Managing Marketing & Communications Teams Amid Flexible Work and the AI Boom
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Managing Marketing & Communications Teams Amid Flexible Work and the AI Boom

03 August 2023 / Report

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Marketing and communications leaders are facing multiple challenges managing their teams. They have to achieve business and productivity objectives while keeping employees happy in a tight labor market—on top of figuring out the impact and opportunities of vastly expanded AI capabilities.

Trusted Insights for What’s Ahead™ 

  • Marketing and communications teams need to figure out the right mix of remote and on-site, considering the particular importance of creativity and co-creation, as well as what our Q1 survey of 2,000 US consumers, including employees across professions,  found is a conflict between how people perceive their own productivity when they work from home versus what they see as most productive for the company.
  • Offering hybrid work is important for attracting and retaining diverse marketing and communications talent, especially younger, higher-income, Hispanic, and Black employees.
  • A four-day workweek to accommodate employees’ increasing demand for work-life balance in tight job markets would require significant work reorganization and coordination. Companies would need to offer continuous service for customers and manage emerging crises, making it a difficult model for many marketing/communications teams.
  • Focusing increasingly on skills and practical experience provides new talent pools for marketing and communications teams, which is valuable given rapid AI developments, and at the same time requires updated learning and development programs for current and potential future team members, including students.

Marketing and communications leaders are facing multiple challenges managing their teams. They have to achieve business and productivity objectives while keeping employees happy in a tight labor market—on top of figuring out the impact and opportunities of vastly expanded AI capabilities.

Trusted Insights for What’s Ahead™ 

  • Marketing and communications teams need to figure out the right mix of remote and on-site, considering the particular importance of creativity and co-creation, as well as what our Q1 survey of 2,000 US consumers, including employees across professions,  found is a conflict between how people perceive their own productivity when they work from home versus what they see as most productive for the company.
  • Offering hybrid work is important for attracting and retaining diverse marketing and communications talent, especially younger, higher-income, Hispanic, and Black employees.
  • A four-day workweek to accommodate employees’ increasing demand for work-life balance in tight job markets would require significant work reorganization and coordination. Companies would need to offer continuous service for customers and manage emerging crises, making it a difficult model for many marketing/communications teams.
  • Focusing increasingly on skills and practical experience provides new talent pools for marketing and communications teams, which is valuable given rapid AI developments, and at the same time requires updated learning and development programs for current and potential future team members, including students.

Marketing and Communications Teams Need to Find the Right Mix Between Remote and In-Person Work to Achieve Productivity and Employee Satisfaction

Overall, 41% of respondents feel most productive when working fully remotely, but 35–55-year-olds, higher-income earners, and Asian Americans feel most productive with a hybrid model

  • Purposeful in-office activities might help convince marketing and communications employees who feel more productive at home to come to the office. For example, marketing and communications teams could schedule ideation workshops, planning sessions, and in-person workdays for projects that require a lot of coordination. On-site time can also be used for culture building and to collaborate with other teams.
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Author

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

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