.jpg)
The landscape of leadership in social housing has undergone a remarkable transformation since the initial shift to remote working during the pandemic. As we move further into 2025, housing associations across the UK continue to refine their hybrid working models, presenting unique challenges and opportunities for senior executives, as Rachel Birbeck explores in this article.
The Balancing Act of Modern Leadership
Today's social housing leaders face a complex challenge: maintaining organisational efficiency through hybrid working while ensuring their organisations remain deeply connected to the communities they serve. Our work with housing association executives has revealed that the most successful leaders are those who have mastered this delicate balance.
.png)
Key Strategies That Work
Through our extensive work placing senior executives across the sector, we've identified several critical approaches that consistently deliver results:
Digital-First, But People-Centric
Successful housing association leaders are implementing robust digital infrastructure while maintaining human connection. This means investing in high-quality virtual meeting platforms and project management tools, but also establishing clear protocols for when face-to-face interactions are essential – particularly for resident engagement and community initiatives.
Clear Communication Frameworks
Top-performing executives have established structured communication rhythms that provide clarity and consistency. This typically includes:
Weekly digital team check-ins
Monthly all-staff virtual townhalls
Quarterly in-person leadership gatherings
Regular on-site visits to housing developments and community projects
Measuring What Matters
Forward-thinking leaders have moved away from traditional presence-based performance metrics to outcome-focused measurements. They're evaluating team success through resident satisfaction scores, project completion rates, and strategic objective achievement rather than time spent in the office.
Community Connection in a Hybrid World
One of the most significant challenges for social housing leaders has been maintaining strong community connections while operating in a hybrid environment. Innovative solutions we've seen include:
Creating resident digital forums with regular executive participation
Establishing community hub days where leadership teams work from local facilities
Implementing "walking meetings" where executives combine site visits with team catch-ups
Cultural Cohesion
Maintaining organisational culture in a hybrid environment requires intentional effort. Successful leaders are:
Documenting and regularly communicating organisational values
Creating opportunities for informal digital interaction
Organising periodic in-person team building events
Ensuring equal career development opportunities for both remote and office-based staff
The Role of Technology
While technology enables hybrid working, leading executives understand that it's merely a tool, not a solution. The most effective leaders are those who use technology thoughtfully to enhance rather than replace human connection.
Looking Forward
As we progress through 2025, it's clear that hybrid leadership in social housing isn't just about managing remote teams – it's about creating resilient organisations that can adapt to changing circumstances while maintaining their core purpose of serving communities.
The most successful housing association leaders are those who embrace this complexity, using it as an opportunity to build more flexible, efficient, and responsive organisations. They understand that effective remote leadership isn't about replicating office-based practices in a digital environment, but rather about fundamentally rethinking how we work, communicate, and deliver value to our communities.
Supporting Future Leaders
For those responsible for identifying and developing the next generation of social housing leaders, it's crucial to look for candidates who demonstrate adaptability, digital literacy, and strong emotional intelligence. These skills are now as important as traditional leadership capabilities in ensuring organisational success.
The future of leadership in social housing will continue to evolve, but one thing remains clear: the ability to effectively lead in a hybrid environment is no longer a nice-to-have skill – it's an essential component of executive success in the sector.
Are you looking for a new leadership role, or keen to speak with talented professionals to fill your vacancy? To explore working with Rachel to connect with leaders with the expertise required to drive your organisation forward, or to future-proof your business, email rbirbeck@lincolncornhill.co.uk.
.jpg)
.jpg)
