Big employers dominate jobs market in post-COVID Australia

Where the jobs are growing

The Macquarie/LinkUp data show that hiring grew by 11 per cent in 2022, led by the state governments of New South Wales, Western Australia and Queensland. Private-sector momentum came from mining, finance and retail, reflecting strong global commodity markets, rising home lending and pent-up consumer demand after lockdowns.

Online retail, the broader retail supply chain, logistics and construction all posted significant gains. Professional roles also rose, with growth in public administration and in professional, scientific and technical services. By contrast, accommodation, hospitality, communications, real estate and educational services saw weaker ad volumes, and hospitality remains below its pre-pandemic level.

For independent workers, these shifts are a clear brief. Companies scaling logistics, digital storefronts, project delivery or compliance functions often need extra capacity without permanent headcount. That is exactly the gap freelancing and consulting are built to fill.

Remote work and the consulting opportunity

The growth in online retail, supply-chain technology and data-related hiring signals a workforce that is more digitised and less tied to traditional workplace boundaries than before the pandemic. Big employers such as Accenture, Amazon and InfoSystems were among the most active hirers, even as the broader information and technology industry recorded comparatively slow jobs growth. The implication is that businesses are hiring for specific, high-value capabilities, not indiscriminate headcount.

That is good news for consultants and freelancers who can deliver remotely. A specialist in data analytics, automation, logistics optimisation or e-commerce platform management can serve clients across time zones. The global gig economy means a Nigerian UX researcher, an Australian financial modeller or a British cybersecurity adviser can compete on skill rather than postcode.

Stop selling hours and start selling outcomes. Clients who cannot find permanent staff quickly will pay a premium for someone who can diagnose a problem, build a solution and hand it over. Position yourself as that person.

Skill-building that matches what employers want

Dr Ali Amrollahi of Macquarie’s Department of Actuarial Studies and Business Analytics stresses that the research team is tracking more than just new technology. They are watching which data analytics and visualisation skills employers seek, what credentials and experience they require, and how interdisciplinary knowledge is crossing into new parts of the economy.

This is a prompt for freelancers to update their own curricula. If your core offer is graphic design, adding data visualisation makes you the person who can turn a dashboard into a story. If you manage projects, supply-chain analytics helps you speak the language of logistics clients. If you write code, learning how artificial intelligence tools are adopted inside large firms will keep your proposals relevant.

You do not need a new degree for every trend. A short course, a visible portfolio piece or a small pro-bono project can demonstrate that you have moved with the market. Education providers are reshaping their programmes; independent professionals should reshape their service menus just as quickly.

Client management, pricing and negotiation

With Australian unemployment at around 3½ per cent, its lowest level in roughly 50 years, employers are struggling to find labour. That tight market gives skilled freelancers leverage, provided they use it wisely.

Start by mapping the hiring giants. The top 20 private employers, excluding state governments, accounted for 35 per cent of job advertisements in 2022; the next 30 large employers accounted for only 15 per cent. Names such as Glencore, Rio Tinto, Coles, Woolworths, the major banks, Harvey Norman and Just Group are not just employers; they are ecosystems. Their suppliers, franchisees and technology vendors need freelancers too.

When negotiating, anchor your price to the value of solving a skills shortage, not to your hourly comfort zone. Offer phased deliverables, retainers for ongoing capacity and clear scope boundaries so that urgent work does not become unpaid scope creep. In a market where big employers fight for talent, a well-structured proposal can look cheaper and faster than another permanent hire.

A simple playbook for independent professionals

First, pick a lane that is expanding. Logistics, online retail, professional services, construction-adjacent consulting and data-led specialisations all sit in the growth column. Second, build a visible body of work. A case study showing how you helped a retailer improve online conversion, or a logistics client cut delivery errors, is more persuasive than a generic CV.

Third, network into the supply chains of large employers. Attend industry events, follow the procurement portals of mining, retail and banking giants, and connect with the mid-sized firms that win their contracts. Fourth, manage your clients like a business. Use contracts, set milestones, invoice promptly and revisit pricing as your skills become scarcer.

Finally, stay curious. The Macquarie researchers plan to update their data series as interest rates rise and household demand slows. The freelance winners of the next phase will be those who read the market and adjust before the headlines catch up.

What this means

Australia’s post-COVID labour market is not just a story about big employers and low unemployment; it is a playbook for independent professionals. The sectors that are hiring, the capabilities they are advertising and the pressure they are under to find talent all create openings for freelancers and consultants who are prepared, visible and businesslike in their approach.

You do not need to be on a top-20 payroll to benefit from the top-20 hiring boom. You need to be one trusted step away from it: a specialist who can enter a supply chain, solve a specific problem and leave the client better equipped than before. Keep building the skills the market is asking for, price your work as a strategic investment and treat every engagement as the next referral. The demand is there; the question is whether you are ready to meet it.