Brand

New Work & your brand

Work is changing. Full stop. If you decide to change too, you will start offering your employees new working conditions. Some form of hybrid working. Greater personal responsibility. With more personal freedom.

Do it right – with the right employees – and you’ll have a positive impact on the way your staff feel about working for you. On your attractiveness as an employer, and therefore as a brand. Your direct benefit: stronger loyalty, less absenteeism, and greater productivity. If you don’t. Well, keep an eye on your competition…

A great opportunity

Over the coming years, as ways of working change, retaining the bond with employees is going to be a growing challenge. And as the working environment continues to change, these same people will want to grow, develop, adapt and enjoy what they do. The way people work, and especially their sense of responsibility and autonomy, is going to greatly influence how connected they feel to the organisation.

Research pre-Corona showed that those allowed to work independently of time and place have a greater sense of connection. The same research showed that new ways of working need an integral approach and so have to go hand-in-hand with a new form of leadership and management based on trust and connection.

Employees are changing, and so are their expectations

At least equally important is the changing composition of the working population. Around the world, some 800m baby-boomers are retiring, and some 1.3b digital natives from Generation Z are knocking at company doors. These newbies expect more freedom and flexibility, are looking for work with purpose and assume that everything they do is connected seamlessly in terms of IT. And so home is just one of the places they want to work.

If you want to be attractive as a brand, you will have to accommodate these wishes and needs. To do or not to do? If you don’t, your brand will suffer. Contact me below and we can discuss how to make sure you remain attractive as an employer.