The ongoing debate between the benefits of remote and in-office work continues to divide opinions, with some businesses pushing for a full-time office return, while others are embracing more flexible hybrid models.
According to the latest data from the Office for National Statistics, 28% of working adults in Great Britain were working in a hybrid model as of autumn 2024.
But in an industry like events, where on-site presence, out-of-hours work, and collaboration are essential parts of the role, how is this balancing act unfolding? To find out, we spoke to several HR leaders in the sector to learn how they’re adapting, what’s working well, and the challenges they are facing.
At London-based brand experience agency Strata, flexibility has been the key. “We are very aware of the desire by our people to be able to work remotely when they can, and we understand that the likelihood of them being in the office five days a week by choice is low. Therefore, us mandating it is going to put us at a disadvantage in both staff retention and attraction,” says Jake Shuckburgh, Director of People.
To address this, Strata has adopted a hybrid model. It shares office space with another agency, with employees coming in on alternating days. For new hires, however, Shuckburgh says face-to-face interaction is non-negotiable: “My view is that for new members of the team at any level, having face-to-face interactions is vital. Meeting and working with their colleagues, seeing how they do things, and just chatting face-to-face is important to help them understand who we are at Strata and to gain those human relationships. We are in the business of making moments matter, and I think those face-to-face moments are still extremely important.”
It’s a similar story at experiential marketing agency TRO, where employees are required to be in the office at least three days a week. “Striking the right balance is crucial,” says Kirsty Finding, Head of Talent. However, she adds that “flexibility needs to go both ways.”
According to Emma Castle, Co-Founder and Director of specialist recruiter CastleBell, two to three office days per week has become the norm for many in the sector, a trend she believes is resulting in better employee well-being and mental health. “They feel their lives are richer because they get to blend home, life, and work in a really efficient way,” she says. She also highlights that working from different locations helps boost creativity – an important factor in the events industry. “Going for a walk or run at lunchtime can be the most productive thing to do before hitting the laptop again in the afternoon,” she adds.
But not all organisations in the sector are getting the balance right. Founder of Times Ten Coaching Zoe Tuffs says many companies get tripped up deciding how their teams should work. “So often, leaders just default to what they prefer, without really thinking about the bigger picture. This should never be the starting point!”
Others are diving into hybrid working without giving managers the right tools to support staff effectively. “We’re seeing a rise in performance issues because line managers aren’t always prepared to handle remote work dynamics,” notes People & Culture Consultant Nic Neal.
A recent survey published by Zoom suggests the hybrid model has become the preferred work environment worldwide, with 75% of leaders expecting their workplace model to change within the next two years.
As hybrid work becomes more commonplace, business leaders in the events industry need to think carefully about their policies and ensure managers are properly equipped to handle the mix of remote and in-office work. Without the right tools and support, things can slip, and teams may struggle to stay connected, which – for an industry all about bringing people together – would be an ironic contradiction.
Chantelle Dietz is a freelance journalist and editor with 20 years of B2B publishing experience, specialising in the property and events sectors.