The creative sector is known for its dynamic and ever-evolving nature, requiring continuous adaptation to new trends, technologies, and ways of working. As creative professionals navigate this landscape, understanding what motivates and retains them is crucial for employers. According to Aquent's report on Employee Experience 3.0, the evolving preferences and needs of creative employees are reshaping how companies should approach work environments. The data from this comprehensive report highlights the growing desire for flexibility, the importance of meaningful content, and the shift towards a work-from-anywhere mentality. This article delves into the key findings from Aquent's report and explores how organisations can leverage these insights to attract and retain top creative talent.
In the creative sector employees have different needs and are in various stages of life, both physically and mentally. To access the full potential of the talent market, employers need to embrace the entire spectrum of work options—from fully remote to hybrid to fully on-site. While hybrid work sounds like a solution, it still limits organisations to talent within commuting distance of offices. Today’s top talent wants the ability to work remotely, whether from their home or an entirely new location halfway across the globe.
The Rise of the Digital Nomad
Just when companies were getting a handle on work-from-home, employees now want to work-from-anywhere. Our survey revealed that at least 60% of employees of all ages and levels want to work remotely as a “digital nomad” within the next 1–3 years. Over 50% prefer a 6–12 month timeframe—70% for the 56+ age group. LinkedIn polls indicated an even higher intent to become a digital nomad at 72%.
A location-independent, work-anywhere model is a competitive advantage already harnessed by forward-thinking companies. Spotify’s “Working From Anywhere” manifesto states: “Work isn’t somewhere you go, it’s something you do.” According to a Qualtrics report, 80% of employees looking for a new job said it was important that their next job allows them to live anywhere, underscoring why companies need to consider this approach.
Supporting the Digital Nomad Lifestyle
To meet employees’ expectations, companies need to be prepared with digital nomad-friendly policies and infrastructure. This includes:
Global Location Flexibility: Employees want the freedom to choose their location.
Security: Formal contracts, health insurance, and workers’ compensation coverage are crucial.
Integrated Workflows: Establishing core working hours and enabling seamless collaboration tools.
Data Security and Tax Guidance: Essential support for remote work across borders.
Adapting to New Work Realities
Organisations must build the internal support and culture alongside the infrastructure, systems, and processes to normalise hybrid and remote work. This includes mitigating proximity bias and fostering a culture without location bias, where employees can enjoy rich life experiences while achieving their full potential.
Key Takeaways for Employers
Normalise Hybrid Work: Leaders must continue to build a culture that normalises remote and hybrid work. This involves creating opportunities for collaboration and promoting a sense of belonging, alongside proximity bias training.
Win at Employee Experience: Prioritise employee experience by frequently collecting data to uncover unmet needs and preferences. Develop innovative strategies that foster remote and hybrid work, DEIB (Diversity, Equity, Inclusion, and Belonging), engagement, and retention.
Build Infrastructure for Talent Mobility: Develop digital infrastructure that supports career advancement for remote talent. Conduct intentional quarterly development plan discussions and structured mentoring sessions.
Prioritise Outcomes Over Office Hours: Empower employees to work during their most productive hours, not just the traditional 9 to 5. Collect data on flexible work preferences and align findings with business needs.
The Future of Work
The future of work is flexible, and the organisations that will attract and retain the best staff are those that embrace a culture without location bias. By allowing employees the freedom to work from anywhere and supporting their needs, companies can unlock their full potential and achieve greater success.
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