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Hybrid working strategies no longer a communication priority, study shows

by Kavitha Sivasubramaniam
24/02/2023
hybrid working arrangements
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Hybrid working strategies is no longer one of the top communication priorities for employers, a new study has revealed.

Gallagher’s 2022/2023 State of the Sector report, which surveyed 2,000-plus HR and communication leaders in more than 50 countries, found that the key concern for most organisations (51%) was the communication of strategies and values for the consecutive second year.

This was followed by refreshing or developing internal communication strategies (35%), which replaced adapting channel strategies to hybrid working. The latter dropped to 19% this year, compared to 39% who identified it as a priority in 2022, which Gallagher believes is because many people have since returned to the workplace.

While the communication of strategies and values was also a hot topic in 2022, cited by 45%, there is now a growing focus on creating a sense of belonging and shaping workplace culture among HR leaders.

This resulted in diversity, equity and inclusion (DEI) becoming the second most frequently communicated subject last year. However, only four in 10 employers admit they have a clear DEI strategy, while a further 38% are still working on developing one.

Ben Reynolds, global managing director in the employee communication practice at Gallagher, said: “Even though many organisations are struggling to develop and execute on a DEI strategy, employers are deploying a range of tactics in an attempt to make positive strides.”

He highlighted that this includes awareness days or events (54%), employee resource groups or champions (48%), DEI training (45%), among others.

Reynolds added: “Leaders are looking to embed DEI throughout their communications, rather than through tactical siloed approaches. However, there’s still room for improvement.”

The report, which aimed to identify the ways employers are developing their internal communication programmes to enable them to achieve their goals, further found that three-quarters (74%) of employers say their internal communication strategy intends to shape the organisation’s culture and establish a sense of belonging. However, only just over half (56%) think their staff understand the organisation’s strategy, purpose and vision.

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Seasoned professionals examine the challenges and innovations in today’s employee benefits, reward and HR sector. Every episode, they will unbox a key issue and unpack what it really means for employers and how they can tackle it.

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Benefits Unboxed – Hybrid work: reality versus rhetoric
byBenefits Expert from Definite Article Media

Return-to-office mandates are a topic that’s generating plenty of heat in the media, but how closely do the headlines match workplace reality? 

In this episode, one of a three-part series of 10-minute podcasts, hosts Claire Churchard and Steve Herbert discuss data that shows remote or home working is on the rise.

We look at what this means for HR, from balancing employee flexibility with business needs, to ensuring benefits packages remain fair and accessible. We discuss the pinch points, and the opportunities, in building the new normal of work.

Benefits Unboxed – Hybrid work: reality versus rhetoric
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