The challenges of labeling in 2023 with InCitu and its label Wiwo!

We met Stéphane Théry, Head of Development for the WIWO (Work In Work Out) labeling program at Incitu, and discussed with him the challenges of hybrid work organization for 2023.

Time for a flex interview in #whereveryouare mode via video call with Benjamin Leroux, founder of BeeMyFlex, our communications team, and Stéphane Théry—right this way!

Hello Stéphane, thanks for accepting our invitation. Could you introduce yourself, your role, your company, and the WIWO label that you are deploying across France?

Hello to the BeeMyFlex team! I’m Stéphane, Head of the WIWO program at Incitu. I co-participated in and co-led the expert group that developed the labeling framework. I also oversee its commercial development, working closely with HR departments and their teams to showcase its benefits and explain the entire certification process.

Before embarking on this exciting journey, I had a professional background in innovation financing, business development, and broader corporate growth within various organizations. I have always been a firm believer in remote work and its advantages. For these reasons, and with my experience, Incitu entrusted me with the deployment and expansion of the WIWO label among French companies.

Incitu in a few words: It is a brand within the “Certification & Compétences” group, which includes several other brands (such as Ipéria-UDD). It is a non-profit organization that aims to highlight initiatives and social progress within organizations, particularly in relation to home-based work environments.

In this context, Incitu was created four years ago to support and certify companies in their work organization. Its flagship product is the WIWO label—the first remote work certification for businesses, launched in 2018 to recognize companies implementing hybrid work models.

This idea emerged well before the arrival of COVID-19 and the subsequent transformations in the professional landscape.

A Brief History of Incitu and WIWO:

• 2018: The labeling framework was established.
• labeled in 2021.
• December 10, 2021: A historic milestone for WIWO—Elisabeth Borne, then Minister of Labor, personally awarded certifications to the labeled companies.

In 2021, the label gained traction and became more tangible, thanks to the first certified companies.

In 2022: More companies joined the program and are currently undergoing audits for upcoming certification.

What are Incitu’s and WIWO’s flexible work goals for 2023?

In an increasingly hybrid work environment, driven by employees, future employees, and companies themselves, Incitu and its certification program are more relevant than ever in supporting this transition.

In 2023, we aim to expand and increase the number of organizations joining the WIWO certification program. Our objective is to flood the hybrid work market, helping companies strengthen their employer brand—one of the major challenges for all French companies in 2023. The WIWO label provides this flexible work visibility, sending a clear message to future talents: “Join us—we’re a great place to work!”

Additionally, at the start of this year, Incitu is enhancing its development program with a new challenge: bringing public sector organizations into the certification program. This will highlight their own hybrid work efforts through structured remote work certification.

(So, here’s the call: if you work in a public institution or local government and want to join the flex movement, reach out to Stéphane Théry to organize your certification process and obtain the WIWO label! 😉)

In your opinion, what will be the key hybrid work challenges for companies in 2023?

Employer branding has become more crucial than ever. That’s why we offer a quality certification that isn’t just “purchased”—it provides a diagnosis and mapping of an organization’s hybrid work structure at a given moment, assessing its remote work implementation over several months.

In 2023, remote work must be integrated as a long-term structural evolution within companies. It should not be treated as a temporary solution to emergencies, as seen in 2020 during the COVID-19 crisis or during strike periods.

“Remote work is not a solution to a problem; it is an organization in itself.”

That’s why Incitu, through the WIWO certification program, highlights best practices observed in different private-sector organizations.

Since this is a promotional label rather than a punitive one, companies can achieve a certification level that matches their maturity. The label includes four different levels, valid for 18 months and renewable. Incitu also provides a diagnosis and recommendations for improvement to strengthen or initiate sustainable remote work policies.

The flexible work approach must be maintained and embedded into long-term organizational strategies.

Can any company apply for the WIWO certification?

Yes, any company can apply for the certification program if they meet these two conditions:

1. The company must have an official charter or agreement regarding hybrid work, defining rules that allow for auditing.

2. The company must demonstrate at least 18 months of remote work history, providing enough past activity for thorough analysis and auditing.

The audit process begins with a document review of legal and organizational materials (agreements, charters, risk assessments, etc.) to identify potential gaps.

The second phase includes interviews with employees, HR managers, team leaders, medical staff, executives, and other stakeholders. These discussions result in a summary assessment based on technical criteria, determining whether the company qualifies for certification.

Finally, the certification file is submitted to a five-member external labeling committee, with Stéphane representing Incitu as the commission’s chair.

Any final flex thoughts to share? 😊

“The priority for companies is not necessarily to reach the highest level of certification but to become the first labeled company in their industry!”

Today, it’s unthinkable for a company to ignore hybrid work. Even predominantly industrial businesses have support functions that can work remotely.

The WIWO label helps companies publicly demonstrate their commitment to flexible work, fostering trust and engagement among employees. It is also a visible recognition for all employees contributing to the success of hybrid models.

Hybrid work is now firmly embedded in corporate culture.

Looking ahead, I strongly believe in the decentralization of workspaces and hybrid offices, which have been emerging in recent years. In the future, we could imagine business centers where employees from different companies can work together, depending on their location. These spaces would feature individual offices and collaborative areas, fostering professional exchanges and diverse workplace cultures. The new generation is already embracing this approach.

The flex vision is now in full motion for 2023!

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A huge thank you to Stéphane Théry for sharing his insights on hybrid work organization.

It’s clear: 2023 is the year of flex thinking! Certification is essential for structuring work models, enhancing hybrid work visibility, and strengthening employer branding.

See you soon for more flex updates! #whereveryouare 😊