The working from home revolution: How to make it work for your business
The Covid-19 crisis has fundamentally changed the way we live, and not just the way we approach health and illness. The pandemic has seen a dramatic shift towards the acceptance of home working, something which many organisations had shied away from before 2020. At the start of July, 30% of adults in the UK were exclusively working from home. And now that restrictions have been lifted and employers have been encouraged to facilitate a safe return to the office, the question is whether people will want to go back to the traditional 9-5, office-based work environment. For many in the marketing, digital and communications space, the answer is no. So how can organisations adapt to this new way of working and turn working from home into a business benefit?
Understanding the benefits of working from home
Home and remote working come with obvious rewards for employees. From the elimination of commute time and stress to a better work-life balance and improved inclusivity and access to roles, there are huge incentives for many professionals to spend more time working from home. Our 2020 Market and Salary Report revealed that most people work from home to save commuting time or to work more productively, and only 21% of employees want to return to their office five days a week in a post-pandemic world. But what about the business benefits of home and remote working?
Research from Harvard Business School has shown that, contrary to the fears of some managers, remote working can actually improve productivity. This is echoed in a Stanford study which also showed remote workers take fewer sick days. Then there’s the obvious cost savings that come with remote teams. Fewer people in the office can lead to more efficient workspace usage, and even the ability to downsize or eschew office space entirely.
Looking at specific sectors, there are compelling reasons why people will want to continue working from home. Communications professionals can enjoy more uninterrupted and productive writing time, responding to situations as and when they arise without the restrictions of traditional office hours. The argument becomes even stronger for digital professionals, who are used to working online and with cloud-based systems. Marketers, meanwhile, can adopt new communications technologies to quickly and unobtrusively communicate across teams. Content marketers and copywriters may thrive on the peace and quiet homeworking provides to enable them to produce creative work, while search engine marketers can spend less time commuting and more time building campaigns.
Learning to effectively lead remote teams
A key challenge for employers moving forward will be understanding how to make work truly flexible for all whilst managing productivity and retaining a sense of company culture. In a workplace where teams may not all be in the office at one time, it’s critical that managers embrace technology and encourage communication, collaboration and community, as well as the high standards of work that are always expected. This is a tough ask for heads of department and managers who will need to be adaptable whilst keeping a close eye on staff performance and results. Regular scheduled one-to-one, team and whole company meetings are key in managing both performance and culture. Meanwhile, objective setting, training and development should all continue as normal, ensuring managers can track performance as well as giving employees a sense of career support.
Measuring metrics when working remotely
One of the most commonly-cited concerns managers have about remote working is a loss of productivity. In fact, research shows that managers who can’t physically see their team members can struggle to trust that they are working.
For those in the marketing, communications and PR space, this can be particularly pronounced. These disciplines are typically collaborative and team-based, with frequent communication required and cross-collaboration occurring on a daily basis. Savvy marketing managers will be able to bring this into the online domain. For a start, teams should be encouraged to use cloud-based work collaboration tools, such as Trello, Slack and Microsoft Teams, as well as the abundance of instant chat and video calling software to mimic the in-office experience. Perhaps more importantly, business leaders need to be acutely aware of KPIs, goals and personal objectives.
Whether it’s tracking social media engagement, PPC click-through rates or the SEO performance of keywords, there are plenty of different metrics digital marketing managers should be paying close attention to. These can help to indicate not only the efficacy of the marketing strategy, but also the productivity and efforts of marketing professionals working from home.
From cities to villages: Will remote working change where we live?
The shift towards flexible and remote working has seen significant changes in the marketing recruitment world. Candidates are now expecting employers to offer home working opportunities, while clients have access to more professionals than ever as their potential talent pools open up beyond the commuter parameters that existed before Covid-19. Research suggests that 1.6 million Londoners worked from outside the city during lockdown, with a quarter of Londoners wanting to continue working outside the city even as lockdown restrictions ease.
