The 15-minute city: the future of the workplace

Imagine travelling no longer than 15 minutes to reach your workplace, do your shopping and access green space. Recently, discussions around so-called ‘15-minute cities’ have been gaining momentum. We consider the impact this revolutionary concept could have on businesses across the world and employees in the future.

3 mins read
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12 Apr, 2024

​What is a 15-minute city?

The 15-minute city framework was masterminded by French-Colombian urban planner, Carlos Moreno, whose idea means that anything you need to live an urban life is a 15-minute walk or bike ride away, eliminating the reliance on cars or public transport.

It is a revolutionary, environmentally friendly, and inclusive way to rethink the planning of a city or town, giving each neighbourhood access to work, school, healthcare, retail, hospitality and leisure facilities, green spaces, museums and more, on their doorstep.

Following multiple lockdowns, there has been a growing sense of appreciation for locality in the world, with people spending more time walking around their neighbourhoods and preferring to work from home or make shorter commutes. And during the cost-of-living crisis, people have been more conscious about the ever-increasing prices of fuel and public transport.

With more people working remotely, at least a few days a week, there is room for the addition of more localised, essential services and amenities, that would otherwise be concentrated in a central location. This would give those living on the outskirts access to these essentials and to a greater number of opportunities.

What impact could 15-minute cities have on businesses?

A recent research by the International Workplace Group (IWG) discovered that 83% of workers around the world would turn down a job that didn’t offer flexible working. This indicates people are less willing to commute and prefer shorter journeys to work. As a result, having an office space just 15 minutes’ walk or bike ride away would be much preferred by professionals.

Shorter commutes often lead to improved job satisfaction, work-life balance and wellbeing, with much less time spent on stressful travel. When provided with the flexibility to work remotely or from a local office, rather than commuting to a head office in a city-centre location, workers will be more tempted to stay with the business, or actively seek work there.

People are now much more aware of the social value of the companies they work for, and their own carbon footprints, and will take into account the length, expense and environmental impact of a longer commute when considering moving roles.

The introduction of ‘15-minute cities’ could see the expansion of businesses into less-expensive local areas, reducing overhead costs and extending access to the national talent pool. Professionals across the country will have more opportunities closer to home, without the need to move centrally or commute. Then, the local talent pool will become richer, and businesses won’t have to cast such a wide net to search for their next employee.

How close is the reality of ‘15-minute cities’ in Singapore?

Singapore has meticulously developed high-density, mixed-use neighbourhoods with a comprehensive range of amenities, services, and employment opportunities within a short distance of residential areas. The extensive public transportation system, including an extensive MRT (Mass Rapid Transit) network and well-connected bus services, ensures convenient and efficient travel throughout the city.

Furthermore, Singapore's commitment to sustainable urban design, such as the integration of green spaces and pedestrian-friendly infrastructure, fosters a walkable and bike-friendly environment. These efforts have created a reality where residents can access their daily needs within a 15-minute radius, making Singapore a leading example of the successful implementation of 15-minute cities.

Overall, the concept of a ‘15-minute city’ could revolutionise the way we live, work, and hire, by reducing commute times, making it easier to access talent and opportunities, and to work hybridly. As a result, it could also improve job satisfaction, wellbeing and the general quality of life for you and your employees.

If you’re looking for your next local hire or job opportunity, contact your nearest Reed office.

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Workplace monitoring: guidance for your organisation
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Workplace monitoring: guidance for your organisation

​In the past, workplace monitoring was relatively simplistic: employers relied on visual supervision and basic timekeeping systems, and the concept of privacy was limited.

Fast forward to the digital age. Employee monitoring has reached new levels of sophistication and become common practice for employers seeking to boost productivity, enhance security, and ensure compliance with regulations.

Improved productivity and deeper insights

With the advancement of technology, including GPS tracking, computer monitoring software, and biometric identification systems, surveillance can provide employers with detailed insights into employee activities and performance.

One of the key benefits of employee monitoring is the ability to track and improve productivity levels. By monitoring employees' activities, employers can identify inefficiencies, analyse workflow processes, and provide targeted feedback to enhance performance. This data-driven approach allows companies to optimise their operations, allocate resources effectively, and ultimately improve their bottom line.

Monitoring can also help employers identify and address issues such as time theft, excessive breaks, and unauthorised activities in the workplace. With real-time monitoring tools, employers can detect irregularities and take corrective actions promptly, therefore improving accountability and integrity among employees.

Employee monitoring can also aid in compliance with regulations and industry standards. By keeping a close eye on electronic communications, websites visited, and files accessed, employers can ensure that employees adhere to data protection laws, maintain confidentiality, and comply with company policies. This proactive approach minimises the risk of data breaches and security incidents and also protects the company from potential legal liabilities.

Balancing surveillance and ethics

Despite the clear advantages of employee monitoring, it is crucial for organisations to approach this practice with sensitivity and respect for staff privacy. As a matter of course, employers should establish clear policies regarding monitoring practices, communicate openly with employees about the purpose and scope of monitoring, and ensure transparency in the use of monitoring tools.

Prioritise the protection of sensitive employee data by implementing robust security measures, restricting access to monitoring data, and complying with data protection regulations such as GDPR. These considerations can ease employees’ minds about any surveillance and even instil appreciation for such measures. After all, workplace security is in everyone’s best interests.

