Why are Marketing Professionals Increasingly Working From Home?

The figure has increased by 8 per cent since last year and it is likely that the number of marketers that regularly work from home will keep rising over the coming years.

The question is, why has the number of marketing professionals working remotely kept rising? As part of the 2019 Marketing Salary Survey, 1/3 of the people with digital marketing jobs that are currently working from home were asked what their main justifications for this were. Below you will find a detailed discussion of each of the reasons.

1. To Avoid Commuting/Travel Time

Avoiding commuting or travel time was one of the main reasons that marketers gave for working from home (WFH). The majority of study participants were living in areas such as Essex, London, Hertfordshire, Oxfordshire, and Cambridgeshire. For the people living in these locations and commuting to work, working from home allows them to dodge traffic and avoid train/tube delays.

City-based employers that offer flexible working options such as WFH can increase their chances of staff retention by improving the work/life balance for employees that don’t have to be physically present in the office on a daily basis. It is something that’s evidently important with the results of the survey showing that a poor work/life balance was the 3rd main reason for marketers looking to leave their current positions.

2. Higher Productivity

In second place, study respondents said that they WFH at least once weekly since they feel more productive at home. Considering the creative nature of most marketing positions as well as the strong argument that creativity benefits from a flexible working culture; the option to work from home with fewer distractions is something preferred by many creative and marketing professionals.

Distractions in an open-plan environment are plenty such as spontaneous meetings, loud co-workers, and office gossip, which can all contribute to lower productivity.

3. Childcare/Other Caring Responsibility

The third main reason why marketers are increasingly preferring to work from home is working around childcare as well as other caring responsibilities. Remote working allows parents to be more available when it comes to looking after sick children, school pick-ups/drop-offs, as well as other childcare obligations, while still being able to work full-time.

Care responsibilities for the disabled, elderly, or ill relatives/partners/friends is yet another reason why marketing professionals claim to need flexible work arrangements such as WFH. Statistics from Carers Trust show that about 1 in 8 workers are actually carers too and that the number of people that act as carers in the United Kingdom keeps rising from year to year.

4. Mental Wellbeing/Health

Focus on mental wellbeing/health is another common reason provided by study participants for working from home. According to research by OnePoll.com, 54 per cent of respondents stated that they feel happier working from home than they do working in a traditional workplace such as an office with about 2 thirds actually finding it less stressful.

Study findings by Personnel Today show that many workers describe WFH using words such as “calm”, “in control”, and “free”. However, for other people, working from home can have an opposite effect on their mental health causing feelings of loneliness and isolation. It is probably why striking the right balance between managing stress and looking after wellbeing by working from home 1 or 2 days a week is incredibly effective.

5. Personal Commitments (Deliveries, Courses, etc.)

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

From the findings provided here, it is evident that working from home, even if it is for just 1 or 2 days of the week, has numerous benefits with employers growing increasingly aware of the importance of attracting and retaining top talent with attractive benefits. It is quite apparent that the working from home trend in the marketing industry will keep growing in terms of popularity.