Remote work has established itself as one of the greatest 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 this, recently some big tech companies and organizations announced a return to the 100% in-person model, such as the U.S. government, which eliminated remote work for public positions. The challenge of keeping the 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 harm collaboration and innovation.
However, even though it may seem to go against this trend, for those who aim for a well-defined organizational culture and the search for innovations without borders, 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. OnesearchKPMG 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 companies interviewed, 15% decided not to return to the in-person model, and 62% of Brazilian companies planned to adopt a permanent hybrid work model, balancing the routine between remote and in-person.
However, those who remain 100% in the home office format defend the practice and consider the model a differentiator. As in the case of Lerian, a Brazilian startup specialized in core banking solutions, which has stood out for its innovative approach and 100% remote work. Founded by Fred Amaral, a former 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 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 well implemented, remote work is not just a trend, but a reality that strengthens employer branding and places people at the center of the organizational strategy," says Camila Shimada, Head of Marketing & HR at Lerian.
Shimada comments that the debate on remote work is broad and filled with different 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, respect for individual choices, and recognition of each employee's unique value. We adopt 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, the startup invests in practices that strengthen the sense of belonging and organizational culture. "Good initiatives include promoting clear and open communication, a foundation of collaborative culture in async, and digital tools that bring teams closer," explains Camila. Furthermore, transparency and respect for employees' personal routines – such as the use of shared calendars with blocks for personal commitments – are essential to creating a trusting environment.
With its commitment to freedom, innovation and well-being, Lerian not only embraces 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
Onesurveyconducted by FIA Business School and the Faculty of Economics and Administration at USP revealed that 94% of those interviewed believe that remote work has improved their lives, showing that this modality, when well implemented, can offer benefits for both professionals and companies.
“Remote work offers a number of advantages, including greater flexibility, work-life balance and the ability to attract talent regardless of geographic location. In addition, it facilitates inclusion and diversity, putting professionals from different backgrounds and contexts on 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 building of more diverse and global teams, fostering 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 evolving market.
