Making gigs work: digital platforms, job quality and worker motivations

Technology has driven new organisations of work and employment relationships, rendering changes that would have been unimaginable just a decade ago. The rise of digital platforms has not only enabled new forms of work activity but also transformed the way workers find new opportunities. This development, referred to as gig work, is distinct from traditional employment in that it is mediated through online platforms. While we can somewhat objectively designate traditional job characteristics as ‘good’ or ‘bad’, designating gig work itself as ‘good’ or ‘bad’ overlooks the fact that workers are inclined to evaluate the quality of their jobs according to their own individual needs, priorities, backgrounds and other circumstances—even if those jobs are objectively the same. Unlike previous scholarship on gig work, which has viewed job quality largely from a platform‐focused perspective, this article takes a worker‐centric approach and provides a typology of gig workers. The typology demarcates how gig work is used and indicates key attributes that differentiate how workers approach such jobs. Moreover, the typology reveals heterogeneity in gig workers’ motivations, characteristics and intentions. Consequently, platforms with ‘bad’ job quality characteristics can still offer work that some workers will see as ‘good’ and vice versa.