Going against the grain of big tech? Home-office still a business and employer branding differentiator for startups

Remote work has solidified 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 At Stanford University, the number of people working from home has doubled in the last 15 years.

Despite this, recently some big tech companies and organizations have announced a return to the in-person model, such as the US government, which eliminated remote work for public sector positions. The challenge of maintaining a strong organizational culture and alignment in remote work environments is the main concern of executives who advocate for in-person work. Some leaders argue that remote work can harm collaboration and innovation.

However, even if it seems to be counter to this trend, for those with a well-defined organizational culture and a pursuit of boundless innovation, remote work remains a strategic focus for the business and employer branding.

Employer Branding and Remote Work

In Brazil, the adoption of remote work has shown significant variations in recent years. A research KPMG indicated that, while remote work has become a firmly established reality for many companies, hybrid and in-person models continue to be widely adopted. Of the companies surveyed, 151,TP3T opted not to return to a fully in-person model, and 621,TP3T of Brazilian companies planned to adopt hybrid work permanently, balancing remote and in-person routines.

However, those who remain 100% in a home office format defend the practice and consider the model a differentiator. This is the case with 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, former Dock employee, and with a visionary team behind it, the company is already poised to become a future unicorn in the sector. Recently, Lerian raised R$1,018 million in an investment round, highlighting its growing relevance in the market.

Lerian's decision to adopt remote work from the company's inception reflects a strategic vision focused on innovation, inclusion, and well-being. "When implemented well, remote work isn't 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 comments that the debate about remote work is broad and filled with diverse perspectives. "The future of work should not be viewed inflexibly or unilaterally. Therefore, we seek to shape this future based on trust, respect for individual choices, and recognition of the unique value of each collaborator. We embrace freedom as a fundamental principle of our culture, believing that by allowing each person to work from wherever they are most productive, everyone has the chance to contribute their best to collective success."

For this modality 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 culture in asynchronous work, and digital tools that bring teams closer together," explains Camila. Furthermore, transparency and respect for employees' personal schedules – such as shared calendars with blocks for personal appointments – are essential for creating a trusting environment.

With its commitment to freedom, innovation, and well-being, Lerian not only embraces remote work, but also transforms it into a strategic advantage, demonstrating that the future of work can be shaped in a flexible and collaborative manner.

Diversity and Well-being

an survey A study conducted by FIA Business School and the Faculty of Economics and Administration at USP revealed that 94% of respondents believe remote work has improved their lives, demonstrating that this method, when implemented effectively, can offer benefits for both professionals and businesses.

"Remote work offers a range of advantages, including greater flexibility, work-life balance, and the ability to attract talent regardless of geographic location. Furthermore, it facilitates inclusion and diversity, placing professionals from diverse backgrounds and contexts on equal working terms," 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. Beyond attracting talent, the remote model enables the creation of more diverse and global teams, fostering innovation and fresh perspectives. Prioritizing the employee experience and investing in strong employer branding, organizations not only ensure greater engagement and productivity but also solidify their position as leaders in a constantly evolving marketplace.