Employers are increasingly turning to amenities to bring employees back to the office in the post-COVID environment, but failing to effectively communicate the value of these amenities can render them underused and ineffective.
Employers are working to make offices inviting destinations that attract and retain top talent, are commute-worthy and do not feel like a punishment compared to the comforts of working from home, according to a Savills office amenities study. This has included a focus on providing employees with flexible options for where and how they work within the office as well as cost-efficient and accessible perks. Some employers are seeking out highly amenitized buildings that offer the likes of gym and wellness facilities, cafes, rooftop decks and lounge areas.
However, prioritizing such amenities often leads to trade-offs, including a higher cost per square foot and smaller footprints to mitigate those costs. Less overall workspace for employees can lead to lower morale and turnover rather than the engagement and productivity employers hope to achieve with amenitized workspaces.
“The key to preventing this outcome is to create a sound communication strategy that clearly distinguishes the benefits employees will experience in exchange for a smaller workspace and the time and expense of a commute,” said the report.
When employees are exposed to regular communication about amenities and how to access them, companies will see a significantly higher rate of usage and a greater understanding of why the employer may have chosen a particular office, even if the trade-off involved reducing the workspace, said Savills.
Successful communication strategies include diverse communication channels aimed at reaching every employee, the company said. Email campaigns, printed information, live question and answer sessions and facility tours can expand outreach and provide the information employees need to engage with amenities.
In addition, educating employees about how and where to gain access, particularly for building-wide amenities, will prove more effective than simply telling employees what is available, said Savills. This could include instructing employees how to obtain a keycard to access gym facilities. Employers should continually promote and publicize amenities to encourage regular use, said Savills.
Monitoring amenity use through surveys can help employers identify where communications can be better and understand where improvements could be made.
“The flight-to-amenities trend underscores the value employers see in offices as tools for supporting the return to office while attracting and retaining top talent,” said the report. “Investing in a comprehensive communication strategy that highlights the extensive amenities the workplace offers can yield significant ROI. Organizations can create workplaces that foster satisfaction, productivity, and loyalty by helping employees fully understand and utilize these features. In turn, employees will feel a stronger pull to the office, and companies will strengthen their position in a competitive labor market.”