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April 3, 2006
Is there a Conflict within Workaholic Behavior?
I am sure that all of you have noticed the upsurge in articles on the longer work days now being embraced or tolerated by employees around the world (except in France, but that is for another blog). Trains leaving New York suburbs for the City at 5 am are now quite full. Electrical usage, which formerly spiked upwards at 6:30 am, is now showing high usage beginning at 5:45 am.
Cameron Stracher wrote in Saturday's Wall Street Journal that first year attorneys are now being expected to bill 2,200 hours per year. Her calculations anticipate a 1.5 multiple on hours in the office to hours billed, so that would require a 3,300 hour work year or 63 hours per week.
Leave the workaholic tendencies to folks in Wall Street and to lawyers, I say. PR people will find an inverse relationship between compulsive overwork and truly outstanding results for clients. Here's why:
Never before has there been such a premium placed on a big idea that can succeed across media platforms. That idea no longer necessarily comes from an ad agency. As PR people can attest we are increasingly considered equal partners in developing the central creative premise. PR professionals are only inspired to this type of creative excellence by being part of the bigger world outside of the office, noting social trends and engaging with mass culture, experiencing client and (dare I say) their competitor products. Our service is a combination of inspiration and perspiration.
We are in a social business. Relationships based on trust really matter. Meeting reporters, NGO activists, legislative aides, academics and artists are a core component of what we bring to clients. We need non-billable time to expand our personal circle of acquaintances.
We are running a marathon, not a sprint. Our business is not one of transactions. We provide continuing advice and strong relationships are devised over periods to time. Turnover is the biggest problem in the industry, with the average agency enduring a 25% churn in any given year, especially at the lower levels. Many of those who depart move out of the business, a loss of our investment in their analytical capacity and writing ability. This is even more acute in rapidly developing markets in Asia, where turnover and hours logged ais even higher.
What can we do to create a virtuous circle--retaining our people, producing superior creative work, achieving the necessary level of profitability and networking with relevant stakeholders? Here are a few ideas:
Lead by Example-I am a writing this blog, partly as Confessions of a Reforming Workaholic. We can recognize the people in the company who give something back to their communities through volunteer work. Make sure that parents attend their kids' sporting events. Make the corporate awards programs about the quality of the work, the level of employee satisfaction and the attaining of excellent financial results.
Provide Greater Mobility-Mobile, RSS and Web devices provide more control, flexibility and employee empowerment, not simply devilish mechanisms to get more work out of an always-on employee force. There should be some guidance about using them because its not all right to be checking blackberries during brainstorms and meetings.
Values and Measurement-Company culture is often quite different in far flung offices around a network. There should be clear direction on expectation of work load. Annual employee surveys are one useful way to assess compliance.
Proper Budgeting-We spend far too much time on the creative process in winning new business and then put together the budget at the last minute based on standard templates. We then invest in the relationship by agreeing to terms that only provide profit by over work at the lower levels. In many instances, we give away the creative ideas and yield revenue by billing on execution. We should be paid for the value of our contribution. We need to experiment with alternate billings models and do a better job explaining to procurement officers the ROI of budgeting for "strategic counseling." Some of the best work comes when we proactively take ideas to our clients, though this effort is rarely charged.
Providing Office Time to Get Out of the Office-At Edelman we launched what we affectionately call "Living-in-Color" about two years ago to encourage staff to take time during (or after) the day to get out of office and do something to either give-back to the community or/and re-charge their creative juices by, for instance, going to museum with colleagues. While it's difficult to quantify the benefits to Edelman's P&L, I see the results through more relevant and inspired ideas and enthusiastic professionals.
Posted by Edelman at April 3, 2006 11:34 AM
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Comments
How does one measure progress? Is working longer hours a progress to be proud of (as the simplistic bashing of the French who refuse to go that way implies)? Or should progress be measured by the increase of real leisure time and good health? How many people get sick because of excessive "working" hours? How productive are people who are overworked/overexploited? I wonder what are the results (in terms of productivity and global health -for the individual, the family, the community at large) of the 4 day work week experience in Canada? As I recall the 4 day work week started in the US (Quaker Oats?) but apparently so much theatened vested interests it did not take hold. I am convinced that in many instances there would be no loss of productivity with less hours than by forcing people into unsustainable schedules.
