Against the bigtechs? Home-office is still a business differential and employer branding for startups

Remote work has established itself as one of the biggest competitive differentiators in the market, especially in the technology sector, redefining the way companies attract and retain talent report at Stanford University, the number of people working in the home office has doubled in the last 15 years.

Despite this, recently some bigtechs and organizations announced the return to the 100% face-to-face model, as in the case of the American government, which eliminated the home office for public positions.The challenge to keep the organizational culture alive and aligned in remote 100% environments is the main question of executives who defend face-to-face work. Some leaders argue that remote work can hinder collaboration and innovation.

However, even if it seems to be against this trend, for those who have a well-defined organizational culture and the search for innovations without borders, remote work remains a strategic focus for the business and for the employer branding.

Employer Branding and Remote Work

In Brazil, the adoption of remote work has shown significant variations in recent years search from KPMG, he indicated that, although remote work has become a consolidated reality for many companies, hybrid and face-to-face models continue to be widely adopted. Of the companies interviewed, 15% decided not to return to the face-to-face model and 62% of Brazilian companies planned to adopt hybrid work permanently, balancing the routine between remote and face-to-face.

However, who remains 100% in the home office format defends the practice and considers the model a differential. As is the case of Lerian, a Brazilian startup specializing in core banking solutions, which has stood out for its innovative approach and remote work 100%. Founded by Fred Amaral, former Dock, and with a visionary team behind, the company already promises to be a 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 start of the company reflects a strategic vision focused on innovation, inclusion and well-being. “When well implemented, remote work is not only a trend, but a reality that strengthens employee 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 on remote work is broad and full of different 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 employee.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. “Both initiatives include the promotion of clear and open communication, a collaborative culture base in async and digital tools that bring the teams closer together, explains Camila. In addition, transparency and respect for the personal routine of employees (such as the use of shared schedules 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 embraces remote work, but also turns it into a strategic advantage, demonstrating that the future of work can be shaped flexibly and collaboratively.

Diversity & Well-being

One survey conducted by the 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, 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 possibility of attracting talent regardless of geographic location.In addition, it facilitates inclusion and diversity, placing 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 robust employer branding, organizations not only ensure greater engagement and productivity, but also solidify their position as leaders in a constantly changing market.