Jump to main content
Quick send CV Upload a brief

The importance of flexible working

Room for improvement in the industry 

Employers and marketing leaders need to grasp the seriousness of offering flexibility in their workplaces. Having been discussed for a few years now, 2017 felt like the year that its impact began to be felt and candidates truly made more demands to improve their work-life balance. Given its increasing importance, for the first time we asked marketers about their flexible working habits.

66% of our respondents said they would turn down a new role without flexible working or flexitime, which increased 2% year-on-year.

Conversely, working from home isn’t the norm for marketers, with 63% still commuting to a desk every day.  And though it is comforting to see that 70% of those who care for children are afforded the adaptability they need, that still means 30% of employers don’t allow working parents’ flexible arrangements. This is mirrored by the 30% of women who would turn down a new role if flexible working or flexitime wasn’t available.  Employers are therefore reducing their talent pool by up to a third before even starting the hiring process by not offering flexible working.

A genuine attraction and retention technique

In 2017 we witnessed flexible working becoming a key tactic in negotiations. Seeking a better work-life balance was one of the reasons 16% of our candidates cited for leaving their last position. In most sectors this year we have spoken to employers who are focussing on employee benefits that improve work-life balance to enhance their employer value proposition (EVP), and flexible working is fundamental to this. 

In some industries, such as Financial Services, we have seen flexibility be one of the key differences between larger, more mature brands and more the more agile, start-ups in sub-sectors such as fintech or proptech.  As such we have seen more part-time roles and home working options, for example, as companies recognise the need to retain and attract talent, especially working mothers.  


The benefits of flexible working 

The official Government definition of flexible working states that, “flexible working is a way of working that suits an employee’s needs, e.g. having flexible start and finish times, or working from home.” It also stipulates that all employees, not just parents and carers, have a legal right to request flexible working of their employer.

Although it does tend to be older employees who have families that require flexible working, our research found that over half of marketers in their 20s consider flexible working or flexitime vital when considering a new role. Many younger workers expect to be able to adopt a more flexible approach to work as they’re used to being ‘always on’ digitally. But it has taken a while for organisations to catch up. 

Research has shown that flexible working policies can improve staff engagement, motivation and therefore productivity. Employees know that they no longer have to be seen in the office at all times in order to be productive. An environment that lets them prove it will ultimately retain them for longer. 

How to make flexible working work for you

From an employer perspective, technology is an essential enabler for working flexibly. It could be one of the reasons why 62% of our respondents consider the provision of a device such as a smartphone, laptop or tablet essential when looking for a new job. Investigate ways you can encourage remote working if your companies’ tech isn’t up to scratch. For example, do your employees need to access shared drives, or can you save documents in the cloud? Conference calls and webex’s can replace face-to-face meetings. 

If flexible working is a particular feature at your company, then include it in your job specification. Values such as this included in the opening statement of a job advert are far more likely to attract a range of top talent for your consideration.  

And for candidates, no matter why flexible working is important to you, remember that you have the right to request it at your current organisation. When looking for a new role, highlight it to your recruiter at the start. And similarly, remember that interviews are a two-way street. Take the opportunity to ask what flexible working arrangements are on offer elsewhere in the company. 

Download our Hybrid Working Report 2021 here.  

List #1

Related posts

How Building an Employer Brand Attracts Top Marketing Talent

Teaser

Hiring advice

Content Type

Articles

Publish date

03/20/2025

Summary

Attracting top-tier marketing talent is challenging. The best candidates often have multiple options, allowing them to pick out a company they would feel proud to work for. This is where the power of

Teaser

Explore what employer branding is, and how you can build a brand that speaks to top marketing talent.

Read more
Two animated business people shaking hands
Hiring a Marketing Manager: How to Find the Perfect Fit

Teaser

Hiring advice

Content Type

Articles

Publish date

03/20/2025

Summary

Hiring a marketing manager is no small task. Marketing plays a pivotal role in any business, and the right hire can send both brand perception and revenue on an upward trajectory. From campaign execu

Teaser

Take a look at how to hire a marketing manager, the key things to look out for and why partnering with EMR is the key to finding the perfect candidate.

