How to Brand Yourself as a Remote Company

How to Brand Yourself as a Remote Company

As more companies go remote, a challenge of the transition is how to let current and potential customers, as well as employees and job candidates, know about it. This means you need to understand how to brand yourself and/or your business as a remote company. surveyed a panel of remote work experts for their best strategies on creating this type of branding. A roundup of their best responses is below.

Integrate Culture Into Your Branding

According to Mike Grossman, CEO of GoodHire, remote companies should brand themselves in a way that celebrates their workplace culture. “Understand that the vast majority of workers prioritize remote working practices,” Grossman said. “This is something you can use to your advantage in everything from your job descriptions to content on social media.”

Grossman explains that the best way to stand out in a branding sense is through painting a clear picture of what a day in the office might look like. “Involve your team in the process—you might even consider publishing employee testimonials that testify to the culture you’re showcasing,” he said. “As a result, you’ll improve your brand reputation and attract talented workers to your company.”

Clarify Your Mission and Purpose

Debbie Goodman, Founder and CEO of the executive search firm Jack Hammer and author of The Living Room Leader: Leadership Lessons for a Hybrid Future, emphasized that the last year has been an “intensely introspective time” for many people, resulting in a reevaluation of priorities and greater clarity about how to spend the next phase of their work life. 

“Many have concluded that a good salary is no longer enough of a consideration,” Goodman said. “Great talent is now more likely to seriously consider joining one company over another because of the potential to make a meaningful contribution.” Therefore, Goodman advised leaders of remote companies to get clear about their authentic mission and purpose if they want to become talent magnets. 

Own It, Expand It

Since a large number of people are looking for remote jobs, simply branding yourself as a remote company can go a long way, according to Daivat Dholakia, VP of operations at Essenvia. “Words like ‘flexibility,’ ‘freedom,’ and ‘independence’ can be used to describe what it is like to work for your company, and those are all factors that people are looking for,” Dholakia said.

Kyle Elliott, the founder of and career coach at, suggested taking the concept of flexibility beyond just working from home. “Employees crave flexibility beyond simply the location of where they are allowed to work,” Elliott said. “When branding your company, consider highlighting how your organization champions flexibility beyond work location, such as flexible schedules and the ability to set their own hours.”

Create Remote-First Branding and Strategy 

As head of people operations at Polly—an employee engagement tool integrated on Slack, Teams, and Zoom for instant connection and feedback across teams that include hybrid and fully remote—Audra Aulabaugh suggests rethinking your careers page to be remote-first or hybrid. “This includes content that embodies where people work and highlights the culture you are creating to cultivate that,” Aulabaugh said.

She added that it’s important to invest in resources to focus on remote strategy in an intentional way. “Create a role that is focused on remote work success to constantly pay attention to all the things that will go by the wayside without focus, such as new and emerging best practices for remote culture, communication, and the redesign of things like perks and benefits,” Aulabaugh said.

Finally, she noted that when considering branding strategies, your company should also look at and adopt remote work policies as well. Aulabaugh concluded, “It’s a good idea to capture feedback from current employees of things you are doing really well regarding remote work to showcase ways you’re being thoughtful in the continued creation of remote work.”

To learn more about using your remote status to recruit top candidates, check out our Q and As on hiring remotely.

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By Robin Madell | Categories: Build a Remote Team

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