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Dubai-based start-up offers tailored well-being solutions for MENA companies & employees

Lifemost, a Dubai-based platform specializing in corporate wellness programs, has successfully secured USD 650,000 in a pre-seed funding round, which was co-led by MENA-focused angel investors. The funds raised will be allocated to further enhance product development, intensify marketing efforts, and explore new partnership opportunities within the MENA market.

Lifemost’s B2B platform offers companies the means to provide their employees with easy access to a wide array of physical and mental health activities, all available through a single mobile app. The platform encompasses four distinct product categories, catering to different company requirements. These offerings include access to a network of studios for various activities and training, corporate events and team-building sessions, educational lectures and workshops on mindfulness and stress management, as well as a range of online courses and live fitness sessions featuring over 350 pre-recorded classes. The platform is customizable, allowing businesses to tailor the content to meet their specific objectives. Employees can effortlessly book services and classes using the Lifemost membership app, while companies have specialized access to manage their employees’ corporate wellness programs.

Dennis Yudchitz, the CEO and founder of Lifemost, emphasizes the significance of corporate well-being activities for companies in terms of recruitment, sustainability, and employee motivation. By tailoring the platform’s content to suit each company’s unique needs, Lifemost aims to provide employees with diverse wellness options, while offering top management and HR professionals an all-in-one wellness solution with continuous analytics on engagement rates.

Initially conceived with the vision of fostering a healthier and more productive lifestyle among employees, Lifemost now boasts an extensive portfolio of 1,000+ activities spread across Dubai and Abu Dhabi. These activities are accessible through over 120 locations, with plans to expand to 300 locations by the year’s end.

Recent data highlights that 83% of employees consider their well-being to be as crucial as their salary, yet 36% of employees do not feel that their employers prioritize their well-being. This underscores the need for novel solutions in recruitment and work performance, particularly for high-level employees and specialists.

Research on corporate well-being market trends reveals that companies implementing wellness programs enjoy several benefits, including an average of 28% less absenteeism, 30% lower healthcare costs, and a 15% increase in productivity. The global well-being industry is experiencing significant growth, with consumers worldwide increasingly investing in wellness, driving the market size to surpass $4.4 trillion, and annual growth rates ranging from 5 to 10 per cent. Notably, the Middle East’s wellness industry is witnessing stable growth and is estimated to be valued at over $108 billion. In the UAE, the online health and fitness market is projected to contribute $36.5 million by 2025. Additionally, the global wellness industry is forecast to reach almost $7 trillion by 2025.

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42% of the workforce fear AI will replace them in the workplace 

It’s no surprise that many people are concerned about AI coming for their jobs. 

Major firms have revealed plans to give AI an increasingly prominent role in their operations. 

In May, IBM’s Chief Executive Arvind Krishna revealed that the firm expects to pause hiring for new roles, alongside plans to replace roughly 7,800 jobs with AI systems and in the same month, TALiNT International reported that BT would be slashing 55,000 jobs and that up to a fifth of these roles could be replaced with AI. 

However, one leader has raised a few eyebrows by replacing the vast majority of his employees with AI and facing the wrath of the internet as a result. 

Fortune reported that Suumit Shah, Founder of an India-based AI app called Dukaan, took to Twitter with boasts about how he had streamlined his business by replacing 90% of his customer support team with chatbots. 

Despite admitting the decision was ‘tough’ but ‘necessary’, he bragged to the world that his app’s response time to user queries had been slashed by 85% after ousting his human employees in favour of the bots. 

Shah wrote: “Given the state of economy, startups are prioritising ‘profitability’ over striving to become ‘unicorns,’ and so are we. 

“It’s less magical, sure, but at least it pays the bills.” 

Shah was clearly expecting a wave of praise for his money-saving scheme and tech savviness, but has instead faced a huge backlash over his decision. 

One Twitter user responded: “It’s a sad day for the Indian startup community. Founders are more interested in writing viral threads and hooks to get followers than having basic human sensitivity towards their employees.” 

Another commented: “I hope people choose wisely before working with founders who have 0 empathy and like gloating about their layoffs.” 

Another added: “Companies need to make more profit and we get that… but glorifying layoffs to promote your new AI tool and brag about growth? Gives a really eerie, foreboding feeling.” 

