancers, aimed at helping them to compete with younger workers at the digital labor platforms. On such platforms, the self-employed offer their services mostly for one-time jobs for a monetary reward and within the framework moderated and supported by an information system using computer algorithms. This system can be seen as a kind of “showcase”: on the one hand, we have standardized questionnaires of service providers (with a description of their skills and previous experience, a portfolio with reviews, a range of tasks performed), and on the other hand, customer requests for certain works.

Empirically, the study bases on the materials of 20 semi-structured interviews with self-employed people aged 50 to 73 living in Russia. Our informants earn a living by tutoring, translating, writing diplomas, creating and promoting websites, as well as selling photo materials for stock sites.

Based on the results of the analysis of semi-structured interviews, the author identifies and discusses several categories, namely, the perception of competition on the platform through the prism of the age of a freelancer and the concepts of a strategy leading to obtaining an order: an inventory of one's own accumulated human capital, "spying on ideas" from younger providers, and forming a pool of regular customers in order to refuse from further use of the digital platform.

Acknowledgements. The study was funded by the Russian Foundation for Basic Research, project number 20-011-00587.