[Jjinbit] "Unbelievable incident in Japan 5 years ago... Demand for flexible work increases in Asia after COVID-19"

Interview with Narel Burke, APAC CHRO of Global Research Group Kantar's Insights Division

Narel Burke, CHRO of the Asia-Pacific region in the Insights division at global research firm Kantar (Photo by Kantar)

[Asia Economy Reporter Jeong Hyunjin] "Fundamentally, what people want and value in their workplaces and jobs has changed. In the Asia-Pacific region, the importance of ‘work-life balance (WLB)’ and flexible work arrangements has increased significantly compared to the past."

Narelle Burke, Chief Human Resources Officer (CHRO) for the Asia-Pacific (APAC) Insights division and Global Consulting Lead at global research group Kantar, said this during a meeting with Asia Economy on the 16th (local time) during her visit to Korea. Burke, an HR expert with over 20 years of experience in human resources, oversees HR for the APAC Insights division at Kantar, a market research firm ranked among the top five globally by revenue alongside Nielsen, IQVIA, Gartner, and Ipsos. She described the changes in the HR market since COVID-19 as "the biggest change I have experienced while working in this field."

Headquartered in London, UK, Kantar is a market research firm specializing in marketing consulting and data research, serving over 1,000 clients. Among the Fortune 100 companies, 65?including Google, Meta, Amazon, Unilever, Coca-Cola, Samsung, and Hyundai Motor?are Kantar clients. Burke previously led Kantar’s global inclusion and diversity efforts as well as global talent, learning, and leadership development. Currently, she develops and leads strategic talent planning and team and organizational formation to support overall business in the APAC region.

Since taking on the role of CHRO for Kantar APAC in April last year, Burke has visited 10 countries in the region over the past four months, including Korea, Japan, Singapore, Australia, India, and Vietnam. Meeting directly with employees from new hires to executives, she has been assessing the post-COVID-19 situation. She noted, "People have not returned to the office. There is a preference for flexible work, constraints and changes in office space, and people have become accustomed to hybrid work. The traditional form of returning to the office and working as before will no longer exist, and it will be difficult to revert to the old ways."

Narel Burke, CHRO of the Asia-Pacific region in the Insights division at global research firm Kantar (Photo by Kantar)

Burke identified ‘Disrupted’ as the keyword currently defining the global HR market. She particularly highlighted the significant increase in the importance of flexible work and work-life balance in the APAC region, which was previously considered more characteristic of Western cultures. Although she visited multiple countries five years ago as well, she said, "I feel that stereotypes are changing dramatically compared to then." She emphasized, "Because stereotypes are changing, it is difficult to easily assume how the HR market will evolve. We need to listen to employees with an open mind."

She pointed out that the pace and nature of changes in work styles vary by country within the APAC region, citing Korea and Japan as examples. In Korea, some employees have returned to the office, and a hybrid work style combining remote work and office attendance is being pursued, with apparently little dissatisfaction.

In contrast, "Japan, traditionally a country of office-based work, now desires flexible work arrangements. In some cases, employees want to come to the office only once or twice every few months," she explained. "Five years ago, this would have been unthinkable in Japan, but such changes have now emerged."

She also noted that generational differences are more pronounced and clearer in the APAC region compared to the global market, saying, "Differences between generations regarding where and how to work are becoming more prominent."

Regarding concerns about a global economic downturn leading to a reversal of changes in work styles to pre-COVID-19 conditions, Burke firmly stated, "It will not go back." She said, "Employees’ desires and choices have become indispensable. Freedom and flexibility in work are no longer optional; they have become essential." She stressed, "Ignoring employees’ voices and reverting to old ways will not bode well for a company’s future."

So how does a global company like Kantar shape its work styles? During the COVID-19 period, Kantar confirmed through data that remote work led to actual efficiency improvements. Burke said, "I cannot disclose specific figures, but we confirmed that overall employee performance increased significantly. Employees saved time by not wasting it commuting." She added, "It has become unclear why employees should return to the office. However, working from home may lack in collaboration and interpersonal relationships, so it is necessary to consider how to maintain work performance without negatively impacting these aspects."

Amid the ‘disruption’ in the HR market, what concerns does Burke have? She said, "(HR) is closely linked to economic factors. Although work performance has improved, inflation is occurring globally, and economic growth is minimal." She added, "Deciding how much to invest in HR and which areas to prioritize is the most difficult decision." She continued, "We are considering how to invest sustainably, raising salary levels while addressing inflation, retaining good talent, and supporting their career development and advancement."

◆ About Narelle Burke CHRO

- Bachelor’s degree from Sydney University of Technology / Certifications in Inclusion and Diversity from Cornell University / Nielsen (2011?2015) / Kantar (2015?present)

Editor's Note[Jjinbit] is short for ‘Jeong Hyunjin’s Business Trend’ and ‘Real Business Trend.’ It is a segment showcasing trends in ‘Work’ such as organizational culture and HR systems after the pandemic. Based on analyses from foreign media and major overseas institutions that have not received much attention, we aim to deliver fresh and differentiated information and perspectives.