IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company. In the race to position the company and improve its reputation, the way in which workers are treated has been one of the determining issues. Consumers are paying more and more attention to how companies treat their workforces. To this must be added that, in reputational terms, the companies’ offices have established themselves as a kind of increasingly powerful cover letter. The Google or Facebook offices were the first clearest examples: cool offices are a branding tool . Or at least they were until the pandemic broke out.
One of the Google offices with a slide When the coronavirus crisis became a massive, global problem in March 2020, companies had to completely change their work routine. Whether they wanted to or not (not a few countries confined their population and only allowed essential movements), they had to implement teleworking. This endangered the cool office as an identity element, but it also forced quick decisions. Many companies had to reinvent themselves and reorganize their work. However, the changes not only affected the tangible, but also the intangible. All this changes the relationship between companies and their workers, both in terms of work dynamics and emotional issues. “The rapid implementation of telework management, prolonged over the last year, is having certain negative effects on the employee’s experience due to the multitude of changes that it entails in the work system and, also, due to the isolation that it generates between the own staff “, explained a few weeks ago Miriam Martín, Sodexo’s marketing director, in a press release.
From that company they recalled that companies had to adjust their strategy and actions to respond to the needs of workers in this new environment. Extra benefits or internal talent management should take into account that workers now have a harder time separating the private from work life or that a certain feeling of isolation derived from working from home has been generated. Similarly, companies must improve their policies to help reconcile and so that their workers know how to navigate between the challenges that teleworking implies. Not a few will need specific training in digital skills. Companies have had to learn to continue creating a corporate spirit , even remotely. It is not always easy and all this work is not going to go away because the crisis seems more or less in its final stage.
In fact, the future of work – and the challenges that companies will have to face in their internal management – passes through the hybrid office. The hybrid office, tomorrow’s work,
The boom in the trend will be much more visible with the return to school, which this year will also coincide with the return to work after more than a year with things half on hold.
An analysis by Cinco Días concludes that this return to the office parallel to the return to school will be hybrid, flexible and sustainable. That is, it will not return to the pre-crisis world and no attempt will be made to recover the previous traditional office. “Nothing will be the same as before, we are not going to return to the world of work that existed before the pandemic occurred,” concludes Cristina Hebrero, partner responsible for people & change at KPMG in Spain, in the analysis of the economic newspaper. That means more digitization, thinking more about the employee and maintaining teleworking.