Shorter Workday Concept for Employee Retention | Marketing Automation

Marketing automation has played a significant role in making our
time at work more efficient. This is not a revolutionary or
surprising statement – after all, it’s not hard to imagine that
technology capable of automating repetitive tasks would be a time
saver.  What once took days now takes hours, and what once took
hours now takes minutes.

The revolution is that organizations are using the time that
platforms like marketing automation have given them to rethink
their workplace culture. Companies are questioning if their 8-hour
workdays are still necessary and the effectiveness of shorter
workday. Because automation has removed the tedium that drained
both time and mental energy from employees, talent is able to be
better distilled. Projects are completed faster and with greater
focus. Some companies are taking advantage of this efficiency to
offer employees more personal time.

Leveraging Marketing Automation to Offer Key Benefits

According to
MetLife’s 2019 Employee Benefit Trends Study
, personal time
is exactly what employees want most of all. Inc’s article
Most Coveted Workplace Perk of All
” shares, “A large
majority of respondents — 72 percent — said they were most
interested in unlimited paid-time-off. Unlimited PTO ranked higher
than wellness programs, paid sabbaticals, and even on-site meals,
gyms, and other convenient services like dry cleaning.”

The time that technologies like marketing automation, video
conferencing and even AI free up are empowering companies with the
ability to offer this top perk. They can extend more paid-time-off
and do it without compromising performance. Some would even argue
that performance is enhanced, as employees are more productive when
they’re happy. “”Employers who support employees as
individuals in and out of the workplace will thrive in this
evolving environment.”

Where the Shorter Workday Came From

The concept of the shorter workday or workweek is not a new one.
Back in 2007, author Tim Ferriss wrote the bestseller, “The 4-Hour Workweek” – a
guide that was originally intended to help readers leave their
stressful corporate desk job behind and enjoy a balanced, well-paid
life. However, the book also hit a nerve with workers who wanted to
stay in their jobs but were overwhelmed with the long hours and
inefficient practices.

Employees were spending their days in back-to-back meetings that
left them little time to complete the tasks and goals that were
assigned during these meetings. Ferris recognized that
organizations were equating productivity with the
amount of time spent working
and asked people to flip that
thought process. He encouraged readers to strive for effectiveness
by applying The Pareto Principle, a theory that says you should
spend 20% of your time focusing on the tasks that will deliver 80%
of the desired results.

While Ferris was writing about The Pareto Principle, companies
like Marketo were creating marketing automation software that would
make it possible to implement it on a larger scale. Empowering
organizations with the ability to work more efficiently, and
someday offer the benefit of free time that Ferris thought was only
available to the independent worker.

Who’s Already Offering More Paid-Time-Off?

The Wall Street Journal writes about a Rheingans Digital
Enabler, German tech consulting firm that initiated a 25-hour
workweek in their article “The
5-Hour Workday Gets Put to the Test
”. The company has
stripped away distractions by banning social media use, only
allowing staffers to check emails twice a day and discourages
employees from casual conversations. While it may be an austere
work environment, employees have gained almost twice the personal

The New York Times
that a New Zealand estate management firm called
Perpetual Guardian tried out a 4-day workweek. The company hired
researchers from the Auckland University of Technology to study the
impact this had on productivity and company culture. In the end,
employees reported feeling more energized and happy to be at work.
“Supervisors said the staff was more creative, their attendance
was better, they were on time, and they didn’t leave early or
take long breaks.”

Rheingans and Perpetual Guardian are great examples of companies
that are rethinking their work culture. Organizations who adopt the
belief that production is more important than presenteeism will
lead the way in employee retention and attraction. Consider
parlaying the time that marketing automation has given your company
to join them.

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Shorter Workday Concept for Employee Retention | Marketing
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Shorter Workday Concept for Employee Retention | Marketing Automation