Hybrid working: What employers need to know

​The way businesses and candidates approach workplace flexibility continues to evolve, but what was once considered a progressive perk has now become the baseline expectation across the North’s marketing, digital, tech and commercial sectors.

At Better Placed, we’re witnessing this transformation first hand and the data tells a compelling story about the permanent evolution of work.

Hybrid Working: The New Employment Standard

The statistics speak volumes: 28% of UK workers are now in hybrid roles, with around 40% working flexibly in some form according to Office for National Statistics data. But in the North’s creative and tech industries, these figures climb significantly higher.

What we’re seeing across our client base is clear: hybrid working has moved from negotiable benefit to non-negotiable requirement. Most businesses in the North have settled into 2-3 days in the office per week as standard practice, while tech firms, particularly those outside major city centres – are leveraging hybrid models to access broader talent pools and compete more effectively with London-weighted salaries.

This shift represents more than just a change in working patterns, it’s a fundamental rebalancing of the employment value proposition.

Why Hybrid Became the Norm

Several converging factors have driven this permanent change:

Talent Retention and Attraction: Our data consistently shows that flexible policies attract wider, more diverse talent pools while improving retention rates. Companies offering hybrid options are experiencing faster time-to-hire and accessing candidates who might otherwise be geographically out of reach.

The London Effect: Northern businesses have discovered a significant competitive advantage. By offering genuine flexibility and work-life balance, they can now compete more effectively with London-based employers who traditionally relied on higher salaries to attract talent.

Proven Productivity: After five years of remote and hybrid working, the productivity debate has been settled. Most professional and managerial roles have not only adapted to flexible working but are often performing better with the autonomy and reduced commuting stress it provides.

AI and Digital Enablement: The rise of AI tools is making remote collaboration more seamless and efficient. Businesses are using AI to automate administrative tasks, streamline hiring processes, and support better decision-making. 

The Competitive Divide

We’re observing a clear split in the market between two approaches:

Flexibility-First Employers: These businesses prioritise hybrid options and are seeing significant benefits. They report improved employee satisfaction, access to broader talent pools and stronger retention rates. For mid to senior-level roles in digital and commercial sectors, flexibility has become one of the main deciding factors for candidates.

Office-First Employers: Companies who already have or are pushing for full-time office returns are facing measurable challenges. Our data shows they experience higher attrition rates, reduced candidate interest and longer time-to-hire periods. Some are also struggling with engagement levels among experienced hires who have grown accustomed to flexible working.

The Risks of Resisting Change

Businesses that haven’t embraced hybrid working or are returning to an office based model,  are increasingly finding themselves at a disadvantage. 

We’re seeing:

• Extended recruitment timelines for office-only roles

• Reduced candidate quality and availability

• Higher staff turnover as employees seek more flexible alternatives

• Difficulty attracting diverse talent pools

The data is unequivocal: in today’s market, demanding full-time office presence without compelling justification is a recruitment barrier rather than a cultural advantage.

What This Means for Employers

For businesses hiring in the North, the message is clear: hybrid working isn’t a temporary trend to weather – it’s the new foundation of competitive employment practices.

Best Practice Recommendations:

• Embrace Structure: Offer purposeful office time while providing genuine flexibility

• Leverage Technology: Use AI and digital tools to enhance remote collaboration

• Compete on Culture: Use flexibility as a key differentiator in your employer value proposition

• Plan for Permanence: Build hybrid working into your long-term business strategy, not as a temporary accommodation

Looking Ahead

As we have moved into the latter stages of 2025, businesses that continue to resist hybrid working will find themselves increasingly isolated in the talent market. The organisations thriving are those that have embraced flexibility as a strategic advantage, using it to build stronger teams, improve retention and access talent beyond traditional geographical boundaries.

At Better Placed, we’re helping clients navigate this new reality, advising on flexible hiring strategies and practical approaches to building successful hybrid teams.

To discuss your hybrid working strategy or benchmark your recruitment approach against market trends, contact Dean Bartle

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