< Previous20 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk BUSINESS SPOTLIGHT Behind every thriving workplace are cleaning teams, security staff, IT specialists, and maintenance crews keeping operations seamless. These often unseen services form the backbone of business continuity in a world demanding higher standards than ever. B usiness resilience depends on many factors visible to stakeholders: strong leadership, cash flow management, strategic planning, and an adaptive workforce. Less visible but equally vital are the silent services that keep workplaces operational. Cleaning, waste management, security, IT infrastructure, and office maintenance underpin everyday business performance, ensuring staff can arrive each morning to a safe, clean, and functional space ready for productivity. Office cleaning has shifted from a background task to a frontline service. The COVID-19 pandemic brought health and hygiene into sharp focus. Staff expect visible cleaning teams, thorough sanitisation of shared surfaces, and confidence that hygiene standards exceed the minimum. Cleaning providers have adapted by The silent services powering business resilience The silent services powering business resilience www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 21 BUSINESS SPOTLIGHT introducing antimicrobial products, electrostatic disinfection, and sustainable cleaning solutions that minimise harsh chemical use. Businesses see this as part of duty of care and a factor influencing employee satisfaction. Security services have also evolved beyond traditional guarding. Modern office security integrates technology, remote monitoring, smart access controls, and data analytics to prevent incidents and reduce insurance costs. Providers offer tailored solutions for mixed-use buildings, coworking spaces, and hybrid work environments with fluctuating occupancy patterns. This shift supports safety and operational efficiency, with real-time incident reporting and proactive risk management embedded into service contracts. Waste management remains critical to ESG ambitions. Businesses face rising expectations from clients, staff, and investors to minimise landfill waste and boost recycling rates. Providers now offer waste audits, segregation systems, food waste collections, and circular economy consultancy to reduce environmental impact. For many offices, waste management strategies link directly to sustainability reporting, making specialist providers key partners 22 Á22 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk in achieving net-zero goals. IT infrastructure services enable resilience, hence, offices rely on robust connectivity, secure networks, device management, and rapid-response technical support. Providers maintain uptime and data security, manage equipment life cycles, and advise on system upgrades that improve energy efficiency. Managed service providers play a pivotal role in preventing cyber risks and technical failures that could halt business operations. Office maintenance teams cover electrical checks, plumbing, HVAC systems, fire safety compliance, and day-to-day repairs. This ensures legal standards are met and prevents costly breakdowns that could force partial closures. Planned preventative maintenance schedules, asset condition monitoring, and fast reactive services allow offices to operate without interruption. Providers often embed staff on-site for immediate troubleshooting, reinforcing seamless workplace operations. Catering and vending services remain under the silent services umbrella. Food provision within offices has redefined its value proposition. It now supports employee wellbeing, engagement, and retention strategies. Providers have shifted towards healthier options, local sourcing, allergen management, and frictionless digital ordering. This aligns with hybrid work patterns where occupancy is unpredictable and traditional canteen models no longer fit operational realities. Workplace interior services have responded to demand for adaptable spaces that reflect evolving working styles. From ergonomic furniture provision and installation to acoustic solutions, partitions, and fit-out maintenance, these services create environments that boost productivity, www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 23 BUSINESS SPOTLIGHT collaboration, and comfort. Businesses increasingly recognise that aesthetics and functionality are not extras but foundations for performance and brand perception. Pest control is another silent service with significant impact. Effective programmes protect health and hygiene standards, particularly in food service or shared kitchen areas within offices. Providers conduct regular inspections, proactive treatments, and staff education to prevent issues before they escalate, protecting brand reputation and minimising disruption. Each of these silent services represents an operational backbone. Without them, businesses risk health breaches, security failures, staff dissatisfaction, and reputational damage. For facilities managers and operations leaders, consolidating these services with reliable partners streamlines procurement, simplifies compliance management, and often delivers cost savings through integrated contracts. In the East Midlands, the region’s diverse business landscape from manufacturing hubs to modern offices relies on local service providers to maintain continuity. Many SMEs and corporate offices work with regional cleaning companies, IT managed service providers, and security specialists that