Timo Jan Brunner, Katja Rudolph, Claudia Lehmann

• This paper seeks to explore innovation in new work practices in the context of the current COVID-19 pandemic and identify which indicators of same lead to workplace attractiveness. From a socio-demographic perspective, service industry employees constituted the focus of this study. The study employed a two-step mixed-methods approach. First, the qualitative component deduced a data structure of innovative new work practices by conducting 21 semi-structured interviews with top- and middle-level managers. Second, hypotheses were formulated based on the qualitative data, and a quantitative survey with 155 employees was used to test the effectiveness and attractiveness of innovative new work practices using psychological empowerment as a mediator. The data structure was conceptualised according to three dimensions: (i) innovating approaches to new work, (ii) innovating leadership attitudes, and (iii) innovating organisational culture. The results of the quantitative study suggest that the innovation in leadership attitude and in organisational culture have a strong influence on psychological empowerment, thereby positively influencing workplace attractiveness. This article contributes to a uniform understanding of innovative work practices in the context of the COVID-19 pandemic. Through empirical testing, the article highlights specific indicators of innovation in work that lead to increased workplace attractiveness. Service organisations during such crises as pandemics can concentrate on the three dimensions and the specific indicators to implement innovative work measures while increasing workplace attractiveness for their employees.