The digital learning landscape is shifting, and freelancers are feeling the ripple effects. In this guest article, Brookwood’s Sam Dyde shares honest reflections and practical tips to help independent L&D professionals stay adaptable, visible, and thriving in 2025.
A Shifting landscape
Over the past few years, the UK digital learning industry has been on quite a journey. Budgets have shifted, AI has exploded onto the scene, and client expectations seem to evolve by the month.
As someone who works closely with freelance designers, developers and consultants, I’ve seen first-hand both the challenges and the incredible resilience that define this community.
It’s fair to say the market feels different right now. Work pipelines are less predictable, day rates are under more scrutiny, and there’s an increased demand for flexibility — often without much notice. Yet, amid the uncertainty, there’s still a huge appetite for great learning experiences.
The freelancers who will thrive are those who stay adaptable, connected, and proactive. Here are some reflections — and a few practical tips — drawn from conversations, projects and lessons learned within the UK digital learning world.
1. Know where you add the most value
One of the biggest shifts I’ve noticed this year is that organisations are being far more selective about where they bring in external support. Many have strengthened their internal learning teams, which means freelancers are now being brought in for specific expertise, not general capacity.
This is good news if you’re clear about what makes you stand out. Are you the person who can turn complex compliance into compelling stories? A systems-training specialist who can handle fast turnarounds? Or perhaps a learning strategist who can step in when projects need clarity and direction?
When you define your niche, you make it easier for clients to see your value — and easier for yourself to know which projects to say yes to.
2. Relationships matter more than reach
I can’t stress this enough: the best opportunities nearly always come from relationships, not algorithms. Yes, a strong LinkedIn presence helps — but what truly keeps freelancers in demand is trust.
Stay in touch with previous clients. Drop them a message, share a new example of your work, or even just say hello. Most contracts I see arise from past connections rather than cold outreach.
And don’t underestimate the power of helping your peers. Recommending another freelancer when you’re fully booked isn’t losing business — it’s investing in goodwill. The UK freelance scene is surprisingly small, and reputation travels fast in both directions.
3. Embrace technology, but keep it human
The rise of AI tools has caused mixed feelings across the digital learning community. Tools like ChatGPT, Synthesia and Articulate’s AI-assisted features are changing how we design and develop learning.
Some worry that automation could replace human creativity — but I’ve found the opposite. When used wisely, these tools free up time to focus on the work that really matters: storytelling, learner empathy, and design thinking.
My advice? Experiment. Test how AI can support your workflow, but never lose sight of what makes you uniquely valuable: your perspective, your judgment, and your understanding of how people learn.
4. Diversify, even in small ways
Freelancing has always been a bit of a rollercoaster, but with budgets tightening in some sectors, diversification is becoming essential. I’ve seen freelancers balance client work with short-term contracts, mentoring, or even selling templates and resources online.
You don’t have to reinvent your business overnight. Start with something manageable — offer a short course for junior IDs, create a downloadable storyboard pack, or collaborate with a small agency that needs overflow support.
A mix of income streams can help flatten the highs and lows of freelance life, especially during quieter months.
5. Refresh your personal brand
Your portfolio and online presence are often your first impression — and in a competitive UK market, they can make all the difference. Take a moment to review how you present yourself.
Does your LinkedIn headline clearly reflect what you do? Does your portfolio show not just finished projects, but the thinking behind them? Is it easy for clients to see how you can help them solve real problems?
A strong personal brand isn’t about self-promotion — it’s about clarity. The easier you make it for someone to understand your strengths, the quicker they’ll picture you in their team.
6. Protect your energy, not just your time
One of the hardest lessons I’ve learned — and heard echoed by many freelancers — is that burnout can creep up quietly. The constant juggle of sourcing work, delivering projects, and managing admin can take its toll.
Make time to rest between projects, even if it’s just a long weekend. Set clear boundaries with clients around communication and deadlines. And try to keep a few hours each week for your own development — reading, learning, or simply recharging.
You are, after all, your most important asset. Protecting your energy isn’t a luxury; it’s a business strategy.
7. Stay connected to your community
Freelancing can sometimes feel lonely, especially when you’re between projects. The good news is that the UK digital learning scene has a strong sense of community — from informal LinkedIn groups to industry meetups and virtual coffee chats.
Joining these spaces offers more than just job leads. You gain peer support, shared knowledge, and reassurance that the ups and downs you’re experiencing aren’t unique to you.
Personally, I’ve seen collaborations, referrals and even friendships form through these groups. It’s one of the best ways to stay inspired and grounded.
Some great communities which you can join are:
L&D Free Spirits — a community for freelancers, solopreneurs, and small businesses in L&D. It helps members turn their expertise into a thriving business by offering networking, resources, and community.
The Learning Network — an L&D community run by practitioners for practitioners, offering peer mentoring, events (virtual and in person), a resource library, and networking to help spread best practices across the industry.
The Training Designers Club — a virtual learning community and resource centre allowing L&D professionals to collaborate, share and support each other in creative training development.
L&D Shakers — an international community of practice for L&D professionals who want to share ideas, host local meetups or “hubs”, and accelerate their careers through collective learning and peer exchange.
School of Facilitation — a community for facilitators and trainers to connect, share tools, and learn together.
The Facilitators Café — a UK-based community for facilitators, coaches, and trainers. It offers workshops, resources, forums, and events to help practitioners elevate their facilitation craft.
WomenIn — a WhatsApp community for women working in L&D, HR and People Teams.
8. Keep an eye on the bigger picture
Despite the current economic wobble, there’s still plenty of reason to be optimistic. Organisations continue to invest in learning — particularly in compliance, technology adoption and leadership development.
What’s changing is how they buy. Many are looking for flexible, project-based support rather than long-term retainers. That plays to freelancers’ strengths — adaptability, speed and the ability to hit the ground running.
Keep refining your offer to align with where the demand is. The market might be shifting, but it’s not shrinking.
The future is still bright
Freelancing in digital learning has never been easy, but it remains one of the most rewarding ways to build a career. You get to work on diverse projects, collaborate with brilliant people and help organisations solve meaningful problems.
Yes, 2025 brings its share of challenges — tighter budgets, AI disruption, shifting expectations — but it also brings opportunity. The key is to stay curious, stay connected and stay confident in the unique value you bring.
The UK learning community thrives on creativity and collaboration, and freelancers are at the heart of that. So keep showing up, keep creating, and keep supporting each other. The market may change, but our collective expertise is what keeps it moving forward.
About the author
Sam Dyde is a Senior Consultant at Brookwood Recruitment, he works with L&D professionals and digital learning freelancers to help teams scale and deliver projects across the UK. He writes regularly about the future of digital learning, freelance work and the changing dynamics of the talent market.
