Before 2020, remote work was seen as a luxury. Now, it’s clear that businesses that embrace it intentionally thrive, while those clinging to an outdated office are finding it harder to attract incredible talent. And I’m increasingly sure that as a founder or CEO, your principal role is recruitment.
Working remotely is not a change to your place of work; it’s a completely different way to build and do business! The rules are not the same, and applying traditional in-office strategies to a remote environment will almost certainly lead to frustration, failure, and everyone declaring that remote working doesn’t work.
Instead, building an incredible remote work culture requires intentionality, creativity, and an understanding of the unique dynamics of people and purpose.
Here are the key principles of how we’ve built Oxygen Conservation as a complete remote business from day one.
Recruitment is Everything
The foundation of a great remote culture starts with hiring brilliant people.
We look for individuals who are:
- Curious: They ask questions, seek out knowledge, and strive to understand.
- Driven and Self-Motivated: Remote work requires individuals who can take initiative without constant oversight.
- Collaborative: They need to thrive in team settings and contribute meaningfully to discussions and projects.
- Resilient: Working remotely can be isolating and challenging at times, so resilience is critical.
- Humble: The best remote workers are unafraid to ask for feedback, help, or advice when needed.
Be Purposeful in Communication
In a remote environment, learning through osmosis is no longer possible – you can’t just quietly watch and listen. Especially for early-career professionals, deliberate communication is vital. Leaders and team members alike need to:
- Constantly teach and share knowledge.
- Use clear and structured communication to set expectations and provide guidance.
- Offer frequent feedback to ensure growth and alignment.
Leverage Collaboration Tools
You cannot build a great remote culture without maximising the use of collaboration tools. From video conferencing and project management platforms to shared documents and messaging apps, every tool should:
- Facilitate seamless interaction.
- Be user-friendly to minimise friction.
- Be chosen not just for its utility but also for what the team finds enjoyable to use. Frustrating tools lead to disengagement and inefficiency.
Invest in Technology
Investing in the right technology is essential. This doesn’t just mean providing the basics like laptops and support to pay for high-speed wifi; it means:
- Understanding what tools and technologies your team needs and wants.
- Ensuring these tools enhance collaboration rather than hinder it.
- Continuously upgrading systems to avoid bottlenecks or frustration.
Build Trust as a Foundation
Trust is the cornerstone of any successful remote team – so often I hear people say they can’t trust their teams to work remotely – if this is the case, you’ve got the wrong people. Without genuine trust, communication falters, collaboration breaks down, and motivation wanes.
To foster trust in a remote environment:
- Demonstrate & Demand Reliability: Follow through on commitments and ensure others do the same.
- Encourage & Role Model Vulnerability: Create an environment where team members feel safe sharing challenges or mistakes without fear of judgment.
- Recognise and Celebrate Contributions: Publicly acknowledge efforts and successes to show that everyone’s work is valued.
- Cultivate Psychological Safety: Promote open dialogue where everyone’s ideas and concerns are heard and respected.
Flexibility
Flexibility isn’t just a perk of remote work—it’s a necessity. It’s the natural byproduct of trust, and without trust, flexibility becomes impossible. A great remote culture isn’t built on rigid schedules or clock-watching; it thrives on outcomes, accountability, and the understanding that work and life are not opposing forces but intertwined elements of a fulfilling career (and life in general).
For flexibility to truly work, both the employer and the employee must embrace a new way of thinking:
- Employers must let go of outdated control mechanisms and trust that great people will do great work—whether that happens at 10 a.m. on a Monday or 8 p.m. on a Sunday doesn’t matter.
- Employees must take ownership of their work and be adaptable, understanding that flexibility goes both ways. Some days, that might mean stepping away in the afternoon for personal time; other days, it might mean working in focused blocks during unconventional hours.
- Everyone must be accountable to their colleagues. Flexibility doesn’t mean working in isolation or at the expense of others. A great remote team depends on clear communication, meeting commitments, and ensuring no one is left waiting because someone else is “working flexibly.” True flexibility requires a culture of respect, reliability, and teamwork.
A flexible work structure isn’t about reducing work—it’s about working better. It’s about designing a workday that integrates productivity, recovery, and personal well-being, ensuring people live their best lives every day.
It’s More Work, Not Less
One of the biggest myths about remote work is that people do less. The reality? They do more.
Studies have shown that when people reclaim the hours lost to commuting, they don’t just spend them lounging around. Research from the pandemic-era remote work boom revealed that, on average, employees used their extra time by:
- Working an additional 30 minutes per day—resulting in higher overall productivity.
- Investing 30 more minutes in personal time, whether with family, fitness, or rest—leading to better mental and physical well-being.
The idea that people slack off at home is outdated and misguided. In fact, Microsoft’s research into work patterns has revealed a triple-peak day, showing that many remote workers have found ways to be productive outside traditional working hours—early morning, midday, and later in the evening.
Remote work isn’t about doing less; it’s about redefining what productivity looks like. It’s about creating an environment where people aren’t just working more, but working smarter, with purpose, and with balance.
Over-Involve, Over-Share
In a remote environment, information doesn’t flow naturally. Successful teams prioritise transparency and involvement at every level.
Leaders must:
- Be radically transparent and purposeful in sharing information.
- Create opportunities for everyone to be involved in key decisions and discussions.
- Ensure that team members have the context and knowledge they need to make great decisions independently.
But communication is a two-way street. In a remote setting, employees must also take ownership of staying informed and engaged.
Employees should:
- Share information openly and with intention.
- Seek opportunities to participate in key discussions and decisions.
- Ask questions and request feedback when needed to ensure they make sound, independent decisions
Structure Contact Points
Regular touchpoints help build and maintain fantastic relationships. Examples of structured interactions include:
- Weekly Meetings: A dedicated start-of-week full-team meeting to set priorities and share updates complemented by one-on-one check-ins between employees and their line managers, as well as smaller, direct team discussions.
- Written Weekly Updates: A reflective wrap-up at the end of the week to ensure everyone is aligned and informed.
- Quarterly Reviews: Insist on holding these one-to-one conversations in person to foster deeper connection and strategic focus. Conducting these reviews quarterly, rather than annually, allows for a more dynamic approach—enabling us to track progress more effectively and adjust priorities as needed.
Create Spectacular Experiences
Remote teams thrive when given opportunities to bond in person. Special events and adventures maximise the value of the time spent together.
Each quarter, we get the entire team together for activities like coasteering, surfing, free diving, mountain biking, or hill walking. Unique and memorable experiences that build camaraderie and trust.
By creating these moments, we’re building the connection to purpose (fighting climate change and biodiversity collapse) and the emotional connections that underpin a great culture through our values of environment, impact, adventure, and togetherness.
Building a remarkable remote culture requires intentionality at every step. From recruitment to communication, technology, and team-building experiences, every element must be purposeful and aligned with the unique needs of remote work.
Remote work isn’t a compromise—it’s an opportunity. When done right, it builds stronger, happier, and more effective teams than any traditional office ever could!