How a London agency is making a 4-day week work
Opinion
A UK agency has shifted to a four-day week after taking part in a trial and has some valuable insights for companies that want to implement this model.
As work flexibility continues to be a hot topic, more companies are exploring the idea of a four-day week.
In 2022, 4 Day Week Global conducted a groundbreaking trial that saw 70 UK companies participate in a six-month experiment to test the viability of a shorter work week. And it found overwhelmingly positive results.
From this, a new case study has recently been published. It focuses on a London-based content and digital marketing agency, Literal Humans, which has really seen the benefits of shifting to a new working model.
Its experience offers valuable insights into how media companies can successfully implement a four-day work week.
The approach
Literal Humans’ journey began with a simple yet effective change: the introduction of “meeting-free Fridays”. This initial step paved the way for joining the trial and working towards a more ambitious transition to a complete four-day work week.
As a growing start-up, the agency saw the pilot as an opportunity to differentiate itself in a competitive market and attract new talent seeking jobs. And it recognised the potential to integrate this progressive approach into the DNA of the company.
From a business point of view, the agency focused on revenue and client retention. But as a participant in the 4 Day Week Global study, Literal Humans also benefited from external researchers recording additional variables, including self-reported productivity, work-life balance, time satisfaction, burnout, work-stress, anxiety and sleep.
This comprehensive approach to data collection allowed for a holistic evaluation of the four-day work week’s impact on both the business and its employees.
The results
Literal Humans found that cutting its work week down to four days did not have a detrimental impact on client connections. Rather, the company discovered that the team was more productive, more imaginative and more equipped to do high-quality client work.
By the end of the six-month trial, CEO Paul David was told by his team: “Please, God, don’t ever go back to a five-day work week.”
Literal Humans noticed an increase in employee happiness through pulse checks and an uplift in productivity: “We’re offering what other agencies offer in 20 days in 16.”
This efficiency boost demonstrates that, with proper planning and execution, a shorter work week can lead to improved output, rather than diminished results.
The challenges
The transition was not without its challenges. The agency learned valuable lessons that can benefit other media companies considering a similar move.
One key insight was that the impact of a four-day work week varies across different roles.
For instance, project managers juggling multiple clients and projects found the adjustment more challenging than those in more creativity-focused roles like writers or designers.
To address this, Literal Humans emphasised the importance of implementing new systems and support structures, recognising that simply reducing work hours was not enough. Improved processes and technologies were also required.
Communication with clients emerged as another critical factor in the successful implementation of the four-day work week. Striking the right balance between over- and under-communicating the change proved to be a delicate task.
Literal Humans found that erring on the side of over-communication was generally more beneficial, as clients appreciated the transparency.
This experience highlights the potential for the four-day work week to become standard practice rather than a radical concept. As more companies in the industry consider shifting to four days, these lessons learned by Literal Humans provide valuable guidance.
It also demonstrates that, with careful planning, open communication and a willingness to adapt, media companies can thrive while offering their employees a better work-life balance.
If the media company you work for isn’t open to workplace flexibility, and it really matters to you, it could be time to look for something new.
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