The traditional image of the recruitment industry is one of relentless hustle, long hours, work hard/play hard mentality, which includes socialising with colleagues outside of work. The post-work pint has been a crucial part of this culture, becoming a lubricant for deal-making, relationship building or just ‘letting your hair down’ outside the corporate office environment.

However, in recent years, what was a standard work cultural ‘norm’ has been evaporating from across all business types, and according to International Alliance for Responsible Drinking, the once prevalent post-work drink is facing a decline. Having adapted to a new culture of working from home during Covid, and the subsequent rise of hybrid working, there has been a shift in what employees want from their employers, their connections with their colleagues, including the extent to which they socialise outside of work. But with two thirds of employees valuing workplace friendships as essential, teams must come up with new ways to come together. 

Changes to the industry 

The rise of remote work has made spontaneous after-work gatherings increasingly challenging. The surge in hybrid working models, where employees split their time between the office and home, has meant that spontaneous after-work gatherings and in-person meetings have slid off the radar for employees, decreasing the social value people used to crave from their office space. A growing emphasis on work-life balance has led many employees to prioritise personal time over extended workdays, even if it is away from the laptops. Employers also need to consider that a new generation, Gen Z, is now entering and establishing themselves in the workforce with a totally different set of social preferences and priorities. This demographic is less inclined to follow a repetitive format of engaging in ‘heavy’ drinking and more focused on a range of experiences, including online.

The recruitment industry is an example of a workforce that was stereotyped as being reliant on these after-work social interactions, so is bound to be feeling the impact of change. The ability to build rapport and trust over a drink has long been seen as essential for closing deals and forging stronger friendships with colleague. However, this culture could be criticised for discouraging diversity within the industry. The focus on socialising in pubs has been seen by some as a traditionally male-dominated environment. While this image is now somewhat antiquated with a more balanced reality, there is still a recognition that this form of social engagement may not be as accessible or attractive for all, whether that be based on religious, lifestyle or family situations.

Reimagining the post-work pint

To thrive in this evolving landscape, recruitment firms must reimagine their approach to company culture and staff engagement. It's essential to create inclusive environments where everyone feels valued and respected, regardless of personal preferences or background. This involves creating a culture of open communication, where employees feel comfortable sharing their thoughts and ideas without fear of judgement. It also means giving employees choice when building out wellbeing, benefit and incentive programmes to accommodate all needs. 

To gauge employee satisfaction and identify areas for improvement, regular feedback is crucial. At BHN, we conduct quarterly employee surveys, which provide our management team with insights into employee engagement, morale and perceptions of company culture. By acting on feedback, firms can make data-driven decisions to enhance the employee experience.

The decline of the post-work pint does create a void in staff bonding and engagement, however, it presents a unique opportunity for the recruitment industry to reinvent itself for the needs of today’s workforce. By embracing diversity, promoting work-life balance and creating a culture of inclusivity, companies can create thriving and social workplaces that attract and retain top talent.

Redefining company culture

While the post-work pint may be fading into the background, the spirit of camaraderie that it once represented can be reimagined in new and exciting ways. By prioritising employee wellbeing, diversity and inclusivity, the recruitment industry can build a stronger foundation for future success.

However, the transition to a new era of work culture is not without its challenges. Building strong relationships and adopting a sense of community in a remote or hybrid work environment requires deliberate effort. From online coffee mornings to office sports days, virtual team-building activities, mentorship programs, charity events and social events can help to bridge the gap.

While the workplace landscape is evolving, employers must prioritise tailoring incentives to meet the diverse needs of their employees. Offering a variety of options ensures that everyone feels valued and engaged. A highly engaged workforce directly contributes to the overall success of the business with research from BHN highlighting that 80% of workers feel more valued for their work when receiving rewards from their employer. Building morale is particularly crucial in the recruitment industry, where long hours and demanding workloads can take a toll on team members.

Ultimately, success in the modern workplace will depend on a company’s ability to create a culture where employees feel valued, supported and engaged. By embracing change and prioritising people, the recruitment industry can not only survive but thrive in the post-post-work pint era.

Chris Ronald is vice president, B2B EMEA Rewards, Incentives, Loyalties at BHN

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