Download our best practice guide to employee monitoring

Our eBook, ‘Employee monitoring: a guide to best practices’ provides insight into how employers might best integrate employee monitoring into their organisation, and considerations for what the impact may be on employees. With opinion from thought leaders, it addresses everything from pre-employment checks to the tracking tech that might be right your organisation.

Looking to hire top talent for your organisation or to find your next dream role? Get in touch with one of our specialist consultants today.

Employee monitoring: a guide to best practices
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Employee monitoring: a guide to best practices

Employee monitoring can help ensure productivity and accountability among employees, as managers can track their work progress and identify areas where improvement is needed. Monitoring enhances data security by detecting and preventing unauthorised access or data breaches and additionally, it enables you to adhere to regulatory and compliance requirements, reducing legal risks. 

The key thing to remember is that workplace surveillance is perfectly acceptable, as long as you can legally justify your reasons, and it is always better to be ‘overt’, not ‘covert’.  

A report shows that despite normality returning to working life post-pandemic, demand for employee surveillance software is 49% above 2019 levels. 

Our eBook, ‘Employee monitoring: a guide to best practices’, provides insight from top experts in the field including:    

Keith Rosser, Director of Group Risk and Reed Screening, Reed 

Hayfa Mohdzaini, Senior Research Adviser, CIPD

 By downloading this eBook, you will discover:   

  • What employee monitoring is 

  • Whether it's needed for your business

  • Considerations for introducing workplace monitoring  

  • The benefits and drawbacks  

  • Potential impact of surveillance on the workforce 

  • Your duties as a responsible employer 

“Monitoring software that employees see as intrusive and unnecessary is more likely to erode mutual trust in the employment relationship. Employers need to show how using monitoring software can benefit employees, while respecting their privacy.” -Hayfa Mohdzaini, Senior Research Adviser, CIPD.

How to become a marketing executive
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  1. Article

How to become a marketing executive

Are you wondering how to become a marketing executive? This article provides you with all the information you need to start your career journey.

What is a marketing executive?

A marketing executive is a key member of a marketing team and is often responsible for developing and implementing marketing campaigns to promote the company's products or services. They work closely with other teams, such as sales, product development, and advertising, to ensure cohesive messaging and strategic alignment. Marketing executives analyse market trends, conduct market research, and utilize various channels, including digital platforms, traditional media, and events, to reach target audiences and achieve marketing objectives.

A marketing executive career is best suited to those with a creative mindset, strong communication skills, and a passion for strategic planning. Adaptability, analytical thinking, and the ability to thrive in a fast-paced environment are also crucial attributes for success in this role.

Types of marketing executive

Marketing executives can specialize in various areas, including:

Digital marketing executive

Focuses on online channels such as paid social media, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising.

Brand marketing executive

Concentrates on building and managing the brand’s identity, including brand messaging, visual assets, and brand consistency across all touchpoints.

Content marketing executive

Creates and distributes valuable, relevant content to attract and engage target audiences, often through blog posts, articles, videos, and infographics.

Product marketing executive

Works closely with product development teams to understand product features, benefits, and target markets, and develops marketing strategies to drive product adoption and sales.

What do you need to become a marketing executive

Here are the marketing executive qualifications that you will need to obtain for the role:

Academic qualifications

While a degree in marketing, business, or a related field is beneficial, practical experience and demonstrable skills are often equally important, so a degree is not always necessary.

Professional qualifications

Many employers look for candidates with internship experience, relevant certifications (such as Google Analytics or HubSpot), and a strong understanding of marketing principles and techniques.

Skills and experience

Key skills for marketing executives include creativity, strategic thinking, attention to detail, and proficiency in digital marketing tools and platforms.

Marketing executive role and responsibilities

What does a marketing executive do? Well, the role varies depending on the organization and industry, but marketing executive responsibilities typically include:

  • Developing and executing marketing strategies to meet business objectives

  • Conducting market research to identify target audiences, market trends, and competitors

  • Creating compelling content and promotional materials across various channels

  • Managing social media accounts and engaging with followers

  • Analysing campaign performance and optimizing strategies based on data insights

  • Collaborating with cross-functional teams, such as sales, to ensure alignment and integration of marketing efforts

Marketing executives typically work standard office hours, although overtime may be required during busy periods or when deadlines are approaching. Salaries for marketing executives in Singapore vary depending on factors such as location, experience, and industry sector.

Entry-level positions may start at around $3,000 per month, while experienced and senior marketing executives can earn around $4,000 per month.

Marketing executive career prospects

As businesses continue to prioritize digital marketing and data-driven decision-making, the demand for skilled marketing executives is expected to remain high. Experienced professionals may advance to senior management positions, from senior marketing executive, content marketing manager, head of digital marketing, up to marketing director. Continuing education, staying updated on industry trends, and networking within the marketing community can enhance career prospects and open new opportunities.

In conclusion, becoming a marketing executive requires a combination of education, practical experience, and essential skills. With the right qualifications and dedication, aspiring marketers can embark on a rewarding career path with ample opportunities for growth and advancement.

If you are looking for a marketing or business support professional, or seeking a new role yourself, get in touch with one of our specialist consultants today.