What do comms professionals REALLY want?

After two years of a pandemic that changed everything about how we approach work, employees have spent time re-examining their priorities, and expectations have changed – they are very different to what they once were.

So, if companies want to keep attracting and retaining top talent, we strongly recommend that they pay attention to the question ‘What do comms professionals want?’

According to the findings of our most recent Annual Salary Guide, comms professionals are now driven by work-life balance almost as much as they are by compensation and bonus. 90% of respondents said they would only consider roles that offer a hybrid model or some form of flexibility. Women, in particular, place a high value on hybrid working, with over two thirds of respondents saying they consider it very important when looking for their next role. Read more about what benefits comms professionals prioritise when looking for both in-house and agency roles here.

Hybrid working models are now an agreed future

What is clear is the fact that employees valued their work from home experience during the pandemic, in particular, for their home environment’s ability to enable focused work, for improvements to wellbeing and work-life balance, and for remote work’s ability to empower them with the flexibility to manage their day autonomously. But they also value the physical office still, and the energy and social aspect it gives them from being around others.

The main difference now is that time at the office is viewed as more deliberate, targeted, and collaborative. The primary reasons for coming into the office are first and foremost for socialising and connecting with the team face-to-face. That means the core purposes of the office persists, but its power as a social and collaborative place are primary.

Read more about how the desire for being able to balance home life with time at the office is now a non-negotiable in our blog post on hybrid working.

What else is on professionals’ wish lists?

A supportive and respectful company

A company that recognises the need for a good work-life balance and will offer a level of flexibility around start and end times will be more attractive than one that has no wiggle room on working hours and/or days in the office. In short, flexibility is a must. We meet and speak to hundreds of professionals, and since the pandemic, they are either now working to a hybrid model, or they are seeking one (2 days in the office, 3 days remote working is the set-up most of our survey respondents wanted). Five days in the office or five days remote working is a turn-off.

Feeling challenged

In our experience, we have learned that when professionals are in a role that offers opportunities for learning and they feel as if the job forces them to adapt, learn, grow and change, they love their work. Happiness with work is partially based on whether we are able to grow and develop; we spend the majority of our day at work, and when we leave the office feeling we have made a positive and worthwhile contribution to not only our clients, but also our own personal development, we feel happier. Having challenging work that brings satisfaction is not only a great motivator, but also plays an important role in keeping employees engaged.

Purpose-led work

A company which has a clear mission and purpose is very attractive, particularly one which has a purpose – professionals want to feel like they are making a difference in their working roles. People are generally looking for a more enriching, meaningful experience from their work, in addition to salary and benefits. We are hearing the phrase ‘purpose-led’ at every turn – the pandemic has led many people to re-evaluate how they feel about their work. This includes a look at whether their jobs, and their employers, hold meaning in their lives. Generally, employees are more likely to be fulfilled by their work when the company’s purpose is in alignment with their own. Those who feel this sense of purpose at work report higher rates of satisfaction and excitement about their job and have a stronger connection and more engagement with their company.

Working with inspiring people

An inspirational person spreads inspiration everywhere. When you have inspirational people in your company, it affects other employees in a positive way. They feel motivated and try to give their best. It also encourages healthy competition at work. Passionate people make all the difference – just listening to them talk can make you want to get up and do something. They give you energy and they challenge you, day in and day out.

A clear commitment to Diversity and Inclusion (D&I)

Diversity in the workplace is not just a catchphrase or a box to tick. Especially after the pandemic and the disproportionate problems it caused to diverse employees, people want to work for companies that show their commitment to D&I in more than just words. And this begins at the hiring stage.

According to a recent Glassdoor survey, 76% of job seekers see a diverse workforce as an important factor when evaluating companies and considering job offers.

Showing your commitment to D&I starts from re-evaluating your hiring practices and extends to your day-to-day operations. It informs your management decisions. It involves using gender-neutral language and diverse imagery in all your materials.

More importantly, a commitment to D&I means offering relevant training, so that all employees can overcome unconscious biases.

Final words

No matter their generation, gender, nationality, or sexual orientation, there are some things employees will always want from their workplace.

A salary that contributes to their financial wellness; a sense of safety and stability; opportunities for learning, growth, and career development. All these things are fundamental in order to build a good workplace that employees will love and want to stay in.

But they’re not enough by themselves.

If you want your company to keep attracting and retaining top talent in 2022, you also need to consider your employees’ more ‘unexpected’ needs – and do your best to try and fulfil them. So, if you are still wondering, ‘What do comms professionals really want?’, it’s best to ask them directly.

For a free download of our full Annual Salary Guide 2022, click here.

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