In Switzerland, at a time when talent is scarce, companies must redouble their efforts to stand out and attract professionals. This means working on a strong employer brand.
But what do talented people want today?
Since the Covid-19 pandemic, flexibility has been at the top of the list.
So, if a talented individual can choose between a company that offers the option of working from home and a company that requires 100% presence in the office, which one do you think they will choose?
Yet many companies are deciding to return to traditional office work. Why is this? Is it a smart decision? It seems that companies are paranoid about productivity and feel the need to control their employees more.
For employees, this decision can be perceived as a punishment and give the impression that the company does not trust them enough to manage their time as they wish. This is demotivating and counterproductive.
But why do employees love the option of working from home so much?
No need to get stuck in traffic (meaning more time for yourself), money savings (because petrol and public transport are expensive in Switzerland), better physical health, less stress, feeling ready to tackle for the day ahead, less noise from colleagues in open-plan offices, fewer unnecessary meetings… Many of us have become more motivated to perform better and get things done faster than before! Not to mention that it was a godsend for parents who usually had to rush home from work to pick up their children and get dinner ready for everyone… Our lives have become more balanced, on all levels.
Why is this decision so bad for companies in Switzerland? Here are four important reasons:
- Employee motivation – Now that everyone has experienced the flexibility of working from home, they have to go back to the office. Less money saved – they have to pay for lunch, transport, parking, etc. again. Less time for them to exercise or watch their favourite show on Netflix. Less flexibility for the family. What do they gain from this decision? Nothing at all. Their salary will remain the same. Their productivity and motivation could, on the contrary, decrease.
- Trust in the company and its values – If employees feel that senior management is ‘playing God’ with them (you can only be flexible if I say so, etc.), they will start to question the company’s values. The situation deteriorates further if you explain the return to the office with a ridiculous excuse such as: some people feel isolated, or new employees need sufficient support. Your employees know that these issues can be resolved differently. What’s more, if you tell them it’s for better communication and productivity, do you have figures to show that productivity has decreased?
- Employer branding – The more benefits you offer your employees, the more they will choose you over other companies. You will stand out if you can offer them the work-life balance they are all looking for (more and more every day).
- Carbon footprint and green image – It is not good for your company to ask its employees to travel by car or public transport every day, as this is simply not good for the environment.
Conclusion
The imposed return to the office is not only an anachronism, but also a serious strategic mistake. Companies must understand that flexibility has become a necessity, not a luxury. Ignoring this reality risks losing valuable talent and undermining the motivation of those who remain. Management needs to rethink its priorities and focus on creating a modern, attractive work environment that values employee autonomy and well-being. It’s time to take an informed approach and recognise that the future of work is built on trust and flexibility. Let’s adjust our practices to not only meet the needs of employees, but also to ensure the competitiveness and sustainability of our businesses.
