Business Advocacy: The Advantage of Remote Work Overcomes Office Return Demand - Explained
Rebecca Brooks, the founder and CEO of market research consultancy Alter Agents, is a strong proponent of putting people first in business. Fifteen years ago, she launched her company with a vision to challenge the old-school practices in the market research industry. The industry was notoriously grueling, with long hours, relentless deadlines, and high burnout rates. Brooks didn't buy into this narrative and set out to prove that a successful market research business could prioritize employees' well-being.
Over the past decade and a half, Alter Agents has successfully demonstrated this. The company's model, dubbed "ultimate agency," emphasizes trust, accountability, and teamwork. Employees are given the freedom to manage their schedules, take unlimited vacation time, and are held accountable through open and honest conversations. This approach fosters ownership and engagement, leading to a more energized and productive team.
When the pandemic hit, the company sent its team to work from home, a shift that was fairly seamless due to their existing flexible work arrangements. Contrary to fears of reduced productivity and collaboration, the pandemic period saw an increase in engagement, stronger teamwork, and better output. The flexibility allowed employees to work when they were at their best, without the constraints of rigid office hours or long commutes.
Brooks' company has thrived under these circumstances, experiencing financial growth, an expanding client list, and a strong reputation. Employee turnover remains low, and the company continues to attract top talent. This is in stark contrast to the trend of many companies, including giants like Amazon, mandating office returns.
Brooks finds this push towards office returns deeply frustrating, given the clear evidence that productivity does not require physical presence. She believes that many leaders are making the mistake of forcing a return to outdated norms, a move that is unnecessary and not good for business.
Research suggests that flexible work policies significantly impact employee happiness, productivity, and company resilience compared to traditional office setups. Flexible arrangements can lead to increased job satisfaction, higher loyalty and engagement, stress reduction, increased efficiency, better focus, fewer instances of absenteeism, adaptability, improved talent retention, and a culture of innovation and collaboration.
Brooks urges companies to make informed decisions based on data, not assumptions, when it comes to workplace flexibility. She suggests conducting employee surveys, reaching out to peers in the industry, and revisiting core company values to determine what works best for each organization.
In conclusion, the future of work is flexible. Companies that prioritize control over outcomes, by insisting on full-time office returns, are likely to miss out on the benefits that flexible work arrangements can bring, such as happier, more engaged employees and improved business performance.
[1] "The Future of Work: The Impact of COVID-19 on Work Arrangements and Employee Wellbeing"[2] "The Future of Work: A Review of Responsive and Adaptive Workplace Practices"[3] "Bias in the Workplace: Impact of Flexible Work Policies on Employee Engagement and Positive Affect"[4] "The Role of Workplace Flexibility in Promoting Employee Engagement and Job Satisfaction"[5] "The Role of Flexible Work Arrangements in Employee Well-being and Job Satisfaction"
- As a successful entrepreneur, Rebecca Brooks likely believes that refining flexible work arrangements can significantly improve employee happiness and company resilience.
- Given her company's success with the "ultimate agency" model, it's likely that Brooks would argue that entrepreneurs should prioritize flexible work policies based on research and data, not assumptions.
- After proving that a market research business can prioritize employees' well-being for over a decade and a half, Rebecca Brooks is likely to be dismayed by companies, even large ones like Amazon, mandating office returns.
