{"id":22502,"date":"2023-03-30T12:35:23","date_gmt":"2023-03-30T11:35:23","guid":{"rendered":"https:\/\/world-media-group.com\/?p=22502"},"modified":"2023-03-30T12:35:23","modified_gmt":"2023-03-30T11:35:23","slug":"the-future-of-work-within-advertising","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2023\/03\/30\/the-future-of-work-within-advertising\/","title":{"rendered":"The Future of Work within Advertising"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]The Future of Work in Advertising: Key Takeouts <\/strong><\/p>\n

The World Media Group hosted its latest Smart Briefing this week, a discussion around what the future of work looks like for the advertising industry. Chaired by Spriha Srivastava, UK Bureau Chief & International Executive Editor, Insider,\u00a0the debate covered many of the issues keeping leaders up at night \u2013 from balancing new ways of working to how to attract the next generation of talent.<\/p>\n

The panel comprised Ally Owen, Founder of ADcademy and the Brixton Finishing School; Alex Wood \u2013 Managing Director, Forbes EMEA; and Jim Brown, Founder and Head Coach, Ground + Air. It was clear from the discussion that while some of the new ways of working implemented during the pandemic have had a positive impact on the workforce, there is still work to be done around flexibility, diversity and career development. Here are some of the highlights from the panellists\u2019 conversation. You can watch the full discussion HERE<\/a>.<\/p>\n

The legacy of working from home <\/strong><\/p>\n

The pandemic proved to even the most cynical managers that employees could get just as much done working from home, if not more. Fewer people are now willing to be tied to a 9-5 in-office role, five days a week.<\/p>\n

\u201cWhen we\u2019re hiring for roles and when I’m interviewing candidates,\u2019 Spriha Srivastava noted, \u201cthe first question is, \u2018How flexible are you?\u2019 People are just no longer willing to go into an office \u2013 not five days a week and sometimes not at all.\u201d Brixton Finishing School\u2019s Ally Owen has reaped the benefits of this change in thinking. \u201cWe\u2019ve mopped up amazing talent by being flexible,\u201d she said.<\/p>\n

Virtual onboarding needs improving<\/strong><\/p>\n

There is a downside though. One of the issues is that we\u2019re not yet good enough at onboarding\u00a0emerging talent\u00a0virtually.\u00a0Jim\u00a0Brown believes that leaders and managers need to dedicate time to \u201cgenuinely contracting\u00a0with a new member of staff.\u201d<\/p>\n

This goes\u00a0beyond\u00a0the\u00a0onboarding\u00a0process\u00a0and\u00a0needs to be specific to the individual: \u201cIt\u2019s\u00a0that personal contract you agree with someone. It\u2019s says: what do you need from me\u00a0in order to\u00a0flourish here? Let\u2019s really understand each other. This is what I need from you,\u201d he says. \u201cBe authentic, unapologetic and clear about that, and then manage it through from the day they start\u201d.<\/p>\n

The benefits to business <\/strong><\/p>\n

The productivity of the remote workforce does not appear to be an issue. The pandemic was a period of growth for Forbes, and Alex Wood\u2019s team\u2019s productivity didn\u2019t suffer. As an international team, Forbes supported them in travelling back to their home to see their families when they could, and that flexibility has become the norm.<\/p>\n

\u201cOne of my team members I affectionately refer to as our Madrid correspondent because she just loves Madrid and she likes to work from there,\u201d said Wood. \u201cAnd why the hell not? This has been really positive for her wellbeing.\u201d By giving people flexibility on the personal side, the business is seeing its own benefits. Team members who choose to spend most of their time in France can meet up with clients who are based there, for example.<\/p>\n

Attracting a more diverse workforce <\/strong><\/p>\n

For Owen, the ability to offer a flexible work schedule has allowed her to attract some incredibly talented woman to her team, particularly senior women who, because of family or carer responsibilities, may have been excluded by traditional work structures.<\/p>\n

Gender stereotyping still an issue<\/strong><\/p>\n

Nonetheless, gender stereotyping is still apparent. Srivastava moderated a few panels during her maternity leave and was often asked who was looking after her baby. \u201cWhen I said his dad, there was shock on people\u2019s faces. I\u2019d ask, why are you so shocked? If his dad travelled to work, would you ask him who’s taking care of the baby?\u201d This assumption that the mum is the primary caregiver still exists.<\/p>\n

Wood has come across similar issues as a same sex parent. \u201cIn a work context, people like to put you in a box,\u201d he said, \u201cA lot of people asked which one of us was going to stay at home.\u201d In fact, Wood and his husband were able to share most of their parental leave, but this is rare. He believes the media industry should be taking the lead on this issue.<\/p>\n