Employees concerned about losing their jobs to AI 

The leap forward in AI technology has for months been the subject of divisive discussion among professionals. 

Whilst tools such as ChatGPT are pushing the boundaries of technology’s place in society, the ramifications for the future of human-centric jobs remains largely unknown. And whilst experts have insisted that such tools are there to assist humans, not replace them, it seems that a huge portion of the workforce simply don’t believe this to be true. 

In fact, a massive 42% of professionals believe that AI will replace jobs in their area of work, according to data from AtlasVPN. 

It’s true that AI tools already help automate tasks, collect and analyse data, create graphic designs, or handle basic customer queries, yet many fear that the ability to scour masses of data at lightning speed and process it into reports or event copy will effectively make humans redundant. 

It’s not just the average worker who has shared anxieties around AI’s future. Elon Musk – Tesla CEO and OpenAI co-founder – alongside a group of artificial intelligence experts and industry executives, are calling for a six-month pause in developing systems more powerful than OpenAI’s newly launched GPT-4, citing potential risks to society. 

Clearly, the concern of 42% of the workforce isn’t for nothing. 

However, it must be noted that a similar percentage (39%) of people disagree that AI will overtake their work. Some jobs still require a physical intervention of a person and, at the moment, cannot be replaced by AI. 

Nearly a fifth (19%) of professionals also felt neutral about AI replacing them in their work. Yet, some people may not be fully aware of the extent to which AI could automate their tasks. 

A further two-thirds (67%) of people feel optimistic about the benefits AI can bring to society. In addition, 60% of respondents express excitement about AI technology. 

Is swapping workers for AI a wise move? 

While AI technologies do have the potential to drastically transform the world of business, CEO and co-founder of Factorial believes to deliver significant impact companies will always require human skill, knowledge, and empathy – capabilities that AI (at least currently) does not have. 

Jordi Romero, Founder and CEO at Factorial, explained why it’s crucial that businesses intersect the unique capabilities of both AI and HR to deliver significant, positive impact. 

“While AI technologies are nothing new, ChapGPT’s rapidly growing popularity, due to its high-performance level and wide range of applications, looks set to transform the world of business,” said Romero. 

“The AI Assistant market is now poised for record growth in 2023 as more companies than ever recognise its competitive advantage and flock in droves. We are truly on the brink of a new tech revolution. 

“This is particularly true for the world of HR, where HR managers now have the power to quickly and easily improve the way they manage everything from staff retention to career development and recruitment. 

“ChatGPT has shown the enormous potential for these technologies to not just drive efficiencies and streamline operations, but also impact other considerations such as removing barriers to progression; improving equality, diversity and inclusion efforts by ensuring a fairer and more level playing field; and personalising the employee experience to help every individual reach their full potential.” 

Romero concluded: “Contrary to popular belief, the tech will also allow companies to focus more on people than process by freeing up valuable resources and time, giving HR managers the flexibility to shift attention to aspects such as brand development, embedding company values and goals, and boasting innovation. We believe the greatest is yet to come.” 

 

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Bullying claims reached a record high in 2022

Rachael Maskell, the Member of Parliament for York Central, presented a bill to parliament on 11th July aimed at eradicating workplace bullying. The bill proposes that employers establish systems for reporting, investigating, and penalising bullying incidents.

The bill also seeks to promote positive behaviours through a Respect at Work Code, which would outline specific actions classified as bullying. The Human Rights Commission (HRC) would enforce the code. This legislative effort follows the departure of deputy prime minister Dominic Raab in May of this year, who resigned amidst allegations of bullying. An investigation found Raab guilty of persistent aggressive conduct. However, he criticized the fairness of the procedures, sparking debates over the definition of workplace bullying.

Richard Fox, Senior Consultant in the employment team at law firm Kingsley Napley, stated that the legal boundaries surrounding workplace bullying have long been a subject of dispute. He said in a recent interview that the bill addresses a long-standing issue and despite the extensive worker protection legislation developed over the years, there has never been an Act that outrightly prohibits bullying or clarifies its exact nature. He believes this bill would be a significant step forward for both employers and employees.

According to analysis from law firm Fox and Partners, bullying claims reached a record high in 2022, rising from 581 to 835 cases between March 2021 and March 2022, representing a 44% increase.

