The days of commuting to the office on a daily basis have been and gone. Hybrid working’s popularity has soared since the pandemic and there’s no sign of a change in attitude - 73% of teams are predicted to have remote staff by 2028.

Yet a huge gap remains between the shift to hybrid working from employees and how the C-suite perceives it. We are living in the age of employee experience (EX) and organisations that want to attract the best talent need to ensure employees can enjoy a balanced work-life. 69% of employees, however, believe the lines between both are becoming increasingly blurred and it is up to organisations to understand the needs and expectations of their workforce and design an authentic future workplace experience.

So yes, creative industries have failed to embrace the true opportunity of hybrid work. The entire concept of ‘the workplace’ is in desperate need of rethinking. This isn’t just a location - rather, it’s how work actually gets done.

A common misconception amongst creative businesses is that you need to come into a certain physical space (i.e., the office) to be creative. This line of thinking isn’t just outdated. It’s archaic - and most worryingly is not inclusive. This will become the reason that your employees will take their talents elsewhere.

Employees make their voices heard

Leaders are struggling to keep their creative teams engaged. Productivity is dropping. The UK’s productivity grew at an average of more than 2% between 1974-2008. Fast forward and this falls to 0.5% between 2008-20.

The solution is not to recreate in-person experiences virtually, but to rethink the possibilities of collaboration, engagement, and community to work in new inclusive and flexible ways. Sharing ideas, collaborating, and cross-fertilising stratagems using digital tools available will breathe fresh life into employees, but this must be done in a way that celebrates all individuals and our ways of working.

I’m not saying that hybrid working is the miracle cure to these problems - nor is it a one size fits all solution. Organisations in the creative sector, however, shouldn’t be fighting this shift. Amazon may now be demanding corporate teams come into the office three days a week minimum but that’s not going to work well with the kind of people agencies need and is attempting to fix new ways of working challenges with outdated assumptions and solutions.

A flexible mindset is the most effective way to cater to employees’ evolving expectations. The whole point of EX is to recognise that employees are individuals, all with their own differing, specific needs.

Yes, there will be times when you need your team to come to the office. For all the benefits digital innovations bring, the stark reality is that there is a unique creativity sparked by in-person conversations and collaboration. But if you’re making the request for regular attendance - ask yourself why. Is the office so exceptional that people can’t recreate this environment at home? Define why you want people to come together and design it to be such an exceptional experience that people are pulled into in-person collaboration rather than being pushed by policies and mandates. Ensuring there is a fair value-exchange will help soften the blow of the commute.

Actions speak louder than words

As an EX Strategy Director, I believe that hybrid work can open the door to multiple benefits - for brand and employees alike. The question is: how can creative businesses effectively navigate this transition?

There are now five generations in the workforce, all with their own perceptions of work. McKinsey’s research found that 48% of 18-29 year olds favoured a hybrid set-up, compared to just 38% of workers aged 50 and older. Acknowledging this spectrum of expectations exists is the first step to satisfying all parties.

Be accommodating of feedback - both the good and the bad. Leveraging employee listening strategies enables you to gain a comprehensive understanding of your team’s wants and needs. Onboarding surveys, regular 1:1 meetings and exit interviews are all powerful tools to gain insight into your employees’ positions.

Creating a culture of trust and empowerment may seem like going back to basics - but it’s the little things that result in the biggest changes. Employees need a place to be comfortable and productive, whether this is at home or in the office. 34% of neurodivergent employees believe the lack of distractions at home improves productivity. Building an inclusive and diverse workforce - and having faith in your team - can improve relationships as well as creative outputs.

Some may not classify creativity as a skill - it is. It can enhance anyone’s role and performance, irrespective of sector. And it can also be nurtured and developed over time.

The creative industry runs the risk of losing talent to other sectors if it continues to lag behind the rest of the field. Almost two-thirds of workers globally concede they would consider, or already have considered, looking for a new job if their employer requested them to return to the office full-time.

Don’t let this be your swan song

Creative organisations - this is your call to arms. Don’t allow your preconceived misconceptions prevent you from tapping into the potential of hybrid working models. The power of premium EX cannot be ignored forever. It’s up to you whether you get with the programme and let your team thrive out of the workplace - or see them flock to other, more adaptable industries.