1 telework!va research study: the tidewater market prepared by the pulsar advertising team...

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

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%

Traffic Congestion

Yes97%

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 Productivity

Affect of Transportation/Daily Commute Issues On

Employees

Low 18%

None4%

High37%

Medium41%

Affect of Traffic Congestion on Employee Productivity

Low25%

None9%

High28%

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

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

Affect of Transportation/DailyCommute Issues On Employees

Affect of Traffic Congestion OnEmployee Productivity

< 20 Employees 20 - 99 Employees 100 - 499 Employees 500 + Employees

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

Responsibility To Help Resolve Area Congestion & Air QualityProblems

< 20 Employees 20 - 99 Employees 100 - 499 Employees 500 + Employees

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?

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.

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?

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.

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?

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

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

Reduces Absenteeism

Employee Retention

Does Not Offer Work Commute Assistance Currently Offers Work Commute Assistance

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.

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

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?

Cannot affect

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%

Telecommuting On An Occasional Basis

Don't Know3%

Yes58%No

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

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.

Interest In And Support For The Telework!Va

Program

38% Are Interested In The Telework!Va Program

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?

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%

0% 20% 40% 60% 80% 100%

Demand Discount Model

A 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%

Mfg/Distribution

Sales/Customer Service

Finance/Investment

Professional Services

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

Yes37%

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

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?

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.

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 Reasonable

Not At All Reasonable Don't Know

Q 20: How reasonable would you say are the accountability requirements necessary for program participation?

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.

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%

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%

No Interest in Telework!Va

Don't Know24%

Yes45%

Younger Respondents Find Financial Incentives Absolutely Necessary

0% 20% 40% 60% 80% 100%

45 - 54

44 or Younger

Yes No Don't Know

Two Thirds Feel $35K Is Sufficient To Motivate Companies To Adopt A Telecommute Program

Don't Know28%

Yes64%

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.

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.

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%

IT Manager

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%

Mfg/Distribution

Sales/Customer Service

Finance/Investment

Professional Services

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

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

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.

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

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

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!Va

Does 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

Reduces Absenteeism

Employee Retention

No Interest In Telework!Va Interested In Telework!Va

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

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%

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.

Best MarketingChannels

To Promote Telework!Va

Direct Mail And Personal Selling Are The Best Ways To Advance Telework!Va

Some Other Means

Advertise to Employees

Business Association

Meeting10%

B to B Advertising

Email5%

Mail51%

Personal Visit21%

Q 36: What is the best way to reach these people about this program?

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 Recommendations

1. 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 Recommendations

6. 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.

Thank You

1 telework!va research study: the tidewater market prepared by the pulsar advertising team...

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