London 2012 presents unprecedented challenges for employers trying to maintain productivity during uncertain economic times. Never before have sports enthusiasts had the same volume of coverage or choice of viewing platforms. The BBC intends to cover 5,000 hours of Olympic sport, nearly double its coverage of the Beijing Olympics. Growth in social media applications means enthusiasts can now keep up-to-date via a multiplicity of sites, including YouTube and Twitter, and increased broadband speeds facilitate live streaming of sporting events via the internet.

Rainy day blues
These are challenging times for the UK workforce. Employees have been required to work harder for decreasing reward, and job insecurity has led to heightened anxiety levels. Bad weather is adding to workforce woes. As the Olympics approach, there are growing feelings of national pride and goodwill among the population. London 2012 provides a superb and low cost opportunity for employers to harness these heightened levels of morale to increase employee engagement.

Think twice
Employers may be tempted to impose a blanket ban on all social media sites and the streaming of sports events through the internet. They should, however, think carefully before taking such draconian action. A blanket ban not only risks demotivating staff, but may result in unauthorised absences. Employers may have to accept that determined workers will find some way to follow the Games during working hours. Those employers concerned about the effect of increased streaming of events on internet connection speed should take comfort from the fact that technology now enables them to reserve a proportion of bandwidth for business use only.

Publicise a policy
Key to successfully managing the Games is to publicise in advance a clear policy setting out what flexibility will be afforded to staff over this period: what conduct will be tolerated, what is unacceptable and the consequences of non-compliance. Flexibility during the Games should be presented to the workforce as a privilege, not a right, and employers should reserve the authority to withdraw it, if abused. For those employers who do not have an internet use policy, now might be the time to put one in place.

Trust rather than police
Employers can use London 2012 to improve morale. Giving workers greater autonomy over their working hours boosts trust and creates a culture of empowerment. Setting clear targets and outcomes, while allowing individuals to structure their working hours to fit around sporting events, will enhance their sense of purpose and responsibility. Employees could be allowed to leave work early to watch a certain event, or take a longer or later lunch, providing business commitments are met. Employees who feel empowered and in control of their working day work more efficiently.

Discrimination risk
Employers should avoid taking action that could be perceived as discriminatory. Any provision to watch Britain’s athletes should be extended to facilitate other workers supporting their national teams, and employers should remember the varying popularity of sports in different nations. Make sure the Paralympics are given equal significance, to avoid giving a negative impression of your organisation's approach to disability.

Also, be careful not to ostracise those for whom following the Games is not a priority, or to make stereotypical assumptions about who will be interested in the Games, based on protected characteristics such as age, sex or religious belief.


Sarah Tootell is an associate in the employment department at Stevens and Bolton LLP