[Real Beat] The Same 'Hybrid Work' with Various Names... "To Reduce Resistance"

Conflict of Interest Among Workers, Management, and Customers
Experiment to Find Optimal Work Model Continues

Editor's Note[Jjinbit] is a shortened form of ‘Jung Hyunjin’s Business Trend’ and ‘Real Business Trend.’ It is a segment that shows trends in ‘work’ changes 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 so far, we will deliver fresh and differentiated information and perspectives.

[Asia Economy Jung Hyunjin Reporter] 'Work Your Day', 'Flex with Purpose', 'Connected Work'

These three terms are the names of the 'hybrid work' systems introduced by multinational miscellaneous goods company 3M, global accounting and consulting firm KPMG, and Korean portal company Naver. Each company gave a meaningful name to their hybrid work style, which mixes office attendance and remote work appropriately. Why do companies give 'names' to their hybrid work systems like this?

Bloomberg recently reported that companies are branding hybrid work, stating, "Companies are giving attractive names to flexible work policies, but it is not easy to meet the demands of workers, management, and customers all at once." It is interpreted that companies use names to find an appropriate balance and reduce resistance amid the differing demands of each party regarding the introduction of new work styles. Bloomberg also pointed out that companies try to avoid using the harsh-sounding term 'Return To Office (RTO)' as much as possible.

Hybrid work is being adopted worldwide by partially reducing the remote work that spread during the COVID-19 period and requiring some office attendance during the week. Apple, which pushed for a three-day office return last year, and Kakao, which declared the introduction of an 'Office First' policy from January this year, faced significant backlash from employees during the hybrid work introduction process. Considering these situations, Bloomberg interprets that companies brand the new system.

Although naming started for practical reasons, companies focused on reflecting their own values. Based on the experimental results and experiences of the work system secured directly after COVID-19, companies consider which values to emphasize and express them. Hybrid systems have infinite forms depending on how they are operated, except for the commonality of making the workplace 'flexible.' Productivity and employee job satisfaction are affected by details such as whether to fix the number of office days during the week, who has the decision-making authority, and whether to have core working hours when everyone works simultaneously.

3M’s 'Work Your Day' focuses more on giving employees individual choice. The core is to allow employees to understand their work flow and select the optimal work style. KPMG’s 'Flex with Purpose' emphasizes that while adopting hybrid work to gain flexibility, there must be a purpose according to the work style. KPMG explains this system on its website, stating, "To recover from the pandemic, we must realize that hybrid work works. Connecting (work styles) with purpose will effectively build new relationships and facilitate learning."

When Naver introduced 'Connected Work,' it explained that it "contains the meaning that 'Naver’s work' is carried out in close connection with colleagues, users, small and medium enterprises (SMEs), creators, and business partners." It is interpreted as choosing a work method that allows practical concentration on tasks while ensuring there are no connectivity issues, which can be a limitation of remote work.

Global companies have yet to find the optimal hybrid work method. Martin Haas, a professor at the University of Pennsylvania’s Wharton School, said in a recent interview with the Wharton School newsletter, "Many companies switched to hybrid work last year and realized that the system is not perfect, but it seems to strike a reasonable balance between employee and employer demands," adding, "This year, many companies are thinking about how to make it better." Attention is focused on whether corporate naming will influence finding this answer.