Tania Goodman, a partner at law firm Collyer Bristow, noted that although bullying is covered by various statutes, they do not offer employees sufficient protection. She added, “While these measures have their merits, they don’t directly confront the issue. Other jurisdictions already have specific legislation addressing workplace bullying, which apparently provides a more straightforward recourse for affected employees. Simplifying the law in this area and making it more accessible to individuals, rather than navigating a complex array of legislation, some of which may not be directly relevant, would be advantageous.”

The bill is scheduled for its second reading on 24 November.

Rachael Maskell, the Member of Parliament for York Central, presented a bill to parliament on 11th July aimed at eradicating workplace bullying. The bill proposes that employers establish systems for reporting, investigating, and penalising bullying incidents.

The bill also seeks to promote positive behaviours through a Respect at Work Code, which would outline specific actions classified as bullying. The Human Rights Commission (HRC) would enforce the code. This legislative effort follows the departure of deputy prime minister Dominic Raab in May of this year, who resigned amidst allegations of bullying. An investigation found Raab guilty of persistent aggressive conduct. However, he criticized the fairness of the procedures, sparking debates over the definition of workplace bullying.

Richard Fox, Senior Consultant in the employment team at law firm Kingsley Napley, stated that the legal boundaries surrounding workplace bullying have long been a subject of dispute. He said in a recent interview that the bill addresses a long-standing issue and despite the extensive worker protection legislation developed over the years, there has never been an Act that outrightly prohibits bullying or clarifies its exact nature. He believes this bill would be a significant step forward for both employers and employees.

According to analysis from law firm Fox and Partners, bullying claims reached a record high in 2022, rising from 581 to 835 cases between March 2021 and March 2022, representing a 44% increase.

Tania Goodman, a partner at law firm Collyer Bristow, noted that although bullying is covered by various statutes, they do not offer employees sufficient protection. She added, “While these measures have their merits, they don’t directly confront the issue. Other jurisdictions already have specific legislation addressing workplace bullying, which apparently provides a more straightforward recourse for affected employees. Simplifying the law in this area and making it more accessible to individuals, rather than navigating a complex array of legislation, some of which may not be directly relevant, would be advantageous.”

The bill is scheduled for its second reading on 24 November.

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HR roles hit the hardest, but job seeker interest in remote work remains strong

According to a report from Indeed Hiring Lab on June 28, remote and hybrid job opportunities have decreased over the past year, particularly in the field of human resources. However, job seekers’ interest in remote work remains exceptionally high since early 2022.

In the report, Daniel Culbertson, an outreach economist at the Indeed Hiring Lab, noted that despite the overall decline in job postings advertising flexible work arrangements, job seekers continue to actively search for remote and hybrid roles at near-record levels. Culbertson explained that this decline in postings masks growth in several fields as the job market cools and adjusts to broader economic factors impacting growth in other areas.

The report revealed that the share of job postings offering remote or hybrid work options decreased from a peak of 10.3% in February 2022 to 8.4% in May 2023. This decline can be attributed to the slowdown in hiring for occupations traditionally associated with remote and hybrid opportunities, such as corporate roles and software development/IT operations.

However, remote work is on the rise in more job categories than it is declining. Out of 55 job categories analyzed, 33 saw an increase in remote work, accounting for 49% of job postings on Indeed in May 2023. The most significant increase was observed in civil engineering roles, with nearly a quarter of positions being remote or hybrid, up from approximately 17% a year ago. Other job categories that experienced notable growth included social science, chemical engineering, and banking and finance.

Conversely, the largest decreases in remote or hybrid postings were seen in general corporate roles, including human resources, marketing, and media and communications. Human resources had the most significant decline, dropping from 23.9% in May 2022 to 19.2% in May 2023.

Culbertson suggested that employers in these categories may feel less pressure to offer remote work as related job postings have substantially declined over the past year. Additionally, as some employers are calling workers back to the physical workplace, the decrease in remote positions for human resources could be voluntary, with HR professionals aiming to demonstrate their value to leaders. Sources indicate that HR workers may need to take more strategic risks this year, and some may believe that in-person communication with leadership could be beneficial.

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AI’s impact on workplace dynamics

The integration of artificial intelligence (AI) into the workplace has become a prominent and controversial subject, raising concerns beyond intellectual property issues. Employers are now faced with understanding the implications of AI integration.

