Why businesses must tackle the ‘reverse brain drain’

Olivia Bence’s story is not unusual. Having worked for a large Manchester-based marketing agency and lived in the city for four years, she decided to move back to her family home in the Lancashire seaside town of Lytham St Annes during the Covid-19 pandemic.

“I realised I liked working from home and didn’t want to return to the office so I started to look for jobs that allowed me to do it permanently,” says the 25-year-old graduate. “My new employer, Marketing Signals, has clients all over the world and allowed people to work wherever they wanted even before Covid, whereas my old company wanted me to work three days in the office, which didn’t suit my lifestyle.”

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