For many office-based workers in the marketing, digital and communications fields, online, home-based working is entirely feasible long-term, which is leading to many in the industry considering a move further afield. The city centre may no longer be the golden ticket to a high-powered role. Instead, we can expect to see an exodus to commuter towns and even villages, as organisations embrace flexible options that may see teams spend more of their time at home than in the workplace.
Let EMR help you build your remote team
The future of the modern workplace will undoubtedly feature home working. Make sure you’re best placed to navigate it by staffing your team with the industry’s best marketing, digital and communications professionals. We have more than 25 years’ experience in sourcing exceptional candidates and have a deep understanding of our markets.
Whether you’re looking for permanent and interim talent or executive-level permanent employees, we can help. Contact us to hear from a member of our team or register a vacancy to get started.
Sign up for more insights
Related jobs
Salary
£28000 - £32000 per annum
Location
London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Assistant
Salary
£30,000 - £44,999
Sector
Leisure Travel & Sport
City
London
Description
Marketing Assistant for luxury yacht brokerage based in South West London. Reporting directly to the Head of Marketing, this is a key role in supporting the growth of the brand.
Reference
TJB/MA_1714056227
Expiry Date
01/01/0001
Author
Amy McCrowAuthor
Amy McCrowSalary
Negotiable
Location
West London, London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Specialist
Salary
£30,000 - £44,999
Sector
Leisure Travel & Sport
City
London
Description
Based in West London and working within one of the most exciting industries within luxury travel, this role will see you joining as their new Marketing Executive.
Reference
PR/132483_1714036218
Expiry Date
01/01/0001
Author
Rebekah CrampAuthor
Rebekah CrampSalary
£45000 - £55000 per annum
Location
West London, London
Job Type
Permanent
Discipline
Social Media
Seniority
Manager
Salary
£45,000 - £59,999
Sector
Leisure Travel & Sport
City
London
Description
Based in West London and working within one of the most exciting industries within luxury travel this role will see you reporting to the Marketing Director and join as their new Social Media Manager.
Reference
PR/132482_1713976337
Expiry Date
01/01/0001
Author
Rebekah CrampAuthor
Rebekah CrampSalary
£40000 - £50000 per annum
Location
London
Job Type
Permanent
Discipline
Brand Marketing
Marketing (general)
Event Marketing
Work From Home
Work From Home
Seniority
Manager
Salary
£45,000 - £59,999
Sector
Health & Wellbeing
City
London
Description
An established and market-leading talent firm who work within the healthcare industry are seeking a highly skilled Marketing Manager
Reference
PR/132479_1713456470
Expiry Date
01/01/0001
Author
Katie Halliday (née Rogers)Author
Katie Halliday (née Rogers)Salary
£35000 - £42000 per annum
Location
City of London, London
Job Type
Permanent
Discipline
Bids & Tenders
Business Development
Marketing (general)
Work From Home
Work From Home
Seniority
Executive
Salary
£30,000 - £44,999
Sector
Business Services
City
London
Description
Our client is a successful, market-leading UK and international law firm who are looking for an ambitious and creative Marketing & Business Development Executive to join the team.
Reference
PR/132480_1713456255
Expiry Date
01/01/0001
Author
Katie Halliday (née Rogers)Author
Katie Halliday (née Rogers)Salary
£35000 - £40000 per annum
Location
London
Job Type
Permanent
Discipline
Media Relations & PR
Work From Home
Work From Home
Seniority
Manager
Salary
£30,000 - £44,999
Sector
Financial Services
City
London
Description
PR Manager for Luxury Investment, E-commerce and Retail company based in Central London. Developing and executing PR campaigns that enhance brand visibility and reputation.
Reference
PR/132467_1712670963
Expiry Date
01/01/0001
Author
Amy McCrowAuthor
Amy McCrowSalary
£120000 - £150000 per annum + Benefits
Location
City of London, London
Job Type
Fixed Term Contract
Discipline
B2B
Seniority
Director/Chief
Salary
£125,000 +
Sector
Publishing
City
London
Description
CMO - 6-month Contract - Subscription Marketing Experience Needed
Reference
RPT_1712153059
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£30000 - £35000 per annum + + Benefits
Location
London
Job Type
Permanent
Discipline
Social Media
Seniority
Manager
Salary
£30,000 - £44,999
Sector
Retail
City
London
Description
Become a Social Media Manager for a luxury assets broker who focuses on helping individuals gain wealth by investing in a number of distinct luxury products.
