Growth of the Gig Economy in Iceland

The Gig Economy in Iceland

The Gig Economy in Iceland has undergone significant changes in the past 3-4 years.
It is reshaping traditional work arrangements, changing workforce composition, improving cost management in workplaces, impacting recruitment processes and creating more flexibility and agility.

As the Gig Economy continues to strengthen, it's interesting to consider its development, understand the consequences it brings, and assess the challenges and opportunities it offers to workplaces in Iceland.

Development over the past 3 years and Hoobla

The Gig Economy in Iceland has grown in recent years, potentially seen as a wave driven by various factors such as technological advancements, COVID19, and the needs of the labor market (both workplaces and employees) for increased flexibility. Workers employed as contractors and part-time employees now make substantial contributions to the country's economy.

In 2021, Hoobla was founded, a specialized platform where companies and institutions can easily access freelance professionals, managers, and consultants. All experts in their field of work. This was the first such platform in Iceland. These professionals work in areas such as project management, finance, human resources, quality management, IT, analysis, strategy, marketing, and more.

Before Hoobla's establishment, there is a long history of tradespeople, lawyers, auditors, accountants and doctors working freelance. So, the idea of individuals choosing to work freelance or businesses utilizing contractor services is not new.

In 2023, Giggó and Wolt were established in Iceland. Giggó is the first platform in Iceland where various service providers can be accessed in one place, such as house cleaners, movers, massage therapists, DJs, event hosts, and more.
Wolt, on the other hand, is a Finnish platform that launched in Iceland, offering delivery services from restaurants and retailers.

These three platforms (Hoobla, Giggó, and Wolt) make it easier than ever for people to work freelance in Iceland and gain good access to projects they want to undertake.

The employment landscape in Iceland is therefore more diverse, dynamic, and flexible, with easy access to people who choose to work freelance full-time or alongside other jobs.

The gig economy continues to evolve, and further innovation in this area can be expected in the future.