How to stay creative<\/strong><\/p>\n

One of the things that Srivastava said she struggled with during isolation was creativity. \u201cWhen I feel like I’m not able to put my mind into creative ideas, I go for a walk, take a paper and a pen, step away from my laptop, write down notes, and then come back,\u201d she said. The panel had a few of their own hacks to get the creativity flowing.<\/p>\n

For Owen, who has an ADHD diagnosis, it\u2019s about leaning into her natural rhythms. \u201cI get up really early and I tend do the creative and the big thinking stuff between 6 and 9am,\u201d she said.<\/p>\n

Wood is using the \u2018time boxing\u2019 method, blocking out time in his calendar for every single task. He finds Zoom meetings \u201ca suck of your energy\u201d so limits them to two hours and then does something physical.<\/p>\n

Find your flow <\/strong><\/p>\n

Brown referenced the science behind Flow, and the Flow Cycle. He describes Flow as that ultimate sense of engagement. \u201cWe all know what it feels like when we\u2019re in the zone with something. We\u2019re really focused; the task is at the outer reaches of your capabilities, maybe a bit beyond. Time may stand still, or go really quickly – everything is clicking.\u201d<\/p>\n

He says to get into the optimal creative zone, you have to pass through the Flow Cycle, and you can\u2019t short-cut it. The first part of the cycle is Struggle \u2013 trying to get into whatever it is you\u2019re doing. \u201cThat’s the bit when you’re most likely to check your email or push yourself off-task,\u201d Brown said. It typically takes 12 minutes to go from the Struggle stage to the next phase, Release, before you can get into Flow.<\/p>\n

\u201cThe Release stage may involve going for a walk or getting your head out of the situation by doing something else before getting into your Flow,\u201d he explained.\u00a0Taking your mind off the problem is almost always the solution to the problem. \u201cIt gives our brain the opportunity to pass learning from conscious to the subconscious mind\u201d. \u201cThen you can get into Flow, always followed by Rest & Recovery (the final part of the cycle)\u201d.<\/p>\n

The future of work<\/strong><\/p>\n

The final question for the panel was about what the workplace may look like in 5-10 years\u2019 time. Owen thinks there\u2019s going to be a schism. Employers that are flexible, inclusive and optimise talent will become \u201clike beacons that people want to work at.<\/p>\n

\u201cThey\u2019ll attract the best people with disabilities; the best people who are older. They\u2019ll get the best talent because they are open to all talent. And then you\u2019ll have employers who want to do things the traditional way \u2013 they won\u2019t be optimising talent and they\u2019ll be getting the same people they\u2019ve always got,\u201d she said.<\/p>\n

Brown thinks we are going to see a workforce spanning four generations and all the arguments and opportunities that creates. He thinks that despite the post-lockdown enthusiasm for flexible working, it\u2019s going to be a rocky road.<\/p>\n

\u201cEverybody can see the opportunities flexible working brings and they know how to navigate that with more measurability around outcomes,\u201d he said. \u201cThe problem is that as soon as we realise we can squeeze five days into four, greedy business owners will wonder what they could do if they had five days a week and I think the yo-yo between these two states will continue.\u201d<\/p>\n

Nonetheless, our panellists agreed that the flexibility we now enjoy is making for a more successful workplace \u2013 for both employees and employers. For more insights into the future of work in advertising, watch the full discussion HERE<\/a>.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text]The Future of Work in Advertising: Key Takeouts The World Media Group hosted its latest Smart Briefing this week, a discussion around what the future of work looks like for the advertising industry. Chaired by Spriha Srivastava, UK Bureau Chief & International Executive Editor, Insider,\u00a0the debate covered many of the issues keeping leaders up at […]<\/p>\n","protected":false},"author":3,"featured_media":22503,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,37],"tags":[82,248,249,250,251,252,253,254],"class_list":["post-22502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-thought-leadership","tag-advertising","tag-benefits-to-business","tag-find-your-flow","tag-future-of-work","tag-staying-creative","tag-virtual-onboarding","tag-working-from-home","tag-working-hours"],"yoast_head":"\nThe Future of Work within Advertising - World Media Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sandbox.world-media-group.com\/admin\/2023\/03\/30\/the-future-of-work-within-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Future of Work within Advertising - World Media Group\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]The Future of Work in Advertising: Key Takeouts The World Media Group hosted its latest Smart Briefing this week, a discussion around what the future of work looks like for the advertising industry. 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