telework!va research study: the tidewater market
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Telework!Va Research Study: The Tidewater Market. Prepared By The Pulsar Advertising Team Southeastern Institute of Research Spring 2004. Background & Methodology. A quantitative online research study among corporate decision makers of large and small businesses in the Tidewater area - PowerPoint PPT PresentationTRANSCRIPT
1
Telework!VaResearch Study:
The Tidewater Market
Prepared By
The Pulsar Advertising TeamSoutheastern Institute of Research
Spring 2004
Background & Methodology
• A quantitative online research study among corporate decision makers of large and small businesses in the Tidewater area– Sample supplied by the Hampton Roads and
Virginia Peninsula Chambers of Commerce
• Interviewing conducted June 2 – July 2, 2004• This report based on 228 completed
interviews• Maximum statistical error (at 95% confidence
level) is +/- 6.5%
Objective• The overall objective of this study is to
understand what elements to import from the current Northern Virginia Telework!Va program to Tidewater.
• Specific objectives include:– Identify the best prospects and potential demand for
Telework!Va services in Tidewater – Provide input into the ideal packaging and bundling of
the existing Telework!Va services – Identify the most meaningful selling messages and
communication channels for program roll-out in Tidewater.
Profile of Tidewater Employers• Professions:
– Professional Services: 23%– Sales/Customer Service: 16%– Manufacturing/Distribution: 13%– Marketing/Advertising: 7% – Finance/Investment: 5%– Government: 5%– Non-Profit: 5%– Education: 4%– Engineering/Architecture: 2%– Phone/Communications: 1%– Hospitality: 1%– Other: 18%
• Job Titles:– President/CEO: 37%– General Manager: 17%– HR Director: 4%– CFO: 4%– Vice President: 4%– Chairman: 1%– IT Manager: 1%– Marketing Director: 1%– Other: 31%
• Average Number of Employees:
– 157 Employees
• Gender: –Male: 63%–Female: 37%
• Average Age:–47 Years of Age
5
Metro Tidewater Area Employers’ Perspective
On Air Quality And Traffic Congestion
Almost All Of Tidewater Employers Rate The Area’s Quality Of Life Favorably
39% rate it “Excellent”
0% 20% 40% 60% 80% 100%
Excellent Good Fair Poor
Q 1: Overall, how would you rate the quality of life in the Metro Tidewater area?
Virtually All Employers View Traffic Congestion As A Bigger Problem
Than Air Quality 97% say traffic congestion is a problem
Air Quality
Don't Know18%
Yes36%
No46%
Traffic Congestion
Yes97%
No3%
Q 2/3: Do you believe an air quality/a traffic congestion problem exists in Metro Tidewater?
Employers Currently Offering Work Commute Assistance Have A Greater Appreciation For Air Quality Problems
0% 20% 40% 60% 80% 100%
Air Quality
TrafficCongestion
Offers Work Commute AssistanceDoes Not Offer Work Commute Assistance
Q 2/3: Do you believe an air quality/ traffic congestion problem exists in Metro Tidewater?
Transportation and Traffic Congestion Issues Have A Definite Perceived Impact
On Employee ProductivityAffect of Transportation/Daily
Commute Issues On Employees
Low 18%
None4%
High37%
Medium41%
Affect of Traffic Congestion on Employee Productivity
Low25%
None9% High
28%
Medium38%
Q 5: How would you describe the affect transportation/daily commute issues have on your employees?Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?
Most Top Executives Are Sensitive To The Impact Of Traffic Issues On Employees
Chart reflects responses of ‘high’ and ‘medium’ only
0% 20% 40% 60% 80% 100%
Affect of TrafficCongestion on Employee
Productivity
Affect ofTransportation/DailyCommute Issues on
Employees
Other HR Director GM President
Q 5: How would you describe the affect transportation/daily commute issues have on your employees?Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?
The Larger The Company, The More Likely They Are To Feel The Affects Of Transportation/Daily
Commute Issues On EmployeesWhile Company Size Has No Bearing On Views Of Employee Productivity
Chart reflects responses of ‘high’ and ‘medium’ only
0%
20%
40%
60%
80%
100%
Affect of Transportation/DailyCommute Issues On Employees
Affect of Traffic Congestion OnEmployee Productivity
< 20 Employees 20 - 99 Employees 100 - 499 Employees 500 + Employees
Q 5: How would you describe the affect transportation/daily commute issues have on your employees?Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?