At the beginning of 2023, the U.S. Equal Employment Opportunity Commission (EEOC) expressed its intention to explore ways to help employers benefit from new technology while upholding their mission of safeguarding workers’ civil rights. During a hearing on January 31, the agency’s leader reiterated the EEOC’s apprehensions about the potential replication of oppressive systems through AI’s influence on talent cycles. Prior to the hearing, the Justice Department and the EEOC jointly raised concerns about how the use of AI and machine learning might infringe upon the rights of workers protected by the Americans with Disabilities Act.

New York City, known for its continuous pursuit of talent acquisition best practices, has taken legislative action to limit the use of AI in talent acquisition processes due to the same concerns raised by the EEOC: bias. In response, Dice.com, a leading tech job recruiting platform, reached an agreement with the agency in March 2023 to utilize AI specifically for identifying and eliminating bias.

As AI continues to shape the future of work, it brings forth new ethical challenges, compliance complexities, and obstacles in achieving diverse hiring practices. Human resources professionals should remain updated on the current state of AI at work and be prepared for these emerging issues.

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Two-thirds of business leaders say they need deeper understanding of HR function

Business leaders identify HR as ripe for disruption by AI

New data reveals business leaders recognise the potential of AI and automation in terms of  revolutionising HR – however, businesses will only thrive if they keep HR’s human touch.

HR software company Personio surveyed 500 C-suite level executives and 1000 HR decision makers at SMEs in the UK and Ireland. The data reveals 74% of business leaders reporting there is a need for their business to become more efficient and productive and 66% believe AI and automation have potential to deliver this within the HR department.

Key findings include;

43% of HR managers are worried they’ll lose their job as more of the HR function is automated.
73% of business leaders say HR will be more important to the business in the future.
60% of UK business leaders intend to incorporate more AI and automation into their HR department in the next 5 years.

In light of recent technological advances with generative AI, like Chat GPT, 61% believe HR will be taken over by AI in the future. However, these statements about the future of HR may be a symptom of a misunderstanding of the value that HR teams deliver to organisations. The survey uncovered a clear knowledge gap, with 67% of business leaders admitting they’d like to have a better understanding about what their HR team does.

Ross Seychell, Chief People Officer at Personio, said: “Emerging technologies such as generative AI tools, like Chat GPT, have the potential to revolutionise workplaces, and the HR department is no exception. But will HR be ‘replaced’ one day by AI? I certainly don’t believe so, and the business leaders that say it is possible are short sighted and worryingly misinformed about the role that effective HR plays in businesses. Instead we can expect to see AI make HR more important, by allowing a hard-pressed department to focus more on business critical issues like building a great culture or solving retention challenges, while new technology will make admin tasks more efficient.”

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The organisation has lent over £3.5 billion to 3,300 businesses since 2014

Sonovate, the provider of embedded finance and payment solutions for the contingent workforce has announced an enhanced funding technology platform to enable it to better serve large, multinational recruitment businesses and launch new lines of products in the future as it continues to grow and expand its customer base.

The new platform gives customers the ability to optimise cash flow, allowing them to access funding in multiple-currencies and across multiple-sectors, with tailored pricing based on the risk profile of the industry being served to allow customers to secure the best possible rates. It also provides enhanced operational efficiencies with far faster onboarding, meaning funds can be accessed in a matter of days and firms can offer access to the liquidity that their clients need, while still offering attractive terms.  

Customers are able to view multiple ledgers across the new platform, whether they’re obtaining funding for invoices related to permanent or contract workers, or different subsidiaries of their business. Multi-ledger access also ensures that reporting requirements are quickly, easily, and consistently fulfilled both internally and in line with local market regulation. 

The enhanced capabilities of the new platform – particularly the accuracy of reporting, speed of reconciliation, and highly-scalable funding – will empower Sonovate to increase the number of large, enterprise-size customers that it serves.  

It follows a recent announcement that Sonovate is partnering with HR platform, Deel, to become the only funder to serve its global customer base. The partnership highlights the trend for recruitment businesses to operate in multiple markets as flexible and remote working becomes the norm for organisations across the world. 

