Human Resource Management Strategies to Improve Freelancer Performance In Online Media Companies

The growth of the GIG economy has changed the employment landscape globally, including in Indonesia. PT Ayo Media Network is one of the online media companies that relies on freelancers such as reporters, editors, and content writers. However, the performance of freelancers in this company is considered low and inconsistent. This study aims to analyze the main causes of the low performance of freelancers and devise effective human resource management (HRM) strategies to improve their performance. Using a qualitative approach, data was collected through in-depth interviews and Focus Group Discussions (FGDs) with freelancers and company management. The results showed that low financial motivation and perception of unclear roles were the main causes of freelancers' performance decline. Meanwhile, ability and situational factors also influence indirectly. This study recommends HRM strategies based on the MARS model (Motivation, Ability, Role Perception, Situational Factor) to improve freelancers' performance through improving the incentive system, training journalistic skills, clear work communication, and strengthening quality content on media platforms.