Most Employers Feel A Responsibility To Help Resolve Area Congestion/Air Quality Problems
Employer Responsibility In Solving Area Congestion/Air
Quality Problems
Low27%
None4%
High12%
Medium56%
Q 4: How much responsibility do you believe an employer has in helping to solve congestion and air quality problems in the area?
Larger Companies Feel More Of A Responsibility In Resolving Area Congestion
& Air Quality Problems Chart reflects responses of ‘high’ and ‘medium’ only
0%
20%
40%
60%
80%
100%
Responsibility To Help Resolve Area Congestion & Air QualityProblems
< 20 Employees 20 - 99 Employees 100 - 499 Employees 500 + Employees
Q 4: How much responsibility do you believe an employer has in helping to solve congestion and air quality problems in the area?
Yet, Few Employers Currently Offer Their Employees Work Commute Assistance
No, Never Have81%
Don't Know2%
Yes15%
No, But Used To2%
Q. 7: Does your company currently offer any type of assistance, other than free parking, that help employees with their work commute?
15
Key Finding # 1:Tidewater employers recognize the area congestion/air quality problems and its affect on their workforce. While most feel a responsibility in addressing these issues, few offer employees work commute assistance programs.
Strategic Implication:Position work commute assistance programs and Telework!Va as an effective, sensible way employers can act on their sense of responsibility and directly benefit themselves.
16
Work Commute Assistance Programs
Of The Small Minority That Offer Programs, Flex Time And Telecommuting Are The Most
Popular Work Commute Assistance Programs*Among only those who currently or used to offer employee work commute assistance*
0% 20% 40% 60% 80% 100%
Other Responses
Reserved Parking For Car/Vanpool
Transit Fares Subsidies
Carpool/Vanpool Assistance
Telecommuting
Alternative Work Schedules/Flex Time
Q 8/8a: What type of programs does/did your company offer to employees to assist with their work commute?
* Data represents only 37 respondents or 16% of the total sample
Employers Find Their Commute Assistance Programs Most Effective For
Retention And Productivity*
0% 20% 40% 60% 80% 100%
Increased EmployeeProductivity
Improved EmployeeRetention
Easier To RecruitQuality Employees
Very Effective Somewhat Effective Not Very EffectiveNot Effective At All Don't Know
Q 9: How would you rate the overall effectiveness of your employee commute assistance programs in terms of the following businessconcerns?
* Data represents only 37 respondents or 16% of the total sample
19
Key Finding # 2:Among those that do offer work commute programs – they have a positive reputation as the majority feel they are effective for retention and enhanced employee productivity.
Strategic Implication:Link work commute programs/Telework!Va directly to employer benefits.
20
Existing Telecommute
Programs
Most Telecommute Programs Are Informal*
Among only those who currently or used to offer employee work commute assistance*
Formal13%
Informal87%
Q 11: What type of telecommuting program does/did your company currently have or previously had?
* Data represents only 8 respondents or 4% of the total sample
22
Employers Who Offer Telecommuting To Their Employees Report An
Average 59% Of Their Workforce Currently Telecommutes*
Definition: Employees working at home or telecommute center, during some or all of their regular working hours at least 8 days a month
* Employers who offer an informal program report an average 53% of their workforce telecommutes Employers who offer a formal program report an average 100% of their workforce telecommutes However, due to small sample size, no statistically significant difference can be concluded from these findings.
Savings To Employees And Employee Retention Lead The Way As Perceived Benefits To Telecommuting Programs
Much more so than recruitment and productivity
0% 20% 40% 60% 80% 100%
Don't Know
Other
Attracting Better Employees
Increased Productivity
Reduces Absenteeism
Promotes Employee Morale
Reduces Office Space
Employee Retention
Reduces Employees' Commuting Costs
Q 15: What do you see as the major benefits of a telecommuting program?