Following a securitisation deal with BNP Paribas and M&G Investments, which added £165 million to Sonovate’s funding structure, it has already made strides in expanding the number of enterprise size customers it serves. The introduction of the new platform marks a step change for the organisation and will accelerate its growth trajectory over the course of 2023, particularly as it enters new markets including the Netherlands.  

Richard Prime, Co-CEO and Co-Founder, Sonovate, commented: “In uncertain economic times, ensuring a stable cash flow for a rapidly growing organisation can be challenging, even more so when operating in multiple markets. At Sonovate, we take ownership of that challenge on a customer’s behalf, providing them with the fast, flexible funding they need to grow and succeed. 

“Over the past few years there has been a mass global movement towards flexible working – be that remote or hybrid, contract, freelance, or part-time. Societal change has taken place, and now technology must keep pace. Traditional bank funding is often limited by cumbersome legacy systems that simply aren’t agile enough to quickly respond to the changing world of work and needs of rapidly growing, multinational recruitment businesses.  

“Fintech is different. Our entire offering is built around the changing needs of our customers, and this new platform is designed to grow and evolve with our customers as they enable the flexible future world of work across the world.” 

Since it started funding in 2014, Sonovate has lent over £3.5 billion to 3,300 businesses and 40,000 workers in 44 countries, and increased its revenue by over 51% from 2021 to 2022.  

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It’s reported 10,000 of the axed jobs could be replaced with AI tech

BT, one of the leading telecoms giants, has announced plans to cut 55,000 jobs by the end of the decade, potentially affecting over 40% of its workforce. The company aims to replace up to a fifth of these roles with artificial intelligence (AI) technology. After completing a national fibre network roll-out and implementing digitisation and AI, BT envisions a leaner business with reduced costs. Chief Executive Philip Jansen anticipates a significant reduction in the workforce, bringing the total number of employees down from 130,000 to between 75,000 and 90,000 by 2030.

The job cuts will be implemented gradually, aligning with the completion of the fibre build and the phasing out of 3G services. Jansen described it as a “rolling programme” that will span five to seven years. The Communication Workers Union (CWU) acknowledged that these job cuts were expected due to forthcoming changes in infrastructure and technology. The CWU emphasised the importance of talks between BT and the union to ensure a smooth transition, urging the company to prioritise the retention of direct jobs over cutting contractors. The union spokesperson recognised that as BT introduces new technologies and completes the fibre infrastructure build, labour costs would naturally decrease in the future.

However, the news of BT’s AI-driven workforce reduction raises concerns among employees. Stephen Woodhouse, a senior associate solicitor, expressed his apprehension regarding the trend of companies replacing staff with AI. While acknowledging the magnitude of the job cuts, Woodhouse emphasised that they would be implemented over the course of seven years. He suggested that BT could incentivise voluntary redundancies with enhanced packages to minimise potential backlash. If the company were to resort to compulsory redundancies, full consultation with staff members on both collective and individual levels would be crucial to avoid legal ramifications.

The debate surrounding the substitution of workers with AI raises questions about the unique capabilities of humans and AI technology. Jordi Romero, Founder and CEO at Factorial, highlighted the necessity of leveraging the strengths of both AI and human resources (HR) to achieve significant positive impact. Although AI has the potential to transform businesses, Romero emphasised that human skills, knowledge, and empathy are indispensable and currently beyond the reach of AI. HR managers can harness AI technologies, such as ChatGPT, to improve various aspects of people management, including staff retention, career development, recruitment, and promoting equality and diversity. AI can streamline operations, remove barriers to progression, and personalise the employee experience. Contrary to popular belief, Romero argued that AI enables companies to focus more on people rather than processes, freeing up resources and time for HR managers to concentrate on areas like brand development, embedding company values and goals, and fostering innovation.

As BT embarks on its workforce reduction journey, the convergence of AI and HR holds promise for organisations seeking to optimise their human capital while benefiting from the efficiencies offered by AI. The true potential of this intersection is yet to be fully realised, and businesses have an opportunity to shape a future where AI and human capabilities complement each other for mutual success.