understand local compliance standards and logistical needs. This strengthens community- based supply chains and ensures responsive, tailored services. As workplace expectations continue to rise and risks become more complex, the silent services sector will remain integral to business resilience. For leaders looking to safeguard operational performance, these often unseen partners deserve a prominent place in strategic planning.M arketing remains one of the most misunderstood and at times, undervalued functions within a business. When it’s working well, it can drive growth, build brand reputation, and support long-term success. But when it’s not working, when it fails to deliver results or meet expectations, it’s often questioned, sidelined, or seen as a cost rather than an investment. But what do we mean when we say marketing isn’t working? In simple terms, it’s when marketing fails to achieve the outcomes the business needs, be that leads, awareness, engagement, or revenue. The issue, however, often runs deeper than the campaign or channel in question. More often than not, the root cause lies in the business itself. Here are some of the common reasons why marketing underperforms and what businesses need to do about it. 1. No strategy, no direction A surprising number of businesses don’t have a clear and detailed business strategy. Without this foundation, any marketing plan is being built on sand. If the business doesn’t know where it’s going or what success looks like, how can marketing align itself and support the journey? Equally, Boards and senior leaders can struggle to articulate what they want from marketing. Vague expectations such as “raising our profile” or “generating more leads” are commonplace, but without clarity, marketers are left guessing. 2. A lack of defined marketing objectives While financial and operational KPIs are usually well understood, marketing objectives are often less clearly defined, even missing altogether. This leads to inconsistent activity and an inability to measure what really matters. Likes and followers may feel good, but they rarely tell you if marketing is truly adding value. 3. Gaps in marketing understanding Those making decisions about marketing whether internal stakeholders or external advisers may have limited knowledge or experience of the discipline. This can lead to unrealistic expectations, poor hiring decisions, or confusion over what good marketing looks like. In many cases, businesses employ junior or inexperienced marketers without providing the guidance or leadership they need to succeed. Perhaps more critically, marketing often doesn’t have a seat at the Boardroom table. It’s not uncommon for marketing to be overlooked during key strategic conversations, or for its potential contribution to be misunderstood entirely. Without representation in leadership discussions, marketing risks being reduced to a tactical support function rather than a driver of business value. 4. Misplaced faith in agencies Outsourcing marketing to an agency can feel like a silver bullet but without clear briefs, proper oversight, or shared understanding, agencies are often left to second- guess what a client wants. The result is activity that may be creative but lacks strategic impact. Businesses also often lack the know-how to manage and evaluate agency performance effectively. 5. Too much noise, too little focus With so many tools, platforms, and trends, marketing has become increasingly complex. It’s tempting to chase the latest digital trend or stick to familiar tactics, even if they’re no longer effective. Without informed decision- making, marketing risks becoming a scattergun exercise with little connection to commercial goals. 6. Marketing struggles to demonstrate its value Finally, marketing professionals themselves aren’t always great at evidencing the impact of their work. Whether through unclear reporting, lack of commercial 24 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk ACCOUNTING When marketing isn’t working: Why businesses often struggle to see results James Pinchbeck, partner at Streets, dissects the often- misunderstood art of marketing.ACCOUNTING language, or an overemphasis on vanity metrics, marketing can struggle to win the confidence of senior leadership. So, what can be done? To turn things around, businesses need to invest in the foundations. That means aligning marketing with a clearly defined strategy, setting meaningful objectives, employing or accessing the right level of marketing expertise, and creating a culture of communication and accountability between leadership, marketing teams, and any external partners. Crucially, marketing needs a voice in the Boardroom. It must be part of the strategic conversation, not an afterthought. When leadership understands and embraces marketing as a core business function, it’s far more likely to deliver meaningful, measurable value. Marketing doesn’t work in isolation—it needs to be integrated into the very fabric of the business. When that happens, marketing becomes not just a cost centre, but a powerful driver of growth and competitive advantage. 