Rebranding RTO: Why Companies Coin Names for Their Hybrid-Work Plans
Accenture, 3M and other companies have come up with fancy monikers for their flexible policies — but it’s not easy trying to appease workers, bosses and clients alike.
Pedestrians walk past the KPMG offices in Los Angeles.
Photographer: Patrick T. Fallon/Bloomberg
The big debate over hybrid work is settled: It’s here to stay. But how to brand the policy is a whole other matter.
Employers are coming up with a whole new class of catchphrases to promote their flexible-work options, illustrating the various ways companies see the plans shaking out — and how hard it is to get them right.
Some, like “Flex with Purpose” at audit, tax and advisory firm KPMG, try to balance workers’ desire for flexibility with bosses’ need for control. Others, such as 3M Co.’s “Work Your Way,” put the individual at the center. A few, like “Amex Flex” from American Express Co., play off the company’s well-known brand.