A creative branding and marketing agency with offices in Bristol and Cardiff has switched its staff to a four-day week but still pays them for five days’ work.
Employees at Cre8ion work 9am to 5pm from Monday to Thursday and have Fridays off.
The staff work on a two-week cycle, with week one ending in a normal day off and week two ending with a day spent on research and development projects, education and career progression.
Founder Darrell Irwin says he did a lot of research and discovered the five-day week was originally implemented for factory workers in the 20th century, so felt it was time to make the change.
He said: “We are always up for challenging the norms. Having taken some advice, we floated the idea of a four day week with some key players and launched in May.
“We pay staff for five days [because] we believe companies that invest this way have better retention, are more creative and have stronger cultures. Cramming in hours to get a day off just doesn’t fit what we are trying to achieve.”
The business benefits, points out Darrell, are numerous.
He said: “We are in a deadline industry and the new week is promoting a more efficient way of operating, streamlining bloated processes, and creating more efficient ways of delivery.
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“I think most companies would say that on Friday afternoons there is a bit of a slow down. With four straight days our team are on it.
“We make the best use of hours we have. We waste less time as a result but everyone knows there is a tangible benefit. Extra time for life and exploration.”
Andrius Bartulis, an employee at Cre8ion, says the new working week has given him more time to spend on his hobbies and personal projects.
“It also makes the weekend feel much longer meaning that I end up being more rested and focused during the four days," he said. "To me the four-day work week is probably the best perk any workplace could offer.”
A lot of the staff at Cre8ion have young families and it has helped them take more time out to spend with them, adds Darrell.
“Life is busy and yes, we work, but we want our staff to have a great home life as well," he added.
'Employers can give people opportunities to reach their potential'
Darrell believes implementing a four-day week makes business sense as it mirrors the changes in how the next generation is living.
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"I think that many people are looking for a better work-life balance," he explained. "Today’s workforce doesn’t want work to dominate at the expense of what is being worked for (family, friends, opportunity).
"It’s not all about money, it’s about a cause to believe in. Employers can give people opportunities to reach their potential and care about the individual at the same time. If your team is happy and more productive then of course it does help increase the bottom line."
The company is part of the Natwest Accelerator programme in Bristol, which is where Darrell developed the idea.
Olly Reid, NatWest scale acceleration manager, added: “Bristol is a vibrant city of businesses that are leading the way when it comes to pioneering new ways of working to support staff wellbeing and productivity.
"It’s no surprise that Cre8ion is one of these innovators... their move to a four-day week certainly hasn’t diluted their growth as the company continues to go from strength to strength.”
The four-day week, explains Darrell, is an investment that helps maximize productivity and creates a better culture.
He added: "It cuts out wasted time, fuels focus and gives the team time to be creative. It all feels a bit revolutionary but no one ever made progress without making a few brave choices."
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