How Working Remotely Promotes Your Brand

On the East Coast of the U.S., this time of year brings one of our favorite things – snow days!

When the weather makes roads too dangerous to navigate, it forces us to work from home (in our warm and cozy pajamas). But it turns out, working remotely can also have a positive impact on your company’s brand image.

Here’s why: Working from home – or the local library or coffee shop – makes a lot of employees happy, and when they’re happy, they do better work. When they work harder and smarter, they project a better company image.

A policy for working remotely shows a brand’s openness to new ways of working, yes. But more importantly, it shows a level of trust in your employees. Just because they’re not sitting in cubicles or in the office doesn’t mean they’re not touting your brand. On the contrary, if they’re happily working, they’re more likely to speak highly of their job and the leaders who give them the freedom to work from home.

Working Remotely Won’t Work for Every Company

Not all companies are ready for the cultural shift to at-home office locations. Many employers fear the “unknown” factors of off-site work − primarily accountability and execution − while other leaders see the need for the physical presence of the majority of their staff.

For instance, the USDA scaled back on the number of days per week employees can work remotely − citing responsiveness to client needs, responsibility to taxpayers and respect to colleagues who work on-site every day.

Building Your Brand While Employees Are at Home

For thousands of other companies, working remotely is the answer to the flexibility that many employees seek. What’s not always easy to answer is how employers can develop a brand promise that transcends physical location. Employers will need to better articulate what the brand means and the opportunities that off-site employees have to bring it to life.

So, how can you ensure that your organization’s brand stays on track if your employees are working remotely?

  • Make sure your brand is truly mobile-friendly
  • Hold your employees as accountable for deliverables as if they were sitting next to you
  • Give your team a strategy to stay connected (e.g., email, IM).

Ditch the PJs and Jeans; Choose Business Casual

One last thing … while working in your pajamas may seem like a nice idea, it’s best to differentiate your home “downtime” from your home “business time.” So change out of your lounge wear and choose something you wouldn’t be embarrassed to be seen in on a Skype conference call. But you can probably keep your slippers on…

Different remote work policies work best for different companies at different times − and sometimes, a strategic business shift requires a change in policy. What is your organization’s policy on working from home?

Want to change or improve your company’s brand image? Contact GillespieHall – in your jeans, tees, PJs or in your business suit. We won’t judge.

This post was updated from its original version, first published in July 2018.

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