Something’s shifting in agency land — and it’s not just another rebrand or pitch frenzy. Over the past few months, we’ve watched a noticeable wave roll through PR and marketing circles: top-tier talent is actively chasing “fractional” roles. Not as a side hustle. Not as a stopgap. As a deliberate career strategy. 🎯
And honestly? It makes a lot of sense.
👁🗨 So… what actually is a fractional manager?
🔸 They’re essentially a “plug-and-play” expert — someone you bring in without the full-time strings attached.
🔸 They might work freelance, part-time, or on a contract basis — whatever the business needs at that particular moment.
🔸 They slot into your team quickly, bringing high-level skills like strategy, media outreach, crisis comms, leadership support.
🔸 And the best part? You pay strictly for the time, output, and expertise you need. No overhead. No fluff.
It’s consultancy…but cooler, faster, and more embedded!
🎙 Why is everyone suddenly talking about it?
✨ It’s cost-effective. Brands get senior brains without senior-salary commitments.
✨ It’s flexible. Talent can choose when, how, and with whom they work — finally.
✨ It’s perfect for startups and SMEs. Who access high-level strategic thinking without blowing the budget.
✨ It’s problem-solving on demand. Need a strategy reset? A media blitz? Crisis support? Enter a fractional.
The value exchange is cleaner, too, as well as clearer expectations. And the results? Often faster and sharper because fractional talent thrives on efficiency and impact. They live for it.
💥 Is “Fractional” the new hype word, or the future of work?
Potentially both. Maybe we’ve hit the point where traditional full-time structures just don’t match the speed or complexity of the industries we work in? Maybe senior talent wants more autonomy. And maybe businesses finally understand that expertise doesn’t have to come wrapped in a 40-hour week.
Whatever the reason, the trend is real — and it’s only growing. 📈
Have you hired fractional talent yet? Or are you secretly thinking about becoming one yourself?
Iceberg is Melbourne’s go-to recruitment company! Specialising exclusively in recruiting for digital, marketing, PR, digital, experiential & advertising jobs. Permanent, freelance and contract roles are available! Sign up for our weekly newsletter HERE.
