3. What's changing how we work?
i) Virtual working
Departments and organisations have come together with urgency and purpose to tackle very specific and immediate challenges related to COVID-19. This is virtual collaboration like we’ve never seen before.
We are seeing a dichotomy in the workforce. Some people are longing to get back to the office, others have discovered they prefer working from home. Organisations have had to enable truly diverse and blended teams to get the best from everyone, keeping people connected without forcing it.
The reset effect of lockdown has made many workers keen to embrace a more measured approach to work, collaboration and planning. We recognised this unmet need three years ago and designed and launched The Difference Collective with remote working practice inbuilt. The pandemic has hugely increased mainstream adoption of the approach – we’ve been able to offer ourselves as a reassuring exemplar that it really can work and does deliver results.
Rod Cartwright, Sarah Hodson, Karen Lipworth
ii) Community power
Local products and services, local businesses and communities have earned trust and goodwill from consumers in a time of global challenge. People are looking to their neighbours, showing and valuing care, kindness and resourcefulness.
Community power has become a strong resource for charities, a vital way to help them navigate the pandemic.
Confined to their homes in lockdown, for some a necessity if they have a particular vulnerability, patients have formed and sought out their own online groups. Although there’s caution because of heavy regulation, more healthcare companies are open to using social media to talk directly to patients as a community.
Louise Watson, Elspeth Massey, Jo Williams
iii) Collaboration
Challenging times call for challenging and disruptive ways of thinking. This is particularly the case when it comes to building collaborative communities that bring together diverse and complementary disciplines to help tackle very specific challenges. Within organisations as well, functions such as human resources, legal, risk, strategy and communication are collaborating as never before, given the all-consuming impact of COVID-19 on many organisations.
Because organisations need to muster skills fast, there’s been a demand for rapid access to specialist expertise to respond to unprecedented needs and to complete the capability of precisely focused teams. Agility and responsiveness are key, as well as knowing where to find the skills you need. Successfully and repeatedly finding the right short-term skills on demand will change the way some organisations resource in the long term.
The way in which work is being produced now requires a level of collaboration and integration which is totally new. Before, a team too often described a bunch of people in the same building, going to the same project meetings. Right now, working on a major brief can involve dozens of staff as well as user-generated content, then stitching it all together coherently. And no-one is sat within the same postcode. That’s genuine teamwork.
Rod Cartwright, Liz Adams, Stuart Mayell
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