2021 Baker's Best - 35

TOP RELOCATION PROVIDERS
though not yet close to 2019 levels-as companies begin
to feel confident enough in their future prospects to start
hiring and offering relocation assistance again, " says
Rota. " There is also pent-up demand from relocations
that were supposed to occur in 2020. "
As it was prior to the pandemic, relocation will continue
to be a strategy to attract and mobilize top talent. " As
companies grow and hire, relocation demand increases
and we are seeing robust demand from those sectors of
the economy that are hot, " says John.
But what changes are anticipated? Like many other parts
of the employee lifecycle, flexibility is becoming central
to the relocation experience.
" While traditional permanent move and assignment
programs are still being offered, flexibility is becoming
central to the benefits conversation, " says Mark Woelfel,
SVP of global client services for CapRelo. " This ranges
from allowing employees to pick from a broader menu
of support services to additional financial support (think
COVID testing and self-isolating hotel stays), all the way
through to expanding the definition of the family unit. "
According to the 54th annual Atlas Corporate Relocation
Survey, one in four companies expect to shift policies
this year with an eye of flexibility. Respondents either
plan on being more open to relocation timelines or
offering remote work assignments. Rota says some
organizations are leveraging larger temporary housing
accommodations to provide work-from-home space for
employees on assignment.
But pairing remote work and relocation comes with
challenges, especially around compliance issues.
" Employers should be mindful that such policies do not
establish a recognized presence in states or jurisdictions
in which they had not previously resided, " informs
HSR's John. " The simple fact of having an employee
work substantially from home in a state not previously
occupied results in a variety of payroll related reporting
and taxes and may subject the company to additional
state and local income taxes on total revenues, regardless
of where earned. Some employers have allowed
transferees to work from home, but only after moving
to an acceptable state for employment record keeping
purposes to avoid these issues. "
While what the new norm of work looks like is still
unclear, employees will not lack options for when and
where they get their jobs done. Between virtual work,
hybrid schedules, or even a " hoteling approach, " where
employees book a desk in advance, Rota says that
relocation options will have to pivot along with these
trends.
" As an industry, the types of relocations will likely
change, with alternative approaches being implemented
to attract talent, such as short-term domestic
assignments, " she says. In addition, the Atlas Corporate
Relocation Survey finds one in five companies expect to
offer extended business travel (EBT) and expanded lump
sum options as well.
Technology will also aid in relocation's transformation.
" We're seeing some shifts in incentives and programs
with a focus on technologies that combine the human
elements of relocation with interactive experiences, "
explains Anthony Horton, CEO of Corporation Relocation
International (CRI). Horton says some of their Dallasbased
clients are leveraging their Pivt app, which
combines self-service with customer service. Rota agrees
that technology allows for organizations and transferees
alike to manage relocation activities online. " Rental
assistance, for example, is an area where more people
have now become comfortable with online virtual tours
and selecting an apartment sight unseen, compared to
pre-pandemic rental tours, " she says.
As with many other human capital management
practices, the pandemic has forced processes to evolve
quickly. " 2020 has felt like an 18-month-long year, with
severe disruption to the mobility industry, " says CapRelo's
Woelfel. " I don't believe we'll ever be business as usual
again. We underwent some accelerated and forced
growth in our service delivery models, the technologies
we used to accommodate special circumstances are here
to stay, and the way we support relocating employees has
permanently changed, and mostly for the better. "
Horton agrees. " We believe that the industry is ready
for a disruption. All of our experiences through 2020
and COVID have put a bright light on how important
the employee experience is and how professional
consultation is such a critical part of the relocation
experience. We're seeing a real appetite in the market for
expertise and counselling through the entire relocation
process. "
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