Remote Working Becoming Mainstream

Over the course of my career, I have enjoyed experiencing new business trends driven by technology as well as playing the role of an innovative disruptor.  Over the Summer, I had the pleasure of supporting ESW Capital in a contracted marketing leadership role.  It truly opened my eyes to a new global workforce trend on the horizon.  We were leveraging digital marketing to support a new talent acquisition approach by targeting, marketing, recruiting IT and operations professionals for remote working roles across their portfolio of 70 software companies.  With each ESW Capital acquisition, their business model replaces all onsite operational roles, eliminates costly building/facility costs and embeds an entire remote staff of workers and management. The existing staff of the newly acquired company have the opportunity to stay on board but in a remote capacity. Furthermore, they have opportunity to leverage their talent/skill set across other entities under the ESW Capital umbrella.  ESW Capital’s technology leadership team has created a unique SaaS real-time productivity tool whereby they maximize performance, collaboration and team management/productivity. Perfecting this interesting business operations model, ESW Capital is yielding a staggering average of over 60% profitability across their large portfolio of software companies (Jive, Ignite, Aurea to name a few).  This led them to begin targeting Eastern Europe’s software R&D, development, engineering, and support talent.  We monitored and analyzed this growing trend  of Europe’s  app dev, engineers and software programmers preference in having the flexibility to work anywhere in the world (from home, while on remote sites, coffee shops, tech meet ups and urban community venues) instead of coming to a corporate office. Other tech recruiting competitors such as Toptal (based in San Francisco) has created a similar  marketplace of software developers and programmers for companies to shop for tech talent on an “as needed basis.”  I truly believe ESW Capital has “cracked the code” on remote productivity ensuring substantial profit margins. I truly envision the current “telecommuting” option transforming and evolving to a more finite “remote working” adopted business lifestyle.  Don’t get me wrong, f2f meetings and teaming activities helps in building a healthy camaraderie company culture.  But I have also worked in the Bay Area, Seattle and now Metro DC and am very familiar with the frustration of horrendous work commutes and the toll they take on us.  With SaaS content collaboration tools (Axway Syncplicity, Citrix, Dropbox), and video conferencing (Bluejean, Skype, WebEx, Zoom) consumption becoming a daily work activity for collaboration, I do see more companies becoming more flexible in offering remote working in order to attract and retain the Millennial workforce. With previous employers, I have seen mandates during acquisitions of start-ups that the new staff must consider relocating to out of state HQ resulting in a mass departure.  Last year, IBM required their remote US marketing teams to relocate closer to a handful of major office hubs resulting in some departures of great dedicated marketing talent.  With their recent acquisition of Red Hat, will be interesting to see how they adjust and integrate their new additional workforce.  Curious if they reverse their previous hub mandate decision.  Traditional staffing approaches need to evolve to today’s changing work climate.  There will be a growing demand and need for providing marketing planning and execution on an “as needed basis”.  I see “Marketing as a Service”, the foundation for New Market Mavens, as a new disruptive service model to a traditional organization approach that adapts to today’s evolving workforce needs.