EDITORIAL: Gimmicks should link to profitability

Duvets days: legitimate staff retention tool or an outrageous self-indulgence? That is the question. In this week's Big Q only Text 100 actually admitted to allowing the odd institutionalised skive; others claimed that it would undermine the credibility of an industry which already regularly attracts media scorn. Some have even suggested that it may have a negative impact on productivity.

Duvets days: legitimate staff retention tool or an outrageous self-indulgence? That is the question. In this week's Big Q only Text 100 actually admitted to allowing the odd institutionalised skive; others claimed that it would undermine the credibility of an industry which already regularly attracts media scorn. Some have even suggested that it may have a negative impact on productivity.

But this is only likely to be the case if companies begin to hand out gimmicky perks in an ill-targeted fit of altruism. Such tools are only valuable when they meet the companies' overall objectives; whether this be increased by a reduction in recruitment costs, increased stability of handlers on clients accounts, or simply increasing commitment to going out and getting new business.

And it is only when the benefits of concepts such as 'duvet days' are measured in terms of increased profitability, that the industry is going to begin to pay more than lip service to the concept of looking after its primary asset - its people.





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