Recruit and Retain: How being flexible is key to diverse talent

Flexible working can be key to attracting and retaining diverse talent says Claire Webster, HR Director at specialist home insurer, Homeprotect, part of the Avantia Group.

The world of work is undergoing profound transformations, with a number of key trends and debates shaping today’s landscape. One that continues to sit at the top of agendas is around remote and flexible working, with many businesses holding different views on its effectiveness. 

Some argue that remote work boosts productivity due to fewer distractions and no commute, but the prevailing trend now seems to be around mandating a set number of days in the office – up to four, or even five in some cases – with the view that working from home hampers collaboration and creativity, and makes maintaining a cohesive company culture challenging.

Changing flexible working policies 

The onset of the Coronavirus pandemic has led to an exponential increase in remote working for employees and freelancers. Globally, 91% of workers hold a ‘positive’ view of remote working.

In 2019, before the Covid pandemic, only 4.7% of UK employees worked from home. By April 2020, this number had surged to 46.6%, with 86% of those employees doing so specifically because of the pandemic. It could be argued that the pandemic was a catalyst for establishing an entirely new trend.

In 2022, a quarter (25%) of UK employees worked from home at least part of the time. This trend was almost identical between 22 May and 2 June 2024, where 26% travelled to work and worked from home, reinforcing remote work’s durability.  

Most of these employees said that that working from home had become part of their regular routine, indicating they’ve adopted remote work for the long term. Conversely, the percentage of employees who worked solely from home dropped to 14% compared to 38% in June 2020.

Flexible working can refer to working hours or patterns, such as part-time, term-time work (during school terms only), flexitime, and compressed hours (the same total hours over fewer days, with longer workdays). At Homeprotect, we’ve been advocating for such measures for years, having implemented a hybrid working policy since 2019 – before flexible and hybrid working became more widely adopted due to the COVID-19 pandemic.

Benefits of flexibility 

Many companies are grappling with skills shortages and talent retention challenges. Adopting a flexible working policy can help address these issues. It offers numerous benefits for businesses, such as improved work-life balance, reduced staff turnover, higher productivity, and increased employee engagement. 

The demand for flexible work has grown significantly among employees. When considering a new role, 71% say having a flexible working pattern is essential, and 42% of employers stated that it has increased the ability to attract new employees. Furthermore, a study by ManpowerGroup Solutions found that nearly 40% of global candidates consider workplace flexibility among the top three factors when evaluating job opportunities.

Eighty-seven percent of people desire flexible working arrangements, a statistic that underscores a significant gap between what employees want and what organisations seem willing to offer. In today’s diverse and inclusive workplace, flexible working is not merely a perk but an essential tool for attracting and retaining top talent from a wider pool. An added business benefit is that a proactive, flexible working strategy can have sustainability benefits and reduce a company’s carbon footprint.

How Homeprotect implements flexibility 

As Homeprotect’s HR Director, I’m committed to creating a genuinely inclusive working environment and culture, accommodating various needs such as employees’ caregiving responsibilities, disabilities, and neurodiversity. Our flexible working policy is a significant initiative in making our workplace as welcoming as possible, ensuring we attract top talent who may require flexible arrangements to perform their best work.

Additionally, our flexible working policy has significantly aided in recruiting and retaining women across all business areas, including senior positions, by supporting work-life balance and facilitating career progression – in 2019, just 27% of our workforce was women, compared to 45% in 2024.

For us, flexibility extends beyond just the location of an employee’s work – it includes different working patterns like part-time schedules, compressed hours or even the option to spend time working overseas, especially for those with family outside the UK. We also promote flexibility in career progression, recognising that talent and potential can thrive outside of rigid career trajectories. 

By reimagining flexible career paths and embracing skills-based hiring and promotion, businesses can harness their employees’ unique skills and strengths while providing opportunities for growth and development. 

How companies can manage flexibility 

Establishing clear guidelines and boundaries is crucial, even when implementing a flexible working policy for the first time, so that both employees and their line managers have a clear understanding. Additionally, conducting regular pulse surveys and gathering feedback from line managers allows you to assess what is working well and identify any areas needing improvement.

Here are five ways to implement successful flexible working policies: 

• Regularly update company policies to align with changing work environments and employee needs.
• Establish channels for employees to provide feedback on flexibility initiatives and make adjustments accordingly. 
• Implement programs that support mental and physical health, which can help employees manage stress, maintain productivity and reduce feelings of isolation.
• Train leaders on how to effectively manage a hybrid team to get the best out of them, and to be adaptable and supportive of flexible work practices.
• Leverage data to monitor the effectiveness of flexibility initiatives and guide decision-making processes.

Flexible working means different things to different people. A good place to start is to listen to what your employees value and approach it with a ‘what’s possible’ mindset. As more data becomes available, adapt your strategies to see what is effective and what needs improvement. 

The future world of work 

The advantages of a flexible working policy for both employers and employees are evident, ranging from happier, more productive teams to higher engagement and a more attractive job market offering. While the debate around flexibility and remote work will undoubtedly persist, at Homeprotect our commitment to maintaining flexible work options remains. 

Businesses must address several critical success factors to successfully implement flexible working policies. These include proper training for employees and managers, continuous support, and the organisation of both virtual and face-to-face social events to foster connections and relationships across the company. By focusing on these areas, flexible working has the best chance of succeeding.