An anonymous reader shares a report: Less than a year into her tenure as IBM’s chief marketing officer, Michelle Peluso prepared to make an announcement that she knew would excite some of her 5,500 new employees, but also, inevitably, inspire resignation notices from others. In a video message, Peluso explained the “only one recipe I know for success.” Its ingredients included great people, the right tools, a mission, analysis of results, and one more thing: “really creative and inspiring locations.” IBM had decided to “co-locate” the US marketing department, about 2,600 people, which meant that all teams would now work together, “shoulder to shoulder,” from one of six different locations — Atlanta, Raleigh, Austin, Boston, San Francisco, and New York. Employees who worked primarily from home would be required to commute, and employees who worked remotely or from an office that was not on the list (or an office that was on the list, but different than the one to which their teams had been assigned) would be required to either move or look for another job. Similar announcements had already been made in other departments, and more would be made in the future. At IBM, which has embraced remote work for decades, a relatively large proportion of employees work outside of central hubs. (By 2009, when remote work was still, for most, a novelty, 40% of IBM’s 386,000 global employees already worked at home). […] “When you’re playing phone tag with someone is quite different than when you’re sitting next to someone and can pop up behind them and ask them a question,” Peluso says. Not all IBM employees see it that way.
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