AdNew's ListenIn series looks at industry issues emerging via social media.
Is remote working a dying fad?
AdNews can confirm multiple reports of “unexpected” emails from management enforcing mandatory office days to staff after two years of fully-remote work.
Rosie McAlister, senior recruitment specialist at marketing recruitment company Aquent, told AdNews: “People took a job thinking it was completely remote, now all of a sudden it's not.
“I’ve seen it more on the corporate side and from consultancies, not so much agencies."
According to LinkedIn’s latest labour market update Australian jobseekers are still showing notably higher interest in remote work, with jobs offering remote work options receiving 2.2x more applications.
But job postings offering remote work have nearly halved, with just 5.1% of paid job postings offering remote work in December 2022 compared to 9.8% in December 2021.
McAlister: “We know that the top priority for talent is working remotely and I think what is now going to change is companies are no longer going to be flexible around working remotely.
“As a result, people are weighing up whether it's financially worth taking a lower salary for a remote role or stay with mandated office days and sacrifice a certain amount of money on commuting.”
Even though remote workers had been doubling every 15 years prior to 2020, according to WFH Research.
The pandemic allowed almost 100% of the corporate world experienced the benefits of remote work, so it’s unlikely employees will go back to normal - at least not without a fight.
Simon Hadfield, managing partner at DMCG Global, said: “People are so used to working at least one or two days from home and any agency (in my view) who forces talent back 5 days will be dealing with resignations / churn.
“As an industry, we have historically not had a great deal of ‘flex’ so to offset long hours, this feels like a nice balance to me.
“If we end up with a strong talent pool and it’s easy to find great people then maybe agencies who feel the need for 5 days in the office will be in a better situation?”
McAlister first reported her insights on a LinkedIn post with other recruiters confirming the trend.
Cassey Washington, senior account director at Aquent: “I'm regularly speaking to hiring managers who are getting pressure from the business to bring their teams back on site, even though they see the value in offering flexible/ remote work and it gives them access to more talent.”
Annie Sharrock, talent agent at Aquent: “I've been speaking to talent that have recently been advised they'll be expected to be in the office 5 days a week in the coming months and they are jumping ship!
“They are out there looking for flexibility and hybrid opportunities. It will be very interesting to see if SME and large corporations can hold on to staff if they make 5 days mandatory.”
Regardless, for companies who have to enforce mandatory office days they must get their delivery right in order to keep a loyal workplace.
So, what is the best way to deliver bad news? Transparent communication is key.
Tony Hale, CEO Ad Council Australia, told AdNews: "Workplace requirements are a matter for the employer and employee but in my opinion, a creative environment needs interaction between people."
Lisa Tahu, design and development recruiter at Aquent, said: “With so much change, must come conversation?
“Some people will love the idea, others will be reluctant - I think feeling well supported through transitions and negotiating what is the right fit for each person, management, the team, the work output itself and for overall growth?”
Washington said: “Employers and employees need to be transparent with their expectations around returning to the office, and be open that it's not a one size fits all approach.
“Transparency is key!”
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