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posted Jun 18, 2014, 11:54 PM by Siamak Ebarhimi

Editor's Note: The following is a guest post from Laura Gaudino, communications manager at Crowdsourced Testing. Gaudino discusses how companies can best make use of a disaggregated workforce, and what motivates crowd workers to perform. As always, guest contributors' opinions are their own and do not necessarily reflect the view of

Over the past few years, a large number of companies such as Apple, Amazon, and Netflix have turned to the crowd to propel their growth by creating new products, improving existing ones, or offering useful and rapid services.crowdfunding marketing

Crowdsourcing is versatile, which makes it very attractive to companies. But a lot of companies interested in the new business model have stumbled once they actually start experimenting with crowdsourcing. They realize that while beneficial, this innovative way of leveraging collective knowledge also comes with its own set of challenges. Perhaps the biggest of them is managing an eclectic crowd of participants.crowdfunding advertising

Directing a crowd of freelance workers whose time schedule, locations, nationalities, experiences, and perspectives highly differ is no simple matter. But it is not insuperable.

To implement a successful crowdsourcing project, it is critical to first assess crowd workers’ expectations and then define a strategy to reach the desired results.


The success of a crowdsourcing operation depends on the organization’s ability to provide crowd workers with autonomy, flexibility, and recognition for their work.

Working anytime, anywhere, without being tied to office hours and a specific location is the number one priority for many crowd workers. This flexibility and autonomy is important, especially for those who juggle multiple tasks or positions and need to manage their own schedule to take on all of them.indiegogo marketing

The second most important factor for crowd workers is the ability to gain experience and build a portfolio that they can use to further their careers. Part of the reward for crowd workers is to gain new learning opportunities and feedback on their work. Acting as a problem solver in a challenging situation or contributing to the creation of innovative solutions by contributing their expertise allows crowd workers to validate their knowledge. It is rewarding both personally and professionally.

Lastly, financial compensation is an obvious and sought-after reward, but a large number of initiatives, such as crowdwisdom projects, demonstrate that it is not the sole motivation for signing up with a crowdsourcing platform.kickstarter marketing

Once a company has assessed its workers’ expectations, it can start thinking about the measures and actions to implement to meet with their requirements and maximize the benefits of crowdsourcing.


When crowd workers feel that the organization does its best to understand and satisfy them, they are more inclined to engage with the community and contribute quality results.kickstarter project

Consider for instance the talented designers who refuse to participate in crowdsourced design contests because they feel that their effort is not recognized due to the competitive nature of design contests.

Companies who leverage the services of crowd design platforms are surely missing out on talented individuals who could’ve contributed significant results to their endeavour.CrowdFunding advertizing

Developing a successful strategy and taking action is more complicated than assessing workers’ expectations, but it’s a decisive step. There is no “one size fits all” solution, and you probably will have to experiment and pivot a few times to get it right.

Here are a few guidelines to help you get started:

- Develop a powerful crowdsourcing platform: Since crowd workers do not have a physical workplace, crowdsourcing platforms serve as “virtual offices” where they can interact with each other, share their knowledge and work on challenging projects. This platform is highly important as it is their only reference point. To make this platform enjoyable to work on, it is critical to polish the design, master the user experience, and to make sure that it functions flawlessly.CrowdFunding marketing 

- Build trusting relationships: In addition to developing a friendly platform, it is important to set transparent communication with crowd workers. This dialogue should define the organization’s expectations towards its workforce, as well as its missions and values. Active communication through social media, FAQs, satisfaction surveys, newsletters, and even a “contact us” section can be very helpful. Those direct actions allow companies to liven up their community and gain workers’ confidence.Kickstarter Marketing

- Implement a challenging and rewarding process: As mentioned above, the opportunity to increase one’s reputation among a large community of peers is a strong motivator. It is recommended to build communities around a common goal and to challenge them. The way companies decide to reward their workforce depends highly on their business model. Prizes, financial compensations, and rankings are among the most popular types of reward. You may decide that social recognition is the right venue for your community, but consider experimenting with various models before settling on the one which you’ve found generates the highest levels of participation.Indiegogo Marketing  

- Provide learning tools: To meet with crowd workers’ desire to learn from others and improve their professional skills, companies should provide them with learning tools. Creating a blog filled with relevant and informative articles and a forum to open up the conversation is an option. Implementing training sessions is another idea. Crowdsourcing companies should also consider hiring project leaders, coaches, or mentors to support the crowd workers in their learning process.crowdfunding  websites

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By David Khorram