Retention
Productivity
Recruitment
Twice As Many Of Those Who Currently Offer A Work Commute Program Find A Telecommute Program Beneficial For Increased Productivity
0% 20% 40% 60% 80% 100%
Don't Know
Other
Attracting Better Employees
Increased Productivity
Reduces Absenteeism
Employee Retention
Reduces Office Space
Promotes Employee Morale
Reduces Employees' Commuting Costs
Does Not Offer Work Commute Assistance Currently Offers Work Commute Assistance
Q 15: What do you see as the major benefits of a telecommuting program?
25
Key Finding # 3:Telecommuting programs work! Employees participate and employers see direct benefit in employee retention and enhanced employee productivity.
Strategic Implication:Bring specific benefits – employee retention and productivity – to life in the Telework!Va marketing efforts.
26
Barriers To Telecommuting
Programs
While There Are Many Reasons Companies Hesitate To Offer Telecommuting Programs,
Their Biggest Concerns Center Around Managing And Performing Work
0% 20% 40% 60% 80% 100%
Don't Know
Other
Used To, But Felt It Didn't Work
Not Willing To Invest In Technology
No Employee Interest
Concerns About Legal/Risk Mgmt. Issues
Don't Know Enough About It
Have Never Considered It
Unsure of Cost/Benefit To Co.
Supervision Concerns
Productivity Concerns
Work Doesn't Allow For Telecommuting
Q 14: Why do you not currently offer a telecommute program to your employees?
Does the work get done?
Soft
Cannot affect
28
Many Of These Reasons Are “Concerns” Or Issues
Based On Perceptions, Not Issues Based On Facts Or Experience. Example: Employee Interest
Employers Feel That Only A Third Of Their Employees Are Interested
In A Telecommute ProgramMany are uncertain of their employees’ interest in Telecommuting
0% 20% 40% 60% 80% 100%
Employees
Very Interested Somewhat Interested Not Very InterestedNot At All Interested Don't Know
Q 19: What is your Employee’s current attitude about telecommute programs?
From A 2001 Resident Study, We Know That Almost 60% Of Tidewater Area Residents Were
Were Interested In Telecommuting At Least On An Occasional Basis*
Telecommuting On A Regular Basis
Don't Know4%
Yes45%
No51%
Telecommuting On An Occasional Basis
Don't Know3%
Yes58%No
39%
Q. If your company allowed it, would you be interested in working from a location other than your central workplace on a regular/occasional basis?
* Source: Fitzgerald & Holliday’s 2001 Telework Study
31
Key Finding # 4:There are many different barriers to embracing telecommuting programs. Managing/producing work are the biggest perceived roadblocks. This and other reasons are based on perception, not experience. Past negative experience with telecommuting is a non-consequential barrier.
Strategic Implication:Address concerns head on with facts and unassailable evidence. Special attention should be accorded employee supervision/productivity, and appreciation of cost-benefit (ROI) of a telecommute program.
32
Interest In And Support For The Telework!Va
Program
38% Are Interested In The Telework!Va Program
0% 20% 40% 60% 80% 100%Very Interested Somewhat Interested Not Very InterestedNot At All Interested Don't Know
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participatingin this Telework!Va Program if it were available to you today?
Realistic Level of Demand: 1 Out of 8Applying A Discount Model To Level of Interests Suggests That The Potential Market For The Telework!Va Program in Tidewater Could Be As High As 12%
12%
0% 20% 40% 60% 80% 100%
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participatingin this Telework!Va Program if it were available to you today?
Demand Discount ModelA more realistic potential for market demandcan be obtained by applying a standard demand forecasting discount model where market potential equals 50% of those who say they are “Very interested” plus 25% of those who say “somewhat interested” in the product concept.
Professional Services Are Most Likely To Embrace Telework!Va
While Manufacturing and Distribution Are Least Likely To Do So
0% 20% 40% 60% 80% 100%
Other
Mfg/Distribution
Sales/Customer Service
Finance/Investment
Professional Services
Very Interested Somewhat Interested Not Very InterestedNot At All Interested Don't Know
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participatingin this Telework!Va Program if it were available to you today?
Two Out Of Five Feel The Telework!Va Incentive Program Would Motivate Their
Company To Adopt Telecommuting
0% 20% 40% 60% 80% 100%Very Likely Somewhat Likely Not Very LikelyNot At All Likely Don't Know
Q 32/33: How likely would this program be to motivate your company to expand/begin to look into a telecommute program?
