Remote work has established itself as one of the biggest competitive advantages in the market, especially in the technology sector, redefining how companies attract and retain talent. According to a report from Stanford University, the number of people working from home has doubled over the last 15 years.
Despite this, recently some big tech companies and organizations announced a return to the 100% in-office model, as in the case of the U.S. government, which eliminated remote work for public positions. The challenge of keeping organizational culture alive and aligned in fully remote environments is the main concern of executives who advocate for in-office work. Some leaders argue that remote work can harm collaboration and innovation.
However, even if it seems to go against this trend, for those with a well-defined organizational culture and a pursuit of borderless innovation, remote work remains a strategic focus for business and employer branding.
Employer Branding and Remote Work
In Brazil, the adoption of remote work has shown significant variations in recent years. A survey by KPMG indicated that although remote work has become a consolidated reality for many companies, hybrid and in-office models continue to be widely adopted. Among the surveyed companies, 15% decided not to return to the in-office model, and 62% of Brazilian companies planned to permanently adopt the hybrid model, balancing remote and in-office routines.
However, those who remain 100% in the home office format defend the practice and consider the model a differentiator. This is the case for Lerian, a Brazilian startup specializing in core banking solutions, which has stood out for its innovative approach and 100% remote work. Founded by Fred Amaral, formerly of Dock, and with a visionary team behind it, the company is already poised to become the next unicorn in the sector. Recently, Lerian raised R$18 million in an investment round, demonstrating its growing market relevance.
Lerian’s decision to adopt remote work from 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 a 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 notes that the debate about remote work is broad and full of diverse perspectives. “The future of work should not be approached inflexibly or unilaterally. That’s why we aim to shape this future based on trust, respect for individual choices, and recognition of each employee’s unique value. We embrace freedom as a fundamental principle of our culture, believing that by allowing each person to work where they feel most productive, everyone has the chance to contribute their best to collective success.”
For this model to be successful, the startup invests in practices that strengthen a sense of belonging and organizational culture. “Good initiatives include promoting clear and open communication, a collaborative async culture foundation, and digital tools that bring teams closer,” explains Camila. Additionally, transparency and respect for employees’ personal routines—such as using shared calendars with blocks for personal commitments—are fundamental to creating an environment of trust.
With its commitment to freedom, innovation, and well-being, Lerian not only adopts remote work but turns it into a strategic advantage, demonstrating that the future of work can be shaped flexibly and collaboratively.
Diversity and Well-being
A survey conducted by FIA Business School and the University of São Paulo’s School of Economics and Administration revealed that 94% of respondents believe remote work has improved their lives, showing that this model, when well implemented, can offer benefits for both professionals and companies.
“Remote work offers a range of advantages, including greater flexibility, work-life balance, and the ability to attract talent regardless of geographic location. Additionally, it facilitates inclusion and diversity, placing professionals from different backgrounds and contexts on equal footing,” says the Head of Marketing & HR.
Consolidating remote work as a strategic advantage requires tech companies to continually adapt to the needs of their employees and the market. Beyond attracting talent, the remote model enables the building of more diverse and global teams, fostering innovation and new perspectives. By prioritizing employee experience and investing in robust employer branding, organizations not only ensure greater engagement and productivity but also solidify their position as leaders in an ever-changing market.
