Published on 11th March 2025
The launch of a new B20 process always brings a world of possibilities, and this year is no exception. With South Africa leading under the theme “Inclusive Growth and Prosperity through Global Cooperation,” the excitement is palpable.
The launch of the B20 South Africa, taking place in Cape Town on February 24-25, 2025, marks a historic milestone, being the first time the G20 and B20 Presidencies are hosted on the African continent. This gathering of global business leaders presents a unique opportunity to address pressing challenges and shape a prosperous future for all.
As a sister organization to the G20 South Africa, the B20 plays a crucial role in shaping policies for better labour market outcomes by aligning public policy with business interests. Active engagement in the B20 process allows the World Employment Confederation to advocate for the global HR services industry and promote bold solutions to labour market challenges, as highlighted by the recent role of our Preisdent Bettina Schaller as co-chair in the Employment and Education Task Force for the B20 in Brazil.
The Work We Want
Among the key themes identified by the B20 South Africa as essential to achieving “Inclusive Growth and Prosperity through Global Cooperation” are the following priorities that resonate with the HR services industry: Employment & Education, Digital Transformation, and Business Integrity. These three areas align with critical issues identified in our recent research project, The Work We Want, which emphasizes the need to reimagine the world of work.
Through a survey involving 715 senior executives worldwide, including 680 from Forbes Global 2000 companies and 35 from public sector organizations, our research revealed that flexibility has become a “must-have” for both workers and employers. Since the onset of the Covid crisis in 2020, many individuals have reassessed the role of work in their lives, placing equal importance on flexibility regarding where, when, and how they work, alongside pay and benefits.
Businesses are striving to adapt to changes in their employment needs amid strategic uncertainty, with many recognizing the necessity of offering new ways of working. Ninety-two percent of senior executives surveyed stated that they would need a more flexible workforce in the next two years. Organizations that resist a diverse range of work arrangements risk losing talent due to their inability or unwillingness to provide flexible options.
The Age of AI
One of the primary drivers of this evolution is digital transformation. The rapid integration of AI into our professional lives compels us to rethink not only how people work but also how AI can empower humans to create a more productive, inclusive, and sustainable workforce.
AI is reshaping industries, particularly in how businesses manage their workforce. From automating routine tasks to providing deeper insights into talent acquisition and career development, AI is already transforming these aspects. Its potential also includes identifying and addressing gaps in workforce skills, enabling workers to remain relevant amid rapid technological change.
While the excitement surrounding AI’s potential benefits is significant, it is tempered by concerns about its implementation and the risk of perpetuating or exacerbating existing biases. The HR services industry has taken the initiative in ensuring the ethical and responsible use of AI by adopting a Code of Ethical Principles. Central to this code is the concept of human-centric design: AI systems utilized in recruitment and employment should benefit both individuals and society as a whole. These principles embody those outlined in our overall Code of Conduct, emphasizing fairness, non-discrimination, diversity, inclusiveness, and privacy.
Supporting Transitions
According to research from The Work We Want, 82% of senior executives believe that the idea of a person following a single career path throughout their lifetime is obsolete. Lifelong learning has become essential in a time when the shelf life of skills is decreasing, and workers are expected to transition between roles, industries, and even careers multiple times during their lives.
As industries continue to evolve, it is crucial to provide workers with the tools and resources they need to adapt to new technologies and business models. For organizations, investing in the skill development of a flexible workforce and assisting workers in acquiring the skills necessary for success in their current roles or for transitioning to new ones is vital to maintaining a competitive edge.
However, managing transitions involves more than just offering access to training programs; it requires fostering a culture of continuous learning and development. This means creating an environment where workers feel encouraged to take ownership of their careers and invest in their own skill development. The HR services industry leads the way by providing accessible, affordable reskilling, upskilling programs, and career management services that are aligned with labour market needs.
Ethical Business is Smart Business
In a rapidly changing work environment, there is a risk of compromising operating standards. Responsible business behaviour is essential; ethical conduct is not only the right thing to do but also a smart business strategy. Upholding ethical standards builds trust, enhances service quality, and attracts clients—both workers and companies. In contrast, unethical behaviour can severely damage the industry’s reputation.
Members of the World Employment Confederation adhere to a Code of Conduct that outlines principles of ethical, quality, and professional private employment services. These principles include a ban on charging fees to job seekers and workers, a commitment to compliance, health and safety in the workplace, and non-discrimination. The Code of Conduct is guided by the standards set by the International Labour Organisation.
It is timely that in 2025, as the B20 focuses on business integrity and compliance, we are focusing on enabling our members to uphold the highest quality standards by creating a compliance mechanism. This initiative will further contribute to ensuring a level playing field for the sector.
Diverse Forms of Work to Unlock Inclusive Growth and Prosperity
In recent years, some governments and policymakers have shown a growing tendency to restrict agency work, perceiving it as a precarious form of employment that undermines job security. This perspective often results in tighter regulations aimed at limiting temporary, and agency work in favour of more traditional employment models. However, these restrictions overlook the vital role that agency work plays in a modern, dynamic labour market.
Agency work offers flexibility for both employers and workers, allowing businesses to adapt to fluctuating demand while providing workers with opportunities for diverse experiences and career mobility. Our research indicates that contingent workers bring new skills and knowledge to organizations, with 79% of senior executives affirming that employing agency workers knowledgeable in new technologies effectively spreads expertise among permanent employees.
Restricting agency work not only limits these opportunities but also hampers economic adaptability, particularly in industries that depend on seasonal or project-based labour. Instead of imposing restrictions, better regulation that promotes agency work can provide a sustainable solution that balances flexibility with security in an evolving job market.
As a new B20 process begins, the HR services industry is at the forefront of efforts to shape the future of work. In today’s rapidly changing labour market, we will continue to advocate for well-regulated, compliant, and efficient labour markets that deliver inclusive growth and prosperity for everyone.