And 37%* Of Company Presidents And General Managers Would Personally
Support Telework!Va Don't Know
30%Yes37%
No33%
Q 30: If Telework!Va came to your attention, would you personally work to see that it was considered for implementation in your company?
* Management in this study skews to the
highest c-class level.
Small and Big Business Management Would Support Telework!Va
Implementation In Their Company
0% 20% 40% 60% 80% 100%
100 + Employees
Less Than 100Employees
Yes No Don't Know
Q 30: If Telework!Va came to your attention, would you personally work to see that it was considered for implementation in your company?
There Is No Set Reason That Two-Thirds Are Not Interested In Telework!Va
• Telecommuting is not practical for business
• Need more information to evaluate• Have no need for it• Too much time involved in
implementation
When Asked For Suggestions For Program Improvements, Two Thirds Say
“Nothing In Particular”
0% 20% 40% 60% 80% 100%
Other Responses
Need More Information
Case Studies
Allow Smaller Co. ToQualify
N/A To Business Type
Nothing In Particular
Q 29: Are there any changes or improvements that you would like to suggest to make Telework!Va more appealing to you or your company?
41
Key Finding # 5:Over a third of companies are interested in Telework!Va. And 40% of senior management* feel the program would motivate them (their company) to consider telecommuting, and over a third would personally support this cause!
Strategic Implication:Launch Telework!Va in Tidewater. Leverage high-level personal interest of c-class executives in the program.
* Management in this study skews to the highest c-class level.
42
Telework!VaProgram Accountability
Requirements
A Majority Find All Program Accountability Requirements Reasonable
0% 20% 40% 60% 80% 100%
Size of Businesses
Contract Period
Quarterly Reporting
Telework 8 Days A Month
Quarterly Reimbursement
Annual Employee Surveys
Very Reasonable Somewhat Reasonable Not Very ReasonableNot At All Reasonable Don't Know
Q 20: How reasonable would you say are the accountability requirements necessary for program participation?
For The Most Part, Even Those Uninterested In Telework!Va Say The Requirements Are Reasonable
Interested In Telework!Va
0% 20% 40% 60% 80% 100%
Size of Businesses
Contract Period
QuarterlyReporting
Telework 8 Days AMonth
QuarterlyReimbursement
Annual EmployeeSurveys
Very Reasonable Somewhat Reasonable Not Very ReasonableNot At All Reasonable Don't Know
No Interest in Telework!Va
0% 20% 40% 60% 80% 100%
Size of Businesses
Contract Period
QuarterlyReporting
Telework 8 Days AMonth
QuarterlyReimbursement
Annual EmployeeSurveys
Very Reasonable Somewhat Reasonable Not Very ReasonableNot At All Reasonable Don't Know
Q 20: How reasonable would you say are the accountability requirements necessary for program participation?
45
Key Finding # 6:Most find the program accountability requirements reasonable.
Strategic Implication:The basic Telework!Va Program can work with its current accountability requirements.
* Management in this study skews to the highest c-class level.
46
The Importance Of Telework!Va’s
Financial And Program Assistance Incentives
Telework!Va’s Financial Incentive Is Most Important To Business Interest
On a scale of 1 – 5, where ‘1’ is “Most Appealing” and ‘5’ is “Least Appealing”
• Incentive Level – Up To 10 Employees or $35K 1.9 average
• Program Development Assistance 2.7 average
• Online Training/Educational Assistance 3.2 average
• Equipment Lease 3.3 average
• IT/MIS Technical Assistance 3.6 average
Q 23: Looking at specific aspects of the program, which are most important to you in your interest in the Telework!Va program?
Half Think A Financial Incentive Is Absolutely Necessary
Don't Know16%
Yes54%
No30%
Q 24: Do you think a financial incentive is absolutely necessary to motivate companies to seriously consider implementing a teleworkprogram?
Even Those Uninterested In The Program Feel A Financial Incentive Is Necessary
Interested In Telework!Va
Don't Know8%
Yes65%
No27%
No Interest in Telework!Va
Don't Know24%
Yes45%
No31%
Q 24: Do you think a financial incentive is absolutely necessary to motivate companies to seriously consider implementing a teleworkprogram?
