MUMBAI: The COVID-19 pandemic has changed the way our world functions. The outbreak has spurred the growth of the work-from-home model. This swift transition from the traditional office set up to work from your own home comfort has many pros and cons. While it brings flexibility, it also requires self-motivation, self- discipline and availability of resources.
According to industry experts, efficient remote working will become the new normal in the media and advertising industry. Illiteracy in the 21st century will not be those who cannot read and write but those who cannot learn, unlearn and relearn.
Indiantelevision.com spoke to industry experts to understand what are some learnings and unlearning during pandemic situations while working remotely.
WATConsult West and South VP operations Manika Juneja says that adapting to the newness in the most empathetic and agile manner will be the greatest learning during this time. “While the advertising and digital industries are considered to be remote, that’s still far from reality. This pandemic situation is going to break a lot of myths about remote working by giving a firsthand experience to people who were never comfortable with this option,” she adds.
According to Juneja, unlearning prejudices and learning to prioritise the basics is necessary for creativity, audience understanding and communication. This will help in establishing a better connect between brands and consumers.
ELSA Corp Country head India Manit Parikh says that the learnings are very clear – supreme flexibility and independence in your work life. However, he is of the view that discipline and commitment are the most important aspects of work from home culture. So, cultivating strict routines or working hours is necessary so as to not impact productivity.
“You get the liberty to work from anywhere and as per your convenience, which I believe is the most obvious and positive factor of working remotely. Also, efficiency is better as one can focus on tasks without getting stuck in day to day office hurdles. It also gives you an opportunity to improve your work-life balance,” he points out.
Saving commute time is one of the biggest advantages of working from home. With the advancement in technology, team meetings or client meetings can happen online, which helps in utilising the time more effectively.
On the flip side, Parikh believes that in the work-from-home structure it is not easy for managers to monitor their staff’s progress and performance. He says, “There is no way for an employer to know with 100 per cent certainty that their charges are working to the best of their abilities. In-office, employees are connected in a tangible way but at home, you might not have full access to technology platforms. Other than this, I feel at home there are many distractions that drop your concentration level.”
Squadk.in founder Krina Gindra finds that remote working or work from home is not quite the same for large teams where teamwork is not just a strong quality and ethic, but part of a process for success. Gindra suggests keeping the working hours just as it is on a regular day at work to increase efficiency. “To stay more focused, take short breaks, spark conversations with family, friends and with your teams. Be on video mode whenever possible as it makes us feel closer and more connected,” she suggests.
Experts are of the opinion that this is a time where our values and culture are being tested; a time where empathy and kindness run hand in hand with innovativeness.
