Nothing, in recent months, has quite taken the cultural zeitgeist by storm than Barbie. And that monologue. That monologue by Gloria (played by America Ferrera). It’s hit us all in a different way. But whichever way you look at it, it makes you pause.
A report by McKinsey & Company in 2021 found that the pandemic had an almost immediate effect on women’s employment with three major groups experiencing some of the largest challenges: working mothers, women in senior management positions and black women. And to quote Gloria, “It [was] almost impossible to be a woman.” One in four of us considered leaving the workforce or downgrading our careers just to stay afloat… versus a fifth of men.
And yet it took the pandemic, these sacrifices, to prove that everyone can work from home while juggling their other priorities. The wheels would keep on turning.
“You have to be a boss, but you can’t be mean.”
At SESAME we see the hybrid working debate from different perspectives. We have a front row seat to what clients and candidates are requesting and expecting. But we’ve also all come from an agency background so we get the pressures involved and the careful balance required to run a successful business with profitable clients and happy people.
“You have to be a career woman, but also always be looking out for other people.”
Hands down, flexible working makes work more accessible. It gives employers greater access to a wider talent pool while creating an inclusive and supportive office culture. Agencies that are implementing remote work options, flexible schedules and menopause policies – and which have a culture of trust that makes everyone feel comfortable enough to use them – are empowering their people to take time back when they need it most, which in turn makes them feel valued and respected.
“You’re supposed to love being a mother, but don’t talk about your kids all the damn time.”
In July 2023 the Flexible Working Bill became law. This means workers – anyone, not just parents – will be given the legal right to request flexible working from day one and employers will have to prove it won’t work instead of the onus being on the employee having to prove it will. Requests will have to be responded to within two months (instead of “whenever suits”) and two requests a year can be filed. This is big news. Especially given the 54,000 women in Britain who lose their jobs each year due to maternity discrimination.[i] And 8 in 10 menopausal women across the UK say their workplace has no basic support in place for them – including no absence policies (81%).[ii]
“You have to lead, but you can’t squash other people’s ideas.”
The reality of flexible working is a mixed bag. While the benefits of productivity and retention have been widely reported, it is having a profound impact on company culture, collaboration and communication. Agencies now have the opportunity to create a rich environment where everyone feels able to thrive.
We’re finding people want to make their time in the office really count while also protecting the lifestyles they cultivated during the pandemic. Less rigid hours are giving people more autonomy to explore their interests and seek out experiences that align with their career goals which is somewhat refreshing considering this is an industry that more often than not puts pressure on people to burn the candle at both ends in order to earn their stripes.
“…but also always be grateful.”
We are just at the beginning. Managers need to keep asking, listening and responding to the needs of their workforce. And policies – as well as expectation – need to evolve. There will continue to be a period of trial and error as agencies figure out what works best for them and which barriers need to be broken down further in order to keep experience, knowledge and inclusivity at the table without impacting their culture or harming the creative, collaborative process that makes PR the craft that it is.
And that will be good enough.
About Sesame
SESAME is a female owned, female run headhunting consultancy that covers permanent and freelance roles across the PR agency world. What makes us stand out is that we’ve all worked for years at globally renowned, award-winning agencies. As a result we use our hard-earned industry knowledge to inform our searches while utilising the strong relationships we have with senior leaders that go back years. For more information – or a confidential natter – visit us here or give us a shout at begin@hellosesame.co.uk.
[i] The Equality and Human Rights Commission report, 2015. A further study from Pregnant Then Screwed in 2023 found that more than half of all mothers have faced some form of discrimination while pregnant, on maternity leave or on their return to work
[ii] A study from the Fawcett Society (May 2022)
Image source: Warner Bros.