In an interview with TALiNT International, Emma Parry Head of Changing World of Work Group at Cranfield School of Management said: “AI isn’t going to take HR roles in the near future. If anything HR and TA is becoming more important to help organisations navigate the changing environment its people implications. We will see the skills that HR and TA need change as aspects of our jobs are digitised. For the foreseeable future I would expect AI to be used to augment humans, to digitise those parts of our roles that can be better performed by AI. I would actually see AI as providing opportunities in HR and TA to make better use of people data in decision-making and to remove some of the transactional cognitive work that takes up so much of our time so that we can provide more value to customers.”

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AI revolutionizes HR decision-making

The utilization of artificial intelligence (AI) for managing employees in organizations is on the rise, as per a survey conducted by the Society for Human Resource Management (SHRM). The survey revealed that 82% of HR professionals reported their organizations employing AI-driven people analytics to evaluate employee retention and turnover, while 71% utilized it for recruitment, interviewing, and hiring processes.

Alex Alonso, the Chief Knowledge Officer at SHRM, highlighted the growing reliance on people analytics among HR leaders. “HR leaders are increasingly looking to people analytics as a tool to answer key business questions,” said Alonso. He further emphasized that 74% of HR executives whose organizations employed people analytics considered it crucial for their HR strategies. When used appropriately, people analytics and AI enable HR professionals and leaders to make informed decisions, enhance the employee experience, and positively impact the organization’s bottom line.

Nevertheless, the report unveiled certain challenges faced by HR executives using people analytics. Over half of these executives (58%) expressed the need for more resources to enhance the data literacy of HR professionals, while 56% required support for their data infrastructure.

The report also indicated a disparity in data quality perception, as only 29% of HR professionals utilizing people analytics believed their organizations’ overall data quality to be high or very high. Furthermore, 95% of HR professionals whose organizations adopted people analytics emphasized the importance of understanding the reasoning behind AI algorithmic decisions. Additionally, 88% stated that they would not trust recommendations generated by AI without this knowledge.

SHRM’s survey involved 2,149 HR professionals from organizations utilizing people analytics as part of their operations.

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69% of employees feel as though they have a good work/life balance

According to research from HR software company Personio, has found that HR teams are most at risk of budget cuts, with half (52%) of HR managers stating that their HR department often loses out most when budgets are trimmed, and a further 55% already having seen budgets cut, or expecting cuts, in the coming months.

As tougher economic conditions loom, contracting HR budgets could significantly limit UK businesses’ performance and their ability to remain resilient.

Also, despite much talked about concerns about staff retention, 50% of UK HR managers reported that their senior leadership team doesn’t prioritise their employees with 56% saying the business doesn’t place enough value on the HR function.

With the research revealing that only just under a quarter (24%) of UK HR managers feel that they are prepared to help their business remain resilient in an economic downturn. In its report Personio advised businesses to avoid sudden HR department budget cuts and short-term decision making that could potentially damage organisational competitiveness, employee morale and productivity, just when businesses need it most.

Ross Seychell, Chief People Officer at Personio, commented: “HR should be even more of a priority now, not less. Successful businesses put their people and culture as central to critical business operations, one that will protect their company, and their customers in tougher times.

“We’ve just come out of a period when many employers have thrown everything but the kitchen sink at their people in an attempt to hang onto them. If they are not thoughtful before they rush to scale back efforts now, their teams will realise it was never really about making their business a great place to work at all. Businesses need to foster a sustainable, long-term approach to looking after their talent, one that works in both good times and more challenging periods.

“But this more strategic HR role can only be achieved when organisations have the technology, data and systems in place that free HR managers up to focus on their people while providing them with the insights they need to be effective. Budgets may be under threat, but people strategy is an area that absolutely must remain a focus.”

The research, which surveyed 500 HR professionals and 1,000 workers across the UK and Republic of Ireland, found that as businesses have prioritised the employee experience during the recent pandemic, positive progress has clearly been made by HR teams with 69% of employees feeling as though they have a good work/life balance, and 73% rating their company culture as good.

Yet the research also highlighted the HR functions’ concerns that budget cuts will be detrimental to employee performance, with 61% of HR managers concerned that budget cuts will negatively affect employees’ motivation and productivity – putting HR’s valuable work and progress at risk.

And with HR managers citing a good company culture (38%), a sustainable, long-term approach to people strategy (37%), and efficient processes (37%) as the top three most important factors in navigating an economic downturn, it’s clearly never been more important that HR departments are equipped with the tools and financial support that they need.

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