BUSINESS FIRST INNER 3-38:Layout 1 9/6/08 16:32 Page 26
26 SKILLS AND TRAINING
WORKING
FLEXIBLY
Making the most of all our talents for the benefit
of individuals and the wider regional and national
economy is the imperative behind flexible working.
It has its detractors, but for many people – and
companies – it is an excellent way to create
maximum value for all. Here is how one Brighton-
based technology firm does it.
Brighton-based digital marketing and e-learning consultancy AI
Digital began in 1999, since when it has won a string of awards
including the BITC/ NPower Business Impact on Society award in
2007 and was ranked 34th in the latest Deloitte Technology Fast 50,
There are clearly many financial benefits to flexible working,
acknowledging the UK’s fastest growing technology companies in
particularly reduced overheads in a city like Brighton where office
2007. It boasts an impressive client list including The National Trust,
space is at a premium and relatively expensive. In AI Digital’s case,
HSBC, Fujitsu, IPC Media, Specsavers and UNICEF.
the savings made in office overheads covered the costs of
installing appropriate technology and implementing management
Of the 30 staff working for AI Digital, 13 have a flexible aspect to
processes to ensure successful flexible working.
their working lives. These include flexibility of hours and teleworking
from home. This stems from a desire to accommodate staff and
It’s not all been smooth sailing and there are constant challenges
ensure AI Digital attracts the best talent.
including unreliable technology, increased management time and
the implementation of appropriate controls. However, Jason
“If you are the best person for the job but need to work different
believes providing the option to work flexibly has made a real
hours because of family commitments or from home because of
difference to the business’s bottom line in the recruitment and
access issues, then we are open and receptive to that,” says Jason
retention of staff.
Woodford, AI Chief Executive. “It’s not about being PC, it’s about
recognising that quality staff are core to the business’s continual
“We put an enormous amount of effort into making our people feel
growth and success, and we need to be attractive to them as a
valued and also recognise how important quality of life is. We
place to work if we are to be a winner in our local ‘war for talent’.”
estimate we’ve saved around £30,000 in recruitment costs as our
applicants tend to come through word-of-mouth, actively seeking
A case in point is Daniel Pelling. Wheelchair-bound following an
opportunities to join the team.”
accident whilst in the RAF, he won a 12 month work placement with
AI Digital while studying for his BSc in Digital Media. Of all the
Flexible working has real social, environmental and business
candidates, Daniel really shone through but the company’s offices
benefits but Jason Woodford says it requires strong management
at the time didn’t have wheelchair access. By setting up an office
processes to make it work: “Time and results need to be tracked to
for him at the University of Brighton and ensuring regular team
reassure that productivity is at least equivalent to those in the office
meetings were held in an accessible local café, Daniel was able to
working regular hours. It is also essential to foster team spirit which
become an invaluable member of the team. Following Google
needs to be actively worked on when you have team members
Adwords training and mentoring by his line manager, he was
who aren’t based in the office all of the time. Both of these activities
generating a profit in his first month and managing £8,000 worth of
have a cost attached to them.”
business by his third month.
Sources: The Sussex flexible working initiative is sponsored by
Upon completion of his studies he has rejoined the team and now
the Economic Partnerships of East and West Sussex and by
works as a Search Engine Marketing consultant. Dan said: “I am
SEEDA. www.broadbandeastsussex.co.uk/flexibleworking
living proof that being in a wheelchair should be a non-issue for
employers, I know I am making a valued contribution to the fastest
Jason Woodford and Daniel Pelling AI Digital
growing high tech business in Sussex.”
www.ai-digital.com
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