Don't call it the 'return to office': Why companies are slapping catchphrases on their hybrid-work plans

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In trying to brand flexible work, companies risk the name becoming just another corporate buzzword, mocked and ignored by the staff. Read on.

General Motors Co. tells its staff to “Work Appropriately.” Others have loftier aspirations, like the “New Era of Agility” from European automaker Stellantis NV, or Accenture’s “Omni-connected.”

Given the variety of approaches, it’s no surprise that the names used are all over the map. But language matters when companies implement change, experts say, as it gives people something to latch on to and identify with. Names can reduce the historical stigma of “flex work” arrangements, typically associated with mothers and often viewed as a career-limiting move, according to Erin Kelly, a professor at the MIT Sloan School of Management.

“In the past we just got on planes and flew around the world,” said Sandy Torchia, KPMG’s vice chair of talent and culture. “Now we take a step back and say, what is the intention of this interaction?”

 

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