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Office Craver? Home Dweller? Mixer? Why businesses must adapt to changing employee preferences and priorities.

Listen to the Blue Door Podcast, episode 13: ‘As offices open, what do employees and senior leaders really want?’

Catchup on all the Blue Door Podcast episodes here https://businessblog.o2.co.uk/2021/01/21/blue-door-podcast/

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How have you had to adapt to new ways of working over the past 12 months? What impact has it had on your motivation, working patterns and productivity?

How about your business? Will the decisions made at the beginning of the pandemic deliver sustainable success? What do you need to do move your organisation forward?

That’s what we wanted to find out for our research report: Creating a dynamic workforce: Empowering employees for productivity and growth.

We asked more than 2000 employees from across the UK workforce about how their organisations had supported them over the past 12 months – and their readiness for the future.

During our research, we identified seven types of worker, based on the way they prefer to work and live. That could be working from home, the office or a coffee shop – either 9 to 5, or outside traditional working hours.

Which of the seven types sounds most like you? Which group do you belong to: the Office Cravers, the Home Dwellers or the Mixers?

Office Cravers are ‘looking forward to being back in the office’ and are made up of two distinct groups:

  • Career Starters: you might be new to the workforce, so really value face-to-face time in the office to learn, develop and build relationships.
  • Command and Controllers: senior employees who prefer working with colleagues in-person, and with office tech and connectivity.

Mixers ‘prefer a blend of remote and office working’ and have three individual subsets that include:

  • Nomads: who want greater flexibility than others to choose where they work – not just the office or home.
  • Socialisers: who want a mixture of locations to stay connected with teammates and also spend time with their wider social circles.
  • Planners: who appreciate being able to choose between home and the office, to get the best of in-person contact with colleagues, whilst spending more time with family.

Home Dwellers are our final group that have ‘fully converted to home working’. These include another 2 subsets to round out our seven personas.

  • Hobbyists: who prefer working in their own space, staying in touch with teammates virtually and having more time for their interests outside of work.
  • Homebodies: who enjoy the flexibility and independence that home working gives to manage their schedule and have more quality family time.

Our research suggests that ‘dynamic working’ means different things to different people. But one thing is clear, and that is HR, IT and Operational functions must work more closely than ever to understand the specific makeup of their workforce to enable the needs of each persona type. Remember, you can download and read the full research report – Creating a dynamic workforce: Empowering employees for productivity and growth.

You can also listen to Lucy Clayton, O2’s Head of Business Thought Leadership Marketing, discussing the research report in Episode 13 of the Blue Door Podcast. We discuss the actions needed to meet the changing expectations of employees, and the balance needed to deliver the productivity and efficiency gains with the right mindset, culture, services and tools.

Here are just a handful of findings to whet your appetite:

  • 48% of respondents stated that they would be more productive if they were equipped and supported to work in their preferred way.
  • 32% of employees never want to work in the office again.
  • 85% of employees want to work flexible hours.
  • 61% of employees now feel remote working should be the default.

Creating a dynamic workforce shows what employers need to focus on to promote productivity and growth in the world of ‘dynamic working’.



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