Striking the Right Balance
by K.C. Neel -- Multichannel News, 11/16/2008 7:00:00 PM
Spiking gas prices and congested commutes have yielded an unexpected benefit for cable employees: A burst of innovation regarding workplace flexibility and telecommuting. These programs are powerful retention incentives for female workers, as they help them balance their careers and personal lives, said Working Mother Media analyst Joanne Cleaver.
| Cox Communications |
| NBC Universal |
| Turner Broadcasting System |
| Discovery Communications |
| Scripps Networks |
This past year, Cox Communications formalized the flex work programs it has been rapidly rolling out in its regions. The Atlanta-based operator developed eight points of eligibility for participation in flex work: confirming that the employee already is performing at or near peak efficiency; requiring the worker to complete technical and job-skills training needed to do the job in alternative hours; and asking the employee to discuss how the arrangement meets the department’s business needs. Cox also requires that managers complete flexible work-option training.
To facilitate flex work, telecommuting and alternative work schedules, Scripps Networks provides job-specific tools that enable women to work remotely including laptop computers, Blackberries and wide use of online meeting technology to keep communications flowing while employees are off-site.
Operators like Cox and Time Warner Cable are working hard to develop productivity, quality and other metrics for home-based workers and realize that online training is essential to the continued career development of call-center employees, Cleaver said. Some are ahead of others.
Cox, for instance, expanded its virtual call-center universe, adding some 500 home-based call-center workers in Arizona and bringing its total number of cyber agents to 1,200, with more expected.
NBC Universal added two new work/life benefits to its litany of offerings this year: travel-dependent care, available when a parent’s regular child-care arrangements cannot stretch to cover business trips, and health coaches. The coaches can communicate with employees via phone and advise them on the specifics of managing chronic conditions and creating plans for healthy living.
Following its acquisition of Oxygen Media last year, NBCU expanded that company’s “Mentors’ Walk” program, which provides an opportunity for mentors and the mentored to take a public walk in New York to demonstrate the power of women investing in other women. The program paved the way for a new marketing and content initiative, “Women@NBCU,” intended to position the media company’s female-oriented cable and online channels as the go-to sources for authoritative research and insight into women consumers.
It’s no surprise to find Turner Broadcasting System on the best in work/life list this year, Cleaver said. The programmer’s innovative programs have placed it among the work/life winners since PAR launched in 2003.
This year, Turner offered a new maternity coaching benefit offering expectant and new moms expert advice from nurses to help guide them through key transitions and complements Turner’s on-site fitness facilities at its Atlanta headquarters. Turner also launched its seventh business-resource group, Turner Parents, which will will partner with Turner networks to discuss advertising and programming issues from a parent’s perspective, according to chief human resources officer Loretta Walker.
Discovery opened its much anticipated on-site child-care center this year. Discovery Kids Place, run by Bright Horizons, currently provides full-time care for 90 children. The center also offers occasional care for other children and summer programs. The fully green facility has a waiting list, according to senior executive vice president of human resources Adria Alpert Romm.
It’s too soon to determine how the center, which opened in August, will affect productivity. But it has already served as a strong and positive acquisition tool for new talent.
Discovery also extended its wellness center to kids over 14, expanded its services and opened wellness centers in Miami and New York. Alpert Romm said Discovery will concentrate much of its efforts on its international businesses next year, noting that Discovery Communications has offices in 26 countries.
“Every country has different cultures and different needs,” she said. “We want to spend some time and resources focusing on those employees and provide them with products and programs that fit their specific needs.”
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