Younger Respondents Find Financial Incentives Absolutely Necessary
0% 20% 40% 60% 80% 100%
55 +
45 - 54
44 or Younger
Yes No Don't Know
Q 24: Do you think a financial incentive is absolutely necessary to motivate companies to seriously consider implementing a teleworkprogram?
Two Thirds Feel $35K Is Sufficient To Motivate Companies To Adopt A Telecommute Program
Don't Know28%
Yes64%
No8%
Q 26: Do you think $3,500 per employee (up to $35,000) is sufficient financial incentive to motivate companies to adopt a telecommute program?
Development Assistance Is Also Appreciated
0% 20% 40% 60% 80% 100%
HR PolicyConsultant
IT Consultant
Online TeleworkAssistance
Resource Centerw/Live Assistance
Absolutely Necessary Nice To Have/Not NecessaryNot At All Necessary Don't Know
Q 28: Understanding the need for assistance in setting up a telework program, please rate your company’s need for the following types oftelework assistance to ensure a successful program implementation.
53
Key Finding # 7:It’s all about the bottom line.
Strategic Implication:Don’t forget what the lead message needs to be - promote Telework!Va financial incentives as the lead program feature. Include secondary program development / assistance benefits as added value.
54
Best Tidewater Employer Prospects
For Telework!Va
The Ideal Prospect?
• CEOs/Presidents• Professional Service Companies• Companies Both Big and Small
The CEO or President is the Primary Decision Maker
0% 20% 40% 60% 80% 100%
Other
IT Manager
CFO
HR
GM
CEO/President
Q 35: Who would be the principle person(s) to decide to go forward with a telecommute program?
Professional Services Are Most Likely To Embrace Telework!Va
While Manufacturing and Distribution Are Least Likely To Do So
0% 20% 40% 60% 80% 100%
Other
Mfg/Distribution
Sales/Customer Service
Finance/Investment
Professional Services
Very Interested Somewhat Interested Not Very InterestedNot At All Interested Don't Know
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participatingin this Telework!Va Program if it were available to you today?
Both Small and Big Business Management Support Telework!Va Implementation In Their Company
0% 20% 40% 60% 80% 100%
100 + Employees
Less Than 100Employees
Yes No Don't Know
Q 30: If Telework!Va came to your attention, would you personally work to see that it was considered for implementation in your company?
Pre-exposure To Commute Assistance Programs Does Not Make A Difference
In Driving Interest In Telework!Va
0% 20% 40% 60% 80% 100%
Does Not OfferWork Commute
Assistance
Currently OffersWork Commute
Assistance
Very Interested Somewhat Interested Not Very InterestedNot At All Interested Don't Know
Q 21: Now that you have an understanding of the program and its accountability requirements, how interested would you be in participatingin this Telework!Va Program if it were available to you today?
60
Key Finding # 8:The ideal prospects for the Telework!Va Program are CEOs/Presidents of both small and big companies. However, Professional Service companies express greater interest in the program.
Strategic Implication:Focus on the top. The Telework!Va decision starts at the top – the CEO/President.
61
Key Messages To AdvanceTelework!Va
Key Messages: Address The Greatest Appeals & Barriers
• Those with a heightened interest in Telework!Va:– Think that these issues affect their workforce– Believe their company has a responsibility to do
something about it– Feel others in their company would be interested in
telecommuting/telecommuting programs– Have a keener appreciation of program benefits
• The barriers that must be overcome seem to center around how to manage/supervise and maintain productivity – how telecommuting will affect getting the job done!
Employers Interested in Telework!Va Are More In Tune With The Affect Of Traffic
Congestion On Their EmployeesChart reflects responses of ‘high’ and ‘medium’ only
0% 20% 40% 60% 80% 100%
Affect of TrafficCongestion on Employee
Productivity
Affect ofTransportation/DailyCommute Issues on
Employees
No Interest In Telework!Va Interested In Telework!Va
Q 5: How would you describe the affect transportation/daily commute issues have on your employees?Q 6: How would you describe the affect traffic congestion has on your employees’ productivity?