As for the economic impact of more leisure it would certainly create more jobs... in all leisure related sectors and decrease the number of days lost to illness and accidents. Is the fact that the US is beyond most industrial countries in paid vacation a sign of superiority or the result of very weak unions that stopped obtaining for all the workforce what has been in achieved without any major disruption in the last 50 years and is taken for granted in most EU countries? How long is the standard paid vacation at Edelman-USA? How long is the standard paid vacation at Edelman in France? Just curious :)
Posted by: philippe at April 3, 2006 3:39 PM
Bravo, Richard! We need more experienced professionals pointing out the productivity perils of running a rat race.
Posted by: Mike at April 5, 2006 10:27 AM
One of the reasons why people are working very long hours is because the nature of business has changed despite advantages gained from technology that faciitate communications. Two of these changes are: 1) speed to market--- getting products out has reached supersonic speed. The companies that are most competent in this arena are the ones that are winning the game; 2) corporate structures are still stuck in the old managerial/ hierarchical structural models despite working in a global market that requires a great deal of flexability.
Technology is a catch-22. It is the cause of people working long hours due to increased accessability, but it can also provide solutions to this distressing situation. In particular, the PR industry, which is based on relations as Richard points out, has much to gain. Moves in this direction are already under way as savvy companies analyze their internal social networks and identify bottlenecks. Intel Corp., for example, sees an opportunity in creating technology that lowers the time cost of teamwork. At Intel, the drive to reduce the time spent sharing knowledge and collaborating is an outgrowth of efforts to better coordinate far-flung operations that stretch from Israel to India. One idea being pursued is "dynamic profiling" -- technologies that automatically summarize areas on which a researcher or a manager is focusing, based on the subjects of their e-mails and Web searches. The PR industry that focuses on collaborative idea-generation could also utilize dynamic profiling and other web-based organizations.
We probably will see a rise in new forms of Web-based organizations where people can contribute without having their time eaten up by existing corporate hierarchies. Blogs, collaborative online databases (wikis) and open-source software development all use the Net to handle much of the coordination among people rather than relying on top-down command and control. Embracing technological innovation could eventually lessen bureaucratic time burdens on overworked professionals. For further reading, a good article on the subject is:
http://www.businessweek.com/magazine/content/05_40/b3953601.htm
Posted by: Nabeela at April 10, 2006 9:39 AM
N
Thanks for adding to the conversation. I believe firmly in technology as a means of lowering stress and adding to efficiency. I see a different face of technology, however, in excessive blackberry addiction, a neurotic need to be constantly on line and a lack of time for thinking. Anyway we should all be conscious that overwork does not yield optimal results.
Posted by: Richard Edelman at April 10, 2006 10:10 AM
Yes, I do tend to agree with you. There was a great article in Washington Post last year on how people develop tendinitis. It was called "For Some, Thumb Pain Is BlackBerry's Stain."
Thanks for writing!
Nabeela
Posted by: Nabeela Khatak at April 10, 2006 2:06 PM
Living in Japan where there is no BlackBerry (yet), I always notice how North Americans comment on how relaxed they are when they visit Tokyo on business trips. Several have spoken about how 'liberated' they feel, sounding almost like reformed smokers who are no longer enslaved by cigarettes. Freedom to focus and to think rather than to respond spasmodically to fragments of always-incoming information still seems to be valued.
It's no secret that Japanese working hours tend to be longer than those in America, but even though some have questioned -- with reason -- the productivity of those hours, I have been to enough meetings in the US and Canada in recent years -- where people rudely no longer pay attention or listen to each other as they constantly check e-mail -- to see how BlackBerry may inhibit rather than aid productivity (at least when used in a compulsive way, which regrettably seems pretty common).
In Japan a 12-hour day may be pretty standard (plus what can be brutal commuting time), but there seems to be a clearer demarcation between personal time and company time that the BlackBerry has helped to blur elsewhere. Americans (and Europeans of course) do get to go home earlier, but when they are there, less and less of their time outside of the office really belongs to them it would appear and I think that's a pity.
Posted by: Bob Pickard at April 13, 2006 10:23 PM
