SF Recruitment joins new APPG to champion better flexible working

The Flexible & Family Friendly Working All-Party Parliamentary Group (APPG) has been launched in the House of Commons.

The APPG will focus on championing flexible working policies that support families across the country to remove the barriers that people with caring responsibilities face in the workplace.

The group is jointly chaired by Tulip Siddiq, Labour MP for Hampstead & Kilburn, Shadow Economic Secretary to the Treasury (City Minister), and the Rt Hon Dame Maria Miller, Conservative MP for Basingstoke and working families who are acting as secretariat.

The collaboration between SF Recruitment, alongside four other members, highlights the commitment of leading organisations to support and drive positive change in workplace practices. As advocates for progressive employment policies, they are well placed to contribute valuable insights and resources to the APPG’s mission.

SF Recruitment have been Employer Members of Working Families since 2022, as part of its commitment to offering flexible working to their employees, the foundation of which is trust and freedom. Employees are able to mould their schedule around their personal circumstances and preferred style of working. Hybrid working is encouraged, with office days coordinated between teams to ensure joined-up practice.

Flexible working has been incredibly successful for the business, with profitability doubling in the first year. In one year alone they created five new job titles, two of which are part-time. This approach has seen them attract and retain talent they would have otherwise lost out on.

Being so successful and working in the recruitment sphere has meant SF Recruitment has caught the attention of other employers, who are curious about their Flex for Success campaign, which promotes and delivers flexibility for their clients and candidates.

Saira Demmer, CEO at SF Recruitment, said: “SF has been through a major company transformation in the last three years that has hinged on the use of a flexible and autonomous working model. This new way of working has delivered outstanding results, doubling our productivity, and tripling profitability.

“We know that flexibility works, and that the vast majority of employees want it. But we also recognise the challenges businesses face in implementing flexibility in a way that enhances performance rather than dilutes it. We want to share the benefit of our experience and are committed to raising awareness of the benefits of family-friendly working. It’s what motivated us to join the APPG, and we’re looking forward to taking an active role in helping UK businesses use flexible working to create workplaces where people can thrive both personally and professionally.”

Next week (13th March) Fiona Frudd, head of marketing at SF Recruitment, will be attending the first public meeting held at Parliament. It will be attended by Working Families, other APPG members, cross-party MPs and other invitees from the offices of Tulip Siddiq MP and the Rt Hon Maria Miller MP.

Jane van Zyl, CEO at Working Families, said: “We believe that flexible working is not just a benefit but a necessity for the modern workforce. This APPG will play a pivotal role in advocating for policies that empower families, support a better work-life balance, and contribute to a more inclusive and productive society.”

Rt Hon Dame Maria Miller said: “Parents across the country are struggling to balance family life with workplace pressures. I am delighted to Chair the APPG that will look at and support flagship policies on flexible working and shared parental leave to make sure workplaces across the UK are fit for the family of the 21st Century.”

Tulip Siddiq, MP, said: “I have long championed flexible working, including bringing in a Bill to improve employment rights as well as supporting Yasmin Qureshi’s Employment Relations (Flexible Working) Act which comes into effect this year.

“This initiative is a crucial step towards promoting the benefits of flexible working and making positive steps towards removing barriers that parents and carers face in the workplace.

“I look forward to working collaboratively with my fellow officers and supporters of the APPG, including our secretariat Working Families, to drive positive change and champion flexible working practices that will benefit the workforce in my constituency, as well as across the UK.”