Independent HR expert Zulia Loikova notes a threefold rise in demand for multitasking workers in Russia, a trend she links to crisis conditions that push companies to optimize the workforce while keeping valuable talent. In discussions with 360 TV channel, she explains how management increasingly looks for employees who bring multiple skills to the table, especially in marketing and sales where flexibility matters.
The expert illustrates the pattern with real-world roles that often blend marketing and sales responsibilities. In many firms, individuals are required to oversee both functions, handling campaigns, customer engagement, and revenue generation within a single title.
“Multitasking remains highly sought after during economic downturns when firms cannot afford to hire more staff and instead seek greater output from current teams, often for modest compensation”, the expert observes.
Loikova adds that compensation strategies frequently include not just base salaries but also bonuses and performance incentives tied to measurable results.
“Paying two salaries plus taxes is one thing; paying one salary plus taxes becomes viable when rewards are linked to key performance indicators. The bottom line is that firms reward outcomes with dignity and fairness when targets are reached”, she emphasizes.
Employers also strive to retain workers who are momentarily unavailable but remain crucial to operations. For instance, during periods of reduced orders, companies may look to employees working in related fields to fill hours, ensuring those staff feel valued and in demand.
A recent study highlights that demand for multitasking employees has tripled, a shift attributed to ongoing labor shortages and historically low unemployment in Russia.
Earlier economist commentary pointed to record low unemployment as a potential drag on long-term growth, suggesting the market is at a delicate juncture where talent mobility and productivity gains matter more than ever.