Fair pay zzp rates for five roles of professionals in culture marketing and communications ready
Photo: Bas de Brouwer (from Whitepaper chain table) / Publication: 15/11/24
From July 22 to Sept. 19, the fair pay proposals from the Professionals in Culture Marketing and Communications chain table were in public consultation. People were asked to review, test and provide feedback on the fair pay practice tool proposals. The chain table has worked with this feedback. Based on it, it now presents final fair pay practice tools with the goal of concrete application.
It concerns a so-called MarCom Framework, created by Bureau STYR in collaboration with the chain table. It distinguishes five roles of Culture MarCom professionals who can function within certain valuation groups and at certain levels. Linked to these levels are zzp rates, derived from the General Market Netherlands and provided with a ‘markdown’ of minus 15% for Cultural Netherlands. These rates should be paid by working professionals to prevent further outflow of these valuable professionals from the cultural and creative sector.
Role matrix
STYR’s Role Matrix includes the five distinct roles within Culture MarCom. These are: advisor; generalist; manager & coordinator; project leader; specialist. Within the STYR model for weighting/rating roles, problem-solving ability is central. In this model, there are six rating groups from practical to abstract and twenty corresponding levels. The roles in Culture MarCom are divided into the valuation groups II, III and IV and assigned levels 5 through 11.
Role matrix. STYR. November 2024.
5 roles
An overview of each of the five roles has been prepared. This briefly states the nature of the assignment appropriate to a particular role. There is an explanation of the STYR rating group(s) to which the role belongs. For each level within a group, the required problem-solving ability is described and the so-called framework of the assignment that may belong to such a level. A (synonym) list with names of assignments and roles has been added, because in Culture MarCom many types of topical names occur. Finally, there is a cultural assignment description for each level as an example.
Role Advice. STYR. November 2024.
Role Generalist. STYR. November 2024.
Role Management and Coordination. STYR. November 2024.
Role Specialist. STYR. November 2024.
From wages to zzp rates
Based on the valuation of the five roles and their levels, STYR linked wages to them given the median of the General Market Netherlands, which is the salary including 8% vacation allowance and other fixed so-called emoluments/rewards. They also reasoned a zzp surcharge of 70.5% was determined. Furthermore, repeated research has shown that in the cultural collective agreements that are considered fair pay is generally paid 10% to 20% less than in the General Market Netherlands. In sub-sectors without a CBA, it is even worse. So in particular, individuals with general education and positions such as professionals in marketing and communications often flow out to other better-paying sectors. For completeness, STYR still showed a so-called cut-off with 15% lower rates for freelance MarCom professionals in the cultural and creative sector. Finally, this Agency compared its own levels with the job levels of MarCom professionals in four cultural collective bargaining agreements.
From wages to zzp rates. STYR. November 2024.
Manual MarCom Framework
There is a ‘Manual MarCom Framework. Fair pay for freelance MarCom professionals within the cultural sector.’ The Framework is intended for assignment providers and freelance MarCom professionals (contractors). It provides guidance for determining the weight of offered MarCom assignments in terms of problem-solving capacity and appropriate rates (fair pay). For clients it can be useful. They can go through three steps as part of the assignment: role with description, valuation group, level. In addition, the Framework gives contractors insight into their own problem-solving capabilities. This makes them better able to take on appropriate assignments at a fair(er) rate. Furthermore, the MarCom Framework can be used by contractors in their personal development.
Manual MarCom Framework. STYR. November 2024.
Previous fair pay practice tools from the chain table
The chain table Culture Marketing and Communication has already presented three fair pay practice tools on December 1, 2023 after an earlier public consultation:
1. A Manifesto on the value of culture marketers with the motto: ‘Without culture marketers no audience. Without audiences no culture.’
2. A Whitepaper with seven related practical examples.
3. A comparison of the remuneration for five types of MarCom positions in various cultural collective bargaining agreements with those in the Netherlands.
Furthermore, two specific underpinnings were previously created with the help of research firm Social Finance Matters:
1. A Reference Framework with job titles and scales in existing cultural and some related collective bargaining agreements/guidelines.
2. A study of project criteria for costs of marketing and communication by funds and governments.
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