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.

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The result: About half of firms rely on informal guidelines, a Mercer survey found, while a third have formal rules and the rest just basically wing it. Half of workers don’t understand their own organization’s hybrid plan, according to a survey by professional social network Fishbowl. “We know the problems of flexible work, but we don’t necessarily know the solutions,” said Denise Rousseau, a professor of organizational behaviour and public policy at Carnegie Mellon University. “This is an opportunity for organizations to loosen the strictures they had in the past and say, ‘We are a different kind of organization now.’”

Other plans echo this theme, like Dutch recruitment firm Randstad NV’s “Flexibility with Intentionality.” Jennifer Nahrgang, a management professor at the University of Iowa’s Tippie College of Business, favours this approach: “When people come into an office, they want a purpose. Time at home has a purpose, too.”

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