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Hello Starling’s Four-Day Working Week Model Thrives in Cardiff
Cardiff-based advertising agency Hello Starling, located at Tramshed, has pioneered a four-day working week model, which has been in place since 2019. The agency, specialising in media planning and advertising, employs team members from Cardiff and the surrounding areas, including Vale, Brecon, and Aberdare.
Managing director James Robinson noted that the decision to implement this model was motivated by a need to enhance productivity rather than simply to follow industry trends. He explained that the agency recognised that busyness did not equate to productivity, with overloaded schedules and a high number of meetings detracting from meaningful work.
To facilitate the transition, Hello Starling focused on improving operational processes and clarifying roles and objectives, which contributed to creating a more efficient working environment. Robinson emphasised the aim was not to ask employees to work harder but to work smarter.
After seven years, the four-day working week remains integral to the agency’s culture. Employees have the flexibility to choose their day off, leading to a variety of personal working arrangements. For instance, Megan Williams, a 20-year-old employee and student at the University of South Wales, values the model for its alignment with her studies and provides financial support through tuition coverage and a living bursary. This system allows her to gain practical experience while pursuing her degree.
Colleague Nia Sandford, who has worked with Hello Starling for two and a half years, shared her perspective as a working mother. She highlighted the importance of having a schedule that accommodates her family, allowing her to balance work and childcare effectively.
Megan Bennett, another employee, initially joined Hello Starling after experiencing a more rigid work structure in past roles. She appreciates the flexibility offered by the four-day model, allowing her to freelance on her days off, which helps supplement her income while pursuing her goal of home ownership.
The employees reported that, despite the reduced hours, the workload remains consistent with what would be expected in a traditional five-day week. This requires meticulous organisation and planning to ensure productivity. The agency has maintained effective communication practices to manage client relationships and expectations, leading to continued growth and the attraction of new clients.
Hello Starling has received recognition as a Gold Standard employer by the 4 Day Week Foundation for maintaining a four-day work week with no loss of pay. The agency attributes its success to a commitment to employee well-being and effective operational strategies. Robinson stated that the four-day week model is not merely about working fewer days but involves a rethinking of work design that ultimately benefits both staff and clients.
