For years, we’ve framed the virtual workplace as “the future of work”—a distant vision, and one many employer brand managers overlooked, despite the fact that more than half of workers worldwide were spending at least half their workweek telecommuting. However, as HubSpot’s Senior Manager of Employer Brand Hannah Fleishman reminds us, “The future is here.”

COVID-19 has forced companies with little experience supporting a remote workforce to embrace working from home. Some were better equipped to make this transition in stride. Before COVID-19 closed offices around the world, HubSpot was already positioning itself as a leader in remote employee experience. Of its 3,500 employees around the world, 400 were full-time remote, making HubSpot’s remote workforce its third-largest “office.” That success wasn’t an accident—a major component of its success was its commitment to remote employer brand.

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If employer brand describes how your values and culture differentiate you competitively, then remote employer brand describes your remote workforce’s place in that culture, as well as the competitive advantage you offer to remote candidates. As Fleishman puts it, “How you market and position your company, not only as a great place to work but a great place to work remotely, is really important as that becomes more competitive.”

Before 2020, the remote employee experience was an afterthought at many companies. For years, HubSpot was no exception. Framing remote work as “the future of work” allowed companies to deprioritize it in favor of more immediate goals and concerns.

However, supporting remote employees is becoming increasingly urgent as more and more job seekers opt to work from home for health and safety reasons. “Because of this pandemic, we can expect that candidates are going to expect more remote work opportunities.”

Employers shouldn’t expect the importance of remote employer brand to subside as the pandemic subsides, either. According to Fleishman, an internal survey revealed that 61% of HubSpot employees are planning to work remotely more even after in-person office life resumes.

To follow Hannah Fleishman’s work on remote employer brand, follow her on LinkedIn. You may also want to check out her previous interview Inbound Recruiting: HubSpot’s Approach to Employer Branding. For help creating data-driven, actionable strategies you can use to make real change in your company, talk to us.

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