of what’s ahead,” she says. “Especially as millennials are entering the workplace.” It’s this millennial generation – those born between 1980 and 2000 – that is reshaping how we define work. By 2020 it is estimated that they will account for 50 per cent of the global workforce and, according to Feely, they have a very different attitude to what work should look like. “Their perspective on the values around the companies they want to work for and how they want to work is very different,” she explains. “Many of them don’t see themselves as working in offices but instead working virtually. Also, many don’t see themselves as working for the same company for more than 18 months, which is quite significant.” And these millennials matter. Not only because they are a very different generation to the ones that have gone before, but they are also bigger in numbers than any since the soon to retire baby boomer generation. What has made them so unique is the dominance of technology in their lives. For this reason, digital technology has been the real gamechanger and we are already seeing the impact it has on how we work. “My travel has cut down substantially because there are so many more tools at our disposal,” says Feely. “Using Skype and video link phonecalls is very acceptable these days, even at senior level meetings. People are not expected to be there. As a result, it is possible for people to have a much more flexible working environment and, in fact, they expect it.” The statistics back up these expectations. A recent report from PwC entitled Millennials at Work – Reshaping the Workplace finds that 41 per cent of millennials say they prefer to communicate electronically at work rather than face-to-face. So will we lose out as a result of having less human interaction in the way we work? Feely doesn’t see it that way. While it will change the way we communicate on some level, she believes that new technologies also facilitate a greater interaction with communities as well as potential customers and employees. “It’s interesting. My strong sense, and through the work we do with our clients, is that it is actually increasing the opportunity for connectivity with people and communities outside the workplace. If anything, the new tools have facilitated that better. At the end of the day you still need to have great engagement with your clients and customers and that can only really be had through human touch.” Another characteristic of these millennials 22
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is their brand awareness. There are signs that they are much more attracted to employer brands that they admire as consumers. This is resulting in companies having to be more conscious of their reputation in order to attract top talent. We are seeing more engagement between multinationals and local communities as firms realise the worth of investing in CSR. “More and more large brands will develop a very local presence,” asserts Feely. “One of the big retail organisations we work with has set up a number of running clubs within the local communities where they operate. They are in the sports retail sector so understanding and working with the youth in those communities is very important.” The way we manage our work-life balance is changing too. As we see a much more flexible, freelance and collaborative work world evolve, it is inevitable that the lines that differentiate our work lives from our normal lives will become more blurred, and I was interested to get Feely’s take on it. “I’ve learned that you have to be really disciplined,” she says. “When you are not present and people can’t see you, it’s human nature to feel you need to prove your value that much more. It’s also harder to take breaks. In the office having colleagues interrupting you on a regular basis for catch-ups means you’re more inclined to take a break. It does benefit companies but it also benefits people, it’s a double-edged sword. Companies need to be flexible but you as an individual need to be very disciplined so you don’t lose that sense of balance.” One section of the workforce who stand to benefit are those with parental responsibilities. Feely, who herself is a mother of three, sees this as having a positive knock-on-effect for gender balance in the workplace. While research suggests that women still take on the lion’s share of responsibilities at home, parenting responsibilities are much more evenly split than they were in previous years.
CV: Jo-Ann Feely ROLE: Global Client Partner, Board Director LIVES: Fairview, Dublin FAMILY: Husband Ralph Mills, children Ella (12), Leo (6), Isabel (6) CURRENTLY READING: Bossy Pants by Tina Fey FAVOURITE FILM: Little Miss Sunshine by Jonathan Dayton and Valerie Faris HOBBIES: Running, GAA and rugby (avid Dublin and Leinster supporter)
InBUSINESS | Q3 2015
05/10/2015 11:43