LinkedIn research shows that about two-thirds of marketing executives are wary of the fact that less time in the office will impact professionals’ creativity, as the vast majority of companies in Latin America (93%) plan to offer employees more flexibility in the workplace.
More than half (63%) of CMOs believe the pandemic has weakened social ties between teams, as some team members never met in person. More than a third (36%) of marketing leaders still say that hybrid and remote working will make it harder for people to build meaningful relationships, which is considered important for fostering innovation.
LinkedIn interviewed 350 executives in Latin America (Brazil and Mexico) – including 59 CMOs – to understand their views on the future of work and the opportunities and challenges that greater flexibility presents.
More than three-quarters (81%) of marketing leaders say a top priority over the next six months is establishing new ways of working and helping employees adapt. The top skills that CMOs believe are crucial to leading an increasingly distributed workforce are empathy (54%), adaptability (51%), and integrity (42%).
“Investing in training and technology will be key to helping creative teams collaborate and communicate effectively in a hybrid world, as well as finding the right times to meet and connect in person. Marketers who manage to overcome these barriers will be able to ensure that every voice is heard and that no ideas are lost. We are preparing the teams that will produce the main campaigns of tomorrow”, says Ana Moises, Director of Marketing Solutions at LinkedIn.