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Businesses are increasingly turning to independent professionals to navigate seasonal demand and evolving skill requirements. According to Upwork's Monthly Hiring Report for October 2025, hiring for customer-facing skills surged 30% as companies prepare for the holiday season. The data reveals a strong reliance on the flexible talent economy, with 78% of businesses planning to hire independent talent in the next three months, outpacing hiring for full-time knowledge workers.
Hiring for customer service & tech support grew 30% month-over-month.
78% of businesses plan to hire independent talent in the next three months.
Data mining & management skills saw a 26% increase as AI integration grows.
High-value creative work is rising, led by a 38% surge in game design.
Flexibility and speed to hire are the top reasons for engaging freelancers.
The most in-demand AI-enabled skill in October was graphic design.
The data indicates a clear strategic shift towards using flexible talent to manage holiday demand. Beyond the 30% growth in customer service roles, hiring for community management and e-commerce development also saw significant increases. This allows businesses to scale their customer-facing operations efficiently without the long-term commitment of full-time hires, with flexibility and speed cited as the primary drivers for this approach.
As AI becomes more operational, the report highlights a growing need for human oversight and specialized skills to manage it. Hiring for data mining & management grew 26%, and roles in AI data annotation and quality assurance testing also increased. This trend underscores a market where AI proficiency is highly valued, but businesses are simultaneously investing in human expertise to ensure accuracy, accountability, and creative strategy, blending technical and imaginative skill sets.
The Upwork Monthly Hiring Report paints a picture of a dynamic and adaptive workforce strategy. Businesses are not just using freelancers for temporary gaps but are strategically leveraging them to access specialized skills, manage fluctuating demand, and build a competitive edge in the age of AI, signaling a fundamental shift in how modern work gets done.
Upwork Inc.’s family of companies connects businesses with global, AI-enabled talent across every contingent work type including freelance, fractional, and payrolled. This portfolio includes the Upwork Marketplace, which connects businesses with on-demand access to highly skilled talent across the globe, and Lifted, which provides a purpose-built solution for enterprise organizations to source, contract, manage, and pay talent across the full spectrum of contingent work. From Fortune 100 enterprises to entrepreneurs, businesses rely on Upwork Inc. to find and hire expert talent, leverage AI-powered work solutions, and drive business transformation. With access to professionals spanning more than 10,000 skills across AI & machine learning, software development, sales & marketing, customer support, finance & accounting, and more, the Upwork family of companies enables businesses of all sizes to scale, innovate, and transform their workforces for the age of AI and beyond.
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