Why are more marketing professionals working from home?

Just under a third of marketing professionals currently work from home at least one day a week.

Since last year, this figure has increased by 8%, and it is likely that the number of marketers regularly working from home will continue to rise over the years to come.

So, why exactly has the number of marketing professionals working remotely been rising? As part of our Marketing Salary Survey 2019, we asked the 1/3 of respondents that currently worked from home what their main reasons for this were. Here we look at each of these reasons in more detail…

working from home

 1. Avoiding Travel Time/Commute

Avoiding travel time/commuting was the top reason given by marketers for working from home (WFH). Most of our survey participants were living in areas such as Cambridgeshire, Hertfordshire, London, Essex and Oxfordshire. For those living in these locations and commuting into the capital for work, WFH allows them to dodge the busy London traffic, as well as avoid tube/train delays. By offering flexible working options like WFH, city-based employers can increase their chances of retaining staff by improving the work/life balance for employees that don’t need to be physically in the office every day. This is something which is evidently important, with our survey results revealing that a work/life balance was the third main reason marketers are looking to leave their current roles.

As well as London commuters, several of our respondents were working in other busy cities such as Cambridge and Oxford; often these candidates do not actually live in the city centres themselves and frequently drive from their homes on the outskirts to get to work each day. This can often mean being sat for hours a day in tedious traffic just to drive a few miles. Therefore, working from home, even for just a couple of days a week, offers an ideal solution for commuters.

 2. Increased Productivity

In second place, respondents told us that they WFH at least once a week because they feel more productive at home. Given the creative nature of many marketing positions, and the strong argument for creativity benefiting from a more flexible working culture; being able to work remotely with less distractions is naturally something that a lot of marketing and creative professionals prefer.

In an open-plan office environment, there can be many distractions such as loud co-workers, spontaneous meetings and office gossip which can contribute to a reduction in productivity. OnePoll.com found that according to 43% of those polled, the key to being productive when working from home is being left alone. In recent research from Monster.co.uk, 59% of employees said they believe they are more productive when they work from home.

3. Childcare/Other Caring Responsibilities

Working around childcare and other caring responsibilities was revealed as the third main reason marketers are working from home. Remote working allows parents to be more available for school drop-offs/pick-ups, looking after children when sick and other childcare obligations, whilst still being able to work full-time.

Care responsibilities for elderly, disabled or ill partners/relatives/friends is another reason why marketing professionals say they need have flexible working arrangements, such as WFH. According to statistics from Carers Trust, nearly one in eight workers are also carers, and the number of people acting as carers in the UK is continuing to rise year-on-year.

4. Mental Health/Well-being

Another common reason participants gave for working from home was focusing on their mental health/well-being. In research carried out by OnePoll.com, 54% of those polled said they feel happier working from home than they do working in a traditional workplace such as an office, and around 2/3 find it less stressful.

According to survey findings by Personnel Today, many home workers described WFH using words like “free”, “in control” and “calm”. However, for some, working from home can have the opposite effect on mental health causing feelings of isolation and loneliness. This is probably why striking the right balance between looking after wellbeing and managing stress by working from home one or two days a week is quite effective. Then, for the days that home workers are in the office, they are likely to be more refreshed and productive, using this time for meetings and face-to-face interaction with colleagues.

5. Personal Commitments E.g. Appointments, Courses, Fitness, Deliveries

Personal commitments such as attending appointments, fitting around further education courses, as well as health/fitness commitments and being around for deliveries, were other reasons that respondents gave for working from home.

From the above findings, it is clear to see the benefits of home working – even if it is just for one or two days of the week. With our Marketing Salary Survey results for the past two years indicating that flexible working is the most important benefit to marketing professionals, and with employers becoming increasingly aware of the need to attract and retain top talent with attractive employee benefits; it is apparent that the trend for working from home in the marketing industry will continue to grow in popularity.

Our full Marketing Recruitment Review & Salary Survey 2019/2020 will be released soon, sign up here to receive a copy as soon as it is available.

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Diginfo Expert

Kudos to Alana,

As always great write up & very informative. I strongly agree with your thoughts working from home makes an employee more productive, he can handle his responsibilities and work side by side. We also facilitate our employees to work once a week from their home, thanks a lot.

Alana Walden

Thank you!

That’s great that you facilitate working from home for your employees. It is definitely a growing trend and something more employers seem to be adopting.


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