It’s been six months since we implemented a four-and-a-half-day work week at TishTash, my communications agency based in Dubai. Whilst I’m not suggesting for a moment that we swayed any recent government announcements, I am pleased to see the recent mandate that brings in the same for UAE Government workers, with the private sector expected to follow.
Overall, I think people thought we were crazy when we made the change and that it couldn’t possibly work in an ‘always on’ industry such as marketing and PR. The thing is, if nothing changes, then nothing changes.
We were seeing increasing demands on our time and our staff, and the fact is that the feeling of being ‘on call’ seven-days-a-week didn’t actually increase any productivity levels. Presenteeism is a negative workplace concept that can stay in 2019 as far as I am concerned.
With a four-and-a-half-day working week, from an HR perspective, I can say with certainty that it has made all the difference internally.
”Good luck trying to get clients to stick to that,” they also said.
They were wrong.
TishTash has enjoyed its best year in business yet with a 50 percent revenue growth and we celebrate 10 years in business in the UAE next month too.
When we made the announcement, the response from the industry, clients and the press was overwhelmingly positive. Proving any cynics incorrect, I feel it almost came as a relief to the industry as a whole and, of course, many others have since done the same.
Burnout is real, and more pertinent than ever after the 18 months we have all endured. The future of work, much discussed over the past five years, has accelerated by a decade at least and, quite simply, we are not working in the same world as we were pre-pandemic.
And it’s not just about cutting four-hours-a-week off the rota. It’s the perception, the boundaries and the compassion to our staff and indeed clients too.
TishTash still gets the work done, as we always have, and really that is what our clients hire us for. Extensive and often unnecessary communications over weekends, early or late days, and a never-ending feeling of being ‘on call’ is not conducive to a healthy workplace any more, and those who do not want to adhere to, or consider this, on behalf of their people won’t get too far.
We now have more than 30 personnel at TishTash and people management is not to be taken lightly, as I often write about. With our working week cut, our half-day Thursdays have left our staff feeling more creative, more motivated and, of course, the ability to spend more quality time for themselves or with friends and family.
It shows respect for your staff, that you value them as humans with independent lives. Happier staff are always more productive and, not only that, they feel understood and their time and efforts respected.
And our clients? They have respected our timings too. We communicate with passion at TishTash and clearly too – from OOO email replies after lunch-time on Thursday, to the knowledge that they know they can contact the leadership team urgently, should they really (and we mean really) need to and how.
This recent announcement is such a positive move. It may have come as a surprise to many, and we still need clarity on the working days/weekend situation for the private sector, but I laud this move from the top as we still need to educate industries and employers across the region that things have changed, and that we have hired people and not machines.
I hope to see a seismic move and consolidation across all sectors going forward. I can tell you categorically that this will not affect your business output in a negative way if it is handled well and correctly. If you own a business that genuinely requires seven-day weeks, then of course you must, but expecting the same people to operate this for you is a no.
In the majority of cases people leave jobs due to overwork and lack of leadership/respect for self. In a market with a talent shortage, we cannot afford to lose talented, productive individuals due to overwork and micro-management.
Leaders must listen and we must all work together cohesively to ensure a smooth consolidation that aligns with the needs of your staff as well as your business, between the private and public sector.
Shorter working weeks lead to better recruitment and retention offerings, making your organisation more attractive to talent, reduced costs that occur from sickness and burnout and increased productivity, and ultimately turnover. We’ve done this at TishTash in just six months and we urge others to follow suit.
Natasha Hatherall-Shawe, founder and CEO of TishTash Marketing and Public Relations
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