Are Events The New Offices?

Published: January 24, 2023

There’s a clear preference for remote work: In a one year span, the number of people primarily working from home tripled from just below 6% (roughly 9 million people) to almost 18% (27.6 million), according to a 2021 American Community Survey. And that’s not even factoring in the 52% of workers who want to work remote, either.

But despite all the benefits working from home offers, such as greater flexibility, increased productivity and a better work/life balance, there’s one major downside: Lack of personal interactions. According to a Forbes article, many workers reported feelings of loneliness and isolation when working from home. Without the opportunity for water cooler chats and coffee breaks, teams feel more disconnected than ever.

“Remote work can make it more challenging for employees to form strong relationships with their colleagues, as they may not have as many opportunities for face-to-face interaction,” said Christina Kay, VP of Marketing for ResellerRatings, an online review website. “It is so important to have face time with teammates because we are humans, and as humans, there is a need for connections. One of Maslow’s Hierarchy of Needs key tenets is that humans have a fundamental need for social interaction and belonging.”

Luckily, there’s a simple solution that combines team building with learning: Attending in-person events as a group. In fact, when asked what aspects of trips, conferences, conventions and trade shows were considered most critical to job performance, a J.D. Power survey found that almost half of respondents (47%) pointed to developing relationships.

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“Events provide a chance for remote workers to come together in person and build stronger relationships with their colleagues,” explained Kay. “Events can also serve to break down silos and foster collaboration among remote teams.”

Kay continued that when employees can meet in person, they can get to know each other on a more personal level and develop better communication channels, which leads to more effective teamwork and problem-solving. In fact, research has found that employee satisfaction skyrockets nearly 50% when a worker develops a close relationship on the job. When attending events with your colleagues, you can:

  • Take meetings with vendors/solution providers together to align on goals;
  • Take your daily meetings with colleagues off Zoom and use meal breaks to sit together and collaborate;
  • Book team building exercises and activities during off-event hours; or
  • Extend your trip and use that time for team collaborating exercises.

“Seeing my colleagues at an event can help to alleviate feelings of isolation and loneliness that can come with remote work,” said Kay. “It is a chance to bond, laugh and have fun together, which can help to boost morale and foster a sense of camaraderie among remote workers. People need people — and events help that.”

The B2B industry has no shortage of field events, and perhaps there’s no better conference to help reunite teams than — cue the shameless plug! — the B2B Marketing Exchange (#B2BMX). Taking place in sunny Scottsdale, #B2BMX is the perfect meeting ground to promote bonding and relationship-building while also justifying the expense with hundreds of informational sessions.

Between cocktail hours, awards ceremonies and even sound bath experiences, #B2BMX is the perfect stage to re-connect with your colleagues! We’re currently offering an exclusive group rate, so make sure to grab three or more of your colleagues and register now. You can view the full agenda here.

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