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Remote Working on the Rise

by Ayaz Nanji  |  
January 31, 2014

Although some companies, such as Yahoo, have sought to curtail telecommuting in recent years, a growing number of creative professionals are working outside the office, according to a recent report from The Creative Group.

The analysis was based on data from 400 telephone interviews—approximately 200 with marketing executives randomly selected from companies with 100 or more employees, and 200 with advertising executives randomly selected from agencies with 20 or more employees.

One-third of survey respondents said the percentage of creative staff working remotely today is higher than three years ago, 59% said it's the same, and only 4% said it's lower.

Asked what the primary benefits of allowing remote work options are, executives responded as follows: 

  • 22%: Allows access to talent outside of your geography resulting in a broader talent pool
  • 19%: Improves retention and morale by providing enhanced work/life balance
  • 15%: Increases productivity by reducing commute time
  • 9%: Saves money by requiring less office space
  • 7%: Allows access to talent where the cost of living and salaries are lower.

About the research: The report was based on data from 400 telephone interviews with marketing and agency executives.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Becky Scheinert Fri Jan 31, 2014 via web

    Great to hear that a third of the respondents say the percentage of creative people working remotely is higher, but I missed one point - higher than what? What's the benchmark and timeframe for that benchmark? Has it gone for 1% to 2% (I am being facetious!) or what? That tidbit would help give content to the rest of the study's results.

  • by Ayaz Nanji Tue Feb 4, 2014 via web

    Hi Becky. Great point. The report notes that the numbers are compared with "three years ago" but unfortunately doesn't give baseline stats (in part I imagine because each individual company interviewed in the survey is comparing against its own remote workforce number from three years ago, which vary). I'll keep a lookout for some additional good data showing the exact number of remote workers and trends over time.

  • by Kimmy Burgess Fri Feb 21, 2014 via web

    Well its great to hear 22% people feel that creative people are working remotely is on rise, but any prove to important inventions is yet to be acknowledged.

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