Read more
Employer NI & Hiring in Marketing: The Trends Business Leaders Need to Watch

Teaser

Hiring advice

Content Type

Articles

Publish date

03/05/2025

Summary

With Employer National Insurance (NI) contributions set to rise in 2025, businesses must rethink their hiring strategies, particularly in marketing, where agility and cost-efficiency are key. Hiring d

Teaser

With Employer National Insurance (NI) contributions set to rise in 2025, businesses must rethink their hiring strategies, particularly in marketing, where agility and cost-efficiency are key.

Read more
What is a Fractional CMO, and Does Your Business Need One?

Teaser

Hiring advice

Content Type

Articles

Publish date

02/28/2025

Summary

Does your business need expert marketing leadership but isn’t ready for a full-time hire? A fractional Chief Marketing Officeer (fractional CMO) could be the perfect solution. Offering strategic guid

Teaser

In recent years, the idea of the Fractional Chief Marketing Officer (FCMO) has risen in popularity. What does an FCMO do and could your business benefit from one? FCMO is a senior marketing professional who operates on a part-time or temporary/contract basis, serving multiple clients or businesses concurrently.

Read more
Mal Galuszczynska

by

Mal Galuszczynska

Mal Galuszczynska

by

Mal Galuszczynska

The Rise of Purpose-Driven Marketing: Why 2025 Will Be the Year of Authenticity and Brand Value

Teaser

Industry news

Content Type

Articles

Publish date

01/30/2025

Summary

In recent years, consumer expectations have shifted significantly, with individuals increasingly seeking brands that embody authenticity, transparency, and social responsibility. This change in consum

Teaser

In recent years, consumer expectations have shifted significantly, with individuals increasingly seeking brands that embody authenticity, transparency, and social responsibility.

Read more
2025 Marketing Trends: How AI and Automation Are Shaping the Future of Customer Engagement

Teaser

Industry news

Content Type

Articles

Publish date

01/24/2025

Summary

AI and automation are no longer optional extras for marketers, they’ve become essential tools in navigating today’s competitive marketplace. As these technologies redefine the standards of efficiency,

Teaser

AI and automation are no longer optional extras for marketers, they’ve become essential tools in navigating today’s competitive marketplace.

Read more
2025 Skills Forecast: What Top Employers Are Looking for in the Marketing Talent of Tomorrow

Teaser

Career advice

Content Type

Articles

Publish date

01/03/2025

Summary

As 2025 approaches, organisations are focusing on professionals who combine technical expertise, strategic thinking, and adaptability. For marketers refining their skills or employers aiming to build

Teaser

As 2025 approaches, organisations are focusing on professionals who combine technical expertise, strategic thinking, and adaptability.

Read more
Case for Going Contract: Flexible Solutions to Keep Projects on Track When Permanent Hiring Slows

Teaser

Hiring advice

Content Type

Articles

Publish date

01/02/2025

Summary

Hiring in today’s unpredictable job market isn’t without its hurdles. With economic uncertainty, constrained budgets, and shifting business priorities, hiring managers are often forced to make tough c

Teaser

Hiring in today’s unpredictable job market isn’t without its hurdles. With economic uncertainty, constrained budgets, and shifting business priorities, hiring managers are often forced to make tough calls.

Read more
How to Hire the Right Marketing Director: A Guide to Securing Top Talent

Teaser

Senior appointments

Content Type

Articles

Publish date

12/13/2024

Summary

Hiring a Marketing Director is one of the most critical decisions your business can make. This senior leadership role goes beyond managing marketing strategies. The right Marketing Director will align

Teaser

Find the right Marketing Director for your company with proven hiring strategies, from defining the role to partnering with an executive search agency to secure top talent.

Read more
Leading Through Disruption: Key Skills Senior Marketers Need to Master for 2025

Teaser

Career advice

Content Type

Articles

Publish date

12/09/2024

Summary

With 2025 fast approaching, senior marketers find themselves in a whirlwind of technological advancements, changes in customer behaviours, and ongoing global disruption. Success is not easy to come by

Teaser

With 2025 fast approaching, senior marketers find themselves in a whirlwind of technological advancements, changes in customer behaviours, and ongoing global disruption.

Read more
View more