Remote work has established itself as one of the biggest competitive advantages in the market, especially in the technology sector, redefining the way companies attract and retain talent. According to areportfrom Stanford University, the number of people working from home has doubled in the last 15 years
Despite that, recently some big techs and organizations announced the return to the 100% in-person model, as in the case of the US government, that eliminated remote work for public positions. The challenge of keeping organizational culture alive and aligned in 100% remote environments is the main concern of executives who advocate for in-person work. Some leaders argue that remote work can hinder collaboration and innovation
However, even if it seems to be going against this trend, for those who have in mind a well-defined organizational culture and the pursuit of borderless innovations, remote work remains a strategic focus for the business and for employer branding
Employer Branding and Remote Work
In Brazil, the adoption of remote work has shown significant variations in recent years. Oneresearchfrom KPMG indicated that, although remote work has become a consolidated reality for many companies, hybrid and in-person models continue to be widely adopted. Of the interviewed companies, 15% decided not to return to the in-person model and 62% of Brazilian companies planned to adopt hybrid work permanently, balancing the routine between remote and in-person
However, those who remain 100% in the home office format advocate for the practice and consider the model a differentiator. As is the case with Lerian, Brazilian startup specialized in core banking solutions, that has stood out for its innovative approach and 100% remote work. Founded by Fred Amaral, ex-Dock, and with a visionary team behind it, the company already promises to be the next unicorn in the sector. Recently, Lerian raised R$18 million in a funding round, highlighting its growing relevance in the market
Lerian's decision to adopt remote work since the company's inception reflects a strategic vision focused on innovation, inclusion and well-being. When well implemented, remote work is not just a trend, but another reality that strengthens employer branding and puts people at the center of the organizational strategy, says Camila Shimada, Head of Marketing & HR at Lerian
Shimada comments that the debate about remote work is broad and full of distinct perspectives. The future of work should not be viewed in an inflexible or one-sided way. Therefore, we seek to shape this future based on trust, in respect to individual choices and in recognition of the unique value of each collaborator. We adopted freedom as a fundamental principle of our culture, believing that, by allowing each person to work from where they feel most productive, everyone has the chance to contribute their best to collective success.”
For this modality to be successful, a startup invests in practices that strengthen the sense of belonging and organizational culture. Good initiatives include promoting clear and open communication, a base of collaborative culture in async and digital tools that bring teams closer together, explain Camila. Furthermore, transparency and respect for employees' personal routines – how the use of shared calendars with blocks for personal appointments – are fundamental to create an environment of trust
With your commitment to freedom, innovation and well-being, Lerian not only adopts remote work, but also turns it into a strategic advantage, demonstrating that the future of work can be shaped flexibly and collaboratively
Diversity and Well-being
Umliftingconducted by FIA Business School and the Faculty of Economics and Administration of USP revealed that 94% of respondents believe that remote work has improved their lives, highlighting that this modality, when well implemented, can offer benefits for both professionals and companies
Remote work offers a number of advantages, including greater flexibility, balance between personal and professional life and the ability to attract talent regardless of geographical location. Furthermore, facilitates inclusion and diversity, putting professionals from different backgrounds and contexts in equal working conditions, says the Head of Marketing & HR
Consolidating remote work as a strategic advantage requires technology companies to continuously adapt to the needs of their employees and the market. In addition to attracting talent, the remote model enables the construction of more diverse and global teams, promoting innovation and new perspectives. By prioritizing the employee experience and investing in a strong employer branding, organizations not only ensure greater engagement and productivity, but also solidify their position as leaders in a constantly changing market