Reference
PR/ 132438_1712053229
Expiry Date
01/01/0001
Author
Shanelle GreenAuthor
Shanelle GreenSalary
£30000 - £40000 per annum
Location
London
Job Type
Permanent
Discipline
Copywriting
Work From Home
Work From Home
Seniority
Manager
Salary
£30,000 - £44,999
Sector
Retail
City
London
Description
Copywriter role for Luxury Investment, E-commerce, and Retail company based in Central London. Help create compelling and engaging content across various channels
Reference
PR/132466_1712052242
Expiry Date
01/01/0001
Author
Amy McCrowAuthor
Amy McCrowSalary
£30000 - £40000 per annum
Location
London
Job Type
Permanent
Discipline
Media Relations & PR
Work From Home
Work From Home
Seniority
Manager
Salary
£30,000 - £44,999
Sector
Financial Services
City
London
Description
PR Manager for Luxury Investment, E-commerce and Retail company based in Central London. Developing and executing PR campaigns that enhance brand visibility and reputation.
Reference
PR/132467_1712050342
Expiry Date
01/01/0001
Author
Amy McCrowAuthor
Amy McCrowRelated posts
Teaser
Discipline expertiseContent Type
ArticlesPublish date
04/18/2024
Summary
In the wake of the global pandemic, the tech industry has embraced change and innovation in the way it operates and manages its workforce. The shift to remote and hybrid work, the acceleration
Teaser
Case StudiesContent Type
ArticlesPublish date
04/18/2024
Summary
Spotlight: Property GPE is a UK property development and investment company - it mainly owns office buildings, with a smaller amount of retail property. The company invests in and develops cent
by
EMR Recruitment
Teaser
Case StudiesContent Type
ArticlesPublish date
04/18/2024
Summary
Spotlight: B2C Based in Palma, Italy, Barilla is an Italian family-owned food company and the world’s largest pasta producer. Established in 1877, it’s now an international Group present in mor
by
EMR Recruitment
Teaser
Discipline expertiseContent Type
ArticlesPublish date
04/02/2024
Summary
The pandemic has fundamentally changed the way businesses operate and reshaped clients' expectations, emphasising the importance of agility, efficiency, and digital fluency in service delivery. At
Teaser
Discipline expertiseContent Type
ArticlesPublish date
03/08/2024
Summary
Direct-to-consumer (D2C) brands have been at the forefront of digital-first innovation in marketing. Traditionally, these brands relied heavily on third-party retailers and marketplaces to reach consu
by
Rebekah Cramp
Teaser
Career adviceContent Type
ArticlesPublish date
01/17/2024
Summary
Welcome back to EMR's Marketing & Communications Leader Series, where we dive deep into the journeys of exceptional senior marketing and communications practitioners. Join us as we take a closer look
Teaser
Career adviceContent Type
ArticlesPublish date
01/12/2024
Summary
There has never been a better time to launch or boost a career in communications. 2022 was an excellent year to invest in communications, and in 2024, it’s even more vital as people want to feel conn
Teaser
Career adviceContent Type
ArticlesPublish date
01/03/2024
Summary
Welcome back to EMR's Marketing and Communications Leader Series, where we dive deep into the journeys of exceptional senior marketing and communications practitioners. Join us as we explore their pat
Teaser
Career adviceContent Type
ArticlesPublish date
11/28/2023
Summary
Welcome back to EMR's Marketing and Communications Leader Series, where we dive deep into the journeys of exceptional senior marketing and communication practitioners. Join us as we take a closer l
Teaser
Salary & Market Trend GuideContent Type
ArticlesPublish date
11/23/2023
Summary
Our Pay Survey 2024 is your opportunity to share your experience of pay and packages within your current sector and the wider industry and join thousands of professionals who contribute to our researc
Recently viewed jobs