Disgruntled housing workers from across west London gathered in Hammersmith for a one day strike over changes to their working conditions.
Staff brought banners and placards and created a picket line outside the head office of Notting Hill Housing Group, encouraging drivers circling Hammersmith Broadway to hoot their horns in support.
Union members who work for the organisation - which provides affordable homes for rent and for sale in Hammersmith and Fulham, Kensington and Chelsea, Westminster and beyond – claim they have been forced to accept unsatisfactory conditions imposed by Notting Hill to try to cut costs.
Workers can no longer routinely vary their hours through 'flexitime', and paid leave for carers, which previously stood at 10 days, has been axed completely.
Around one quarter of the firm's workforce belong to Unison, the public sector union, and just over half of those – 56 per cent – voted for strike action.
Regional organiser Colin Inniss said: "This will mainly affect female workers, who make up two thirds of the staff.
"Paid care leave has gone from 10 days to zero, when it only cost the organisation £30,000 in total last year, while the chief executive is paid £165,000.
"Everybody accepts that these are difficult times and we need to make changes, but we want to negotiate those changes. Instead of talking to staff about it, the changes have just been imposed.
"This was a very good employer who we had a good relationship with, but things have changed."
Striking support officer Henrietta Ozurnye said: "As a mother it's affected me, because if my child is sick and I take a day off work, I'm going to lose a day's pay, which is not fair. We feel that they didn't take our views into consideration and we hope they will change their decision."
Further strikes are possible in the coming weeks if an agreement cannot be reached on the new conditions.
Rising staff costs have made the services offered by Notting Hill more expensive than other providers, according to a spokeswoman, who said the organisation could no longer justify the package previously offered to employees.
She said: "Not being able to get hold of staff is one of the top three things that annoy our residents. The new terms and conditions are designed to create certainty about when staff will be at work. It is essential that we transform our business to improve our customer service and change is an inevitable part of this process.
She added: "The vast majority of staff have chosen to sign their revised contracts and move forward. We are talking to individuals about their specific concerns to try and resolve these wherever possible.
"Our view is that the new terms and conditions at Notting Hill are a good offer that provides everyone with enough flexibility to achieve a good work-life balance and meet the needs of our customers."