The Future of Hybrid Work

When I started my PR agency in 2004, I rented a small office, furnished it with some tables and chairs I had at home, wired it for the internet and used our junior staff member's computer as the server.

And we were off and running.

A couple of years later, we outgrew the space and leased a bright loft across the street, added nicer furniture, a board table and chairs and even a reception area and kitchen. We switched to an automated phone system, leased a copy machine and bought a server.

We had great clients, lots of room for our talented team and all the infrastructure necessary for success.

And of course, employees were expected to be there from 9 to 5 every day.

Back then, I never imagined how completely that ethos might change.

Work As Immersive Experience

Over the years, the idea of a flexible or hybrid work started to take hold.

And then a global pandemic fuelled the acceleration of digital communication, and sped up many of the changes already taking place.

Within a remarkably short period of time, we were gathering online, gazing at our co-workers, clients or students on Zoom, Teams or some other video conference platform and attending virtual events.

It wasn't the same as what we were used to. Especially without the social aspect of work. I'd been working virtually for 10 years, and I still missed the in-person interactions, teaching in a classroom, meeting clients face to face and networking at a conference.

But we adapted and witnessed how quickly the shift to digital could occur.

And then the physical 'presence' we always had at work—whether in an office, store, restaurant or classroom—started being discussed in a different light.

The term began to refer to the metaverse and all of those collaborative 3D digital spaces being designed for people to meet and work in a more immersive environment.

Curious about what that may be like? You can test it out today if you have access to VR Goggles and Meta's Horizon Workrooms. Sure, you're represented by legless avatars that don't quite look or dress the way we do, but you can share your computer screen, move around a virtual room and collaborate on a whiteboard or look at the person next to you.

More than simply staring at a screen, it almost feels like you're there. But it's a bit of a mind-game too, because in the real world you're still alone.

And now we're at a crossroads. Will we go back to the way things were? Will there be a more permanent shift to remote and hybrid work? And what will that look like?

A Workplace Roadmap

It doesn't take a rocket scientist to see that hybrid or remote work models aren't going away anytime soon. In fact, the opposite is likely true. And companies and their employees will need to adjust.

If I were starting an agency today, I might rent a co-working space for staff to come together and then let them choose to work from wherever they preferred. Minimize infrastructure, maximize flexibility.

But there are many other elements to consider as you begin to develop your future-facing business plan:

• Sketch out the nature of your workflow from the beginning to the end of a project. How will the digital changes affect your products and services and how can you adapt?
• Consider your resources and how you'd shift from from physical space to digital tech and which of the new AI tools you may want to use, including machine writing assistants and predictive recommendations for customer behavior and marketing creative.
• Ask your employees, customers, suppliers and partners questions about how they envision the optimal working environment. Determine the balance between in-person and online interactions. What will you require to achieve that?
• How will you approach the notion of the metaverse or immersive work? Will you need to purchase virtual real estate for your business? How much will that cost and how will you represent your business there?
• What type of connection will your employees need to have at home to ensure a smooth and fast experience? What about screens, VR or AR goggles, other devices? How much will that cost?
• What about a dress code for staff avatars (or will you even have one)? How will that affect your company culture?

But That's in the Future. What Should We Do Today?

Earlier this week, I got a message from Keith Ferrazzi, author of Competing in the New World of Work, a new book that examines how 2,000 Fortune 500 executives adapted their businesses and experienced growth during the pandemic and why the proverbial return to the way things were may not be the best course for the future.

Sounds like a good place to start.

Where we're heading is also the subject of this week's Digital Marketing Trends video. I talk about how your business can embrace hybrid work by focusing on three areas: devices, communication channels and data security.

Check it out and let me know what you think.

Connect With Martin

And now, I'm going to take a break from my screen and disconnect from issue #48.

How do you feel about hybrid work? Do you miss the buzz and social aspects of a busy office? Or do you prefer the flexibility of working from home? Please share your thoughts in the comments below.

Be sure to reach out if you have questions about any of the videos in Digital Marketing Trends, or my other?LinkedIn Learning courses.

And if you want to find me, follow me on?LinkedIn?or?Twitter.

Or visit?my?my website?and send a message or a question.

You might also enjoy the?Inside PR?podcast I co-host with?Gini Dietrich?and?Joe Thornley.

And speaking of ideas, if you've got any you'd like me to cover in my next newsletter, be sure to send them my way.

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See you in two weeks!