The Construction industry contributes immensely to the gross domestic product (GDP) of South Africa and accounts for both formal and informal employment. Adopting technology in the industry will further aggravate the provision of formal and informal jobs in the construction industry by introducing a digital platform enabling people to work from anywhere and enabling companies to virtually balance between the archaic full-time and gig workforce models. The study aims to manage the gig workforce by employing the employee share ownership (ESO) approach to attract, retain, and motivate the gig workforce. The methodology adopted for this study is a qualitative approach based on the review of secondary data sources which included articles and journals. The study reveals issues affecting gig workers as lack of benefits and pay, challenges with working conditions, and issues related to the digital divide. To address these gig workforce issues, the study reveals that the concept of “Ownership as a form of empowerment” (i.e. employee share ownership approach) be adopted to align the interests of gig workers with their employers. Furthermore, the study recommends adopting this approach as a secondary measure after necessary primary measures, such as regulatory measures, have been taken. Also, since this approach is commonly suitable for public limited companies, the government should stimulate the economy so as to enable much smaller companies to earn more and become listed as public limited companies to enable them to adopt this approach to gig workforce management in the construction industry. .