Lights and Technology
24 January 2022

Corporate Culture Will Be Determinant for the Future of Work

You need to create links with employees so that they maintain an emotional attachment to the brand and remain passionate about what they do

Remote work has become part of the different work models. If there are several positive points of this regime, there are also negative ones. Never as now the organizational culture has been so important.
By Teresa Lopes Gândara, Human Capital Director at Noesis
Once the most critical phase of the pandemic is over (we hope), much has been reflected on the future of work and how organizations can adapt to the new models.
Top management faces a new reality and tries to find an adequate solution to meet expectations. The scenarios are diverse: companies publicly announcing the adoption of a 100% remote model; others "pushing" for the return to a primarily face-to-face model; still, others defining rules of compulsory presence in the office two or three times a week, among other examples and models. In a context never experienced before, the way forward will be a "trial-and-error" approach. Experiment with different models, measure the impact and adjust according to the results obtained.
In this search for the work model of the future, two "certainties" seem to emerge: 
1. We are moving towards a hybrid work logic, where flexibility will be the norm;
2. There are no perfect solutions: "One size does not fit all."
We can easily list the many benefits of remote work: better time management, increased individual productivity, cost reduction for companies (facilities, e.g.) and employees (travel expenses, among others). In the same way, the negative points of this regime are also easily identifiable: isolation, a thin (sometimes non-existent) line between professional and personal life, higher stress levels, less connection between teams and with the organization, more significant difficulties in collaborative, creative or innovative work. 
On the other hand, the "cost of change" has also dropped significantly. The barriers that used to exist to change jobs are being broken down. Today it is possible to change companies - even countries - without leaving your home office! 
It is, therefore, necessary to work on new variables to create links with employees so that they maintain an emotional attachment to the brand and remain passionate about what they do. 
Never before has organizational culture been so important. As Simon Sinek said in his book "Start with why" (2009): "A company is a culture. A set of people gathered around the same values and beliefs". 
This is the time to put people (even more) at the center of the organization and the challenge is to accommodate the future of work - more digital, flexible, and hybrid - to the different needs and expectations of employees, organizations, and business.
Published (in Portuguese) in RHmagazine