GroupM has decided that mandatory days in the office -- a major friction point between agencies and staff -- shouldn't be applied across agencies.
Everyone's work is different and in theory some may only need to come in for company-wide events. Others may need to be in more often, depending on the tasks ahead and agency culture.
The policy is part of a a string of new guidelines at GroupM called Strive, developed "based on trust, mutual respect and equitable benefit for everyone".
Working from home during pandemic lockdowns has led to widespread resistance in coming back to the office, according to industry insiders.
Recruiters say flexibility on where to work is so key that workers -- in short supply in advertising and media -- will turn down a job offer without it.
AdNews understands that some agencies are already working with a defacto policy allowing employees to work anywhere, anytime.
Many agencies have policy on working from home but face employee push back when tthey try to get them back in the office on certain days of the week. There is a gaping void between what senior managers expect (three to four days in the office) and staff (one to two days)
GroupM AUNZ CEO Aimee Buchanan: “We’re passionate about making advertising work better for people. A key part of that is making our agencies and GroupM a better place to work.
"We know the future of work is different and we want to be bold, to become a unique place that truly looks after our people. It’s not about mandating days in the office.
"We have an opportunity to redefine what work looks like and ensure our people, our clients and our businesses can all win together."
Individual employees will create a personal Strive Flex plan developed in line with their team, the agency culture and what they need to deliver for clients.
Aquent's 2022 Talent Insights survey results revealed that 72% of employees would look for a new job if their managers weren’t flexible about them working remotely at least some of the time.
"The fact is, companies that embrace a flexible workforce will get the pick of the best talent," says Alex Kenning, managing director of Aquent Australia.
GroupM's Strive program in Australia brings flexibility to work -- parental and carer’s leave, mental health and wellbeing, international mobility -- and includes Mindshare, MediaCom, Wavemaker and Essence.
Buchanan: "Strive isn't finished, it's a commitment to ongoing improvement and we’ll build on it over the coming months as we continue to create an environment that is focused on outcomes for our clients, supports our people and fuels our culture.”
She says work is a part of life, not the other way around.
"The pandemic has taught us a new working model is needed and we’ve all shown we can work effectively and deliver as a team remotely," she says.
"However, we’re all craving connection to the company and to each other. Strive Flex emphasizes the importance of in-person agency cultural and collaboration moments, to grow and cultivate culture, but gives our people the opportunity to redefine how they work, where they work and when they work and be focused on delivering outcomes.”
GroupM has also updated its parental leave policy to deliver gender equality and improved experience for all parents. All parents will be eligible for 16 weeks paid leave as a primary caregiver and GroupM and its agencies will also pay superannuation during the paid and unpaid portion of parental leave.
Additional provisions have also been made for adoption, fostering and surrogacy, as well as supporting people during devastating situations including miscarriage, early pregnancy loss and stillbirth.
All employees are eligible after they’ve passed probation regardless of how long they have been with the business.
GroupM’s new parental leave policy in Australia has been developed to create gender equity. It allows both parents to take primary caregivers leave by transferring primary care from one parent to the other within the first 12 months, when one parent returns to work. Secondary caregivers remain eligible for up to four weeks full paid parental leave.
Scott Laird, GroupM chief people officer: “We are continually improving our policies to make sure that we offer our people the best and most comprehensive support when they need it, whatever their life stage.
"By making our policy gender neutral we want to tackle the common gender inequality in society, and encourage more of our male employees to take advantage of the opportunity to be a primary caregiver.
"Paying superannuation during parental leave helps tackle the financial inequality that can stem from taking a career break to have children, which has historically been a major issue faced by women.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.