26 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk APPRENTICESHIPS Apprenticeships fuelling the future workforce With growing demand for skilled workers, apprenticeships are increasingly seen as a viable path to success. Government initiatives and regional partnerships are helping bridge skills gaps and offering young people valuable opportunities to earn, learn, and progress in industries like renewable energy and manufacturing. www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 27 APPRENTICESHIPS A pprenticeships have become a crucial pathway for young people to enter the workforce, and businesses are increasingly recognising the value of offering these opportunities. With the rising demand for skilled workers and a shift in educational priorities, apprenticeships have seen a resurgence in popularity. Government initiatives, such as the Apprenticeship Levy, have encouraged businesses to invest in developing their workforce, while vocational qualifications are now being recognised as equally valuable as traditional degrees. The East Midlands, with its diverse economy, is benefiting from this growing trend, particularly in industries like manufacturing, engineering, and renewable energy, where apprenticeships are providing businesses with the skilled workers they need to thrive. The government has made significant efforts to promote apprenticeships, particularly through schemes designed to make vocational education more attractive. The Apprenticeship Levy, introduced in 2017, requires companies with a payroll above £3 million to contribute 0.5% of their annual wage bill towards apprenticeship training. While this policy has sparked debate, it has undoubtedly driven companies to invest more heavily in apprenticeship programmes, creating a pipeline of skilled talent for industries that need it most. A recent poll revealed that 48% of the public believe apprenticeships should be prioritised over other education funding areas, demonstrating the growing public support for this route. However, despite the demand, the survey also highlighted a challenge: the perception that apprenticeships are hard to secure, with regions like Yorkshire and the East Midlands reporting the most difficulty in accessing these opportunities. In addition to the Levy, financial incentives for employers and young people further fuel the expansion of apprenticeship opportunities. These initiatives are not just helping to address skills shortages but are also positioning apprenticeships as a strong, sustainable alternative to traditional higher 28 Á28 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk APPRENTICESHIPSwww.eastmidlandsbusinesslink.co.uk East Midlands Business Link 29 APPRENTICESHIPS education. A key point raised by the poll was the generational shift in preference, with older generations (67% of over-65s) favouring apprenticeships over university for their children, while younger parents (53% of those aged 25-34) preferred the university route. One of the sectors where apprenticeships are particularly valuable is the rapidly growing renewable energy industry. As the UK moves towards its target of achieving net-zero carbon emissions by 2050, there is an increasing demand for professionals with expertise in renewable energy. In the East Midlands, the renewables sector has seen a surge in apprenticeship opportunities, with companies seeking skilled apprentices to help meet the rising demand for green technologies. They are partnering with educational institutions to offer apprenticeship programmes that provide practical experience, ensuring that the next generation of workers is equipped to meet the challenges of an evolving industry. The rise of apprenticeships is also a response to the growing skills gap in industries like manufacturing and engineering. Many businesses in the region are turning to apprenticeships as a way to build a workforce with the specific skills needed to keep pace with technological advancements. Apprenticeships offer a tailored, hands- on approach to learning, where young people can gain practical experience while working towards a recognised qualification. This model helps businesses fill critical roles with workers who are trained to meet their unique needs, providing them with a long-term solution to workforce development. For young people, apprenticeships provide an invaluable opportunity to enter the workforce while continuing their education. Rather than taking on student debt or spending years in full- time education, apprenticeships allow individuals to earn a wage while gaining qualifications. The apprenticeship model is appealing to those who want to get practical experience and learn on the job, as it provides the perfect balance of education and hands-on learning. For many, apprenticeships offer a clear path to long-term career progression, with the possibility of securing a permanent position with the company that trained them. In Chesterfield, local initiatives are further strengthening the apprenticeship pipeline by connecting school leavers with employers in key sectors like construction, manufacturing, and health. Through events organised by the Chesterfield Borough Council, in partnership with local businesses and educational institutions, young people are gaining direct access to apprenticeship opportunities and vocational pathways. This approach, aimed at bridging the gap between education and employment, is helping to address regional skills shortages and supporting long-term business growth, with around 60 apprenticeship roles currently available within a 10-mile radius. As the apprenticeship landscape continues to evolve, it is clear that apprenticeships will play an increasingly important role in shaping the future workforce. With government support, strong industry demand, and a growing emphasis on vocational qualifications, apprenticeships are becoming a key component of the UK’s education and employment landscape.Next >