From Learners to Earners: The Role of Education in Shaping Online Freelancers within the Gig Economy

Abstract

In developing nations, education systems prioritise employability over broader academic goals, often overlooking the preparation needed for freelance platforms. Yet, the digital economy presents a rapidly expanding avenue for youth employment and economic empowerment. This systemic oversight leaves many undergraduates unprepared to capitalise on the increasing global demand for digital and professional freelance services. Objective: This study aims to identify the attitudes, behaviours, and skills that undergraduates need to succeed in online freelancing, addressing the knowledge gap between the popularity of digital self-employment and the factors driving undergraduate success in this field. Methodology: This study employed an inductive approach, focusing on undergraduate freelancers in Sri Lanka. Snowball sampling was utilised to select 21 participants, and in-depth interviews were conducted to collect data. The data were subsequently analysed using NVivo thematic analysis, with analysis continuing until saturation was reached. Results: The results of this study revealed six key themes that significantly impact making an online freelance career for undergraduates in Sri Lanka: (I) Growth Mindset, (II) Work-life balance, (III) Flexibility, (IV) Effective Communication, (V) Proactive engagement and (VI) Developing Core Competencies Conclusion: Although the rising popularity of freelancing online among undergraduates is a significant trend, success is primarily attributed to various factors that enable freelancers to reach their full potential. Addressing these factors will be the solution to helping undergraduates navigate the online freelancing field. Unique Contribution: This study makes a significant contribution by empirically identifying and systematically categorising the key competencies required for undergraduate success in transitioning to online freelancing. It provides a novel, evidence-based framework for educators and policymakers seeking to prepare students for sustainable career opportunities and economic empowerment in the digital economy (SDG 8). © 2025, University of Nigeria Department of Mass Communication. All rights reserved.