Flexible Hiring: The New Norm in PR and Communications?
This article was first published on PR Week, 18 June 2015. Research indicates that the PR and communications industries lag behind in offering flexible working conditions at the point of hire. According to the Timewise Flexible Jobs Index, only two percent of vacancies in PR, marketing, and advertising mentioned flexible working. This study analyzed 3.5 million job ads across 122 national job boards between July and December 2014.
The Demand for Flexible Working
The fast-paced world of PR and communications is slowly adapting to flexible working opportunities, largely due to legislation requiring employers to consider such requests. However, the industry has yet to embrace ‘flexible hiring’—offering candidates the chance to work flexibly from the outset. A PRWeek poll revealed that over 90 percent of respondents believe flexible working should be included in job descriptions.
Timewise data shows a significant gap between the demand and supply of flexible working opportunities across industries. While 5.4 million people work part-time by choice, another 8.7 million desire flexible working but lack the opportunity. For many, flexibility is as crucial as salary and benefits, and its absence can be a deal-breaker.
Regional Disparities
London, home to 120 of PRWeek’s ‘Top 150’ agencies, is one of the worst regions for flexible hiring, possibly due to its larger talent pool. In contrast, Scotland offers more opportunities. The unmet need for flexibility affects the industry’s ability to adapt to modern working life, still burdened by the image of rigid hours and presenteeism.
Barriers to Change and the Role of Gender
Timewise chief executives Karen Mattison and Emma Stewart highlight that employers miss out on top talent by not advertising flexibility. Anita Hamilton, director of the Women in Leadership programme, notes that the lack of male participation in flexible working perpetuates the notion that flexibility equates to less commitment.
Hamilton argues that changing male behavior in the workplace can normalize flexible working, leading to better retention and loyalty. A Timewise survey found that 52 percent of job seekers would hesitate to ask for flexibility if not mentioned in the job ad, and 43 percent feared it would harm their job prospects.
The Impact of Social Media
Hamilton believes social media has intensified presenteeism, with PR leaders feeling in control only when staff are present in the office. However, she asserts that technology allows remote work, negating the need for a strict 9-6 office presence.
Flexible Hiring and Career Advancement
Research shows flexible hiring is less common in higher salary brackets, with only six percent of jobs in the £20,000-£29,999 range offering flexibility, compared to two percent for roles over £100,000. This issue disproportionately affects women, particularly those balancing career and family, hindering their rise to senior positions.
Julia Meighan, CEO of VMA GROUP, highlights that 82 percent of senior comms roles are held by men, while 80 percent of teams are female. She believes flexible working is a barrier to women reaching senior roles, as many feel they cannot manage without it.
Case Study: Alfred PR Agency
Gemma Pears, co-founder of Alfred, states that half her staff were hired with flexible working or have since adopted it. Employees can work part-time, adjust start and finish times, or work from home. Pears emphasizes that flexibility allows staff to balance life and work, resulting in a more cohesive and positive work environment.
Pears argues that offering flexibility from the job advertising stage can attract top talent and fresh thinking. She notes that the industry is losing experienced PR professionals due to inflexibility, and being open-minded can prevent this loss.
The Future of Flexible Hiring
Anita Hamilton predicts that change is imminent, driven by pressure from prominent companies and brands to meet diversity goals. These organizations are investing in flexible working to retain talent, and soon, agencies will be expected to follow suit. The threat of losing business may finally prompt a cultural shift among hesitant suppliers.
For more information, please contact Julia Meighan.