Three Quarters Interested In Telework!Va Feel A Responsibility To Help Solve Area
Congestion & Air Quality Issues Chart reflects responses of ‘high’ and ‘medium’ only
0% 20% 40% 60% 80% 100%
Responsibility ToHelp Resolve AreaCongestion & AirQuality Problems
Not Interested In Telework!Va Interested in Telework!Va
Q 4: How much responsibility do you believe an employer has in helping to solve congestion and air quality problems in the area?
Those Interested In Telecommute/Telework!Va Program Feel Others Would Be Interested Also
Chart reflects ratings of ‘somewhat’ or ‘very interested’ only
0% 20% 40% 60% 80% 100%
Employees
Supervisory Team
Senior Management
No Interest In Telework!Va Interested in Telework!VaDoes Not Offer Work Commute Assistance Currently Offers Work Commute Assistance
Q 17/18/19: What is your Senior Management/Supervisory Team/Employee’s current attitude about telecommute programs?
Ideal Prospects Have A Better Understanding Of Telecommuting Benefits
0% 20% 40% 60% 80% 100%
Don't Know
Other
Increased Productivity
Attracting Better Employees
Reduces Absenteeism
Reduces Office Space
Promotes Employee Morale
Employee Retention
Reduces Employees' Commuting Costs
No Interest In Telework!Va Interested In Telework!Va
Q 15: What do you see as the major benefits of a telecommuting program?
Yet, A Third Of Those Interested In The Program Have Productivity And Supervision Concerns
They are also more likely to have legal and risk management concerns and to report they do not know enough about telecommuting
0% 20% 40% 60% 80% 100%
Don't Know
Other
Used To, But Felt It Didn't Work
Not Willing To Invest In Technology
Don't Know Enough About It
Have Never Considered It
Concerns About Legal/Risk Mgmt. Issues
No Employee Interest
Unsure of Cost/Benefit To Co.
Supervision Concerns
Productivity Concerns
Work Doesn't Allow For Telecommuting
No Interest in Telework!Va Interested in Telework!Va
Q 14: Why do you not currently offer a telecommute program to your employees?
And, Half Think A Financial Incentive Is Absolutely Necessary
Don't Know16%
Yes54%
No30%
Q 24: Do you think a financial incentive is absolutely necessary to motivate companies to seriously consider implementing a teleworkprogram?
69
Key Finding # 9:In regard to key messages, financial incentives, employee retention, and corporate responsibility offer the greatest appeals. Productivity/work management issues present the greatest concerns to address.
Strategic Implication:Package Telework!Va around these key benefits. Present evidence to overcome productivity/supervision issues.
70
Best MarketingChannels
To Promote Telework!Va
Direct Mail And Personal Selling Are The Best Ways To Advance Telework!Va
Some Other Means
3%
Advertise to Employees
4%
Business Association
Meeting10%
B to B Advertising
6%
Email5%
Mail51%
Personal Visit21%
Q 36: What is the best way to reach these people about this program?
72
Key Finding # 10:Top management wants direct appeal.
Strategic Implication:Focus Telework!Va outreach on high-level personal visits and follow-up letters to senior management. Start with the executives who expressed interest in the program though the research process.
Recap: Key Recommendations1. Position work commute assistance programs and
Telework!Va as an easy and sensible way employers can act on their sense of responsibility and directly benefit themselves.
2. Link work commute programs/ Telework!Va directly to employer benefits.
3. Bring specific benefits – space reduction, retention, and increased productivity – to life in the Telework!Va marketing program.
4. Address concerns head on with facts and unassailable evidence. Special attention should be accorded employee supervision/productivity, and appreciation of cost-benefit (ROI) of a telecommute program.
5. Launch Telework!Va in Tidewater. Leverage high-level personal interest of c-class executives in the program.
Recap: Key Recommendations6. The basic Telework!Va Program can work with its
current accountability requirements.7. Promote Telework!Va financial incentives as the lead
program feature. Include secondary program development/ assistance benefits as added value.
8. Focus on the CEO/President and Professional Services companies.
9. Package Telework!Va around these key benefits. Present evidence to overcome productivity/supervision issues.
10. Focus Telework!Va outreach on high-level personal visits and follow-up letters to senior management.
75
Thank You